Daniel Slotta
Research expert covering Greater China
Facebook in the United States - statistics & facts
Facebook remains the core of America’s social media scene, connecting millions. While the platform’s legacy design raises eyebrows among younger users hungry for endless, personalized video content, Facebook continues to receive attention and loyalty across all generations in the United States.
While short-form video platforms like TikTok are captivating audiences for longer stretches, Americans averaged 9.5 hours per week on TikTok versus 3.8 on Facebook. Facebook’s expansive audience gives it staying power.
Although younger audiences crave more immersive and endless video experiences, Facebook’s market strength and cross-generational loyalty keep it at the center of the U.S. social media landscape. It may face competition and shifting tastes, but Facebook’s user base and versatile platform ensure its place as a digital staple for millions of Americans.
Facebook’s competitive edge
From its modest start two decades ago, Facebook has become the benchmark for rivals hoping to catch up. In early 2025, over 253 million Americans used Facebook. Additionally, the platform still leads the way in social media website visits. As a mobile app, Facebook boasts a 67 percent reach among U.S. smartphone users, crouching just behind YouTube and Gmail.While short-form video platforms like TikTok are captivating audiences for longer stretches, Americans averaged 9.5 hours per week on TikTok versus 3.8 on Facebook. Facebook’s expansive audience gives it staying power.
Who’s logging in?
Though many think of Facebook as a hub for older generations, its largest user base is adults under 40. In July 2025, one quarter of American users were aged 25 to 34, with women making up 53.8 percent of the U.S. user base. Users aged 55–64 formed the smallest group, confirming Facebook’s continued appeal to younger adults. Messenger is also a hit, particularly with users aged 25 to 34, who comprise nearly a quarter of the messenger app's audience.News and networking
When it comes to news consumption, Facebook reigns supreme. In 2025, 32 percent of U.S. users turned to the platform to keep themselves informed, outpacing YouTube and X (formerly Twitter). Top video domains like YouTube.com are frequently shared and viewed within Facebook’s news feed, with over 140 million monthly views. Interestingly, most content views come from unconnected sources on the platform, meaning that posts from friends and groups followed are not the most seen content by most users.Advertising with impact
Facebook’s reach in the U.S. advertising market is formidable, at 71.9 percent as of early 2025. LinkedIn may have a broader reach, but Facebook dominates when it comes to connecting small businesses with potential customers. Notably, Facebook ads are more likely to reach women than men, amplifying the platform’s value for targeted campaigns.Although younger audiences crave more immersive and endless video experiences, Facebook’s market strength and cross-generational loyalty keep it at the center of the U.S. social media landscape. It may face competition and shifting tastes, but Facebook’s user base and versatile platform ensure its place as a digital staple for millions of Americans.
