Twitter US sees the biggest jump in five years, but has it peaked?

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 06, 2021, 3:21 PM GMT+0

An eMarketer report found that Twitter usage in the US will peak in 2021, but it is unlikely to be able to sustain this growth.

As people turned to Twitter amid the pandemic and 2020 presidential election, the micro-blogging site saw the biggest percentage-point increase in the US in five years. Twitter’s US base grew by 4.1% in 2020 to 56 million users – that is its highest growth since a jump of 4.2% in 2015.

But, the party might end soon as eMarketer’s latest study suggests Twitter’s US monthly users will peak in 2021 at 56.4 million before slowly declining over the coming years. As people start embracing the new normal, the social platform’s growth is expected to return to a more pre-pandemic rate of 0.8% by the end of this year. By the end of 2025, Twitter will lose 1.1 million US users. In terms of age group, the 35-to-44s will drop the most.

The social site is already making efforts to stave off a growth plateau. “Of all the new features Twitter is trying out, subscriptions are likely to be the most successful,” said eMarketer’s Jasmine Enberg. Additionally, analysts predict Twitter’s US ad business will grow by 38.5% this year to reach $2.35 billion after a 5.8% growth in 2020.

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