YouTube has beaten out Facebook to win the US competition for adult user numbers.

YouTube

The Pew Research Centre has released figures from their most recent study of social media usage in the US. It shows that more American adults use YouTube than any other social media platform.

Overall, 73% of US adults use YouTube. Facebook came second, with 68%.

Third to eighth were further off the pace: Instagram, Pinterest, Snapchat, LinkedIn, Twitter and WhatsApp ranged from 35% down to 22%.

Day in, day out: Facebook reigns

While it has a clear lead in terms of pure quantity, YouTube loses out in terms of daily usage. Only 45% of YouTube users are on the platform every day.

Facebook reels in 74% of its users for a daily look. Snapchat (63%), Instagram (60%) and Twitter (46%) also outstripped YouTube in their ability to hook daily users.

Long-time competitor, first time considered

This year marks the first time Pew Research has included YouTube in their analysis of social platforms. In 2016, when YouTube was not considered, Facebook was the runaway winner.

The other big change noted between 2016 and 2018, Instagram’s overall adult user ratio grew 25%, while other major platforms remained stable.

When evaluating ad placement options, are you more impressed by YouTube’s total reach, or Facebook’s regular engagement?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.