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EMARKETER

Worldwide Social Media Outlook 2023

After a Tough 2022, the Major Platforms Start a New Chapter

Report by Debra Aho Williamson  |  Jan 31, 2023

Worldwide Social Media Outlook 2023

Our data and analyses across 6 regions: US, Canada, Latin America, Asia-Pacific, Europe, and UK

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Download
Report
Spreadsheet
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
Four Ways the Worldwide Social Media Landscape Will Change in 2023
The Social Audience Is Massive—and Still Growing
Twitter Hemorrhages Users
Meta Slows as ByteDance Grows
Media Gallery
About This Report
The social media landscape is shifting. Economic challenges, new competition, and governmental scrutiny are pushing the major global platforms in different directions.
Topics
Social Media Users
Worldwide
Table of Contents
Executive Summary
Key Points
Four Ways the Worldwide Social Media Landscape Will Change in 2023
The Social Audience Is Massive—and Still Growing
Twitter Hemorrhages Users
Meta Slows as ByteDance Grows
Media Gallery

Executive Summary

The social media landscape changes every year, but 2023 will bring bigger-than-usual transformations as Facebook, Instagram, Snapchat, and Twitter confront a slowdown in user and revenue growth, and as uncertainty about US regulation looms over TikTok. Meanwhile, new challengers wait in the wings.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. Is social media dying or just shedding its skin?
  2. Will Twitter be able to reverse its user decline?
  3. How big a threat is the combination of Douyin and TikTok to Meta’s platforms?

WHAT’S IN THIS REPORT? Our updated worldwide forecasts for Facebook, Instagram, Snapchat, TikTok, and Twitter users and ad revenues, along with what to watch for 2023.

Social Network User Growth Worldwide, by Platform, 2023 (% change )
E-Mail ChartDownload

KEY STAT: The major worldwide social platforms will move in different directions when it comes to user growth in 2023.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

10charts

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

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Four Ways the Worldwide Social Media Landscape Will Change in 2023
  1. The Social Audience Is Massive—and Still Growing
  2. Twitter Hemorrhages Users
  3. Meta Slows as ByteDance Grows
  1. Media Gallery

Charts in This Report

Social Network User Growth Worldwide, by Platform, 2023 (% change )Companies With Over $10 Billion in Net Digital Ad Revenues Worldwide, 2022 (billions)
Social Network Ad Revenues Worldwide, by Platform, 2020-2024 (billions )Social Network Users Worldwide, by Region, 2023 (millions and % change)
Social Network Users Worldwide, by Platform, 2021-2026 (millions )Twitter Users Worldwide, 2019-2024 (millions, % change, and % of social network users)
Twitter User Growth Worldwide, by Region, 2020-2024 (% change )Facebook and Instagram Users Worldwide, 2020-2026 (millions)
Facebook User Growth Worldwide, by Region, 2020-2026 (% change )TikTok/Douyin*, Facebook, and Instagram Users Worldwide, 2020-2026 (% of population)
Download
Report
Spreadsheet
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
Four Ways the Worldwide Social Media Landscape Will Change in 2023
The Social Audience Is Massive—and Still Growing
Twitter Hemorrhages Users
Meta Slows as ByteDance Grows
Media Gallery
About This Report
The social media landscape is shifting. Economic challenges, new competition, and governmental scrutiny are pushing the major global platforms in different directions.
Topics
Social Media Users
Worldwide
Table of Contents
Executive Summary
Key Points
Four Ways the Worldwide Social Media Landscape Will Change in 2023
The Social Audience Is Massive—and Still Growing
Twitter Hemorrhages Users
Meta Slows as ByteDance Grows
Media Gallery

authors

Debra Aho Williamson

Contributors

Jade Appel
Associate Forecasting Analyst
Man-Chung Cheung
Senior Researcher
Jasmin Ellis
Forecasting Analyst
Jasmine Enberg
Principal Analyst
Peter Newman
Senior Forecasting Analyst
Jane Xu
Associate Forecasting Analyst
Ruoyan Zeng
Associate Forecasting Analyst
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