Twitter Penetration

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Get familiar with all the most important and up-to-date Twitter statistics, so you can plan Twitter strategy that works for your brand.
Twitter is a microblogging and social networking platform that encourages its audience to share posts (commonly known as Tweets) and engage with other users. To get the most out of marketing campaigns on the platform, it’s worthwhile to understand the Twitter statistics that make the network tick, how and why audiences use Twitter, and what’s in store for advertisers on Twitter in 2022.
Download the complete Digital 2022 report —which includes online behavior data from 220 countries—to learn where to focus your social marketing efforts and how to better target your audience.
Not a small number by any stretch of the imagination, Twitter’s revenue has increased by 37% YOY.
Twitter has lofty goals for the future, and the company plans to set its revenue targets even higher for 2023 to a massive $7.5 billion.
The former US President holds court with over 130,500,000 followers. Pop megastar Justin Bieber is the second most popular person on Twitter, followed by Katy Perry, Rhianna, and Cristiano Ronaldo.
Okay, yes, we thought it might be @Twitter, but nope, it’s @YouTube with 73,900,000 followers.
The @Twitter handle is actually in third place with 60,600,000 followers, and @CNNBRK (CNN Breaking News) takes second place with 61,800,000 followers, respectively.
In 2021, twitter.com saw 2.4 billion sessions, with 620 million of these unique. This shows that people come back to the Twitter website repeatedly.
It also tells us that not everyone uses the Twitter app on their mobile device or tablet, which is something to keep in mind when you’re optimizing your campaigns.
The site ranks above Messenger, Telegram, Pinterest, and Snapchat in favorability for adults aged 16-64.
WhatsApp is the most popular social media platform, followed by Instagram and Facebook.
Source: Hootsuite’s 2022 Digital Trends Report
In 2020, eMarketer predicted that Twitter would see a 2.8% growth, but the pandemic changed everything. So in October, they revised their 2020 forecast to a growth of 8.4%—a considerable increase from their original forecast.
Fast-forward to 2022, and eMarketer predicts that the number of Twitter users will grow by 2% and then continue on a slight downward trend and hit 1.8% growth in 2023 and 1.6% in 2024.
This level of usage is similar to WhatsApp and Snapchat. In comparison, 40% of US adults surveyed by Pew Research Center say they use Instagram, and 21% use TikTok.
The microblogging site is clearly favored more with men, who make up the majority (70%) of its users.
These demographics are essential to understand as they’ll help you create more specific and highly targeted marketing campaigns.
For example, if you’re a women’s fashion brand, spending your advertising dollars on Twitter might not be the best channel given the lower demographic of female users.
Twitter has the second-highest educated user base in America. 33% of Twitter’s audience have some college, and 25% are in the high school or less cohort.
The most educated audience on social media is LinkedIn, with 56% of respondents saying they have a college education.
When it comes to democrats and republicans, Twitter leans more towards the left. 65% of the platform’s user base identifies as or leans toward democrat. Twitter is only beaten by Reddit, whose audience is almost 80% democrat.
The platform with the largest volume of republicans was Facebook, with 46% of the social media platform’s audience leaning or identifying with the republican ideology.
Almost all Twitter users also get their social media needs met with other platforms. 83.7% also use Facebook, 80.1% use YouTube, and 87.6% are on Instagram.
85% of Twitter’s audience earn more than $30,000 and 34% earn $75,000 or above. This signals that around a third of the platform’s audience has high spending power, so think to consider this when you’re crafting your campaigns and content.
According to research by Edison, before the ban, 43% of US adults aged 18 or above said they use Twitter. However, after the social networking site disqualified then-President Donald Trump on January 8th, 2021, 52% of the same cohort said they use Twitter.
This means that around a quarter of Twitter’s user base accounts for nearly 100% of the platform’s content, which is kind of mind-blowing when you think about it!
This statistic also shows that the core user base on Twitter is highly active and engaged with the platform.
A little over five hours is more than Snapchat (3 hours per month) and Messenger (3 hours per month). The social media platform with the highest time spent was YouTube, with adults spending a massive 23.7 hours per month consuming video content on the channel.
