India Emerges as the World’s Largest Social Media User
Social media usage has peaked in India, while declining in the US and Europe, according to the Global Web Index (GWI) report. India’s young demographic and mobile-centric lifestyle make it the largest consumer of social media globally.
On average, Indians spend 2 hours and 28 minutes daily on social media, surpassing the global average of 2 hours 9 minutes and the US average of 1 hour 46 minutes. Platforms have become increasingly mobile-first and video-oriented, with WhatsApp, YouTube, and Instagram leading engagement. Short video formats, such as Reels and Shorts, are particularly popular among young users.
Contrast with Western Countries
In contrast, interest in social media in the US and Europe has been declining since the pandemic, with usage dropping by up to 10 percent. Young users in these regions are experiencing social media fatigue, binge-scrolling is increasingly seen as cringe-inducing, and many are pursuing digital detoxes, offline hobbies, or physical activities instead.
Advertising and User Dissatisfaction
While engagement metrics remain high, users are expressing dissatisfaction due to:
Excessive advertisements
Inconsistent video algorithms
Decline in meaningful interactions
Despite complaints, usage continues to grow in India, showing that interest remains strong among the country’s youthful population.
Social Media Penetration in India
As of June 2025, India has:
950 million internet users
Over 60% active on social media
70% of social media users aged 16–34 years, highlighting the dominance of the young demographic in driving engagement
This growth indicates that India’s mobile-first, video-driven social media ecosystem is here to stay, making the country a global leader in digital consumption.
