We predict reasonable Snapchat user growth of 6.8% in Western Europe this year, resulting in 76.2 million new users on the platform, or nearly 22% of the region’s internet users. However, this growth is up only slightly from our November 2019 prediction of 6.3%.
While a pandemic-induced bump was expected, competition from TikTok will prevent Snapchat from growing more robustly. We expect to see strong TikTok user growth rates this year across France (88.7%), Germany (79.7%), and the UK (75.2%).
Whatever the story, Snapchat user growth in Western Europe is slowing substantially—the rate of growth will be almost half that of 2019 and drop to just 1.2% by the end of 2024. And across the three biggest economies in Europe—the UK, France, and Germany—Snapchat’s user growth will vary.
Those differences begin with the UK set to post the smallest increase in user numbers, rising by 3.4% to 16.1 million in 2020. Although that growth rate will be up from our previous prediction—we expected only 2.1% growth in our November 2019 forecast—it represents only a small pandemic bump.