The Digital Report 2027 records 5.81 billion active identities each month on social media in October 2026, representing 69.9 % of the world’s population. Published on October 21, 2026, by We Are Social and Meltwater, the report confirms annual growth of 2.7 %, but points out that a social identity does not always correspond to a unique person.
What are the key figures from the Digital Report 2027?
The Digital Report 2027 measures 5.81 billion monthly active identities on social media in October 2026. According to DataReportal, this total increased by approximately 151 million in one year. The time spent weekly on social and video platforms simultaneously reached 19 hours and 18 minutes.
The global report, which exceeds 900 pages, is based on data available at the beginning of October 2026. Its analysis was authored by Simon Kemp and the Manochi team. More than 97 % of connected adults surveyed said they had used a social network or messaging service during the previous month, according to DataReportal.
Growth remains strong, but it is slowing compared with the mass-adoption phases of the 2010s. Between October 2025 and October 2026, the published volume rose from 5.66 to 5.81 billion identities. We Are Social nevertheless warns that changes in sources and methodologies limit direct comparisons between two editions.
Another useful signal for advertisers: social time is not evenly distributed. In October 2026, weekly use of social networks and video feeds exceeded 24 hours in 12 countries, according to DataReportal. An international campaign therefore cannot simply duplicate its formats, frequencies, and creators from one market to another. A locally adapted international influencer marketing strategy remains more relevant.
Do 5.81 billion users represent 5.81 billion people?
The 5.81 billion announced by the Digital Report 2027 refers to user identities, not a count of unique people. DataReportal specifies that this indicator may include multiple, professional, organizational, or fake accounts. The global rate of 69.9 % should therefore not be interpreted as directly activatable advertising reach.
A user identity is an account or profile counted by platform sources, which may belong to a person who is already present elsewhere. For example, a creator may manage a personal account, a professional account, and several brand pages. Adding these profiles mechanically overestimates the number of distinct individuals.
Ce piège compte lorsqu’une marque prépare un plan média. Une audience potentielle globale ne renseigne ni la duplication entre Instagram, Facebook et TikTok, ni la part réellement exposée à une publication, ni la qualité de l’attention. Honnêtement, présenter 5,81 milliards comme un « marché adressable » dans un brief serait une erreur de lecture.
Les purges de comptes compliquent aussi l’analyse. Le rapport publié en octobre 2026 indique que de récentes suppressions de comptes par Meta ont réduit la portée déclarée de Facebook et d’Instagram sur plusieurs marchés. Une baisse apparente peut donc provenir d’un nettoyage des données plutôt que d’un désintérêt soudain des audiences.
Which platforms dominate according to the Digital Report 2027?
Facebook retains the highest monthly usage reach in the second quarter of 2026: 58.1 % of internet users aged 16 and over surveyed said they had used it. Instagram reached 56.6 %, YouTube 56.2 %, and WhatsApp 54.9 %, according to data cited by DataReportal.
| Platform | Reported monthly usage, Q2 2026 | Preferred platform, Q2 2026 | Daily mobile time, August 2026 |
|---|---|---|---|
| 58,1 % | 13,3 % | Not reported in the selected data | |
| 56,6 % | 17,8 % | 1 hr 40 min | |
| YouTube | 56,2 % | Not reported in the selected data | 1 hr 28 min |
| 54,9 % | 17,1 % | Not reported in the selected data | |
| TikTok | Not reported in the selected data | Not reported in the selected data | 1 hr 55 min |
Reach, preference, and attention do not tell the same story. Instagram ranks first among the preferred platforms of active social media users aged 16 and over, with 17.8 % in the second quarter of 2026. WhatsApp follows at 17.1 %, then Facebook at 13.3 %.
TikTok, however, dominates the average daily time spent in the mobile app per active user: 1 hour and 55 minutes in August 2026. Instagram reached 1 hour and 40 minutes, compared with 1 hour and 28 minutes for YouTube. This volume of attention does not automatically guarantee video visibility: the study on the decline in TikTok reach in 2026 shows why producing more is no longer enough.
