News Summary

• Social media platforms used to be about communication between friends – now many are increasingly short video entertainment hubs.
• The business model is to increase the time people spend on their apps and increase ad revenue.
• But is there already a consumer backlash?
• Aurélia fixes herself a coffee, sits down in her beautiful garden not far from Paris and goes on Instagram "to relax" Just 33% now post daily compared to 57% who use it for entertainment daily.
• In France, annual official Barometre du numerique 2026 shows 49% of social media users are "active only occasionally".
• In the UK, an Ofcom report published in April showed a year-on-year drop of users who actively post from 61% to 49%.
• In the US, a Morning Consult survey of June last year found 28% reported posting less often than the previous year.