STUDY | Digital 2026: Over 6 billion people now online as AI redefines global behavior
The 700-page report, published in October 2025, tracks how internet, mobile, and social media adoption continue to rise alongside a dramatic surge in artificial intelligence use and mobile-first engagement.
The world has crossed a defining threshold in digital connectivity. According to the Digital 2026 Global Overview Report released by Meltwater and We Are Social, there are now 6.04 billion internet users worldwide — roughly 73 percent of the global population — signaling a new era where digital life is nearly universal.
The 700-page report, published in October 2025, tracks how internet, mobile, and social media adoption continue to rise alongside a dramatic surge in artificial intelligence use and mobile-first engagement.
The global supermajority
The report shows that social media user identities have reached 5.66 billion, equal to 68.7 percent of the world’s population — forming what analysts call a “digital supermajority,” where online citizens now outnumber non-users nearly two to one.
Mobile use remains the backbone of this expansion, with 5.78 billion unique subscribers, representing 70.1 percent of people worldwide. Growth is most visible in developing economies, where affordable smartphones and expanding networks continue to drive digital inclusion.
The authors describe the trend as “the mainstreaming of digital life,” with more people using technology not only for communication but also for work, commerce, and education.
AI shifts the search paradigm
Artificial intelligence has become the fastest-growing segment of global digital activity. The report estimates that more than 1 billion people now use generative AI tools monthly, with ChatGPT alone recording 800 million weekly users in early October 2025.
This rapid adoption is altering how people find and process information. Only 80 percent of adults now use traditional search engines monthly, reflecting a steady shift toward conversational AI and digital assistants. Nearly half of all online adults said they are “excited” about AI’s potential to simplify daily life.
The findings also reveal that video remains the internet’s dominant medium, with the average user spending 11 hours and 30 minutes weekly watching online content. Streaming services now account for more than half (50.4 percent) of global TV viewing.
A typical user spends 2.5 hours per day on social and video platforms, with women aged 16 to 24 averaging 3 hours and 40 minutes daily. YouTube continues to hold the largest user base, while TikTok leads in engagement, with each user spending 1 hour and 37 minutes per day on average.
Digital ad spend surges
Marketers are rethinking strategies as online behaviors evolve. Global advertising spending is projected to reach $1.16 trillion in 2025, with digital channels taking 74.4 percent of that total.
Social media advertising alone is forecast to grow 13.6 percent year-on-year, hitting $277 billion in global spend. For users aged 16 to 34, social media ads have surpassed search engines as the top source for brand discovery.
“We’re seeing a profound shift in how people discover brands,” said Alexandra Bjertnæs, Chief Strategy Officer at Meltwater. “More people are turning to social media and AI platforms than ever before. Success now depends on understanding culture and earning attention with ideas that matter.”
Meanwhile, connectivity performance continues to improve: global mobile download speeds rose by 62.6 percent year-on-year to 90.69 Mbps, and fixed broadband speeds increased by 11.1 percent to 104.43 Mbps. The United Arab Emirates led globally in mobile speed (614.42 Mbps), while Singapore topped fixed broadband at 394.30 Mbps.
The study concludes that the next stage of digital growth will focus less on expanding access and more on sustaining relevance in a saturated online world. In an era where nearly everyone is connected, the new challenge for brands, creators, and platforms is no longer reach — but attention.
Source: Meltwater x We Are Social, Digital 2026 Global Overview Report
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