Infographic: Visualizing the Social Media Universe in 2020
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Visualizing the Social Media Universe in 2020

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Visualizing the Social Media Universe in 2020

Social media has seeped into virtually all aspects of modern life. The vast social media universe collectively now holds 3.8 billion users, representing roughly 50% of the global population.

With an additional billion internet users projected to come online in the coming years, it’s possible that the social media universe could expand even further.

How the Networks Stack Up

To begin, let’s take a look at how social networks compare in terms of monthly active users (MAUs)—an industry metric widely used to gauge the success of these platforms.

RankSocial NetworkMAUs In MillionsCountry of Origin
#1Facebook2,603🇺🇲 U.S.
#2WhatsApp2,000🇺🇲 U.S.
#3YouTube2,000🇺🇲 U.S.
#4Messenger1,300🇺🇲 U.S.
#5WeChat1,203🇨🇳 China
#6Instagram1,082🇺🇲 U.S.
#7TikTok800🇨🇳 China
#8QQ694🇨🇳 China
#9Weibo550🇨🇳 China
#10Qzone517🇨🇳 China
#11Reddit430 🇺🇲 U.S.
#12Telegram400 🇷🇺 Russia
#13Snapchat397 🇺🇲 U.S.
#14Pinterest367 🇺🇲 U.S.
#15Twitter326 🇺🇲 U.S.
#16LinkedIn310 🇺🇲 U.S.
#17Viber260🇯🇵 Japan
#18Line187🇯🇵 Japan
#19YY157🇨🇳 China
#20Twitch140 🇺🇲 U.S.
#21Vkontakte100 🇷🇺 Russia

Here’s a closer look at individual social platforms, and their trials and tribulations:

Facebook

To put it mildly, Facebook has had its hands full. A flurry of companies are boycotting Facebook’s ads, while the platform struggles to fend off the spread of misinformation.

Yet, its stock price continues to advance to new highs while the traditional economy faces less than rosy forecasts. Facebook still possesses the largest cohort of users, inching closer to the 3 billion MAU mark—a breakthrough yet to be achieved by any company.

Snapchat

Snapchat and founder Evan Spiegel have had a bumpy road since their IPO in 2017. The stock price reached its nadir near $4 in 2018, reflecting investor concerns tied to the introduction of Instagram Stories. In recent times, the stock has advanced past the $20 mark, although there is still long-term unclarity around monetization and profitability.

YouTube

YouTube competes head on against traditional television and streaming programs for eyeballs. The platform raked in revenues of $15.1 billion in 2019, nearly double their figures in 2017.

Parent company Alphabet has invested in YouTube with new rollouts like YouTube Music (merged with what was once Google Music) and YouTube Premium—a bundled subscription-based platform providing music, ad-free content, and YouTube Originals. By the looks of it, the future of YouTube will be much more than just videos.

WeChat

The biggest social platform in China, WeChat has flourished, now holding a whopping 1.2 billion MAUs. As part of the Tencent Holdings conglomerate, they belong to the BATX group that is seen to lock horns with America’s Big Tech.

Reddit

There have been whispers of a Reddit IPO on Wall Street for some time now. While such an event has not yet materialized, Reddit’s success certainly has. With 430 million MAUs relative to 330 million in 2018, the company continues to attract a larger audience. The notion of community has taken on a different meaning in the digital age, and Reddit represents this transition with their ever-growing network of users.

Instagram

Instagram has been vital to Facebook’s success, since its $1 billion acquisition in 2012. The platform attracts a younger audience compared to Facebook and it has demonstrated an ability to remain versatile, specifically by implementing Instagram Stories and Reels.

Twitter

Busy schedules don’t seem to faze Jack Dorsey who has not one, but two CEO jobs in Twitter and Square. Twitter has been able to achieve profitability in the last two years, reporting net income figures of $1.2 and $1.5 billion in 2018 and 2019 respectively. They no doubt have their work cut out for them as they continue to combat fake news and similar controversies on their platform.

TikTok

If any publicity is good publicity, then 2020 has been TikTok’s year. Headlines include privacy breaches with alleged ties to the Chinese Communist Party, a banning of the app by India Prime Minister Narendra Modi, and now, talks of a partial U.S. acquisition. Potential acquirers include leaders Microsoft, Twitter, and Oracle.

Social Media Under Trial?

Despite the list of headwinds social media has faced, about half of the world is now on it—and there seems to be no end in sight for future growth.

How have companies with exposure to the social media universe fared in 2020 so far?

Companies With Exposure To Social MediaYTD Price Returns
Pinterest83%
Tencent Holdings43%
Snapchat32%
Facebook30%
Twitter22%
Alphabet17%

Widespread participation in social media comes with its fair set of problems. Some companies such as Facebook have found themselves in the crosshairs on both sides of the political spectrum. As concerns grow around privacy and data, social media will be front and center in shaping the future of government, business, and politics.

Only time will tell just how high user counts will reach. The long-term trajectory suggests there’s more room left in the engine. There are still parts of the world that are just beginning to possess the technological infrastructure for social media to be a possibility. It’s plausible future growth will come from that avenue.

If stock prices of companies linked to social media are of relevance, their performance this year paired with the fact that they are trading near all-time highs supports such a growth thesis.

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How Big Tech Revenue and Profit Breaks Down, by Company

How do the big tech giants make their money? This series of graphics shows a breakdown of big tech revenue, using Q2 2022 income statements.

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In the media and public discourse, companies like Alphabet, Apple, and Microsoft are often lumped together into the same “Big Tech” category. After all, they constitute the world’s largest companies by market capitalization.

And because of this, it’s easy to assume they’re in direct competition with each other, fiercely battling for a bigger piece of the “Big Tech” pie. But while there is certainly competition between the world’s tech giants, it’s a lot less drastic than you might imagine.

