The Social Media Universe: 2018
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Visualizing the Social Media Universe in 2018

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THe Social Media Universe

The Social Media Universe: 2018

View the high resolution version of today’s graphic by clicking here.

Billions of people around the world grew up during the age of social media, and mankind is slowly marching toward a future where nearly everyone will be a digital native.

For the one-third of humanity that now uses a smartphone, messaging and status updates are often more natural than having a live conversation. In a world where social interactions are peppered with emojis and funneled through a front-facing camera, the platforms we use become more than mere service providers; they are the connective tissue of our society.

What services are people using to communicate?

Monthly active users (MAUs) is a metric commonly used to evaluate how many people are using a service regularly. Here are the world’s top social and messaging platforms by MAUs:

RankSocial NetworkMonthly Active Users (MAUs)
#1Facebook2.2 billion
#2YouTube1.9 billion
#3WhatsApp1.5 billion
#4Messenger1.3 billion
#5WeChat1.0 billion
#6Instagram1.0 billion
#7QQ806 million
#8Qzone563 million
#9Douyin500 million
#10Weibo411 million
#11Twitter366 million
#12Reddit330 million
#13Baidu Tieba300 million
#14LinkedIn294 million
#15Viber260 million
#16Snapchat255 million
#17Line203 million
#18Telegram200 million
#19Pinterest200 million
#20YY117 million
#21VK97 million

Let’s take a closer look at these massive platforms.

The Facebook Empire

On its own, Facebook is a behemoth, but adding in the other platforms run by Mark Zuckerberg paints a clear picture of who controls the social media in 2018.

During its growth spurt in the late aughts, Facebook emerged as the first truly global social networks, hitting one billion monthly active users and essentially popularizing the idea of social media. These days, Facebook appears to be hitting engagement and growth plateaus, but acquisitions such as Instagram and WhatsApp are fueling growth for the company, with the former accounting for over a third of revenue.

WeChat

In China, WeChat isn’t just a typical messenger app.

This “super app” – which facilitates everything from point-of-sale purchases to accessing public services – is likely the template that other social platforms around the world will emulate as they strive for more thorough integration with their users’ lives.

Because WeChat is typically also used for work, the average user spends about an hour in-app each day. That is a level of engagement most platforms can only dream of.

Reddit

The “Front Page of the Internet” has grown up.

The oft controversial message board – created in 2005 – is now worth an estimated $1.8 billion, and is contemplating an IPO in the near future. While the company does make money from advertising, a unique membership feature called Reddit Gold is helping bring in funding directly from the community.

Twitter

When people have something to say publicly or look to debate big issues in the news cycle, more often than not, they use Twitter. Tweets from world leaders and CEOs can have far-reaching consequences, and hashtagged social movements have united more people than ever to affect change. For better or worse, Twitter fills an important role in modern society.

Unfortunately for Twitter, great responsibility has translated into greater scrutiny rather than strong revenue growth. The company has faced high profile controversies over harassment, bots, and fake news, and has struggled to match the sky-high growth expectations set when the “microblogging” platform went public in 2013. Twitter is still experimenting with new ways to monetize its 300+ million active user base.

SnapChat

In 2015, Snapchat, having already thoroughly conquered the under-18 market, looked set to disrupt the social media landscape. What came next was a tragedy in two acts.

First, Instagram released its Story feature that same year, effectively cloning Snapchat’s features and layout within their app. Many users, who had only recently began using novel new platform, flocked back to Instagram where they already had a developed following.

Secondly, a redesign of the Snapchat interface was widely criticized by high profile users, speeding up an exodus to Instagram.

Snapchat, which has since gone public, still has a quarter of billion MAUs, but questions remain about whether the platform can recapture the magic of their earlier years.

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Ranked: The Top 50 Most Visited Websites in the World

In this visualization, we rank the top 50 websites that receive the most internet traffic, from Google to CNN.

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Ranked: The Top 50 Most Visited Websites in the World

Estimates vary, but there are upwards of two billion websites in existence in 2023.

If we were to rank all of these websites according to their traffic numbers, we would see a classic power law distribution. At the low end, the vast majority of these websites would be inactive, receiving little to no traffic. On the upper end of the ranking though, a handful of websites receive the lion’s share of internet traffic.

This visualization, using data from SimilarWeb, takes a look at the 50 websites that currently sit at the top of the ranking.

Which Websites Get the Most Traffic?

Topping the list of most-visited websites in the world is, of course, Google. With over 3.5 billion searches per day, Google has cemented its position as the go-to source for information on the internet. But Google’s dominance doesn’t stop there. The company also owns YouTube, the second-most popular website in the world. Together, Google and YouTube have more traffic than the next 48 websites combined.

The power of YouTube, in particular, is sometimes not fully understood. The video platform is the second largest search engine in the world after Google. As well, YouTube has the second highest duration-of-visit numbers in this top 50 ranking. (First place goes to the Chinese video sharing website, Bilibili.)

But Google and YouTube aren’t the only big players on the internet. Other websites in the top 50 ranking include social media giants Facebook, Instagram, and TikTok. In particular, TikTok has seen a surge in popularity in recent years and is now one of the most popular social media platforms in the world.