We’ve all been there. You’re head down at work, and then before you know it, your cell phone is in hand, or you’ve clicked onto Twitter.com on your desktop for a leisurely scroll. For marketers, this signals that the under 30 crowds are active, frequent users of the platform, and you should plan campaigns that attract and engage this demographic.
With world news coming in thick and fast nowadays, it’s perhaps not surprising that many Americans are looking to get their news outside of regular outlets.
For brands, this could mean publishing timely, accurate news stories to compete and align with how the Twitter audience uses the platform.
And 30% of people said that Twitter has made them more politically aware. But, on the flip side, 33% of those surveyed said that the site hosts inaccurate information, and 53% think that misleading information is a continual major problem on the site.
For marketers, this goes back to trust. You’ll need to ensure that the Tweets you send are accurate and use the platform to position your brand or company as a trusted resource.
Around the same number of people also use instant messaging and live chatbots to conduct research online.
For marketers, this means that you need to keep your brand account up to date. Of course, not everyone needs to post five or six times a day, but if audiences are searching for brands online and scoping them out, it’ll help your credibility if your account is active and regularly posting valuable content.
Something to consider when you’re crafting a Twitter ad strategy is how can you make this product or service something people will instantaneously buy?
If you’re a brand looking to make waves on Twitter, get involved with Twitter Spaces , Twitter’s Clubhouse alternative. Twitter says that “just a 10% rise in conversation has led up to a 3% increase in sales volume”.
So why not incorporate hosting a Twitter Spaces conversation and build a community to help drive sales?
26% of people spend more time looking at ads on Twitter vs. other leading platforms. Does this mean that ads on Twitter come across as organic posts and people aren’t aware they’re reading an ad?
Something to test in your Twitter marketing strategy.
Time is short, people! So count this as your warning that your creative on Twitter needs to stand out and get noticed by your audience as they’re scrolling through the app.
Running ads on Twitter is fairly cheap and won’t destroy your ad budget. The average CPM is $6.46. That’s 78% lower than Pinterest’s, which is $30.00 CPM.
Download the complete Digital 2022 report —which includes online behavior data from 220 countries—to learn where to focus your social marketing efforts and how to better target your audience.
More people are turning to run ads on Twitter, and this number is expected to continually increase in 2022.
Perhaps it’s time to get in on the Twitter advertising action before the space becomes overly saturated or audiences become immune to Twitter ads.
There are 217 million monetizable daily active users on Twitter. And this number is only set to increase in 2022 as the company emphasizes performance advertising across the platform’s user base.
Americans seriously love Twitter . The grand ol’ USA is where Twitter is the most popular, with over 77 million users across the country.
Twitter’s fandom is closely followed by Japan and India, with 58 and 24 million people logging into the platform.
In 2022, Millennials will be aged 26-41, so craft your creative carefully and ensure it’s aligned with the interests and needs of this age group.
This isn’t the highest figure, but it’s super important to remember that Twitter is a relatively niche platform and that 5.8% of people could well be your engaged target audience, depending on your business.
Twitter is always looking to innovate and launch new product features. One of their most impactful tools is First View, which shows your Twitter video ad to audiences when they first log in and begin their browsing session.
This is prime real estate for marketers and advertisers to ensure that your audience engages with your video content. For example, according to Twitter themselves, one brand ran a First View campaign during a global sporting event to coincide with a TV ad campaign and saw a 22% increase in reach on the platform.
Broken down even further, that equals 6,000 Tweets per second, 350,000 Tweets per minute, and around 200 billion Tweets per year.
70% of Twitter users said they regularly watch, follow, or are interested in soccer, and with the FIFA World Cup coming up in late 2022, the world will be in a “football-frenzy.” So now really is the time to learn the difference between Alexander-Arnold and Zinedine Zidane.
Marketers need to have their finger on the pulse and plan campaigns that fit around the World Cup and take advantage of the conversations and engagement that’ll be happening in November and December.
During the COVID-19 global pandemic, community mattered more than ever, and consumers noticed. For brands, this means showcasing your impact on the world and what you’re doing to support local and global communities.
