LinkedIn Statistics 2026: Users, Demographics and Usage

The key LinkedIn statistics for 2026

If you only need one table, this is it. Every figure here was checked on the page it comes from on 14 November 2026. The sections below give the detail, the trend and the caveats.

How many people use LinkedIn?

LinkedIn has more than 1.4 billion members. That is the figure on LinkedIn's About Us page, and the one LinkedIn used in its July to September 2026 results, where it said engagement "continues to deepen across our more than 1.4 billion members" (LinkedIn, 28 October 2026). Microsoft's annual report for the year to June 2026 still said "over 1.3 billion members and five consecutive years of double-digit member growth" (Microsoft Annual Report 2026), so the 1.4 billion mark was passed during 2026.

A second number you will see is 1.55 billion. That is how many members LinkedIn's own ad tools said an advertiser could reach in October 2026, as tracked by DataReportal. It grew by 220 million, or 16.6%, in twelve months. Ad reach is higher than the member count LinkedIn quotes because it is a different count from a different tool, but both describe registered accounts.

What LinkedIn does not publish is how many of those people are active. Microsoft has never disclosed monthly or daily active users for LinkedIn. Any "monthly active users" figure you see, including the "310 million MAU" that circulates, is a third-party estimate. We do not use one on this page. The honest proxies are engagement growth, covered in section 08, and the Pew survey of US adults in section 06.

Put another way: LinkedIn has roughly doubled from the 690 million it reported in 2020 and the 756 million The B2B House quoted in 2021. DataReportal estimates that 26.2% of everyone aged 18 and over now has a LinkedIn account. LinkedIn is only open to people aged 18 and over in most markets, so that adult figure is the fair one to use.

Cite: "LinkedIn has more than 1.4 billion members, and its ads reached 1.55 billion registered members in October 2026." Kiin Labs, kiin.co/research/linkedin-statistics#how-many-users

LinkedIn users by region

Europe, the Middle East and Africa is LinkedIn's largest region with 450 million+ members, ahead of Asia Pacific (427M+), North America (296M+) and South and Central America (233M+). Those are LinkedIn's own regional totals, from the membership map on its About Us page. LinkedIn counts Mexico in South and Central America, not North America, and does not split the Middle East and Africa from Europe.

Source: LinkedIn About Us, membership map, fetched 14 Nov 2026. 2021 column: The B2B House estimate from LinkedIn's 2021 map.

DataReportal splits LinkedIn's 1.55 billion ad audience into the UN's sub-regions, which is more useful if you sell into one part of a continent. Northern America alone is 21.5% of LinkedIn's global audience.

Source: DataReportal, Essential LinkedIn statistics, LinkedIn ad audience, October 2026. Asian sub-regions are published on the same page.

The B2B House's 2021 guide made the point that most members live outside the US. That is still true and more so: the US is about 300 million of 1.55 billion, so roughly 80% of LinkedIn's ad audience is outside the United States. For advertisers this matters for cost as much as reach. In the Kiin panel the median CPM when targeting the US is $84.21, against $49.69 for the UK and $38.94 for DACH (LinkedIn Ads benchmarks, by region).

LinkedIn users by country

The United States has the most LinkedIn members, 300 million, followed by India (210 million), Brazil (110 million), China (59 million) and the United Kingdom (53 million). These are LinkedIn ad-reach figures for October 2026 from DataReportal. For countries outside the top ten we use DataReportal's Digital 2026 country reports, which use LinkedIn's late-2025 figures, and we mark them as such. The right-hand column is the figure The B2B House published in 2021, so you can see the change.

Sources: top ten, DataReportal Essential LinkedIn statistics (October 2026). Others, DataReportal Digital 2026 country reports, published November 2025, e.g. Germany, Spain, Netherlands, Australia, UAE, Saudi Arabia, Singapore, Ireland. Figures are registered members in LinkedIn's ad tools.

Three things stand out. India has nearly tripled since 2021 and is now a clear second. The UK has grown from 30 million to 53 million, which in a country of about 69 million people means LinkedIn reaches most of the working-age population on paper. And China still shows 59 million accounts in LinkedIn's ad tools, even though LinkedIn closed its local jobs app, InCareer, in 2023; those are mostly accounts on the global site.

