UK Social Media Users Are Posting Less as Passive Video Consumption Rises, Ofcom Reports

The share of adult social media users in the United Kingdom who actively post, share, or comment on platforms has declined, with more users shifting toward passive consumption of video content, according to new data from Ofcom, the UK communications regulator, reported by The Guardian. Ofcom's research shows that the behavioral shift is most pronounced among younger adult users, who are increasingly using platforms primarily to watch short-form video rather than to engage socially with networks of friends and contacts. The trend mirrors observations by researchers and platform observers in other markets, where algorithmic feeds optimized for watch time have gradually transformed social networks into broadcast media. The finding has implications for platforms including Instagram, TikTok, and X, which derive advertising revenue partly from user engagement signals that include posting and sharing activity. A shift toward passive viewing changes the nature of ad targeting and may affect the value of behavioral data that platforms collect. Ofcom's report also noted that concerns about online harms have contributed to reduced willingness to post among some users, particularly women, who reported higher rates of experiencing harassment or unwanted contact on social media platforms. The regulator's findings come as Ofcom is implementing the UK's Online Safety Act, which requires platforms to assess and mitigate risks of harm to users. Platforms with large UK user bases are in the process of submitting compliance documentation and implementing new content moderation systems. Ofcom said it will continue tracking engagement patterns as the Online Safety Act takes effect, as evidence of behavioral change could inform how the regulator assesses platform compliance with harm-reduction duties.