Shifting Social Media Use Continues Across Europe
The latest user data published under the EU Digital Services Act highlights contrasting trends for two of the world's largest social platforms. TikTok continues to grow its audience across Europe, reporting 189 million monthly active users in the EU and adding 9 million users during the first half of 2026. Meanwhile, X has reported a further decline in active European users, extending a trend that has continued since late 2023. Together, the figures provide a useful snapshot of how social media consumption continues to evolve across the region.
While TikTok has long been associated with younger audiences, its user base is becoming broader. Recent demographic analysis suggests that users aged 25-34 now represent one of the platform's largest audience groups, while audiences aged 45+ are among its “fastest-growing segments”.
The platform is increasingly being used for discovery and information gathering, with consumers turning to TikTok to research products, destinations, restaurants and brands, rather than just passively consuming entertainment content. These shifts may help explain its continued growth as audiences broaden and usage habits evolve.
For Core clients, the latest figures reinforce the importance of understanding how audience behaviours are changing across social platforms. TikTok's continued growth suggests it remains an increasingly important channel for reaching consumers at scale, while its broadening demographic profile might mean that opportunities now extend beyond younger audiences alone.
On the other hand, X's continued audience decline may prompt brands to reassess the role it plays within their media plans and ensure investment continues to align with where audiences are spending their time.
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