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EMARKETER

US Social Network Forecasts 2025

Users Continue to Climb, but Time Spent Will Peak This Year

Report by Minda Smiley  |  Jun 13, 2025
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Table of Contents
Executive Summary
Social network usage is growing even as time spent peaks
Meta is still managing growth, mostly powered by Instagram
TikTok is still seeing user gains despite its uncertain fate in the US
Threads will have more US users than X by 2027
Snapchat is struggling to bring in new users
Reddit is seeing growth on all fronts
Remaining platforms show signs of momentum
Recommendations for marketers
Sources
Media Gallery
About This Report
The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.
Topics
Media Consumption
Social Media Users
Social Media Usage
United States
Table of Contents
Executive Summary
Social network usage is growing even as time spent peaks
Meta is still managing growth, mostly powered by Instagram
TikTok is still seeing user gains despite its uncertain fate in the US
Threads will have more US users than X by 2027
Snapchat is struggling to bring in new users
Reddit is seeing growth on all fronts
Remaining platforms show signs of momentum
Recommendations for marketers
Sources
Media Gallery

We estimate that US social network users will grow 1.7% YoY in 2025, with adult users experiencing a nearly 2% uptick. But time spent on social networks among adult users will peak in 2025 and decline next year. Social networks fighting for engagement will lean into video, creators, and messaging.

Key Question: How should brands and agencies adjust their marketing strategies in response to shifts in social network usage?

Time Spent on Social Networks Will Peak This Year Even as Users Continue to Grow, 2023-2027 (average hrs:mins spent per day with social networks by and % change in US adult social network users, 2023-2027)
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Key Stat: Adult social network users will see YoY growth through at least 2029 in the US, even as time spent among this group peaks in 2025 at 1 hour, 54 minutes.

This report can help you:

  • Develop media strategy and allocate budget for campaigns (brands, agencies)
  • Develop go-to-market strategy (media platforms)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

6charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Social network usage is growing even as time spent peaks
  3. Meta is still managing growth, mostly powered by Instagram
  4. TikTok is still seeing user gains despite its uncertain fate in the US
  1. Threads will have more US users than X by 2027
  2. Snapchat is struggling to bring in new users
  3. Reddit is seeing growth on all fronts
  4. Remaining platforms show signs of momentum
  1. Recommendations for marketers
  2. Sources
  3. Media Gallery

Charts in This Report

Time Spent on Social Networks Will Peak This Year Even as Users Continue to Grow, 2023-2027 (average hrs:mins spent per day with social networks by and % change in US adult social network users, 2023-2027)YouTube Connected TV Viewers Will Surpass Facebook Users in the US by 2027
YouTube Will Overtake TikTok in Terms of User Time Spent This YearThreads Will Surpass X in US Users by 2027
Snapchat and X Will Be the Only Major Social Networks to See User Growth Decline in 2025Reddit Surfacing in Google Searches Has Led to a Surge in US Users, 2023-2027 (millions of US total Reddit users and % change, 2023-2027)

authors

Minda Smiley

Contributors

Rahul Chadha
Director, Report Editing
Vladimir de Leon
Chart Editor
Jasmine Enberg
Vice President and Principal Analyst
Donte Gibson
Senior Charts Editor
Zach Goldner
Senior Forecasting Analyst
Madan Kumar
Copy Editor
Oscar Orozco
Senior Director, Forecasting
Paul Verna
VP, Content
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