The internet has officially crossed another big milestone. According to the Digital 2026 report by Meltwater and We Are Social, the number of internet users has now passed 6 billion, and social media has become the place where most of the world now lives digitally. More than two-thirds of the global population now uses social media. This is a figure that paints a clear picture of how deeply online life has become a part of everyday reality.
But this year’s report isn’t just about growth. It also reflects a massive change in how people spend time online, how they discover brands, and how artificial intelligence is quietly reshaping user behavior across platforms.
There are now 5.66 billion social media user identities, accounting for 68.7% of the world’s population.. It means social media users now outnumber non-users two to one. In the last year alone, another 259 million new users joined the social world.
The average internet user now spends more than 2.5 hours every day scrolling through social and video platforms. For most, social media has become more than a space for staying connected. It is now the go-to destination for entertainment, discovery, and killing time.
Interestingly, “filling spare time” has overtaken almost every other reason for using social media, except “staying in touch with friends and family.” That shift clearly shows how social media has evolved into the modern world’s default pastime.
YouTube continues to be the biggest player in terms of active users, almost 50% more than TikTok. But when it comes to attention, TikTok dominates. The typical TikTok user spends 1 hour and 37 minutes per day on the app. This is the highest engagement level among all social platforms. That explains why TikTok remains the most addictive app and why every major platform, from Instagram to YouTube Shorts, is now built around short, bite-sized video formats.
Some Fascinating Insights Hidden in the Data
- Women aged 16–24 spend an average of 3 hours and 40 minutes daily on social and video platforms, the highest of any demographic.
- The typical user now uses 6.75 different social platforms every month.
- Streaming services now account for over half of all TV viewing time globally.
- YouTube’s connected TV ads reach 4 in 10 users monthly.
Each of these stats tells the same story. Digital behavior of users is diversifying, and platforms are fighting harder than ever for attention.
For younger generations, social media ads have overtaken search engines as the main way to discover new brands and products.
- 34.2% of users aged 16–24 discover brands through social media ads.
- 32.1% of users aged 25–34 say the same.
For older age groups (35–44), search still holds the top spot. But even for them, social media ads come a very close second. Today, brand discovery happens while scrolling through a feed, not typing in a search box. That’s a huge sign of how consumer journeys have changed.
The report also confirms what most of us have felt this year. AI tools have become mainstream. Over 1 billion people now use generative AI tools every month. ChatGPT alone had 800 million weekly users by early October 2025. That means AI isn’t just a niche experiment anymore. It has become something that everyday users rely on, often without even realizing it.
Interestingly, the growth of AI is also impacting traditional search. Fewer people are using standard search engines each month. Only 80% of online adults now do. Many are starting their queries directly inside AI tools instead.
Global ad spend is expected to hit $1.16 trillion in 2025, and almost three-quarters (74.4%) of that will go to digital channels. Social media advertising alone will grow by 13.6% year-on-year, reaching $277 billion globally. Online retail ads are also becoming a major force, with marketers expected to spend $204 billion on e-commerce platforms.
If there’s one clear message from the Digital 2026 report, it’s that we are entering the next stage of the internet era where social media, AI, and digital commerce are deeply connected. People now discover products through social feeds, search for answers through AI chatbots, and stream more content than ever before. The idea of being “offline” barely exists anymore.
Those who adapt to this “supermajority” era of social media and AI will define the next phase of digital culture.
