Social Media Platforms in the UK - Market Research Report (2014-2029)
London, United Kingdom
Last Updated: August 2024
SIC SP0.084Revenue
£9.8bn
Past 5-Year Growth
Profit
£XXX.Xm
Employees
6,611
Businesses
276
Wages
£X.Xbn
Social Media Platforms in the UK industry analysis
Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users, although there is rapid uptake among older age groups. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the last few years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform reported that it averaged revenue growth of over 450% between 2019 and 2022.
Trends and Insights
- Social media platforms feel the economic pinch. Amid rising inflation and low business confidence, big-name social media platforms like Meta are seeing a decline in consumer spending on ads, causing their revenue and profitability to fall.
- Growing ad-blocker use threatens traditional banners. As ad-free experiences and relevant content lure users into subscriptions, conventional banner and pop-up ads suffer, due to both ad-blockers and users learning to overlook them, thereby eroding the traditional ad revenue.
- London dominates due to its thriving tech scene. This global city draws top talent, crucial funding, and houses the four major industry players, propelling innovation and growth.
- Differentiation is critical in a saturated social media market. To stand out in a crowded field, newcomers must not only provide innovative features and a flawless user experience but also identify and effectively target a specific audience.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 32.8 % over the past five years, to reach an estimated £9.8bn in 2024.
Trends and Insights
X's user growth plateaus as it faces new competition
- Twitter (now X) was acquired by Elon Musk in a deal worth US$44 billion (£38.1 billion) in October 2022. The takeover has led to significant changes in the company's leadership and the direction of the platform, with top executives fired and reversals on banned accounts.
- Additional trends and insights available with purchase
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
AI integration will help to attract users and deliver personalised ads
- Social media companies are starting to integrate AI into their platforms. X's Grok, TikTok's Creative Assistant, Meta AI and Snapchat's My AI are all recent launches aimed at boosting engagement.
Biggest companies in the Social Media Platforms in the UK
| Company | Market Share (%)
2025 | Revenue (£m)
2025 |
|---|---|---|
TikTok Information Technologies UK Limited | 4,280.1 | |
Facebook UK Ltd | 3,849.9 | |
Snap Group Ltd | 1,427.2 |
To view the market share and analysis for all 5 top companies in this industry, view purchase options.
Products & Services Segmentation
Social Media Platforms in the UK
Products & Services
Industry revenue is measured across several distinct product and services lines, including Video advertising, Native advertising and Subscriptions. Video advertising is the largest segment of the Social Media Platforms in the UK.
Trends and Insights
Video advertising is a growing revenue source
- Video advertising is a key source of revenue for social media platforms as it enables businesses to engage with their targeted audience memorably and engagingly.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- There are no industries to display.
Complementors
- Software Publishing in the UK
- Internet Service Providers in the UK
- Software Development in the UK
- Search Engines in the UK
International industries
- Global Advertising Agencies
- Social Networking Sites in the US
- Data Processing & Hosting Services in Canada
- Internet Publishing and Broadcasting in Australia
- Internet Service Providers and Web Search Portals in New Zealand
Table of Contents
About this industry
Industry definition
This industry includes social networking website publishers and developers. The industry does not include companies that predominantly develop blogs, games, internet content, messaging services, online dating websites, online recruitment websites, online forums and online videos.
What's included in this industry?
Video advertisingNative advertisingSubscriptionsOtherCompanies
TikTok Information Technologies UK LimitedFacebook UK LtdSnap Group LtdPurchase this report to view all 5 major companies in this industry.
Related Terms
MACHINE LEARNINGARTIFICIAL INTELEGENCETARGETED MARKETINGIndustry Code
SIC 62.01 - Social Media Platforms in the UK
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Social media platforms feel the economic pinch. Amid rising inflation and low business confidence, big-name social media platforms like Meta are seeing a decline in consumer ...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Growing ad-blocker use threatens traditional banners. As ad-free experiences and relevant content lure users into subscriptions, conventional banner and pop-up ads suffer, du...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
London dominates due to its thriving tech scene. This global city draws top talent, crucial funding, and houses the four major industry players, propelling innovation and gro...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Differentiation is critical in a saturated social media market. To stand out in a crowded field, newcomers must not only provide innovative features and a flawless user exper...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
TikTok's popularity stems from its user-friendly format. With the pandemic accelerating digital consumption, TikTok's short-form video content kept people engaged and helped ...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of TikTok Information Technologies UK Limited's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Facebook UK Ltd's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Snap Group Ltd's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 2 additional companies
Detailed analysis
- Description and key data for TikTok Information Technologies UK Limited, and factors influencing its performance in the industry
- Description and key data for Facebook UK Ltd, and factors influencing its performance in the industry
- Description and key data for Snap Group Ltd, and factors influencing its performance in the industry
- Description, key data and performance trends for 2 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Ofcom is the UK's communications regulator. It holds power across the television, radio, telecoms (including social media) and postal sectors. Ofcom ensures that social media...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Social media investment risks profit. Big social platforms like Snap Group and TikTok are prioritising expansion, leading to significant losses and hampering profit growth.
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Liquidity Ratios (2018-2022)
- Coverage Ratios (2018-2022)
- Leverage Ratios (2018-2022)
- Operating Ratios (2018-2022)
- Assets (2018-2022)
- Liabilities (2018-2022)
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the UK include:
- Office for National Statistics
- Office for Budget Responsibility
- Bank of England
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Social Media Platforms in the UK industry in United Kingdom in 2024?
The market size of the Social Media Platforms in the UK industry in United Kingdom is £9.8bn in 2024.
How many businesses are there in the Social Media Platforms in the UK industry in 2024?
There are 276 businesses in the Social Media Platforms in the UK industry in United Kingdom, which has grown at a CAGR of 6.9 % between 2019 and 2024.
Has the Social Media Platforms in the UK industry in United Kingdom grown or declined over the past 5 years?
The market size of the Social Media Platforms in the UK industry in United Kingdom has been growing at a CAGR of 32.8 % between 2019 and 2024.
What is the forecast growth of the Social Media Platforms in the UK industry in United Kingdom over the next 5 years?
Over the next five years, the Social Media Platforms in the UK industry in United Kingdom is expected to grow.
What are the biggest companies in the Social Media Platforms in the UK market in United Kingdom?
The biggest companies operating in the Social Media Platforms market in United Kingdom are TikTok Information Technologies UK Limited, Facebook UK Ltd and Snap Group Ltd
What does the Social Media Platforms in the UK in United Kingdom include?
Video advertising and Native advertising are part of the Social Media Platforms in the UK industry.
Which companies have the highest market share in the Social Media Platforms in the UK in United Kingdom?
The company holding the most market share in United Kingdom is TikTok Information Technologies UK Limited.
How competitive is the Social Media Platforms in the UK industry in United Kingdom?
The level of competition is high and increasing in the Social Media Platforms in the UK industry in United Kingdom.
