In accordance with the EU Digital Services Act (DSA), all major online platforms are now mandated to disclose their EU user counts regularly, ensuring transparency. LinkedIn, for instance, has recently disclosed that it serves 47.8 million monthly EU users, as per its latest DSA report. This figure marks an increase from its previous report in October, where it recorded 45.2 million monthly active users (M.A.U.) in Europe, signifying a growth of 2.6 million European users over six months.
LinkedIn’s emphasis on reporting total members rather than total users has left its overall user count somewhat ambiguous. Despite its recent milestone announcement of reaching one billion total members, such a metric doesn’t offer a clear understanding of its active user base. Comparatively, X (formerly Twitter) is reported to host over 1.5 billion inactive profiles, potentially inflating its member count to over 2 billion by LinkedIn’s reporting standards. However, the vital metric for advertisers and those assessing platform popularity lies in active user numbers.
According to EU data, LinkedIn may have around 40% active users relative to its total member count, suggesting it boasts approximately 400 million monthly active users. While this is commendable for a specialized social networking platform, it still falls behind many other social apps in terms of user engagement. LinkedIn’s preference for showcasing member count and highlighting ‘record high’ engagement levels without contextualizing active usage underscores its reporting strategy.
While this approach may suffice for now, it raises questions about the platform’s transparency compared to other social media platforms. Nevertheless, these figures provide valuable insights into LinkedIn’s actual active usage.
| Member State | Monthly average logged-in active users | Monthly average loggedout site visits |
|---|---|---|
| EU Overall | 47,800,000 | 178,200,000 |
| Austria | 800,000 | 6,000,000 |
| Belgium | 1,700,000 | 3,800,000 |
| Bulgaria | 300,000 | 1,400,000 |
| Croatia | 300,000 | 1,400,000 |
| Cyprus | 100,000 | 500,000 |
| Czechia | 600,000 | 2,400,000 |
| Denmark | 1,400,000 | 2,700,000 |
| Estonia | 100,000 | 600,000 |
| Finland | 700,000 | 8,600,000 |
| France | 10,500,000 | 32,500,000 |
| Germany | 6,200,000 | 32,600,000 |
| Greece | 700,000 | 2,600,000 |
| Hungary | 400,000 | 2,500,000 |
| Ireland | 1,000,000 | 4,400,000 |
| Italy | 5,600,000 | 15,700,000 |
| Latvia | 100,000 | 700,000 |
| Lithuania | 200,000 | 1,500,000 |
| Luxembourg | 200,000 | 700,000 |
| Malta | 100,000 | 300,000 |
| Netherlands | 4,900,000 | 19,500,000 |
| Poland | 2,100,000 | 7,800,000 |
| Portugal | 1,400,000 | 3,700,000 |
| Romania | 900,000 | 4,300,000 |
| Slovakia | 200,000 | 1,000,000 |
| Slovenia | 100,000 | 700,000 |
| Spain | 5,200,000 | 14,700,000 |
| Sweden | 2,000,000 | 5,600,000 |
