Executive Summary

Europe’s social network landscape is shifting as overall penetration nears a plateau and major platforms vie for users. Demographics account for several changes: Many young people are leaving Facebook for newer, more vibrant networks.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. How many people in Western, Central, and Eastern Europe use social media at least monthly?
2. How is Facebook faring in Europe and how is its audience changing?
3. How rapidly are Instagram and TikTok growing in Europe’s biggest markets?

WHAT’S IN THIS REPORT? Our latest forecasts for social media usage in Europe, highlighting the key trends shaping social networking in major markets and exploring the trajectories of the leading social platforms.

KEY STAT: One-quarter of Western Europe’s internet users will also use TikTok in 2022, pushing the platform’s user count beyond 89 million. Gen Z will continue to drive double-digit growth this year.