Global Social Networking Market Size and Share
Market Overview
| Study Period | 2020 - 2030 |
| Market Size (2025) | USD 95.80 Billion |
| Market Size (2030) | USD 221.40 Billion |
| Growth Rate (2025 - 2030) | 18.20% CAGR |
| Fastest Growing Market | Africa |
| Largest Market | Asia Pacific |
| Market Concentration | Medium |
Major Players*Disclaimer: Major Players sorted in no particular order Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0. |
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Global Social Networking Market Analysis by Mordor Intelligence
The social networking market generated USD 95.8 billion in 2025 and is forecast to reach USD 221.4 billion by 2030, advancing at an 18.2% CAGR. Advertising remains the principal cash engine, but virtual goods and gifting are scaling quickly as consumer willingness to pay for digital ownership grows. Short-form video and social-commerce tools keep users engaged, helping platforms defend revenue even as data-privacy rules tighten. Infrastructure investments in 5G and edge computing are lowering latency, while AI-driven targeting models are lifting return on ad spend for brand advertisers. Rising compliance expenses and antitrust scrutiny, however, are reshaping competitive strategy and pushing operators to diversify income sources and geographic exposure.
Key Report Takeaways
- By revenue stream, advertising retained an 88.2% share of the social networking market in 2024, while virtual goods and gifting are set to expand at a 27.2% CAGR to 2030.
- By device type, smartphones commanded 72.9% of the social networking market share in 2024; wearables lead future growth at a 19.5% CAGR through 2030.
- By platform type, traditional social networks held 32.7% revenue share in 2024, whereas decentralized Web3 networks are projected to grow 35% annually to 2030.
- By user age, the 25-34 cohort controlled 39% of the social networking market in 2024, while the 13-24 group is advancing at a 14.8% CAGR through 2030.
- By region, APAC captured 35.9% of 2024 revenue; Africa is poised for an 11.2% CAGR through 2030.
Global Social Networking Market Trends and Insights
Drivers Impact Analysis
| Driver | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
|---|---|---|---|
| Rising mobile-internet penetration | +4.2% | Global, concentrated in APAC and Africa | Medium term (2–4 years) |
| Surge in digital-ad spend on social media | +5.8% | North America & EU, expanding to APAC | Short term (≤ 2 years) |
| Short-form video adoption across all regions | +3.1% | Global, led by North America and APAC | Short term (≤ 2 years) |
| Expansion of social-commerce/live-shopping tools | +2.9% | APAC core, spill-over to North America and EU | Medium term (2–4 years) |
| Decentralized social protocols & blockchain ID adoption | +1.4% | North America & EU, early adoption in APAC | Long term (≥ 4 years) |
| Synthetic-media influencers unlocking new engagement models | +0.8% | Global, concentrated in developed markets | Long term (≥ 4 years) |
Source: Mordor Intelligence
Rising Mobile-Internet Penetration
Global mobile-internet coverage rose to 68% in 2024, translating into 5.5 billion connected users.[1]International Telecommunication Union, “Global Internet Use Continues to Rise but Disparities Remain, Especially in Low-Income Regions,” itu.int Mobile now drives 61.35% of all web traffic and average data consumption exceeds 21 GB a month, fueling continuous engagement on leading platforms. The usage gap between high-income (93%) and low-income (27%) nations represents a USD 3.5 trillion GDP upside through 2030, with 90% of gains accruing to emerging economies. Ericsson expects mobile data volume to climb 20% annually to 2029 as 5G moves from 25% of connections in 2023 to 75% by 2029, enabling richer interactive formats. The correlation between bandwidth expansion and user growth keeps the social networking market on a steep adoption curve, especially where mobile is the first online touchpoint.
Surge in Digital-Ad Spend on Social Media
United States digital-ad spending hit USD 64.9 billion in 2023 and is heading to USD 90 billion in 2024 as marketers chase superior targeting on social feeds. Meta recorded USD 41.39 billion in Q1 2025 ad revenue, up 16.2% year over year, illustrating the pricing power of advanced AI models in placement and creative. India reflects similar momentum: social channels already absorb 30% of digital budgets within a market that surged 29% to INR 40,800 crore (USD 4.9 billion) in FY 2024. The pivot away from linear TV and print is accelerating as brands seek measurable attribution, sustaining ad-led monetization in the social networking market.
