Executive Summary

Last year was a tumultuous one for social media, as major platforms mirrored the economic and political turmoil in many markets. Elon Musk’s purchase of Twitter was a major disruptor, too. In 2023, Europe is on the front line of several battles.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. Which major social platform is faring best in Europe, and which is performing worst?
2. How is the Russia-Ukraine war changing Europe’s social media map?
3. How can marketers reach Western Europe’s key demographics on social media?

WHAT’S IN THIS REPORT? Our outlook for social media usage in Western Europe and Central and Eastern Europe, and a look at the market dynamics of the major platforms in the region.

KEY STAT: Western Europe will account for just 8.7% of Facebook users worldwide in 2023. But the region will more than pull its weight among Instagram, Snapchat, TikTok, and Twitter users, with double-digit shares of the global totals.