The late-2025 figures will be higher today. To compare like with like, the US was 270 million, the UK 48 million and India 170 million in the same late-2025 reports, so the October 2026 figures for those three are 11%, 10% and 24% higher. Use the date column when you quote a country.

Cite: "The US has 300 million LinkedIn members, India 210 million, Brazil 110 million and the UK 53 million (LinkedIn ad reach, October 2026)." Kiin Labs, kiin.co/research/linkedin-statistics#users-by-country

LinkedIn demographics: age and gender

57% of LinkedIn's ad audience is male and 43% female, and the largest age group is 25 to 34, at 33.2% of the global audience. These figures come from LinkedIn's own ad planning tools in October 2026, as published by DataReportal.

Source: DataReportal, LinkedIn ad audience, October 2026. The age rows add up to 65.7%: LinkedIn's tools do not report an age for the rest of the audience, so read each row as a share of the whole audience, not a full split.

Two readings matter for marketers. First, the people LinkedIn can tell you the age of skew young: 25 to 34 year olds outnumber 35 to 54 year olds two to one. That does not mean senior buyers are missing; it means they are a smaller share of a very large base, and often the ones without an inferred age. Second, the gender split is wider than The B2B House's 2021 figure of 54% male and 46% female, which came from Pew's US survey, not the global audience. In the US alone Pew now finds almost no gap: 32% of men and 30% of women use LinkedIn (next section).

For targeting, these splits change cost more than reach. In the Kiin panel, campaigns aimed at senior job titles pay more per impression than broad professional audiences, which is why we always quote LinkedIn costs by audience (audience targeting benchmarks).

Cite: "57% of LinkedIn's ad audience is male and 43% female; 25 to 34 year olds are the largest group at 33.2% (October 2026)." Kiin Labs, kiin.co/research/linkedin-statistics#demographics

Who uses LinkedIn in the US (Pew Research 2026)

31% of US adults say they use LinkedIn. That rises to 51% of college graduates, 45% of adults in households earning $100,000 or more, and 41% of 18 to 29 year olds. Pew Research Center surveyed US adults from 30 January to 18 June 2026 and published the results on 19 October 2026 (Pew, Americans' Use of Social Media in 2026). This is the best independent source on who actually uses LinkedIn, because it asks people rather than counting accounts.

Source: Pew Research Center, Social Media Fact Sheet, survey of US adults, 30 Jan to 18 Jun 2026, margin of error ±1.8 points. Published 19 Oct 2026.

The income line replaces one of the most quoted LinkedIn stats on the web, "44% of LinkedIn users earn more than $75,000", which The B2B House took from Pew's 2019 survey. Pew no longer uses a $75,000 cut. The nearest 2026 equivalent points the same way and more strongly: LinkedIn use is 2.5 times higher in households earning $100,000+ (45%) than in those under $30,000 (18%), and nearly four times higher among college graduates than among adults with a high school education or less.

LinkedIn's share of US adults has been flat for two years: Pew's 2024 survey had 32%. In the US, LinkedIn's growth is now in how much people use it, not in how many people have it. That fits the engagement figures below.

Cite: "31% of US adults use LinkedIn, including 51% of college graduates and 45% of those earning $100,000+ (Pew Research Center, 2026)." Kiin Labs, kiin.co/research/linkedin-statistics#us-users

Decision makers and buying power on LinkedIn

LinkedIn says its audience includes 180 million senior-level influencers, 63 million decision makers and 10 million C-level executives, and that 4 out of 5 members drive business decisions. All four figures are still live on LinkedIn Marketing Solutions' ad targeting page in November 2026, together with the claim that LinkedIn's audience has "2X the buying power of the average web audience".

Source: LinkedIn Marketing Solutions, Ad targeting, fetched 14 Nov 2026. The page footnotes cite "LinkedIn Audience 360 study; Salesforce Advertising Index Report 2016".

Quote these with their date. They are LinkedIn's own marketing figures, and the page still sources them to 2016 while also saying "1 billion+" members, so the decision-maker counts were set when LinkedIn was well under half its current size. LinkedIn has not published a newer count. They are not wrong so much as stale, and nobody outside LinkedIn can check them.

What independent data does say is consistent with them. Pew finds LinkedIn use is highest among graduates and high earners (section 06). And in our own panel the people who click and convert on LinkedIn ads are, by job title, overwhelmingly managers and above, which is also why a LinkedIn click costs several times what a Meta click does. If you are judging LinkedIn on its audience, the useful question is not how many decision makers exist on the platform but what it costs to reach yours. Our LinkedIn Ads benchmarks answer that by seniority, job function and company size.