This is apparent when you look into their various revenue streams, and this series of graphics by Truman Du provides a revenue breakdown of Alphabet, Amazon, Apple, and Microsoft.

How Big Tech Companies Generate Revenue

So how does each big tech firm make money? Let’s explore using data from each company’s June 2022 quarterly income statements.

Alphabet

breakdown of Alphabet's revenue streams and profit

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In Q2 2022, about 72% of Alphabet’s revenue came from search advertising. This makes sense considering Google and YouTube get a lot of eyeballs. Google dominates the search market—about 90% of all internet searches are done on Google platforms.

Amazon

breakdown of amazon's revenue streams and profit

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Perhaps unsurprisingly, Amazon’s biggest revenue driver is e-commerce. However, as the graphic above shows, the costs of e-commerce are so steep, that it actually reported a net loss in Q2 2022.

As it often is, Amazon Web Services (AWS) was the company’s main profit-earner this quarter.

Apple

breakdown of Apple's revenue streams and profit

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Apple’s biggest revenue driver is consumer electronics sales, particularly from the iPhone which accounts for nearly half of overall revenue. iPhones are particularly popular in the U.S., where they make up around 50% of smartphone sales across the country.

Besides devices, services like Apple Music, Apple Pay, and Apple TV+ also generate revenue for the company. But in Q2 2022, Apple’s services branch accounted for only 24% of the company’s overall revenue.

Microsoft

breakdown of Microsoft's revenue streams and profit

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Microsoft has a fairly even split between its various revenue sources, but similarly to Amazon its biggest revenue driver is its cloud services platform, Azure.

After AWS, Azure is the second largest cloud server in the world, capturing 21% of the global cloud infrastructure market.

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Animation: The Most Popular Websites by Web Traffic (1993-2022)

This video shows the evolution of the internet, highlighting the most popular websites from 1993 until 2022.

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ranking websites by page views 1993-2022

The Most Popular Websites Since 1993

Over the last three decades, the internet has grown at a mind-bending pace.

In 1993, there were fewer than 200 websites available on the World Wide Web. Fast forward to 2022, and that figure has grown to 2 billion.

This animated graphic by James Eagle provides a historical look at the evolution of the internet, showing the most popular websites over the years from 1993 to 2022.

The 90s to Early 2000s: Dial-Up Internet

It was possible to go on the proto-internet as early as the 1970s, but the more user-centric and widely accessible version we think of today didn’t really materialize until the early 1990s using dial-up modems.

Dial-up gave users access to the web through a modem that was connected to an active telephone line. There were several different portals in the 1990s for internet use, such as Prodigy and CompuServe, but AOL quickly became the most popular.

AOL held its top spot as the most visited website for nearly a decade. By June 2000, the online portal was getting over 400 million monthly visits. For context, there were about 413 million internet users around the world at that time.

RankWebsiteMonthly Visits (May 2000)
1AOL400,891,812
2Yahoo387,573,587
3MSN354,239,803
4eBay116,101,785
5Lycos116,064,930

But when broadband internet hit the market and made dial-up obsolete, AOL lost its footing, and a new website took the top spot—Yahoo.

The Mid 2000s: Yahoo vs. Google

Founded in 1994, Yahoo started off as a web directory that was originally called “Jerry and David’s Guide to the World Wide Web.”

When the company started to pick up steam, its name changed to Yahoo, which became a backronym that stands for “Yet Another Hierarchical Officious Oracle.”

Yahoo grew fast and by the early 2000s, it became the most popular website on the internet. It held its top spot for several years—by April 2004, Yahoo was receiving 5.6 billion monthly visits.

RankWebsiteMonthly Visits (April 2004)
1Yahoo5,658,032,268
2MSN1,838,700,057
3Google1,318,276,780
4AOL905,009,947
5eBay805,474,705

But Google was close on its heels. Founded in 1998, Google started out as a simpler and more efficient search engine, and the website quickly gained traction.

Funny enough, Google was actually Yahoo’s default search engine in the early 2000s until Yahoo dropped Google so it could use its own search engine technology in 2004.

For the next few years, Google and Yahoo competed fiercely, and both names took turns at the top of the most popular websites list. Then, in the 2010s, Yahoo’s trajectory started to head south after a series of missed opportunities and unsuccessful moves.

This cemented Google’s place at the top, and the website is still the most popular website as of January 2022.

The Late 2000s, Early 2010s: Social Media Enters the Chat

While Google has held its spot at the top for nearly two decades, it’s worth highlighting the emergence of social media platforms like YouTube and Facebook.

YouTube and Facebook certainly weren’t the first social media platforms to gain traction. MySpace had a successful run back in 2007—at one point, it was the third most popular website on the World Wide Web.

RankWebsiteMonthly Visits (Jan 2007)
1Google7,349,521,929
2Yahoo5,169,762,311
3MySpace1,276,515,128
4MSN1,259,467,102
5eBay957,928,554

But YouTube and Facebook marked a new era for social media platforms, partly because of their ​​impeccable timing. Both platforms entered the scene around the same time that smartphone innovations were turning the mobile phone industry on its head. The iPhone’s design, and the introduction of the App store in 2008, made it easier than ever to access the internet via your mobile device.

As of January 2022, YouTube and Facebook are still the second and third most visited websites on the internet.

The 2020s: Google is Now Synonymous With the Internet

Google is the leading search engine by far, making up about 90% of all web, mobile, and in-app searches.

What will the most popular websites be in a few years? Will Google continue to hold the top spot? There are no signs of the internet giant slowing down anytime soon, but if history has taught us anything, it’s that things change. And no one should get too comfortable at the top.

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