Social network user numbers are peaking in Western Europe. With little room for overall growth, the biggest changes are happening within and across platforms, with incumbents coming under pressure from networks that younger consumers prefer.

Key Question: Which platforms attract the largest share of social network users in Western Europe?

Key Stat: Facebook still dominates, but its proportional share of social network users is declining. TikTok is gaining the fastest and will account for nearly two-fifths of social network users this year.