By: Dave Nelsen

Here’s a descriptive version of the information shown in the previous table, as of May 2022:

Facebook had 2.9 billion monthly active users (MAUs), mostly Millennials and older, 53% female and 47% male (using a binary classification system). Notably, 75% of users spend more than 20 minutes per day on the platform.

YouTube had 2.3 billion MAUs, with a primary audience of Gen X, Millennials, and younger. The gender distribution is 45% female and 55% male. Together, YouTube and Netflix account for a staggering 55% of Internet bandwidth usage at night.

TikTok, a Chinese-owned service, had 1.2 billion MAUs. Surprisingly, 50% of its users are now aged 34 and older. The user base is 44% female and 56% male. Users average 52 minutes per day on the app, contributing to a parent company (Bytedance) valuation of approximately $353 billion USD.

Instagram had 1.1 billion MAUs, with a primary audience of younger Millennials and Gen Z. The platform skews more female (61%) than male (39%). More than half of Instagram users follow specific brands—an engagement behavior not seen as strongly on other platforms.

LinkedIn hosted 880 million MAUs and is considered the “professional” social network. Its user base is fairly balanced, with 47% female and 53% male. The platform was designed to be “built to last” and is now owned by Microsoft, which has adopted a long-term strategic approach to its development.

Pinterest had 800 million MAUs, with a wide-ranging audience aged 18 to 64. A striking 73% of users are female, and 95% of content (pins) are created by women. The platform’s content has a long lifespan—pin “half-life” is around 150,000 minutes, compared to just 90 minutes for a typical Facebook post.

Snapchat had 459 million MAUs, mostly Gen Z users—90% of whom are between the ages of 13 and 24. The user base is 58% female and 42% male. Snapchat users typically spend more than 30 minutes per day on the app.

Reddit had 430 million MAUs, with a younger demographic—64% of users are under age 30. The platform is 33% female and 67% male. It’s known for its highly moderated forums and a culture that generally discourages self-promotion.

Twitter (subsequently rebranded as “X”) had 330 million MAUs, with 66% of users between ages 18 and 49. Gender distribution is 34% female and 66% male. Interestingly, the majority of users (53%) have never tweeted, suggesting stagnant growth and low engagement. Whether Elon Musk’s acquisition will change that remains to be seen.