YouTube Remains the Most Widely Used Social Platform as Usage Patterns Shift Across the U.S.

A new survey from the Pew Research Center shows that YouTube and Facebook continue to dominate social media usage among U.S. adults, even as platforms such as TikTok, Instagram, WhatsApp, and Reddit record steady growth. The findings are based on responses from 5,022 U.S. adults and provide an updated snapshot of how Americans’ social media habits are evolving across age groups, gender, and education levels.

YouTube and Facebook Maintain Broadest Reach

According to the report, 84% of U.S. adults use YouTube, reinforcing the platform’s position as the largest and most widely adopted social network in the country. Facebook follows at 71%, continuing its longstanding prominence despite increased competition and shifting demographics.

Instagram, at 50% adoption, is the only other platform used by at least half of American adults. Its growth reflects wider trends in visual-first content and Meta’s continued investment in platform expansion.

Growth Trends: TikTok, Instagram, WhatsApp, and Reddit

TikTok Usage Continues to Rise

TikTok has grown to 37% adoption among U.S. adults, up slightly from last year but nearly double its 21% usage in 2021. Daily engagement remains strong: 24% of TikTok users visit the platform every day, highlighting its influence in short-form video and entertainment.

Instagram Reaches Half of U.S. Adults

Instagram now reaches one in two adults, up from 40% in 2021. Pew’s data continues to show Instagram as a preferred platform among younger adults, with usage significantly higher among those under 30.

WhatsApp and Reddit Expand Their Audiences

• WhatsApp usage has increased to 32%, up from 23% in 2021, reflecting broader adoption beyond immigrant and diaspora communities where the platform has historically been strongest in the U.S.
• Reddit has grown to 26%, rising from 18% four years ago. The platform’s growth is linked to increased visibility around online communities, niche interests, and discussions tied to news cycles.

Newer Platforms See Limited Adoption

Pew reports that emerging platforms remain niche among the general public:

• Threads: 8%
• Bluesky: 4%
• Truth Social: 3%

These services have received substantial media attention—often tied to political or industry shifts—but have yet to reach meaningful penetration among U.S. adults.

Daily Usage Patterns Vary Significantly

Engagement frequency differs across platforms:

• Facebook: 52% of adults visit daily; 37% visit multiple times per day.
• YouTube: 48% daily visits; 33% visit more than once daily.
• TikTok: 24% daily usage.
• X (formerly Twitter): 10% daily usage.

These patterns underline the distinction between broad-reach platforms (YouTube, Facebook) and platforms with smaller but highly active user bases (TikTok, Reddit, X).

Demographic Divides: Age, Gender, and Education

Age Remains the Strongest Predictor of Platform Use

Younger adults use social media platforms at significantly higher rates:

• Instagram: 80% of adults aged 18–29 vs. 19% of adults 65+.
• Snapchat: 58% vs. 4%.
• TikTok: 63% vs. 5%.
• Reddit: 48% vs. 6%.

YouTube and Facebook maintain broader cross-age adoption but still show gaps—95% of adults 18–29 use YouTube compared with 64% of those 65+.

Gender Differences Emerge Across Platforms

• Women are more likely to use Facebook (78% vs. 63%), Instagram (55% vs. 44%), and TikTok (42% vs. 30%).
• Men are more likely to use X (29% vs. 15%) and Reddit (37% vs. 15%), consistent with past research linking these platforms to political discussion, technology, and gaming communities.

Education Level Influences Platform Preferences

Adults with college degrees show higher rates of adoption on:

• Reddit (40%)
• WhatsApp (41%)
• Instagram (58%)

These patterns reflect the intersection of education, online community engagement, and communication preferences.

Why the Findings Matter

Pew’s latest data highlights how platform dominance continues to diverge between broad-audience networks and niche or emerging platforms. YouTube and Facebook remain essential channels for reaching the widest share of U.S. adults, while TikTok, Instagram, and Reddit concentrate their influence among younger or more specialized audiences.

Understanding these divides is increasingly relevant for policymakers, media organizations, advertisers, and researchers tracking digital communication trends.

Looking Ahead

The survey indicates gradual shifts rather than dramatic realignments. Younger adults continue to favor platforms that emphasize video, creativity, and community-driven interaction, such as YouTube, TikTok, Instagram, Snapchat, and Reddit. Meanwhile, older adults remain more concentrated on Facebook and YouTube.

Newer services like Threads and Bluesky remain small but continue to serve as testing grounds for politically engaged or tech-focused users seeking alternatives to established platforms.

Pew’s longitudinal data provides a baseline for monitoring how these divides evolve—whether they widen, stabilize, or converge—as new platforms emerge and legacy platforms adapt.