The Pew Research Center’s 2025 report revealed surprises in American adults’ social media use, with YouTube taking first place by a wide margin. We review the details of the report, Facebook’s continued growth, age gaps in TikTok usage, and the declining popularity of other platforms like X and Threads.
Article contents:
- The social media landscape in 2025
- YouTube’s continued dominance
- Meta platforms: Facebook and Instagram in the lead
- Struggling platforms: X and Threads at the bottom
- Usage frequency: Who logs in daily?
- Age gaps: TikTok as a stark example
- Long-term trends: Stability and growth
- Implications for marketers and content creators
- Frequently asked questions
The social media landscape in 2025
Social media has become an integral part of our daily lives, and the Pew Research Center has provided an in-depth look at how much we rely on these platforms. In its 2025 report examining social media use among American adults, the research center revealed precise details such as annual changes, age gaps, and most importantly, usage frequency.
YouTube’s continued dominance
In first place, YouTube holds a dominant position. The survey of 5,022 adults showed that 84% of them use the Alphabet (Google) video-sharing platform. This high figure puts YouTube in a category of its own, surpassing many platforms traditionally viewed as purely social networks. This reflects the central role that video content plays in modern media consumption, whether for entertainment, education, or information.
Meta platforms: Facebook and Instagram in the lead
Meta takes the silver and bronze medals in this race. Seventy-one percent of adults said they use Facebook, while 50% responded positively regarding their use of Instagram. This illustrates Facebook’s staying power as an essential social network and the large user base Instagram has built, especially among younger age groups.
Struggling platforms: X and Threads at the bottom
However, not all social media platforms are performing well. Although the Threads app reached 400 million monthly active users this summer, only 8% of surveyed adults said they use it, pointing to a gap between global user figures and actual adoption in the United States.
At the bottom of the list, only 21% of surveyed adults said they use X (formerly Twitter), reflecting the challenges facing the platform in maintaining a broad user base. At the very tail end, 4% of adults said they use Bluesky and 3% use Truth Social.
Usage frequency: Who logs in daily?
Alongside popularity, the Pew Research Center also explored the frequency with which American adults use their preferred social media platforms. In a separate survey of 5,123 adults, the report revealed that 52% of adults visit Facebook daily, with 37% logging in multiple times a day. This high level of engagement demonstrates Facebook’s importance as a platform for daily communication and news consumption.
Almost as frequently, 48% of adults use YouTube daily, including 33% from that demographic who watch videos on the platform multiple times a day.
Age gaps: TikTok as a stark example
When looking at frequency through the lens of age gaps, the starkest difference appears in TikTok use. Forty-seven percent of adults aged 18 to 29 use TikTok at least once a day, while only 5% of those aged 65 or older use the ByteDance-owned app every day. This generational divide highlights how different platforms shape media experiences for different age brackets.
Long-term trends: Stability and growth
Looking at annual trends, YouTube and Facebook have largely maintained stable usage, and even some growth, since 2021. Although Facebook might appear to have started stagnating, the report shows it has a loyal user base that continues to grow at a steady rate.
Furthermore, Meta continues to update its social media platform, including the recent overhaul of Facebook Marketplace, indicating ongoing investment in keeping the platform relevant.
Implications for marketers and content creators
This data provides valuable insights for marketers and content creators seeking to reach specific audiences. YouTube’s dominance underscores the importance of video content strategies. Facebook’s high daily usage indicates its continued effectiveness as a marketing channel to reach a broad audience. The age gaps in TikTok use highlight the need to tailor content and messaging to the preferred platforms of different demographics.
Frequently asked questions
Q: What is the most popular platform among American adults in 2025?
A: YouTube is the most popular, used by 84% of American adults.
Q: Is Facebook still popular?
A: Yes, Facebook remains very popular, used by 71% of adults and visited daily by 52% of them.
Q: How does social media use vary by age?
A: There are significant differences. For example, young people (ages 18–29) use TikTok much more frequently than older adults (ages 65+).
Q: How popular are newer platforms like Threads?
A: Despite global growth, Threads adoption among American adults remains relatively low at 8% according to the report.
