Social media: global penetration rate 2025, by region

As of October 2025, Eastern Asia and Northern Europe recorded the highest social media penetration rates worldwide, at **** percent and ** percent, respectively. In contrast, Eastern and Middle Africa had the lowest levels of social network usage. Overall, the global average penetration rate stood at **** percent.

Global social media use

In 2023, **** billion people around the world were using social media, and the number of users is projected to continue rising to almost six billion by 2027. *************** is the most popular social media network globally, with more than ***** billion monthly active users (MAU). Meta Platforms owns four of the ten leading social media networks globally, each with more than *** billion MAU: Facebook, WhatsApp, Instagram, and Facebook Messenger.

Social Media Usage, by country

As of January 2024, the UAE had the highest social media penetration rate out of selected countries and territories. Brazil and Morocco were close to the global average of **** percent, with **** and **** percent, respectively, while Kenya reached only **** percent. Although India’s active social media penetration rate was below average at **** percent, the country had the second largest social media audience in the world, with *** million social media users in 2022.