Contact Sales:1-800-405-0844
Does my company subscribe?
Newsletter sign-up
EMARKETER
Log in
Become a ClientGet a DemoPricing
InsightsEventsPricing

Industries Overview

Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →
All Topics

Latest Articles

Browse All →

YouTube is close behind OTT in US digital video viewers

Article |
 Apr 19, 2024

Best practices for YouTube Shorts ads, according to YouTube

Article |
 Apr 19, 2024

AI, retail media, and CTV: What you missed at POSSIBLE 2024

Article |
 Apr 18, 2024

Retail media can be a powerful component of loyalty marketing, says POSSIBLE panel

Article |
 Apr 18, 2024

Smart carts, mobile checkout, and biometric data could solve retail’s in-store point-of-sale challenges

Article |
 Apr 18, 2024

The era of influencer efficiency is here

Article |
 Apr 18, 2024

Netflix posts strong Q1 results thanks to advertising growth and password-sharing crackdown

Article |
 Apr 18, 2024

Amazon will surpass 40% of US ecommerce sales this year, despite competition in grocery, home improvement

Article |
 Apr 17, 2024

5 key stats: How consumers shopped Amazon, Walmart, and TikTok Shop in Q1

Article |
 Apr 17, 2024

CTV ad dollars are going to waste—advertisers need to know where their money is going

Article |
 Apr 17, 2024
Explore our Research →

Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More →
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More →
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More →
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More →
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More →
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More →
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More →

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More →
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More →
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More →
EMARKETER

US Social Media Outlook 2023

From Crisis and Chaos to New Opportunities

Report by Jasmine Enberg  |  Jan 25, 2023

Worldwide Social Media Outlook 2023

Our data and analyses across 6 markets: US, Canada, Latin America, Asia-Pacific, Europe, and UK

more
See All
Download
Report
Spreadsheet
The One-Pager
Deck
Share
Table of Contents
Executive Summary
Key Points
2023 Will Be a Year of Change and Opportunity
TikTok Will Face Its Biggest Threat(s) Yet
2023 Will Be a Mixed Bag for Meta and Snap
LinkedIn and Reddit Will Gain From Twitter’s Losses
Sources
Media Gallery
About This Report
It’s easy to be pessimistic about the state of social media in 2023. But while challenges will persist, the shifting landscape will also give rise to more opportunities for marketers to reach social audiences.
Topics
Social Media Usage
Social Media Marketing
Social Media Users
US
Table of Contents
Executive Summary
Key Points
2023 Will Be a Year of Change and Opportunity
TikTok Will Face Its Biggest Threat(s) Yet
2023 Will Be a Mixed Bag for Meta and Snap
LinkedIn and Reddit Will Gain From Twitter’s Losses
Sources
Media Gallery

Executive Summary

In 2023, the social platforms will attempt to heal from last year’s external challenges and self-inflicted wounds. It won’t be easy, but as they do, they’ll create new opportunities for marketers. Meanwhile, as government regulation on TikTok looms, a crop of new social apps is waiting in the sidelines.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How will the rise of BeReal and other Gen Z-focused apps impact TikTok, Facebook, Instagram, and Snapchat?
  2. Will the rallying cry to ban TikTok continue into 2023?
  3. What platforms will benefit from Twitter’s user decline?

WHAT’S IN THIS REPORT? Our outlook for the US social media landscape in 2023, based on our latest forecasts for US social network users and ad revenues.

KEY STAT: In 2023, TikTok will become the third social network, along with Facebook and Instagram, to surpass 100 million monthly US users—provided US lawmakers or regulators don’t grind its growth to a standstill.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

10charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. 2023 Will Be a Year of Change and Opportunity
  1. TikTok Will Face Its Biggest Threat(s) Yet
  2. 2023 Will Be a Mixed Bag for Meta and Snap
  3. LinkedIn and Reddit Will Gain From Twitter’s Losses
  1. Sources
  2. Media Gallery

Charts in This Report

US Social Network Users, by Generation, 2018 & 2023 (% of total)How Has Our US Social Network Ad Spending Forecast Changed? (billions, 2021-2024)
US TikTok Users, 2019-2026 (millions, % change, and % of internet users)US TikTok Ad Revenues, 2019-2024 (billions and % change)
US Meta User* and Ad Revenue** Growth, 2019-2024 (% change)US Gen Z Facebook, Instagram, Snapchat, and TikTok Users, 2019-2026 (% of social network users)
US Facebook and Instagram User Growth, by Age, 2023 (% change)US Snapchat User Growth, by Generation, 2023 (% change)
US Twitter Users, by Age, 2023 (% change)US Twitter*, LinkedIn**, and Reddit*** Users, 2019-2026 (millions)
Download
Report
Spreadsheet
The One-Pager
Deck
Share
Table of Contents
Executive Summary
Key Points
2023 Will Be a Year of Change and Opportunity
TikTok Will Face Its Biggest Threat(s) Yet
2023 Will Be a Mixed Bag for Meta and Snap
LinkedIn and Reddit Will Gain From Twitter’s Losses
Sources
Media Gallery
About This Report
It’s easy to be pessimistic about the state of social media in 2023. But while challenges will persist, the shifting landscape will also give rise to more opportunities for marketers to reach social audiences.
Topics
Social Media Usage
Social Media Marketing
Social Media Users
US
Table of Contents
Executive Summary
Key Points
2023 Will Be a Year of Change and Opportunity
TikTok Will Face Its Biggest Threat(s) Yet
2023 Will Be a Mixed Bag for Meta and Snap
LinkedIn and Reddit Will Gain From Twitter’s Losses
Sources
Media Gallery

authors

Jasmine Enberg

Contributors

Paul Briggs
Principal Analyst
Peter Newman
Senior Forecasting Analyst
Debra Aho Williamson
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
EMARKETER

Geographies

EMARKETER

Media Services

Free Content

Contact Us →

Worldwide HQ

One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844

Sales Inquiries

1-800-405-0844sales@emarketer.com

* Copyright © 2024 
EMARKETER Inc. All Rights Reserved.