Americans’ Social Media Landscape in 2026

As of early 2026, the social media landscape in the United States continues to evolve, with established platforms like YouTube and Facebook maintaining significant user bases even as newer platforms such as Instagram and TikTok gain traction. A February 2025 Pew Research Center survey of 5,022 U.S. Adults reveals key trends in social media usage.

Dominant Platforms

YouTube and Facebook remain the most widely used online platforms among U.S. Adults. Recent data indicates consistent high usage rates for both. Pew Research Center data from November 20, 2025, highlights their continued dominance.

Rising Platforms

Instagram, TikTok, WhatsApp, and Reddit are experiencing growth in user adoption. Approximately half of adults report using Instagram. Pew Research Center data shows this increasing trend.

Platform Usage for Business

Some businesses are utilizing platforms like Facebook, Instagram, X (formerly Twitter), and YouTube for marketing and organic search ranking. A post from April 4, 2025, on Facebook indicates that while direct business gains may not always be substantial, social media presence can contribute to improved Google rankings. Facebook

Platform Specifics

• Facebook: Remains a widely used platform, accessible via Android apps. Facebook
• Instagram: Gaining popularity, with around half of U.S. Adults reporting usage. Pew Research Center
• TikTok: Experiencing growth in user base. Pew Research Center
• YouTube: Continues to be a leading platform. Pew Research Center
• X: Formerly known as Twitter, is used by some businesses. Facebook

Methodology

The Pew Research Center’s findings are based on two surveys conducted in 2025. A national survey of 5,022 U.S. Adults was conducted between February 5 and June 18, 2025, using address-based sampling and a multimode protocol (web, mail, and phone). A second survey of 5,123 U.S. Adults, conducted between February 24 and March 2, 2025, focused on usage of YouTube, Facebook, TikTok, and X, utilizing the American Trends Panel (ATP).

Both surveys were weighted to be representative of the U.S. Adult population by factors such as gender, race, ethnicity, education, and partisan affiliation.