More than 6 billion people are now online, and social media has officially become a “supermajority” medium, according to the new Digital 2026 report from Meltwater and We Are Social.
The annual global study — now spanning more than 700 pages — shows how deeply the internet and social media are embedded in modern life, from how people discover brands to how they spend leisure time.
Globally, 5.66 billion social media user identities are now active — the equivalent of 68.7% of the world’s population, or two social media users for every non-user. In the past year alone, platforms have added 259 million new users, a 4.8% annual increase.
“We’re seeing a profound shift in how people discover brands,” said Alexandra Bjertnæs, Chief Strategy Officer at Meltwater. “More people are turning to social media and AI platforms than ever before. Among younger audiences, social media ads now carry more weight than traditional search in shaping awareness and perception.”
As growth plateaus in mature markets, the fight for user attention is getting fiercer. The average internet user now spends 2.5 hours per day on social and video platforms — with “filling spare time” ranking as the second-biggest reason for logging on, after keeping in touch with friends and family.
YouTube remains the world’s largest platform by active users, boasting nearly 50% more app users than fifth-placed TikTok, according to Similarweb data. Yet when it comes to engagement, TikTok dominates: the typical user spends 1 hour 37 minutes per day on its Android app — more than any other platform.
Women aged 16–24 spend the most time online overall, averaging 3 hours 40 minutes daily on social and video platforms.
The average user now engages with 6.75 different platforms each month, underlining how fragmented attention and media habits have become.
Social media overtakes search for brand discovery
The report highlights a generational shift in how consumers find new products and services.
Among 16–34-year-olds, social media ads are now the number one source of brand discovery:
• 34.2% of those aged 16–24
• 32.1% of those aged 25–34
For 35–44-year-olds, social ads rank a strong second, just behind search engines — signalling a growing divide between digital-native and older audiences.
Toby Southgate, Global Group CEO of We Are Social, said: “We’ve moved from a race for reach to a battle for relevance. With nearly seven in ten people on social media, this is where brands win or lose. Success will depend on deep cultural understanding and ideas that earn attention.”
Generative AI crosses the billion-user threshold
For the first time, over one billion people now use generative AI tools each month. OpenAI’s CEO reported that ChatGPT alone had 800 million weekly users as of October 2025, illustrating the technology’s rapid mainstream adoption.
This surge is reshaping search behaviour, with only 80% of online adults now using conventional search engines each month — down several points year on year. Meanwhile, half of global internet users say they are excited about the potential of AI, according to Digital 2026.
Digital ad spend hits record highs
Marketers are set to spend a record US$1.16 trillion on advertising in 2025, with digital channels accounting for 74.4% of total spend.
Social media advertising continues to outperform, projected to rise 13.6% year-on-year to US$277 billion. Meanwhile, online retail media has emerged as a powerhouse, with brands expected to pour US$204 billion into retail ad networks this year alone.
Streaming services also now account for more than half (50.4%) of all global TV viewing time, reflecting how entertainment, advertising, and e-commerce are converging in the digital ecosystem.
With 5.78 billion mobile users (70.1% of the global population) and social platforms reaching near-saturation, Digital 2026 paints a picture of a world where online behaviour is universal — but fragmented, fast-changing, and increasingly powered by AI.
For marketers, the takeaway is clear: winning attention in 2026 will require intelligence, creativity, and cultural fluency across platforms that never stop evolving.
“The game keeps changing,” said Southgate. “A ‘supermajority’ of the world is now active online — and every brand must learn to play by new rules.”
