Facebook Statistics 2026: Users, Demographics, Ads and Revenue

Facebook has more than 2 billion daily active users, according to Mark Zuckerberg on Meta's second-quarter earnings call on July 29, 2026, and Meta reported 3.60 billion people using at least one of its apps every day in June 2026. Meta no longer publishes an exact Facebook-only user count; the last official figures were 3.07 billion monthly and 2.11 billion daily users for December 2023.

That gap is why so many Facebook statistics pages disagree. Below, every number names its source and its date, so you can tell a 2026 figure from a 2023 one. We grouped them by topic: users, countries, demographics, usage, revenue, ad costs, video and AI.

Checked against Meta's investor releases and SEC filings, DataReportal, Pew Research Center and WordStream on October 20, 2026.

Key Facebook statistics at a glance

Why there is no official 2026 Facebook user count

Meta's 2023 annual report (Form 10-K) said that from its first-quarter 2024 filing, it would no longer report daily active users (DAUs), monthly active users (MAUs) or average revenue per user for Facebook. It now reports daily active people (DAP), which counts anyone who used at least one of Facebook, Instagram, Messenger or WhatsApp on a given day.

So the numbers you can trust today come from three places:

• Meta's investor materials: family-wide DAP, revenue, ad impressions and price per ad, plus what executives say on earnings calls.
• Ad reach from Meta's own ad tools, compiled by DataReportal. DataReportal stresses that Meta's ad reach figures are not the same as active user counts, and that Meta has revised how these tools report audiences.
• Surveys such as Pew Research Center (U.S. adults) and GWI (internet users worldwide, reported by DataReportal).

Any page that quotes a 2026 "Facebook MAU" figure is either repeating the December 2023 number or using a third-party estimate.

How many people use Facebook?

• More than 2 billion daily actives. Zuckerberg said on the July 29, 2026 call that Facebook "has reached more than 2 billion daily actives for a while now."
• 3.60 billion daily active people across Meta's apps on average in June 2026, up 3% from 3.48 billion in June 2025 (Meta Q2 2026 10-Q).
• 3.56 billion in March 2026, up 4% year over year (Meta Q1 2026 results, April 29, 2026).
• 3.58 billion in December 2025, up 7% year over year (Meta Q4 2025 results, January 28, 2026).
• 3.07 billion Facebook monthly users as of December 31, 2023, up 3%, and 2.11 billion daily users on average for December 2023, up 6%. These are the last Facebook-only counts Meta published (Q4 2023 results, February 1, 2024).
• 2.39 billion people reachable with Facebook ads worldwide, according to DataReportal's analysis of Meta's ad tools in April 2026. That compares with 2.28 billion in January 2025.
• 56.3% of internet users aged 16 and over said they used Facebook in the past month, the highest of any social platform, in GWI survey data published in DataReportal's April 2026 update. Excluding China and Russia, where many Western platforms are blocked or restricted, the figure was 73.4%.

For context on Meta's other apps, Zuckerberg said on the same July 2026 call that Instagram reached 2 billion daily actives and Threads passed 500 million monthly actives.

Facebook users by country

Meta does not publish users by country. The closest public proxy is ad reach from Meta's planning tools, which DataReportal reports for each country.

Source: DataReportal Digital 2026 country reports, figures for late 2025. These are the largest markets we checked, not a complete ranking of every country.

Two more country facts from the same reports:

• In April 2026, India accounted for more than 400 million of Facebook's reported reach, or nearly 17% of the global total (DataReportal mid-year update).
• In the U.S., Meta's tools showed Facebook reaching 71.4% of adults aged 18 and over at the end of 2025 (DataReportal Digital 2026: United States).

Facebook demographics: age and gender

Age (United States). Pew Research Center's 2026 survey (conducted Jan. 30 to June 18, 2026, published October 19, 2026) found the share of U.S. adults who use Facebook by age:

Only YouTube was used more widely, at 84% of U.S. adults.

Age (worldwide ad audience). In January 2025, the largest group in Facebook's global adult ad audience was people aged 25 to 34, at 31.2% (12.7% female plus 18.5% male), per DataReportal. GWI's survey data, reported by DataReportal in October 2025, found internet users aged 65 and over were the most likely to use Facebook.

Gender.

• In the U.S., 77% of women and 63% of men use Facebook (Pew, 2026).
• In the U.S. ad audience, 53.0% was female and 47.0% male at the end of 2025 (DataReportal).
• Worldwide, the ad audience was 56.7% male and 43.3% female in January 2025 (DataReportal).
• India skews heavily male: 72.7% of the adult ad audience at the end of 2025 (DataReportal).

How people use Facebook

• Staying in touch is the main reason. More than 7 in 10 Facebook users visit to stay in touch with friends and family, according to GWI data in DataReportal's April 2026 update.
• 53% of active Facebook users use it to research brands and products (GWI, reported by DataReportal, October 2025).
• 13% of social media users name Facebook their favorite platform, third behind WhatsApp and Instagram (GWI, reported by DataReportal, October 2025).
• 67 minutes a day is the average time a Facebook user spends in the Android app, and the average session lasts 7 minutes 17 seconds (Similarweb, August 2025, reported by DataReportal).
• 67.4% of Facebook's Android users open the app every day (Similarweb, August 2025).
• Fourth by active app users. Similarweb data in April 2026 put Facebook's active app audience at about three-quarters the size of YouTube's (DataReportal).

