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The Key Differences in Demographics for the Top 7 Social Networks

Published

6 years ago

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In today’s multi-platform world, the smart businesses are tailoring their messages to audiences based on a variety of factors.

Of course, there are the benefits and limitations to each platform to be considered – but even more importantly, the audience and activity on each platform can differ considerably. The demographics of Pinterest vary from those of YouTube or Facebook, and content creators need to think about these fundamental differences in order to maximize user engagement.

Breaking Down the Top Social Networks

The following infographic comes to us from Tracx, and it dives deep into the demographic differences between the top seven social networks.

The Key Differences in Demographics for the Top 7 Social Networks

We noticed that Snapchat, owned by newly-IPO’d Snap Inc., is not included in the above infographic. While the growth of the $25 billion company has been extremely impressive, by some metrics it is still closing in on some of the smaller social networks (Twitter, Pinterest).

In any case, here’s what you need to know on the fast-growing, millennial-focused network.

The Missing Social Network

According to the most recent S-1 filing, Snapchat currently has 2.5 billion snaps created per day by an audience of 161 million Daily Active Users (DAUs) as of December 2016.

Here’s what growth looks like, on a quarterly level, for DAUs:

Snapchat User Growth

Some other interesting Snapchat stats?

  • Users who were 25 years old or older opened Snapchat around 12 times a day and spent 20 minutes a day in the app on average.
  • Users who were younger than 25 visited Snapchat more than 20 times a day and spent 30 minutes in it on average.
  • Millennials account for 7 out of every 10 Snapchatters.
  • Between 500,000 and 1 million Snapchat ads are seen per day.
  • About 70% of Snapchatters are female.
  • 30% of teens rank Snapchat as their most important social network.

Snapchat is already considered an important piece for companies looking to hit the North American millennial market. As a result, investors value the company over 2x more than Twitter, even despite Snapchat’s monetization problems.

The question is: how long can the growth continue – and when it stops, will it be a top three social network in North America overall?

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Charting Revenue: How The New York Times Makes Money

This graphic tracks the New York Times’ revenue streams over the past two decades, identifying its transition from advertising to subscription-reliant.
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Published

2 months ago

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March 21, 2023

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NYTimes advertisement to subscription

When it comes to quality and accessible content, whether it be entertainment or news, consumers are often willing to pay for it.

Similar to the the precedent set by the music industry, many news outlets have also been figuring out how to transition into a paid digital monetization model. Over the past decade or so, The New York Times (NY Times)—one of the world’s most iconic and widely read news organizations—has been transforming its revenue model to fit this trend.

This chart from creator Trendline uses annual reports from the The New York Times Company to visualize how this seemingly simple transition helped the organization adapt to the digital era.

New York Times revenue in a bar chart

The New York Times’ Revenue Transition

The NY Times has always been one of the world’s most-widely circulated papers. Before the launch of its digital subscription model, it earned half its revenue from print and online advertisements.

The rest of its income came in through circulation and other avenues including licensing, referrals, commercial printing, events, and so on. But after annual revenues dropped by more than $500 million from 2006 to 2010, something had to change.

NY Revenue By YearPrint CirculationDigital SubscriptionAdvertisingOtherTotal
2003$623M$1,196M$168M$1,987M
2004$616M$1,222M$165M$2,003M
2005$616M$1,262M$157M$2,035M
2006$637M$1,269M$172M$2,078M
2007$646M$1,223M$183M$2,052M
2008$668M$1,068M$181M$1,917M
2009$683M$797M$101M$1,581M
2010$684M$780M$93M$1,557M
2011$659M$47M$756M$93M$1,555M
2012$681M$114M$712M$88M$1,595M
2013$673M$151M$667M$86M$1,577M
2014$668M$172M$662M$86M$1,588M
2015$653M$199M$639M$89M$1,580M
2016$647M$232M$581M$94M$1,554M
2017$668M$340M$559M$109M$1,676M
2018$642M$400M$558M$148M$1,748M
2019$624M$460M$531M$198M$1,813M
2020$597M$598M$392M$196M$1,783M
2021$588M$774M$498M$215M$2,075M
2022$574M$979M$523M$233M$2,308M

In 2011, the NY Times launched its new digital subscription model and put some of its online articles behind a paywall. It bet that consumers would be willing to pay for quality content.

And while it faced a rocky start, with revenue through print circulation and advertising slowly dwindling and some consumers frustrated that once-available content was now paywalled, its income through digital subscriptions began to climb.

After digital subscription revenues first launched in 2011, they totaled to $47 million of revenue in their first year. By 2022 they had climbed to $979 million and accounted for 42% of total revenue.

Why Are Readers Paying for News?

More than half of U.S. adults subscribe to the news in some format. That (perhaps surprisingly) includes around four out of 10 adults under the age of 35.

One of the main reasons cited for this was the consistency of publications in covering a variety of news topics.

And given the NY Times’ popularity, it’s no surprise that it recently ranked as the most popular news subscription.

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