Western Europe Social Network Users Forecast 2024

Platform Mix Gains Importance Amid Faltering User Growth

Report by Bill Fisher  | Jun 6, 2024
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Table of Contents
Executive Summary
Why it’s important to stay on top of this topic
What are the most important findings in our forecast?
Media Gallery
About This Report
Social network user growth is stalling in Western Europe. Marketers should look toward changing platform dynamics, particularly among generational cohorts, to best manage their social media strategies.
Topics
Social Media Usage
Social Media Users
Western Europe
Table of Contents
Executive Summary
Why it’s important to stay on top of this topic
What are the most important findings in our forecast?
Media Gallery

Social network user numbers are peaking in Western Europe. With little room for overall growth, the biggest changes are happening within and across platforms, with incumbents coming under pressure from networks that younger consumers prefer.

Key Question: Which platforms attract the largest share of social network users in Western Europe?

A Three-Speed Market: Meta Still Dominates, TikTok Is Gaining Fastest, and X Continues to Slide
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Key Stat: Facebook still dominates, but its proportional share of social network users is declining. TikTok is gaining the fastest and will account for nearly two-fifths of social network users this year.

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Table of Contents

  1. Executive Summary
  2. Why it’s important to stay on top of this topic
  1. What are the most important findings in our forecast?
  2. Media Gallery

    Charts in This Report

    A Three-Speed Market: Meta Still Dominates, TikTok Is Gaining Fastest, and X Continues to SlideSocial Network User Growth Will Be Marginal as Penetration Nears Saturation
    Gen Z Will Overtake Millennials in Social Network User Penetration in the UK This YearFacebook Is a Minor Platform Among Gen Z, With Instagram and TikTok Set to Vie for Top Billing
    Facebook Has Passed Its User Peak, With Small Declines Expected Through the End of Our ForecastTikTok User Growth Will Continue to Outpace That of Snapchat, Widening the User Divide
    X's Struggles Continue—User Declines Will Keep Deepening Year Over Year

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    authors

    Bill Fisher

    Contributors

    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Jasmine Enberg
    Principal Analyst
    Wendy Louie-Lam
    Senior Forecasting Analyst