Digital 2026: Social Media Users Surpass 5.66 Billion Globally, AI Adoption Soars
KUALA LUMPUR, Oct 15 (Bernama) -- More than two-thirds of the world’s population now uses social media, with global user identities reaching 5.66 billion or 68.7 per cent, according to the newly released Digital 2026 report by Meltwater and We Are Social.
The report highlights a global 'supermajority' in social media usage, following the addition of 259 million new user identities in the past year alone.
It also points to a significant shift in online behaviour, as users increasingly turn to social and video platforms to fill spare time, now ranked as the second-biggest reason for using social media, just behind staying in touch with friends and family.
YouTube leads the battle for attention with the largest number of active app users, almost 50 per cent more than fifth-placed TikTok. However, TikTok users are the most engaged, spending an average of an hour and 37 minutes per day on the platform’s Android app, more than any other social platform.
In a statement, Meltwater said the Digital 2026 report also reveals fundamental generational differences in brand discovery.
Social media advertising has emerged as the top channel for users aged 16 to 34, with 34.2 per cent of 16- to 24-year-olds and 32.1 per cent of 25- to 34-year-olds discovering new products and services through ads on social media.
For those aged 35 to 44, social media ranks a strong second behind search engines, highlighting a generational divide in media consumption and brand awareness.
The report also shows that more than one billion people globally now use standalone generative artificial intelligence (AI) tools each month. The OpenAI Chief Executive Officer reported that ChatGPT alone recorded 800 million weekly users as of early October 2025.
Marketers are responding to these trends with increased investment. Global advertising spend is projected to reach US$1.16 trillion in 2025, with digital channels accounting for 74.4 per cent of the total. Social media advertising spend alone is forecasted to grow 13.6 per cent year-on-year, reaching US$277 billion. (US$1=RM4.22)
The comprehensive 700-page Digital 2026 report covers data from across the digital landscape, including trends in mobile usage, video streaming, and the evolving role of AI in shaping online behaviour.
-- BERNAMA