Short-Form Video Adoption Across All Regions
TikTok’s ad reach stands at 1.56 billion users, closing on Instagram despite a shorter history. Algorithmic feeds keep average daily usage at 2 hours 23 minutes across platforms, a level unmatched by other digital formats. Production costs stay low, allowing creators to spin off high-frequency content that sustains user attention without hefty studio budgets. In Southeast Asia, 75.6% of the population consumes video-centric apps, with obvious influence on elections and civic discourse. This engagement flywheel underpins continued spend growth in the social networking market even as new regulatory rules loom.
Expansion of Social-Commerce/Live-Shopping Tools
China’s live-shopping sector rocketed from USD 180 billion in 2020 to USD 695 billion in 2023 and is heading for USD 1 trillion by 2026, with conversion rates as high as 30%. Live-commerce already represents a USD 600 billion global opportunity and 73% of surveyed shoppers confirm higher purchase intent after watching a session. Although U.S. adoption trails at a projected USD 55 billion by 2026, integrated checkout and inventory management are closing the gap, unlocking fresh revenue paths in the social networking market.
Restraints Impact Analysis
| Restraint | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
|---|---|---|---|
| Intensifying data-privacy & security regulations | -2.8% | Global, strongest in EU and North America | Short term (≤ 2 years) |
| Global antitrust scrutiny of dominant platforms | -1.9% | North America & EU, expanding globally | Medium term (2–4 years) |
| User-attention saturation and engagement fatigue | -1.2% | Global, concentrated in mature markets | Medium term (2–4 years) |
| Algorithmic bias & misinformation hurting brand-safety | -0.7% | Global, regulatory focus in developed markets | Long term (≥ 4 years) |
Source: Mordor Intelligence
Intensifying Data-Privacy & Security Regulations
The European Data Protection Board levied a record USD 1.3 billion penalty on Meta for GDPR breaches in 2024.[2]European Data Protection Board, “Record Fine for Facebook over GDPR Violations,” edpb.europa.eu Google settled for USD 1.38 billion with Texas over biometric tracking, a sign that U.S. state-level actions are rising in parallel. The Federal Trade Commission’s 2024 study of nine major platforms exposed pervasive surveillance gaps and ignited calls for federal privacy rules. Compliance now demands expensive regional data centers and rigorous consent workflows, squeezing margins in the social networking market.
Global Antitrust Scrutiny of Dominant Platforms
The Department of Justice won a landmark case against Google’s ad stack in 2024, creating a template for structural relief across tech. FTC litigation seeks to unwind Meta’s ownership of Instagram and WhatsApp, while the EU Digital Markets Act raises the bar for self-preferencing bans. Legal risk is curbing M&A appetite and forcing incumbents to re-evaluate vertical integration strategies that once powered scale economics in the social networking market.
Segment Analysis
By Revenue Stream: Virtual Goods Reshape Monetization
Advertising supplied 88.2% of 2024 revenue but virtual goods and gifting are projected to grow 27.2% annually and reach significant share by 2030. The social networking market size for virtual economies is expanding as gaming, which generated USD 184 billion in 2022, converges with social features. Subscriptions bring predictable cash flow that funds large-scale AI and infrastructure spend. Scarcity-driven digital collectibles amplify average revenue per paid user, while recurring micro-transactions insulate platforms from ad cyclicality.
The social networking market benefits from cultural uptake of virtual tipping in Asia, where digital appreciation is mainstream. Network effects are paramount: once a platform hosts exclusive skins, emojis, or creator badges, users are more reluctant to churn. Consequently, advertiser dependence is falling, diversifying the social media industry’s revenue stack without sacrificing growth momentum.
Note: Segment shares of all individual segments available upon report purchase
By Device Type: Wearables Pioneer Social Integration
Smartphones still account for 72.9% 2024 revenue, yet wearables will post a 19.5% CAGR through 2030. Meta targets mass-market AR glasses by 2027, after shipping nearly 20 million Quest headsets. The social networking market size attributable to smart glasses is expected to rise alongside improvements in battery life and optics.
