[eMarketer] TikTok will have more Gen Z users in the US than Instagram by end of 2021
By the end of this year, TikTok will have a larger number of Gen Z users in the US than that of Instagram. And it will surpass Snapchat in terms of total users by 2023. This is according to the latest social user forecast data from eMarketer.
This year in the US, eMarketer notes that TikTok will have 37.3 million Gen Z users (born between 1997 and 2012) who access their accounts at least once per month. For comparison, Instagram will have 33.3 million users within the same demographic.
“Instagram’s user base is steadily aging,” said Debra Aho Williamson, eMarketer principal analyst at Insider Intelligence. “This year, its fastest-growing age group will be ages 35 to 44 [up 7.2%], while gains will be much slower among teens 12 to 17 [0.7%] and young adults 18 to 24 [2.0%]. However, Gen Z will still make up nearly three in 10 users on Instagram [28.0%] this year, so advertisers can still find them on the platform.”
Snapchat is currently the leading social network in the US among Gen Z, with 42.0 million users in the group this year. While it will maintain that position through 2025, TikTok will narrow the gap considerably by the end of the forecast period.