Cite: "LinkedIn says 4 out of 5 members drive business decisions and lists 63 million decision makers and 10 million C-level executives (LinkedIn Marketing Solutions; underlying data 2016)." Kiin Labs, kiin.co/research/linkedin-statistics#decision-makers

LinkedIn engagement, content and video statistics

Views of content in the LinkedIn Feed grew more than 16% year on year in July to September 2026, and time spent engaging with it grew more than 15%. That is from LinkedIn's Q1 FY27 business highlights (28 October 2026). Engagement, not sign-ups, is now LinkedIn's growth story, and it has published a steady run of figures on it.

What happens on LinkedIn every minute

LinkedIn's About Us page lists what happens on the platform in an average minute. These replace the "3 new members per second" and "1,200 posts per minute" figures in older guides.

• 2 million+ Feed updates are viewed.
• ~9,000 job applications are submitted.
• 19,000+ connections are made.
• ~119 hours of learning content are consumed.
• 110 members add a new role to their profile.

Video on LinkedIn

Paid video on LinkedIn grew 25% year on year in July to September 2026, and creator-led ads grew 63% (LinkedIn Q1 FY27). Six months earlier paid video was growing at nearly 30% (LinkedIn Q3 FY26). On BrandLink, LinkedIn's programme that runs ads alongside publisher and creator video, LinkedIn reports a 130% higher video completion rate and 23% higher view rate than standard video ads, and viewers "up to 18% more likely to become a lead" (LinkedIn, April 2025). In early 2025 video uploads were up 36% year on year (TechCrunch).

Those are LinkedIn's own numbers. In the Kiin panel, video's job is reach and recall, not cheap clicks: it is usually the cheapest way to buy attention on LinkedIn and one of the dearest ways to buy a website visit. The full split, with completion rates and costs per view, is in our video ads benchmarks.

Newsletters, Live and events

LinkedIn has not published a newsletter total since 2022, when Microsoft reported more than 150 million newsletter subscriptions on its October 2022 earnings call (Search Engine Land). Figures above that in circulation are not from LinkedIn. The same applies to LinkedIn Live: the much-quoted "7x more reactions and 24x more comments" for live video dates from LinkedIn's 2018 launch post, and there is no newer official figure. LinkedIn does still publish growth in creator content and in Premium Company Pages, whose paid subscriptions grew 121% year on year in July to September 2026 (LinkedIn Q1 FY27).

Cite: "LinkedIn Feed content views grew 16% and time spent engaging grew 15% year on year (July to September 2026); paid video grew 25%." Kiin Labs, kiin.co/research/linkedin-statistics#engagement

LinkedIn the company: revenue, Premium and employees

LinkedIn's revenue was $19.8 billion in Microsoft's fiscal year 2026 (July 2025 to June 2026), up 11% from $17.8 billion. That is from Microsoft's 2026 Annual Report, which lists LinkedIn revenue of $19,817 million, $17,812 million and $16,372 million for fiscal 2026, 2025 and 2024. LinkedIn's About Us page rounds it to "~20B annual revenue".

From fiscal 2027 Microsoft stopped listing LinkedIn as a line in its earnings release. Its October 2026 release reports "Search and advertising" and "Industry solutions" instead, and LinkedIn's revenue sits inside those. So the last standalone LinkedIn figures are for the quarter to June 2026. Inside the business, LinkedIn says Marketing Solutions (advertising) revenue grew 16% year on year in April to June 2026, its seventh straight quarter of double-digit growth, and Premium also grew at a double-digit rate (LinkedIn Q4 FY26). LinkedIn has not published a Premium subscriber count; the "175 million Premium subscribers" figure seen on some sites has no LinkedIn or Microsoft source. In hiring, LinkedIn's agentic hiring products passed a $450 million annual revenue run rate (LinkedIn Q3 FY26), and more than 25,000 customers use them (LinkedIn Q1 FY27).

LinkedIn company facts

Sources: LinkedIn About Us (executive team, employees, offices, languages, companies, schools, skills); Microsoft, 13 Jun 2016; LinkedIn, completion of the acquisition. LinkedIn's About page gives both "more than 30" and "more than 36" cities in different sections; we use the office list.

