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5.66 Billion Use Social Media; Ads Drive Brand Discovery

10/24/2025

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Summary

Story summary

The Digital 2026 report by Meltwater and We Are Social finds 5.66 billion people—68.7% of the global population—use social media, with 2.5 hours daily.
Social media ads have become the primary source of brand discovery for users aged 16 to 34.
More than 1 billion people use generative AI tools monthly.
Marketers are projected to spend $1.16 trillion on advertising in 2025, with digital channels accounting for 74.4%.

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Story summary

The Digital 2026 report by Meltwater and We Are Social finds 5.66 billion people—68.7% of the global population—use social media, with 2.5 hours daily.
Social media ads have become the primary source of brand discovery for users aged 16 to 34.
More than 1 billion people use generative AI tools monthly.
Marketers are projected to spend $1.16 trillion on advertising in 2025, with digital channels accounting for 74.4%.