In 2021, messaging and video sharing platform Snapchat was more popular than TikTok among Gen Z users in the United States. TikTok counted around 37 million users who were born between 1997 and 2012, while Instagram reported around 33 million users in the same period. Snapchat, which counted 42 million Gen Z users, is projected to reach 49.5 million users in the examined demographic by 2025. Overall, platforms such as Pinterest, Twitter and Reddit had significantly less users amongst this age group.
Number of Generation Z users in the United States on selected social media platforms from 2020 to 2025
(in millions)
Characteristic
Snapchat
Instagram
TikTok
Facebook
Pinterest
Twitter
Reddit
2025*
49.5
48.3
48.8
40.7
26.1
19.2
17.1
2024*
49.6
45.7
48.2
38.3
25.1
18.8
15.4
2023*
47
41.4
45
35
23
17.8
13.6
2022*
44.5
37.3
41.4
31.8
20.9
16.7
11.9
2021*
42
33.3
37.3
28.7
18.9
15.8
10.3
2020
38.1
30
29.5
26.8
16.7
14.4
8.4
0102030405060
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eMarketer, & Sprout Social. (March 24, 2022). Number of Generation Z users in the United States on selected social media platforms from 2020 to 2025 (in millions) [Graph]. In Statista. Retrieved May 09, 2025, from https://www.statista.com/statistics/1276021/instagram-snapchat-tiktok-gen-z-users/
eMarketer, und Sprout Social. "Number of Generation Z users in the United States on selected social media platforms from 2020 to 2025 (in millions)." Chart. March 24, 2022. Statista. Accessed May 09, 2025. https://www.statista.com/statistics/1276021/instagram-snapchat-tiktok-gen-z-users/
eMarketer, Sprout Social. (2022). Number of Generation Z users in the United States on selected social media platforms from 2020 to 2025 (in millions). Statista. Statista Inc.. Accessed: May 09, 2025. https://www.statista.com/statistics/1276021/instagram-snapchat-tiktok-gen-z-users/
eMarketer, and Sprout Social. "Number of Generation Z Users in The United States on Selected Social Media Platforms from 2020 to 2025 (in Millions)." Statista, Statista Inc., 24 Mar 2022, https://www.statista.com/statistics/1276021/instagram-snapchat-tiktok-gen-z-users/
eMarketer & Sprout Social, Number of Generation Z users in the United States on selected social media platforms from 2020 to 2025 (in millions) Statista, https://www.statista.com/statistics/1276021/instagram-snapchat-tiktok-gen-z-users/ (last visited May 09, 2025)
Number of Generation Z users in the United States on selected social media platforms from 2020 to 2025 (in millions) [Graph], eMarketer, & Sprout Social, March 24, 2022. [Online]. Available: https://www.statista.com/statistics/1276021/instagram-snapchat-tiktok-gen-z-users/
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