Time spent with social networks keeps edging up, and active users will top 2 hours a day this year. But connected TV (CTV) is growing faster, cutting into social’s share of daily media time and foreshadowing a peak for the medium. Facebook is still the heavyweight, but other social platforms are better at keeping their users engaged.

Key Question: How much time will US adults spend with social networks each day in 2026, and how will that time be apportioned across the major platforms?

Key Stat: TikTok’s active users will spend 47 minutes a day on the platform in 2026, far exceeding user engagement with its competitors. However, Facebook and Instagram will draw more time from the population overall, thanks to their larger user bases.

Clients can find the full version of this chart later in the report.