Here’s the full top 50 ranking table form:

RankWebsiteMonthly TrafficCategoryCountry
#1google.com85.1BSearch Engines🇺🇸 U.S.
#2youtube.com33.0BStreaming & Online TV🇺🇸 U.S.
#3facebook.com17.8BSocial Media Networks🇺🇸 U.S.
#4twitter.com6.8BSocial Media Networks🇺🇸 U.S.
#5instagram.com6.1BSocial Media Networks🇺🇸 U.S.
#6baidu.com5.0BSearch Engines🇨🇳 China
#7wikipedia.org4.8BDictionaries & Encyclopedias🇺🇸 U.S.
#8yandex.ru3.4BSearch Engines🇷🇺 Russia
#9yahoo.com3.3BNews & Media Publishers🇺🇸 U.S.
#10whatsapp.com2.9BSocial Media Networks🇺🇸 U.S.
#11xvideo.com2.8BAdult🇨🇿 Czechia
#12amazon.com2.6BMarketplace🇺🇸 U.S.
#13pornhub.com2.5BAdult🇨🇦 Canada
#14xnxx.com2.3BAdult🇫🇷 France
#15live.com2.1BEmail🇺🇸 U.S.
#16yahoo.co.jp2.1BNews & Media Publishers🇯🇵 Japan
#17netflix.com2.0BStreaming & Online TV🇺🇸 U.S.
#18tiktok.com1.8BSocial Media Networks🇨🇳 China
#19docomo.ne.jp1.8BTelecommunications🇯🇵 Japan
#20reddit.com1.7BSocial Media Networks🇺🇸 U.S.
#21office.com1.6BProg. & Developer Software🇺🇸 U.S.
#22linkedin.com1.6BSocial Media Networks🇺🇸 U.S.
#23dzen.ru1.4BFaith & Beliefs🇷🇺 Russia
#24samsung.com1.4BConsumer Electronics🇰🇷 S. Korea
#25vk.com1.4BSocial Media Networks🇷🇺 Russia
#26xhamster.com1.3BAdult🇨🇾 Cyprus
#27turbopages.org1.3BNews & Media Publishers🇷🇺 Russia
#28mail.ru1.2BEmail🇷🇺 Russia
#29naver.com1.2BNews & Media Publishers🇰🇷 S. Korea
#30bing.com1.2BSearch Engines🇺🇸 U.S.
#31microsoftonline.com1.1BProg. & Developer Software🇺🇸 U.S.
#32discord.com1.1BSocial Media Networks🇺🇸 U.S.
#33twitch.tv1.1BGaming & Accessories🇺🇸 U.S.
#34bilibili.com1.0BAnimations & Comics🇨🇳 China
#35pinterest.com1.0BSocial Media Networks🇺🇸 U.S.
#36zoom.us985.9MComputers Electronics & Tech🇺🇸 U.S.
#37weather.com985.7MWeather🇺🇸 U.S.
#38qq.com907.1MNews & Media Publishers🇨🇳 China
#39microsoft.com902.3MProg. & Developer Software🇺🇸 U.S.
#40msn.com870.8MNews & Media Publishers🇺🇸 U.S.
#41globo.com840.1MNews & Media Publishers🇧🇷 Brazil
#42duckduckgo.com839.0MSearch Engines🇺🇸 U.S.
#43roblox.com795.7MGaming & Accessories🇺🇸 U.S.
#44quora.com775.9MDictionaries & Encyclopedias🇺🇸 U.S.
#45news.yahoo.co.jp749.1MNews & Media Publishers🇯🇵 Japan
#46ebay.com728.0MMarketplace🇺🇸 U.S.
#47aajtak.in724.1MNews & Media Publishers🇮🇳 India
#48nytimes.com702.2MNews & Media Publishers🇺🇸 U.S.
#49realsrv.com688.0MAdult🇺🇸 U.S.
#50cnn.com684.9MNews & Media Publishers🇺🇸 U.S.

Notable companies that have fallen out of the top 50 since our last version of this visualization are Walmart and PayPal. Notable entrants into the top 50 are Samsung and the New York Times.

The Geography of the 50 Most-Visited Websites

The United States is still home base for many of the world’s biggest websites, taking up 30 spots on this ranking. Of these 30 websites, half are operated by Big Tech companies such as Microsoft, Amazon, Alphabet, Meta, and Netflix.

Russia, China, Japan, and South Korea round out the top five.

Top 50 Websites by country
View static image

Things get interesting in the “other” category, which includes six websites. Two spots are taken up by Aaj Tak and Globo, which are large media publications in India and Brazil, respectively.

The remaining four websites—XVideos, PornHub, XHamster, and XNXX—specialize in adult content, and are located in a variety of countries. These are often referred to as “tube sites” since they are built on the YouTube model.

Realsrv, the only adult-oriented site in the top 50 located in the U.S., is interesting to delve into as well, since it’s far from a household name. The website essentially supports advertising efforts by redirecting users away from the content they were viewing over to another page (generally premium adult content). This is one of the key ways that adult websites earn revenue.

Where does this data come from?

Source: SimilarWeb

Notes: Websites listed include “all meaningful subdomains”, and categories in the graphic follow SimilarWeb’s categorization system. This is the third version of this graphic. As with previous versions, we aim to use data from November for the sake of consistency and to avoid seasonal fluctuations in traffic. One important detail to point out is that website traffic does not include app traffic, which is why popular platforms like WeChat don’t appear in this ranking.

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