Social media has officially reached a global milestone. According to Digital 2026, the latest annual report from We Are Social and Meltwater, more than two-thirds of the world’s population are now active on social platforms — marking a “supermajority” moment in the evolution of the digital landscape.
The report, which compiles global insights on internet usage, social behaviour, and marketing trends, also reveals that AI adoption has exploded, with over one billion people now using generative AI tools every month. Meanwhile, social media ads have become the most influential form of brand communication among Gen Z and Millennials, surpassing traditional media like television and even search engines.
The findings highlight how digital connectivity, artificial intelligence, and social advertising are converging to redefine how people interact, discover brands, and consume information.
Over 5.66 billion social media identities are now active worldwide, representing 68.7% of the global population, with 259 million new users joining in the past year alone. The typical adult spends an average of 18 hours and 36 minutes per week on social media and online video platforms, underscoring the central role of these spaces in everyday life.
For younger audiences aged 16 to 34, social media ads are now the number-one driver of brand awareness, outperforming both search and television. The report notes a clear generational shift, with older audiences still relying more on traditional media channels.
Meanwhile, the AI revolution continues to accelerate. Digital 2026 estimates that more than one billion people use generative AI tools monthly, including chat-based applications like ChatGPT, which alone reported 800 million weekly users in October 2025. This surge is reshaping online behaviour — including how people search, learn, and make purchasing decisions. Only 80% of online adults now report using traditional search engines monthly, compared to nearly universal usage just a few years ago.
Digital ad spending is also reaching record levels. Marketers are expected to spend US$1.16 trillion globally in 2025, with 74.4% allocated to digital channels. Social media advertising alone will see a 13.6% year-on-year increase, reaching US$277 billion in global investment.
The 700-page Digital 2026 report outlines additional insights, including:
- Women aged 16 to 24 spend the most time online, averaging 3 hours and 40 minutes daily on social and video platforms.
- The world’s top three social platforms remain WhatsApp, Instagram, and Facebook.
- The average user engages with 6.75 different platforms monthly.
- YouTube ads on connected TVs now reach over 40% of its global users.
In the UK, adults spend 16 hours and 13 minutes weekly on social and video platforms, using an average of 6.25 platforms each month. Nearly half (49.3%) use social media to research brands and products, confirming the growing influence of digital discovery.
Lucy Doubleday, Managing Director at We Are Social UK, commented: “Social media has become an integral part of our media ecosystem. With a supermajority of the global population now online, marketers must focus on relevance rather than just reach. It’s about crafting ideas that spark conversations and resonate culturally.”
Alexandra Bjertnæs, Chief Strategy Officer at Meltwater, added: “We’re seeing a profound shift in how people discover and trust brands. With more people turning to social media and AI tools than ever before, marketers have a unique opportunity to meet audiences where they are and engage with authenticity and insight.”
As social platforms, AI, and digital storytelling continue to evolve, Digital 2026 paints a clear picture: the competition for attention is no longer just about visibility — it’s about meaningful connection, creativity, and cultural relevance.
