Europe Social Network Users 2022

Instagram and TikTok Charge Ahead as Facebook Growth Slows

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About This Report
Over 500 million people in Europe will use social networks monthly in 2022—with more than half hailing from Central and Eastern Europe. Facebook will remain the largest platform, but its lead is shrinking as Instagram and TikTok expand.
Table of Contents

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.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. How Is Social Network Usage Changing in Europe in 2022?
  1. What Are the Biggest Europe Trends for Facebook, Instagram, Snapchat, TikTok, and Twitter in 2022?
  2. What Does This Forecast Mean for Marketers in Europe?
  3. Read Next
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Read This With Insider Intelligence

authors

Karin von Abrams

Contributors

Alina Brentnall
Senior Researcher
Bill Fisher
Principal Analyst, UK
Cindy Liu
Senior Forecasting Analyst
Debra Aho Williamson
Principal Analyst
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