More than 6 billion people are now online, and social media has officially become a “supermajority” medium, according to the new Digital 2026 report from Meltwater and We Are Social.
The annual global study — now spanning more than 700 pages — shows how deeply the internet and social media are embedded in modern life, from how people discover brands to how they spend leisure time.
Globally, 5.66 billion social media user identities are now active — the equivalent of 68.7% of the world’s population, or two social media users for every non-user. In the past year alone, platforms have added 259 million new users, a 4.8% annual increase.
“We’re seeing a profound shift in how people discover brands,” said Alexandra Bjertnæs, Chief Strategy Officer at Meltwater. “More people are turning to social media and AI platforms than ever before. Among younger audiences, social media ads now carry more weight than traditional search in shaping awareness and perception.”
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