Singapore – The world’s digital population has reached a new milestone as the latest report from Digital 2026 shows global internet users have exceeded six billion, while social media user identities total 5.66 billion—equivalent to nearly 69% of the world’s population.
The study notes that internet users now spend more than two and a half hours per day on social and video platforms.
In terms of social media use, TikTok users record the highest average time spent, while YouTube maintains the largest number of active app users.
“A ‘supermajority’ of the world is now active on social media—this is where brands win or lose. That means we have moved from a race for reach to a battle for relevance,” Toby Southgate, global group CEO at We Are Social emphasised.
Artificial intelligence usage has also surged, with more than one billion people using generative AI tools monthly.
“We’re seeing a profound shift in how people discover brands, with more people turning to social media and AI platforms than ever before,” said Alexandra Bjertnæs, chief strategy officer at Meltwater.
OpenAI’s ChatGPT alone reached 800 million weekly users in October 2025, marking a major shift in how people search, learn, and create online.
The report further highlights changes in consumer behaviour, with social media ads now overtaking search engines as the top brand discovery channel among Gen Z and young millennials.
Bjertnæs added, “For marketers and communicators, this is an exciting opportunity to build strategies that connect with audiences in new ways and meet them where they are today.”
