Europe Social Media Outlook 2023

Facebook and Twitter Stumble While Instagram, TikTok, and Snapchat Ride the Bumps

Executive Summary

Last year was a tumultuous one for social media, as major platforms mirrored the economic and political turmoil in many markets. Elon Musk’s purchase of Twitter was a major disruptor, too. In 2023, Europe is on the front line of several battles.


  1. Which major social platform is faring best in Europe, and which is performing worst?
  2. How is the Russia-Ukraine war changing Europe’s social media map?
  3. How can marketers reach Western Europe’s key demographics on social media?

WHAT’S IN THIS REPORT? Our outlook for social media usage in Western Europe and Central and Eastern Europe, and a look at the market dynamics of the major platforms in the region.

KEY STAT: Western Europe will account for just 8.7% of Facebook users worldwide in 2023. But the region will more than pull its weight among Instagram, Snapchat, TikTok, and Twitter users, with double-digit shares of the global totals.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Subdued Social User Growth in Europe Won’t Dent Regional Ad Spending
  1. Meta Faced a Turbulent 2022 but Isn’t Dethroned as Europe’s Top Social Ad Platform
  2. Twitter Reaps a Soccer Boost, but a Sharp Decline Has Begun
  3. Snapchat Is Enjoying a Winning Streak
  1. What Are the Potential Wild Cards With This Forecast?
  2. Sources
  3. Media Gallery

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Karin von Abrams


Alina Brentnall
Senior Researcher
Jasmin Ellis
Forecasting Analyst
Bill Fisher
Principal Analyst, UK
Peter Newman
Senior Forecasting Analyst
Debra Aho Williamson
Principal Analyst

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