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.
FAQs about social media trends and audience behaviour in Europe
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Brands can combine customer research, platform analytics and advertising audience data to understand where their customers are active. Tools such as TikTok Audience Insights provide estimated demographic, interest and behavioural information. Comparing these insights across platforms can help marketers select channels based on audience relevance rather than overall user numbers.
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TikTok's European audience extends beyond younger users, with the platform also attracting adults in older age groups. However, overall audience growth does not confirm that every brand can effectively reach older consumers. Marketers can use TikTok Audience Insights to explore available age, location and interest data before deciding whether the platform suits their target audience.
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Not necessarily. X's declining European audience is a reason to review its role within a brand's media strategy, rather than automatically reduce spending. Advertisers should assess whether the platform continues to reach their intended audience and meet campaign objectives. Reach, engagement, conversions and advertising costs can help inform investment decisions.
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Marketers can use EU audience figures to compare platform growth and identify changes in social media usage. Under the EU Digital Services Act, online platforms must publish updated estimates of their monthly active EU users every six months. These figures provide useful market context but should be combined with country-specific audience and campaign data.
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Social media audience growth measures changes in the number of people using a platform, while advertising reach refers to the people exposed to an advertising campaign. A growing platform audience does not automatically mean every advertiser will reach more people. Campaign reach also depends on targeting, budget, ad delivery and audience availability.