Cite: "LinkedIn's revenue was $19.8 billion in Microsoft's fiscal 2026, up 11%; Marketing Solutions grew 16% in the June 2026 quarter." Kiin Labs, kiin.co/research/linkedin-statistics#company

LinkedIn statistics for B2B marketing

85% of B2B marketers say LinkedIn delivers the best value of any social media platform, far ahead of Facebook (28%), YouTube (22%) and Instagram (21%). That is from the Content Marketing Institute's B2B Content Marketing Benchmarks, Budgets and Trends, 2025 edition (CMI, 980 respondents, fielded June to August 2024). In the same survey, 68% of B2B marketers said they had increased their use of LinkedIn in the previous twelve months.

The 2026 edition asked about thought leadership instead and found LinkedIn is the most effective channel for it, at 76%, ahead of email newsletters (54%) and events or webinars (52%) (CMI 2026, 1,015 respondents, fielded June to August 2025).

LinkedIn's influence on B2B pipeline and revenue

LinkedIn ads appear in 30.2% of sessions at the SQL stage and 28.3% at new business, and return 121% on ad spend, ahead of Google Search (67%) and Meta (51%). That is from Dreamdata's 2026 LinkedIn Ads Benchmarks Report, built on its customers' data across 66M+ sessions and 3.5M+ customer journeys (Dreamdata, March 2026). Three B2B attribution companies, Dreamdata, Fibbler and HockeyStack, publish this kind of data from their customers' CRMs and ad accounts. It answers a question LinkedIn's own numbers cannot: what happens to deals after people see the ads.

All three companies sell attribution software and report on their own customers, so these are associations, not proof that the ads caused the deals. Fibbler says its figures describe "an association between ad exposure and commercial outcomes, not incremental value". Its "influenced" ROAS counts revenue from companies that saw the ads, which is why it is far higher than Dreamdata's multi-touch ROAS; the two are not comparable. Fibbler is a Kiin partner.

Read together, they say the same three things. LinkedIn's influence grows as a deal moves down the funnel rather than fading after the first click. The payback is slow: nine months on average from first impression to revenue, which is why judging LinkedIn on 30-day cost per lead undersells it. And returns per dollar fall as spend rises, the same pattern we see in our own panel, where doubling lead gen spend raises cost per lead by about 13% (cost per lead by budget). At Kiin we judge LinkedIn Ads on pipeline for exactly this reason.

A word on the lead gen form numbers. LinkedIn's "13%" is an average across all forms and all offers. In our panel a demo request form opened from a feed ad completes about 2% of the time, while the same ask sent by message or conversation ad completes about 40% of the time; content offers sit in between. That spread is why a single "LinkedIn conversion rate" says little. The full breakdown is in our lead gen forms report.

The figure most often repeated about B2B marketing on LinkedIn, that it produces "80% of B2B leads from social media", is 12 years old and comes from one software vendor's customers. It is in section 12 with its history. We do not recommend using it as a current fact.

Cite: "85% of B2B marketers say LinkedIn delivers the best value of any social platform (Content Marketing Institute, 2025 edition)." Kiin Labs, kiin.co/research/linkedin-statistics#b2b-marketing

LinkedIn advertising statistics: reach and cost

LinkedIn ads can reach 1.55 billion members, and the median advertiser pays $36.23 per 1,000 impressions and $350 per demo request lead. The reach figure is LinkedIn's own, via DataReportal. The cost figures are from the Kiin Labs panel: more than 1,000 B2B advertiser accounts and $65M+ of LinkedIn ad spend, 8 September 2025 to 7 September 2026, medians across accounts, USD. LinkedIn does not publish average costs, so these come from what advertisers actually paid. If you run LinkedIn ads, our LinkedIn Ads agency uses exactly these benchmarks on client accounts.

The short version: LinkedIn is the most expensive major ad platform per click, and it earns that on who it reaches, not on volume. The B2B House's old guide said the same about cost per lead, quoting LinkedIn's claim that it was "28% lower than Google Ads"; we have not found any independent data that supports a single comparison like that, and in our experience it depends entirely on the offer. For every LinkedIn ads number we have, with its n, see 150 LinkedIn Ads statistics, the LinkedIn Ads benchmarks tables and what LinkedIn Ads cost in 2026.