Ambient computing blurs online-offline boundaries; users will engage with feeds layered over the physical world rather than behind phone screens. This persistent connectivity raises privacy questions but promises new ad formats that can command premium pricing. Higher bill-of-materials costs imply steeper entry barriers, consolidating competitive power in firms already scaling production.
By Platform Type: Decentralized Networks Challenge Incumbents
Traditional networks retained 32.7% share in 2024, yet decentralized Web3 alternatives are projected to expand 35% annually. Users seek data self-custody and transparent algorithms, responding to tightening privacy regulations. The social networking market share for Web3 protocols is thus poised to rise quickly once wallet UX frictions decline.
Block-based identity can eliminate spam and bot farms by tying reputation to cryptographic keys. However, onboarding non-technical users remains a hurdle, and network effects still favor incumbents. Success will depend on hybrid architectures that mix decentralized data layers with familiar front-end experiences.
Note: Segment shares of all individual segments available upon report purchase
By User Demographics: Generation Z Drives Innovation
Adults aged 25-34 contributed 39% of 2024 revenue, but the 13-24 bracket will record a 14.8% CAGR through 2030. This younger cohort adopts new features such as live shopping, blockchain wallets, and virtual collectibles faster than older users, thereby shaping product roadmaps. The social networking market size tied to Gen Z is accelerating as their disposable income rises.
Their demand for authenticity favors creator-led formats over corporate messaging, reducing content costs for platforms while maintaining engagement. Simultaneously, privacy awareness is higher, driving them toward services with fine-grained data-sharing controls. Platforms that satisfy both engagement and privacy stand to gain disproportionate wallet share.
Geography Analysis
APAC held 35.9% of 2024 revenue, propelled by China’s USD 695 billion live-commerce ecosystem and India’s 29% jump in digital ad spend to INR 40,800 crore (USD 4.9 billion). Japan and South Korea showcase early 5G monetization, while Australia and New Zealand balance innovation with stringent consumer safeguards. Localization and language support differentiate winners in this diverse region, reinforcing the social networking market’s dependence on culturally relevant content.
North America and Europe remain high-ARPU markets but face rising compliance overhead. Meta’s Q1 2025 top line of USD 41.39 billion nonetheless proves that sophisticated ad targeting offsets regulatory costs. The Digital Services Act now mandates granular reporting and content takedown windows, favoring operators with the legal and engineering scale to adapt quickly.
Africa represents the fastest expansion corridor at an 11.2% CAGR to 2030. Mobile money has 856 million registered accounts and processed USD 919 billion in 2024, offering built-in payment rails for social commerce.[4]European Investment Bank, “Digital Financial Services in Africa,” eib.org Latin America mirrors the opportunity through rapid fintech growth, creating a fertile ground for bundled financial and social services within the social networking market.
Competitive Landscape
Rising capital intensity is hardening entry barriers. TikTok spends USD 13.6 billion annually on infrastructure and hundreds of millions more on content moderation, illustrating the cost of global scale. The U.S. Department of Energy warns that data center electricity demand could reach up to 12% of national consumption by 2028, potentially amplifying operating costs.[3]U.S. Department of Energy, “Report on Electricity Demand from Data Centers,” energy.gov Incumbents are therefore doubling down on AI hardware, with Meta guiding USD 64–72 billion in 2025 capex to maintain algorithmic leadership.
Strategically, firms compete on creator monetization, immersive reality, and privacy leadership rather than basic social networking functions. White-space innovation is emerging around decentralized identity, niche professional hubs, and regionalized content networks. Server-price inflation of 2.8% recorded in early 2023 further tilts the advantage to companies with long-term supply contracts.
Market dynamics now reward ecosystem depth: messaging apps embed payment tools, while video networks launch e-commerce shelves. As antitrust cases progress, the social media industry could face forced divestitures, prompting renewed focus on organic growth and partnership models over outright acquisitions.
Global Social Networking Industry Leaders
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YouTube
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ByteDance
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Meta
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Snap Inc.
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Pinterest Inc.
- *Disclaimer: Major Players sorted in no particular order
Recent Industry Developments
- January 2025: The Federal Trade Commission began litigation seeking Meta’s divestiture of Instagram and WhatsApp.
- November 2024: The ITU confirmed global internet penetration hit 68% with 5.5 billion users, spotlighting expansion opportunities.
