December 21, 2020
The coronavirus pandemic has proved to be boost for more than subscription and ad-supported VOD as millions of people stayed home for weeks or months entertained by social media networks such as Facebook, Instagram, Snapchat and Twitter.
A new report from eMarketer found that in 2020 there were nearly 150 million more social network users worldwide than previously projected. Social media users topped 3.23 billion this year as nearly 81% of Internet users worldwide were classified as social network users.
China reportedly is home to the world’s largest population of social network users — about 889.5 million people and 97.3% of all Internet users. That’s up 7% compared with 2019. eMarketer had projected 4.8% growth in 2020, which it said translates to more than 58 million new social network users in China in 2020.
Among social networking platforms, eMarketer said Facebook would continue to dominate globally through the end of 2024. It remains the only platform used by more than half (59%) of the world’s social networking population. The pandemic has helped to revitalize a relatively sluggish platform, which will post 8.7% growth in global user numbers in 2020. Facebook’s total user numbers will surpass 1.90 billion — about 100 million more than eMarketer projected. Interestingly, Facebook is losing users in Germany and Japan.
Facebook-owned Instagram saw the biggest percentage increase of any platform worldwide, increasing its user base by 22.9%. The total number of users exceeded 1 billion for the first time in 2020.
Snapchat saw its global user base increase by 16.1%, which eMarketer attributed to ongoing issues surrounding social video competitor TikTok — the latter now banned in India.
While a mainstay in the U.S. and for President Trump, Twitter is used much less than Facebook, Instagram, and Snapchat, according to eMarketer. The research firm pegs 8.4% growth for Twitter in 2020, contending growth is largely due to to the platform’s “starring role” as a source for up-to-the-minute, bite-sized news and opinions in a year that has been “highly volatile politically, socially and economically.”