In practice, it is therefore better to choose a platform based on the objective. Facebook remains powerful for broad reach, Instagram combines affinity and usage time, TikTok concentrates intensive consumption, while YouTube makes it possible to develop both short- and long-form videos. The final choice also depends on the niche, country, age group, and the creator’s ability to retain attention.
What does the Digital Report 2027 change for influencer marketing?
The Digital Report 2027 requires distinguishing three metrics before investing: a platform’s reach, the time actually spent on it, and stated preference. For influencer marketing, a large user base does not replace the creator’s editorial affinity, the quality of interactions, or the measurement of commercial results.
The engagement rate is a ratio that compares the interactions received with the size of the audience or the content’s reach. It must be read together with its formula, because a rate calculated based on followers is not comparable to one calculated based on reach. This is precisely one of the issues addressed in influencer campaign measurement.
The time spent on TikTok may justify native, fast-paced, serialized content. On YouTube, a brand can combine YouTube Shorts with longer videos to establish a demonstration or expertise. Instagram remains well suited to campaigns combining Instagram Reels, Stories, carousels, and direct messages, provided performance is not judged solely by follower count.
Another point deserves attention: global reach is approaching 70 %, but annual growth is no longer that of an emerging market. Brands should pursue less theoretical volume and more credibility, repetition, and consistency. This evolution aligns with the shift of influencer marketing toward credibility.
How can you adapt your social media strategy in 2027?
A social media strategy in 2027 should start with the business objective, then select the platform using the right usage, attention, and affinity metrics. The global figures from the Digital Report 2027 help frame the market, but operational decisions require local data, account statistics, and tracking by format.
Here are five concrete actions to implement during the next campaign cycle:
- Check each creator’s geography, age demographics, and audience quality before comparing their community with a platform’s global potential.
- Separate distribution metrics, such as reach and views, from action metrics, such as clicks, registrations, and sales.
- Request the exact engagement-rate formula and the period analyzed to avoid misleading comparisons.
- Adapt the creative to usage: short, recurring sequences on TikTok; a combination of Instagram Reels and Stories on Instagram; and complementarity between YouTube Shorts and long-form videos on YouTube.
- Measure results by platform, creator, and content using tracked links, dedicated codes, or shared conversion data.
Do not confuse preference with commercial effectiveness. Instagram is the favorite platform of 17.8 % of active social users surveyed in the second quarter of 2026, but a specialized audience may convert better elsewhere. In a technical niche, a precise YouTube creator may sometimes be more effective than broader exposure on Instagram.
Audits must also account for methodological breaks and account removals. A change in audience does not always indicate a real change in popularity. To verify a profile’s data before modifying your plan, the six metrics for an Instagram audit in 2027 provide a practical foundation.
ValueYourNetwork accompagne les stratégies sociales et les campagnes d’influence avec une expérience concrète des plateformes depuis 2015. Que vous soyez influencer or an advertiser, develop your social networks with us and contact us to structure your next activations.
FAQ about social media figures in 2027
Who publishes the Digital 2027 report?
The Digital 2027 report was published on October 21, 2026, by We Are Social and Meltwater, with an analysis by Simon Kemp and the Manochi team. The data presented was available at the beginning of October 2026.
What percentage of the world's population uses social media?
Monthly active social media identities represented 69.9% of the global population in October 2026, or nearly 70%. This metric does not correspond exactly to a proportion of unique individuals.
Which social network is used the most in 2026?
Facebook records the highest reported monthly usage among the platforms compared in the second quarter of 2026, with 58.1 % of surveyed internet users aged 16 and older. Instagram follows at 56.6 %, ahead of YouTube at 56.2 %.
Which social network do we spend the most time on?
TikTok reaches an average of 1 hour and 55 minutes of daily usage in the mobile app per active user in August 2026. Instagram reaches 1 hour and 40 minutes, while YouTube reaches 1 hour and 28 minutes.