Meta revenue and advertising statistics

Meta does not split revenue by app. Its 10-Q says "substantially all" of its revenue comes from advertising on Facebook and Instagram.

Sources: Meta quarterly results releases dated January 28, April 29 and July 29, 2026. Ad revenue is Meta's reported advertising revenue.

More from Meta's latest filings:

• Advertising was about 97.6% of revenue in 2025 ($196.18 billion of $200.97 billion).
• Average revenue per person was $16.86 in Q2 2026, up 24% (Meta Q2 2026 10-Q).
• Revenue grew in every region in Q2 2026: 32% in the U.S. and Canada, 24% in Europe, 19% in Asia-Pacific and 36% in the rest of the world. Ad impressions grew fastest in Asia-Pacific (Meta Q2 2026 10-Q).
• Advantage+, Meta's AI campaign tools, passed a $75 billion annual revenue run rate in Q2 2026 (Q2 2026 earnings call).
• Meta's newer AI models for understanding users and ranking ads produced an 8.3% increase in ad clicks and a 15.7% uplift in conversions on Facebook, according to Meta's Q2 2026 call.
• Over 9 million small businesses were using at least one of Meta's generative AI ad creative tools (Q2 2026 call).
• Capital expenditures were $72.22 billion in 2025, including finance lease payments, and Meta expects $130 billion to $145 billion in 2026 (Q4 2025 and Q2 2026 results).
• Meta guided to $61 billion to $64 billion of revenue for Q3 2026. Q3 results had not been released when this page was checked.

Facebook advertising benchmarks: CTR, CPC and cost per lead

WordStream by LocaliQ publishes yearly Facebook ad benchmarks. Its 2026 edition (published September 14, 2026) analyzed over 1,800 campaigns from the past year.

Industry spread, from the same 2026 report:

• Highest cost per lead: Dentists and Dental Services ($61.56), Beauty and Personal Care ($50.91), Home and Home Improvement ($42.95).
• Lowest cost per lead: Career and Employment ($12.30), Real Estate ($13.74), Arts and Entertainment ($14.59).
• Highest traffic CTR: Beauty and Personal Care (2.73%), Arts and Entertainment (2.71%), Restaurants and Food (2.68%).
• Highest lead campaign CTR: Physicians and Surgeons (4.18%) and Real Estate (4.17%).

These are averages across WordStream's sample, so treat them as a reference point, not a target. Your own costs depend on your offer, audience and creative.

Video, Reels and AI on Facebook

• Facebook video time spent rose 9% globally year over year in Q2 2026, and more than 10% in the U.S. and Canada, driven by ranking improvements (Meta Q2 2026 call).
• Meta launched "Shape Your Feed" on Facebook, which lets people steer their recommendations, and reported over 80% retention among users who engage with it (Q2 2026 call).
• Meta AI reached 1 billion monthly active users across Meta's apps, Zuckerberg said at the May 2025 shareholder meeting (TechCrunch, May 29, 2025).
• Daily users of Meta AI rose 60% after Meta rebuilt the assistant on its Muse Spark model, Zuckerberg said on the July 2026 call.

Messenger, Groups and Marketplace

• Messenger ad reach fell by more than 95% in Meta's planning tools in the six months after October 2025, and Messenger is no longer available as a desktop app (DataReportal, April 2026).
• Meta launched Forum, a standalone Groups app, and Seller, a standalone Marketplace app, Zuckerberg said on the July 29, 2026 call.
• Meta's 2026 earnings materials do not give a Marketplace or Groups user count.

Facebook statistics we could not verify

Several figures circulate widely but do not trace to a current primary source, so we left them out:

• Facebook Watch at 1.25 billion monthly users. Facebook announced this in September 2020 (Tubefilter, September 3, 2020), and we found no newer official figure.
• 380 million monthly Facebook Gaming players. We found no source.
• Facebook users by country above 500 million. Meta does not publish country user counts, and DataReportal's ad reach for India is about 403 million.
• Fake accounts removed per quarter. Meta's transparency center did not load the figures when we checked, so we could not confirm the latest quarter.
• "3.8 billion Meta AI users." This does not match anything Meta has reported. The last figure Zuckerberg gave was 1 billion monthly users, in May 2025.
• Facebook-only ad revenue. Meta does not report it, so any Facebook-only ad revenue figure is an estimate.

We plan to refresh this page after each Meta earnings release.

How to use these numbers

Use family-wide DAP and Zuckerberg's "more than 2 billion" when you need an audience size, and say which one you are using. Use country ad reach when you are sizing a campaign, because that is what Meta's ad tools will show you. Use WordStream's benchmarks to sanity-check your cost per lead, then judge your campaigns against your own past results.

If you want help turning these benchmarks into a paid social plan, INSIDEA, an Elite HubSpot Partner and the growth operating system for modern businesses, runs growth marketing programs that tie ad spend to pipeline in your CRM.