Facebook will post its slowest US user growth ever in 2021; Is TV still king, Paramount+ with ads, and subscription-based vs. ad-supported video, according to eMarketer.
In 2021, the number of monthly Facebook users in the US will increase by less than 1% year over year, the platform’s lowest annual growth rate to date.
Much of this deceleration is due to last year’s faster-than-expected growth of 3.3%, which was driven by changes in media habits during the pandemic. That helped to push future accelerations forward, and as a result, Facebook will see slower user growth for the rest of the forecast period, which ends in 2025.
Facebook’s changing user demographics are also playing a role. The number of users ages 12 to 17 will drop from 9.9 million in 2019 to 9.1 million this year, to 8.2 million by the end of 2025. And the number of 18- to 24-year-old users will fall from 20.0 million in 2019 to 19.1 million this year, to just 17.8 million in 2025
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