Insider Intelligence latest news, announcements, and media resources.

Twitter MAUs Set to Grow Just 1.5% This Year

May 10, 2022 (New York, NY) – Elon Musk has his work cut out for him as he takes the reigns at Twitter. Worldwide user growth will be essentially flat this year, according to the latest social network forecast from Insider Intelligence (completed before Twitter accepted Musk’s offer to purchase the platform). Usage will grow at a similar rate of just over 1% each year through the end of 2026. And in the US, usage will actually decline over the next few years.

By the end of 2022, there will be 368.06 million monthly Twitter users worldwide, up just 1.5% from 2021. This comes after a pandemic-induced bump in 2020 and 2021, when growth was 11.2% and 4.3% respectively, when users flocked to Twitter for information. Going forward, Twitter will add just 20.78 million users between now and the end of 2026, far below Facebook, Instagram, Snapchat, and TikTok.

“Growing Twitter won’t be an easy task,” said Jasmine Enberg, principal analyst at Insider Intelligence. “While we now have a better idea of how Musk intends to increase usage of the platform – subscriptions, payments, and a mysterious business X – the goals he has set are lofty and signify a potential major shift in how Twitter is used. ”

 

US TWITTER USAGE & TIME SPENT

Most of Twitter’s growth will come from APAC, while growth in the US is turning negative for the first time since 2018. In 2022, the number of US monthly users will drop by 0.5% to 57.5 million. Growth will be slightly negative for the next three years, with the platform losing nearly 1 million US users by the end of 2026.

Another concern—engagement among US users is stagnant. In 2022, adult Twitter users will spend 35 minutes per day on the platform on average, up 1 minute from last year. But we expect engagement to fall back down to 34 minutes in 2023 and remain there through 2024.

“Charging a subscription to use Twitter may be a tough sell, especially if there continues to be a free version of Twitter available,” Enberg said. “Musk knows this – while he’s expecting to cut ad revenues to less than half of Twitter’s total revenues by 2028, subscriptions will still account for about $2 billion dollars less. Musk’s proposal for a payments business means that he’s also getting serious about commerce, which is still a relatively untapped and potentially large opportunity for Twitter.”

 

UK TWITTER USAGE

Twitter’s UK user base is much smaller than that of the US, with 14.2 million users this year. Unlike in the US, growth will be positive, but to a small degree. Usage will grow just over 1% per year through the end of 2026, with the platform adding 680,000 users in the UK by then.

 

 

Methodology
Forecasts and estimates from Insider Intelligence are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms, and public companies, as well as from interviews with top executives at publishers, ad buyers, and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends, and economic changes. 

  

About Insider Intelligence 

Insider Intelligence aims to be the world’s leading research service focused on digital transformation. Our mission is to empower professionals with the data, insights, and analysis to make grounded decisions in a digital world. Each year, we produce nearly 300 reports, 7,000 charts, 1,500 newsletters, and 200 forecasts across the industries of Advertising, Media, and Marketing; Financial Services; Healthcare; and Retail and Ecommerce. Insider Intelligence is owned by European media giant Axel Springer S.E. and was formed in 2020 from the combination of eMarketer and Business Insider Intelligence (BII). 

Posted on May 10, 2022.