Save time managing your Twitter presence by using Hootsuite to schedule Tweets (including video Tweets), reply to comments and DMs, and monitor key performance stats. Try it free today.
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Claire Beveridge is a content marketing consultant who works with innovative B2B companies to help them achieve their growth goals. She loves clever copy, creativity, and talking about herself in the third person.
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Home App Data Twitter Revenue and Usage Statistics (2022)

Twitter Revenue and Usage Statistics (2022)

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Twitter is a real-time microblogging platform, publicly launched in July 2006. At launch, its defining features were the tight limits placed on each post, known at a tweet. Originally, users could only use 140 characters, although that was doubled to 280 in 2017.
Formed by former Odeo employees Jack Dorsey, Noah Glass, Evan Williams and Biz Stone, the site originally used SMS to send tweets onto the network. It received its first boost of users at SXSW 2007, when the founders showed all the tweets hitting the network in real-time.
From there, Twitter grew out its userbase to reach over 300 million monthly active users. It added new features, but for the most part has retained the same look and feel of early Twitter, much to the chagrin of shareholders who have wanted Twitter to be more competitive with Facebook.
Twitter has branched out into other areas of innovation, such as short-video with Vine or live-video with Periscope, but both were cancelled by Twitter. Some have argued that Twitter mismanaged both projects, as Vine came well before Music.ly and TikTok, but was unable to capture the market which was clearly there.
This may be partly due to the management of Twitter, which has had Jack Dorsey, Evan Williams, Dick Costolo and then Jack Dorsey again as CEO. Dorsey is also CEO at Square, which has led to complaints from shareholders and even a lawsuit .
Twitter is experimenting with new formats for tweets, such as donations and currency for tweets. It recently launched Twitter Spaces, a clone of Clubhouse’s live-audio platform, although Twitter has a poor track record for supporting anything outside the base platform.
Learn how a fusion of ASO and Apple Search Ads helps leading mobile-first companies uncover new app growth opportunities and ensure long-term success.
That said, Twitter may be in new form after four years of user stagnation. It has added mDAUs at a faster rate this year than the past three and noticed higher year-on-year growth, although this may be partly due to the pandemic.
We have collected data and statistics on Twitter. Read on below to find out more.
Want to learn more about the most popular social networking apps? Our Social App report includes financials, usage, demographics, and benchmarks on Facebook, Instagram, YouTube, TikTok, WhatsApp, Snapchat, Twitter, Pinterest, and LinkedIn.
Twitter generated $5 billion revenue in 2021, a 35% increase on 2020 figures and a significant improvement on the 8% and 13% increase the two years before.
Source: Company data, Social App Report
The vast majority of Twitter’s revenue comes from advertising, although it did generate about $570 million from data licensing.
Even though only about 17% of Twitter’s users come from the US, it is responsible for more than 50% of the company’s revenues.
Twitter remained unprofitable for a second year in a row in 2021, but lowered its losses by 80% from the year prior.
Twitter reports daily monetizable active users (dMAUs), excluding many users. It has approximately 450 million monthly active users.
Source: Company data, Social Ap p Report
While Twitter’s usage in the US has stagnated somewhat, its international usage continues to grow, with 169 million dMAUs outside of the US in 2021.
Twitter has a near parity between the age brackets of 18 to 44 years old, with 35-44 the highest age bracket by a slight margin.
Twitter has one of the highest gender disparities out of all social networks, with 68.5% of all users being male.
Ex-US President Barack Obama remains the most followed Twitter account. Elon Musk has seen his following increase dramatically over the past two years.
Note: As of June 2022. Source: Company data
Want to learn more about social apps? Check out our Social App Report
12 percent of Americans use it as a data source, according to Pew Research Center
66 percent of brands with over 100 employees use Twitter for marketing purposes ( eMarketer )
80% of Twitter usage happens on mobile devices ( Google )
There are 55 million Twitter users in India, according to App Annie
In the US, top 10 percent of tweeters contribute 92 percent of tweets in 2020, up from 80 percent in 2018 ( Pew Research Center )
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