More than six billion people are now connected to the internet, with social media officially becoming a “supermajority” medium, according to the newly released Digital 2026 report by Meltwater and We Are Social.
The annual study — spanning more than 700 pages — highlights the growing influence of digital platforms on daily life, from how people spend their free time to how they discover brands. It reports that 5.66 billion social media identities are currently active, representing nearly 69% of the world’s population — or roughly two social media users for every non-user. Over the past year, an additional 259 million users joined social platforms, marking a 4.8% annual increase.
“We’re witnessing a fundamental shift in how people discover brands,” said Alexandra Bjertnæs, Chief Strategy Officer at Meltwater. “Social media and AI platforms now play a larger role than ever, particularly among younger consumers, where social ads often influence awareness more than traditional search.”
The report notes that competition for user attention is intensifying as growth slows in mature markets. On average, internet users spend about 2.5 hours daily on social and video platforms, with “filling spare time” ranking just behind “staying in touch with family and friends” as the top motivation for logging on.
YouTube continues to lead globally with the largest active user base, nearly 50% higher than TikTok, which ranks fifth. However, TikTok dominates engagement — users spend an average of 1 hour and 37 minutes daily on its Android app, more than any other platform. Women aged 16–24 are the most active demographic, spending an average of 3 hours and 40 minutes per day online.
On average, people now use 6.75 different social platforms each month, reflecting how fragmented digital habits have become.
A major trend highlighted in Digital 2026 is the rise of social media as the leading source of brand discovery among younger generations. Among 16–24-year-olds, 34.2% cite social ads as their primary way of finding new products, followed by 32.1% of those aged 25–34. For older age groups, traditional search still leads but is rapidly losing ground.
“We’ve shifted from a race for reach to a battle for relevance,” said Toby Southgate, Global Group CEO of We Are Social. “With nearly seven in ten people on social media, this is where brands win or lose. Success depends on cultural understanding and ideas that truly earn attention.”
The report also shows generative AI entering the mainstream, with more than one billion people using AI tools each month. OpenAI’s ChatGPT alone reported 800 million weekly users as of October 2025. This trend is reshaping online behaviour, with traditional search use falling to 80% of internet users — down several points from last year.
Global digital advertising spend is forecast to hit a record US$1.16 trillion in 2025, with 74.4% allocated to digital channels. Social media ad spending is expected to climb 13.6% to US$277 billion, while retail media advertising will draw US$204 billion.
With 5.78 billion mobile users — more than 70% of the world’s population — Digital 2026 paints a picture of a hyperconnected world where digital life is universal, fragmented, and increasingly powered by artificial intelligence.
“The game keeps changing,” Southgate said. “A ‘supermajority’ of humanity is now online — and every brand must learn to play by new rules.”