Cite: "The median LinkedIn advertiser pays $36.23 CPM and $350 per demo request lead (Kiin Labs panel, 1,000+ accounts, $65M+ spend, 2026)." Kiin Labs, kiin.co/research/linkedin-statistics#advertising

Figures previously published by The B2B House

The B2B House's "LinkedIn Statistics, Facts, and Demographics for Marketers" was one of the most linked-to LinkedIn statistics pages on the web. The B2B House is now part of Kiin, so the figures it published stay here, exactly as published, so every link to them still makes sense. Next to each one is what we know in 2026.

Two things to know before you use them:

• They are old. The guide was last updated for 2024, but most figures came from LinkedIn material published between 2016 and 2021, and a few from 2014. Its member count, 756 million, is from 2021.
• Several have no current source. Where LinkedIn has stopped publishing a figure, or where the original source cannot be traced, we say so rather than invent a replacement.

LinkedIn stats we no longer recommend using

A good statistics page should also say what not to quote. These figures are still widely repeated, including in AI answers, but have no current primary source:

• "80% of B2B leads come from LinkedIn." A 2014 finding about social media leads for one vendor's customers. Details.
• "LinkedIn is the most trusted social network." True 2018 to 2021; Pinterest led in 2022. Details.
• "LinkedIn has 310 million monthly active users." Never disclosed by LinkedIn or Microsoft.
• "175 million Premium subscribers." No LinkedIn or Microsoft source. LinkedIn only says Premium grows at a double-digit rate.
• "57% of LinkedIn traffic is mobile." A 2019-era LinkedIn figure; no current official number.
• "3 million LinkedIn groups." No source, then or now.
• "LinkedIn revenue grew 25%." That was 2021. Growth in fiscal 2026 was 11%.

LinkedIn statistics: frequently asked questions

How we built this page, and every source

We started from every statistic in The B2B House guide and every claim that other sites link to it for (we checked its backlinks one by one). For each, we looked for the newest figure from the original publisher first: LinkedIn's pressroom and About page, Microsoft's earnings releases and annual report, LinkedIn Marketing Solutions, Pew Research Center, DataReportal (which reports LinkedIn's own ad-tool figures) and the Content Marketing Institute. We opened each source page on 14 November 2026 and copied the figure from it. Where there is no update we say so and keep the old figure with its date. Kiin's own advertising figures come from the Kiin Labs panel, described in our method note. Corrections: [email protected].

1. LinkedIn Pressroom, About Us (members, regions, every-minute stats, company facts)
2. LinkedIn, Q1 FY27 business highlights, 28 Oct 2026
3. LinkedIn, Q4 FY26 earnings and business highlights, Jul 2026
4. LinkedIn, Q3 FY26 earnings highlights, Apr 2026
5. Microsoft Annual Report 2026
6. Microsoft FY26 Q4 earnings release
7. Microsoft FY27 Q1 earnings release
8. DataReportal, Essential LinkedIn statistics (October 2026 data)
9. DataReportal, Digital 2026 country reports
10. Pew Research Center, Americans' Use of Social Media in 2026
11. LinkedIn Marketing Solutions, Ad targeting
12. Content Marketing Institute, B2B Content Marketing Trends 2025
13. Content Marketing Institute, B2B Content Marketing Trends 2026
14. LinkedIn Marketing Blog, How to use Lead Gen Forms
15. LinkedIn, BrandLink video update, 2025
16. TechCrunch, video uploads up 36%, Feb 2025
17. Search Engine Land, Microsoft FY23 Q1 (newsletter subscriptions)
18. Dreamdata, 2026 LinkedIn Ads Benchmarks Report (March 2026)
19. Fibbler, LinkedIn Ads Benchmarks: CTR, CPC, CPM, CPL and ROAS (2026)
20. HockeyStack Labs, Marketing influence on outbound deals
21. HockeyStack Labs, B2B customer journey touchpoints
22. Insider Intelligence, Digital Trust Benchmark 2022
23. Social Media Today, Oktopost B2B leads study, 2014
24. Microsoft, Microsoft to acquire LinkedIn, 13 Jun 2016
25. Similarweb, linkedin.com traffic estimates
26. Kiin Labs, LinkedIn Ads Benchmarks 2026 and 150 LinkedIn Ads Statistics