Executive Summary

Social networks won’t see significant user growth in the UK from here on in. However, there will be considerable changes in terms of which platforms are gaining and losing users. Gen Z will be driving much of this change—it’s the only cohort that will continue to add meaningful numbers of social users through the end of our forecast period in 2026.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. Which platforms will add, and lose, the most users in the UK this year?
2. How much growth can we expect to see in social user numbers overall?
3. How are Gen Z’s social habits shaping the wider landscape?

WHAT’S IN THIS REPORT? Our latest forecast for social network users in the UK, looking at the changing platform hierarchy—and what it could mean for advertisers.

KEY STAT: Changes in the social network hierarchy are being driven by Gen Z. Instagram, Snapchat, and TikTok remain the most popular platforms for this cohort, but there’s user growth across the board, even for Facebook.