AI-generated clutter, falling content quality and rising negativity push people away; India also sees a 10% decline in time spent.
New Delhi – For years, platforms like Facebook, X, Instagram, YouTube and TikTok dominated the daily routines of millions, especially young users. Spending hours scrolling and engaging online had become almost unavoidable. But a major shift is underway. A new global study reveals that a significant section of users—primarily the youth—are stepping back from social media.
According to the Digital Ounce Institute, which surveyed 250,000 people across 50 countries, interest in social media has declined sharply compared to previous years. The study notes that while 2022 recorded the highest global social-media usage, time spent on these platforms has dropped by nearly 10% by 2024.
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AI-Generated Noise and Poor Content Quality Are the Biggest Drivers
The research highlights multiple reasons behind this disengagement, but the most prominent among them is the flood of AI-generated, repetitive and low-quality content.
Social platforms that once delivered fresh, engaging posts are now increasingly overrun by automated material—bot-written updates, synthetic videos, and misleading information. Users report that the experience feels more artificial than ever, pushing them away.
Another strong reason is the rise of conflict-driven, polarizing material. Instead of meaningful conversations, people now encounter heated arguments, divisive narratives and negativity.
Users also feel overwhelmed by unsolicited advice, unwanted recommendations and endless autoplay clips that show up regardless of personal preference.
Many young people told researchers that short videos and reels have become monotonous—same trends, same jokes, same challenges repeating across platforms. What used to be entertainment is now perceived as digital burnout.
India Mirrors the Global Decline
A report from Comscore Inc. shows similar patterns in India. Indian users spent 11 billion hours on social media in June 2023. In June 2024, this fell to 10 billion hours, marking a clear 10% drop.
Active user numbers have remained largely stable—486 million in June 2023 and 485 million in June 2024—but the average time spent per person has decreased.
Experts say this shift reflects changing user behaviour rather than a decline in platform reach. People still join social networks, but they are no longer staying online for as long as before.
Developed Nations Spend 2 Hours 20 Minutes Daily — but Interest Continues to Dip
In developed countries, users still spend an average of 2 hours 20 minutes per day on social media. Yet even there, the trend is downward.
With growing focus on productivity, mental health, physical activities and digital detox, many users—especially younger ones—are consciously reducing their screen time. Offline hobbies, real-world interactions and mindful routines are gaining priority over virtual scrolling.
What Lies Ahead? Experts Weigh In
Digital analysts believe social media companies must rethink their approach if they want to win back user trust and attention. The future will depend on how effectively platforms address concerns about quality, authenticity and over-automation.
Better content curation, transparency, reduced AI clutter and a shift toward genuine user experience may be the only way forward.