- March 2024: India’s digital-ad spend reached INR 40,800 crore (USD 4.9 billion), with social capturing 30%.
- February 2024: The GSMA reported 4.7 billion mobile-internet users and commercial 5G in 101 countries
Global Social Networking Market Report Scope
A social networking/messaging site is an online platform where users create social networks or social relationships with others with similar personal or professional interests, hobbies, backgrounds, or real-life connections. The activity of using a specialized online platform to keep in touch, connect, and collaborate with like-minded individuals, peers, friends, and family is known as social networking. Because they are marketed in various countries and have worldwide availability, acceptance, and attractiveness, global SNS, such as Facebook and Instagram, have all of the intrinsic features of international brands.
Social networking market is segmented by type (advertising, in-app purchase, paid apps), by store (Apple, Google), and geography (North America, Europe, Asia-Pacific, Latin America, Middle East and Africa). The market size and forecasts are provided in terms of value (USD) for all the above segments.
| By Revenue Stream | Advertising | ||
| In-App Purchases | |||
| Subscriptions | |||
| Virtual Goods and Gifting | |||
| By Device Type | Smartphone | ||
| Tablet | |||
| Desktop/Laptop | |||
| Wearable and Others | |||
| By Platform Type | Traditional Social Networks | ||
| Media-Sharing Networks | |||
| Messaging / Communication Apps | |||
| Professional Networks | |||
| Niche and Interest-Based Networks | |||
| Decentralized / Web3 Networks | |||
| By User Demographics (Age Group) | 13-24 Years | ||
| 25-34 Years | |||
| 35-44 Years | |||
| 45+ Years | |||
| By Geography | North America | United States | |
| Canada | |||
| Mexico | |||
| South America | Brazil | ||
| Argentina | |||
| Rest of South America | |||
| Europe | United Kingdom | ||
| Germany | |||
| France | |||
| Italy | |||
| Spain | |||
| Rest of Europe | |||
| Asia-Pacific | China | ||
| India | |||
| Japan | |||
| South Korea | |||
| Southeast Asia | |||
| Australia | |||
| Rest of Asia-Pacific | |||
| Middle East | Saudi Arabia | ||
| UAE | |||
| Turkey | |||
| Rest of Middle East | |||
| Africa | South Africa | ||
| Nigeria | |||
| Egypt | |||
| Rest of Africa | |||
| Advertising |
| In-App Purchases |
| Subscriptions |
| Virtual Goods and Gifting |
| Smartphone |
| Tablet |
| Desktop/Laptop |
| Wearable and Others |
| Traditional Social Networks |
| Media-Sharing Networks |
| Messaging / Communication Apps |
| Professional Networks |
| Niche and Interest-Based Networks |
| Decentralized / Web3 Networks |
| 13-24 Years |
| 25-34 Years |
| 35-44 Years |
| 45+ Years |
| North America | United States |
| Canada | |
| Mexico | |
| South America | Brazil |
| Argentina | |
| Rest of South America | |
| Europe | United Kingdom |
| Germany | |
| France | |
| Italy | |
| Spain | |
| Rest of Europe | |
| Asia-Pacific | China |
| India | |
| Japan | |
| South Korea | |
| Southeast Asia | |
| Australia | |
| Rest of Asia-Pacific | |
| Middle East | Saudi Arabia |
| UAE | |
| Turkey | |
| Rest of Middle East | |
| Africa | South Africa |
| Nigeria | |
| Egypt | |
| Rest of Africa |
Key Questions Answered in the Report
What is the current value of the social networking market?
The market generated USD 95.8 billion in 2025 and is on track to reach USD 221.4 billion by 2030.
Which revenue stream is growing fastest within the social networking market?
Virtual goods and gifting are expanding at a 27.2% CAGR, outpacing traditional advertising.
How large is APAC’s role in the social networking market?
APAC led with 35.9% of revenue in 2024, powered by China’s live-commerce boom and India’s rapid ad-spend growth.
What devices will shape future social media engagement?
Wearables, especially AR glasses, are set for a 19.5% CAGR to 2030 and will layer social feeds over real-world views.
How are regulations affecting social media platforms?
Record privacy fines and antitrust cases are increasing compliance costs and may force structural changes, especially for dominant players.
