Fewer people posting on social media, Ofcom finds

A recent report from Ofcom reveals a shift in how adults in the UK engage with social media, with fewer people actively posting, commenting, or sharing content. According to the communications regulator’s latest survey, only 49% of respondents said they regularly post on platforms such as Instagram, Facebook, and X, a decrease from 61% the year before. This decline is coupled with an increased use of artificial intelligence (AI) tools and growing concerns among users about the amount of time they spend on screens.

Ofcom interprets these changes as a rise in more passive forms of social media use. Instead of broad public sharing, many individuals appear to be retreating to smaller, more private digital spaces such as group chats and direct messages. Social media expert Matt Navarra suggests this behavior reflects a form of “digital self-preservation.” He notes, “People haven’t fallen out of love with social media, I think they’ve just become a lot more intentional about how they show up on it.” Furthermore, growing awareness regarding the potential long-term consequences of online posts has made users more cautious. Navarra adds that social media today “feels less like self-expression and more like a potential liability,” concluding that “Social media isn’t becoming less social, it’s becoming less public.”

The findings come from Ofcom’s annual Adults’ Media Use and Attitudes survey, conducted between late September and November 2025 with over 7,500 UK adults aged 16 and above. The survey uncovered a significant rise in AI tool usage, increasing from 31% in 2024 to 54% in 2025, primarily driven by younger demographics. Specifically, 80% of 16-to-24-year-olds and 75% of those aged 25 to 34 reported using AI technologies. The survey also marked the first time Ofcom asked participants how they feel about their screentime, with 67% admitting they sometimes spend too much time on their devices.

Alongside these behavioral changes, perceptions of the online environment appear to be growing more negative. Only 59% of people felt the benefits of being online outweighed the risks in 2025, a decline from 72% the previous year. This shift occurs within a transforming social media landscape dominated by short-form video content. Platforms like Instagram and Facebook, once focused on close social connections, now prioritize algorithm-driven entertainment feeds featuring content from unfamiliar accounts. Navarra commented that “Social feeds are no longer really about your friends, they are algorithmic, video-first entertainment platforms.” Industry analyst Ben Woods highlights how platforms such as YouTube and TikTok increasingly function as entertainment hubs rather than purely social networks, a trend likely to continue as more micro-drama content and broadcaster-produced shows appear on these sites. Navarra concludes, “When social platforms start to feel like TV, users naturally start acting like viewers instead of participants.

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