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We are in the middle of summer and that means two things:
1: We feel like barbecuing en masse again
2: It's time to look at the statistics on social media use and market share in the Netherlands and Europe.
With the summer vacations coming up, the current farmer's protests and all kinds of major sporting events on the calendar, things could change.
So let's take a quick look and see if we can indeed see some shifts!
Netherlands
| Netherlands | March 2022 | June 2022 |
| 71,00% | 74,09% | |
| 7,37% | 7,33% | |
| 11,43% | 9,00% | |
| 5,10% | 5,40% | |
| Youtube | 2,38% | 2,23% |
| 1,39% | 0,59% |
If we are honest, we see little new under the sun in the second quarter of 2022 in terms of social media market share in the Netherlands.
Facebook gains a little, Twitter loses a little and the rest remains pretty much the same.
So it does seem that we have been sharing a little more photos in our summer outfits than we have been on Twitter watching developments in, say, the situation in Ukraine.
Furthermore, we do see a relatively large drop at LinkedIn. Although of course that's not surprising, given the huge staff shortages everywhere. Job seekers don't seem to need LinkedIn to find a job at the moment!
Germany
| Germany | March 2022 | June 2022 |
| 71,92% | 77,48% | |
| 7,36% | 6,11% | |
| 6,29% | 4,96% | |
| 6,88% | 5,71% | |
| Youtube | 3,14% | 2,65% |
| 0,36% | 0,28% |
In Germany, we see a lot of red numbers and Facebook is the big winner.
Although again the differences are relatively small, Mark Zuckerberg's biggest platform seems to be snatching some social media market share from everywhere. From Pinterest as well as Twitter and Youtube.
Interestingly, Instagram is also losing some ground again after months of actually increasing. Compared to a year earlier, they even almost doubled in Q1.
By the way, if we look at the other figures from a year ago, we see that Twitter and Youtube have lost at least 30-40% of their share. So in the bigger picture, these seem to be slowly disappearing from the world stage ...
... but of course we don't know for sure.
Belgium
| Belgium | March 2022 | June 2022 |
| 68,75% | 78,11% | |
| 12,67% | 9,47% | |
| 7,68% | 4,76% | |
| 6,38% | 4,32% | |
| Youtube | 2,20% | 1,64% |
| 0,47% | 0,25% |
In Belgium, we see the same trend as in Germany. All social media channels are declining, while Facebook is making a big jump for the first time in a long time.
The differences here are a bit more extreme than in the Netherlands and Germany.
For example, Pinterest, Twitter and also Instagram really did lose a significant portion of their market share to Facebook, and LinkedIn almost halved in relative terms.
Are we seeing a European or perhaps global trend here? Or does it seem to be limited only to Western Europe?
Time to find out!
Europe
| Europe | March 2022 | June 2022 |
| 79,78% | 84,51% | |
| 4,23% | 3,74% | |
| 6,27% | 4,44% | |
| 4,79% | 4,10% | |
| Youtube | 3,06% | 1,61% |
| 0,33% | 0,22% |
The answer to the question is a resounding "yes. Yes, it is a European trend.
Just look at it.
If we scrutinize the statistics for all of Europe, we see red numbers almost everywhere again. Declines. Losses.
Except, that is, at Facebook. Which is gaining.
It should be noted that the differences are somewhat smaller than in Belgium and Germany and more like the distribution in the Netherlands.
UK
| Europe | March 2022 | June 2022 |
| 60,49% | 62,28% | |
| 5,79% | 5,83% | |
| 14,70% | 15,02% | |
| 12,33% | 10,69% | |
| Youtube | 3,42% | 2,26% |
| 0,79% | 0,65% |
And entirely by tradition, they do things just a little differently in the UK.
Okay, Facebook wins here, too. But Pinterest and Twitter also gained slightly. Which is strange, because in all the other countries these were the channels that lost the most.
Although it must also be said that the number of Twitter users has decreased by more than half in one year (although it remains stable in 2022).
We also have another honorable mention for Reddit. With a social media market share of 2.43%, it is a more interesting platform than Youtube, for example.
Perhaps something to keep an eye on.
Conclusion
The numbers and statistics regarding social media share in Q2 of 2022 are clear:
- Facebook is regaining quite a bit of market share across Europe and the UK.
- Instagram was unable to sustain its big rise in Q1 and in many cases is even sinking a little further
- Twitter is losing considerably and Youtube and LinkedIn are also doing bad business everywhere
In the bigger picture, however, the differences are only small, so there is a chance that we will see the effects of recoveries again in Q3.
For example, because people are Twittering more about the Tour de France or because we are on the beach scrolling more on Instagram and sharing all our vacation snapshots. Could also be.
So again we are curious to see what we can see in September. And of course we'll get back to you then with an update!
We'll see you again then!
Source: gs.statcounter.com
Written by: Daniel Kuipers
Daniel is the founder of Online Marketing Agency. He constantly scours the Internet for the latest gadgets and tactics and blogs about them in understandable language. Well, sometimes.
1 response to "Q2 2022: Social media market share in the Netherlands and Europe"
I am also curious about TikTok's statistics!