Europe Social Network Users 2022

Instagram and TikTok Charge Ahead as Facebook Growth Slows

Report by Karin von Abrams  | Jan 18, 2022

Global Social Network Users 2022

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Our Inaugural TikTok Forecast, plus Developments from the Other Major Platforms

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Table of Contents
Executive Summary
Key Points
How Is Social Network Usage Changing in Europe in 2022?
What Are the Biggest Europe Trends for Facebook, Instagram, Snapchat, TikTok, and Twitter in 2022?
What Does This Forecast Mean for Marketers in Europe?
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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.
Topics
Social Media Users
Social Media Usage
Western Europe
Central & Eastern Europe
Table of Contents
Executive Summary
Key Points
How Is Social Network Usage Changing in Europe in 2022?
What Are the Biggest Europe Trends for Facebook, Instagram, Snapchat, TikTok, and Twitter in 2022?
What Does This Forecast Mean for Marketers in Europe?
Read Next
Media Gallery

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.

TikTok Users in Western Europe, 2020-2025 (millions, % change, and % of internet users)
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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
  1. Media Gallery

Charts in This Report

TikTok Users in Western Europe, 2020-2025 (millions, % change, and % of internet users)Social Network Users in Western Europe, 2020-2025 (millions, % change, and % of internet users)
Social Network Users in Central and Eastern Europe, 2020-2025 (millions, % change, and % of internet users)Social Network Users in France, 2020-2025 (millions, % change, and % of internet users)
Social Network Users in Germany, 2020-2025 (millions, % change, and % of internet users)Social Network Users in Italy, 2020-2025 (millions, % change, and % of internet users)
Social Network Users in Spain, 2020-2025 (millions, % change, and % of internet users)VK Users in Russia, 2020-2025
Facebook Users in Western Europe, 2020-2025 (millions, % change, and % of internet users)Facebook Users in Germany, 2020-2025 (millions, % change, and % of internet users)
Teen Facebook Users in Germany, 2020-2025 (thousands, % change, and % of teen internet users)Facebook User Penetration Worldwide, by Region, 2022 (% of internet users)
Instagram Users in Western Europe, 2020-2025 (millions, % change, and % of internet users)Social Networks in Spain, by Platform, 2022 (millions)
Instagram, Snapchat, and TikTok Users in Italy, 2020-2025 (% of social network users)Facebook, Instagram, and VK Users in Russia, 2020-2025 (% of social network users)
Top 5 Social Networks in Western Europe, 2020-2025 (% of social network users)TikTok Users in Select Countries in Western Europe, 2020-2025 (% of internet users)
Instagram, Snapchat, and TikTok User Penetration in France, 2020-2025 (% of social network users)TikTok Users in Russia, 2020-2025 (millions, % change, and % of internet users)
Top 5 Social Networks in Russia, 2020-2025 (% of internet users)Snapchat Users in Western Europe, 2020-2025 (millions, % change, and % of internet users)
Snapchat Users in Central & Eastern Europe, 2020-2025 (millions, % change, and % of internet users)Twitter Users in Western Europe, 2020-2025 (millions, % change, and % of internet users)
Twitter Users in Central & Eastern Europe, 2020-2025 (millions, % change, and % of internet users)Social Network Users in Europe, by Platform, 2021-2025 (millions)

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authors

Karin von Abrams

Contributors

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