What's Happening?
A 2025 report by the Pew Research Center reveals that YouTube is the most popular social media platform among American adults, surpassing Instagram and TikTok. The study surveyed over 5,000 adults, finding that 84% use YouTube, while 71% use Facebook and 50% use Instagram. Despite the rise of newer platforms like Threads, which reached 400 million monthly users, only 8% of adults reported using it. The report also highlights usage frequency, with 52% of adults visiting Facebook daily and 48% using YouTube daily. Notably, TikTok is used daily by 47% of adults aged 18-29, but only 5% of those 65 and older.
Why It's Important?
The dominance of YouTube in social media usage among US adults highlights shifting trends in digital consumption. This has implications for
advertisers and content creators who may prioritize video content to reach broader audiences. The data also suggests that platforms like Facebook maintain a stable user base, which is crucial for Meta's strategic planning. Understanding these usage patterns can inform marketing strategies and platform development, as companies aim to capture diverse demographic segments. The report's insights into age-related usage differences can guide targeted content creation and advertising efforts.
