Social media Used by UK Media Companies: Market Share (2026)
Among 399 UK media companies with detectable social media systems, Twitter has the largest detected share at 24.1% (96 companies), ahead of Smash Balloon Instagram Feed at 18.8%.
Among 93,030 trading UK media companies, 399 have a detectable Social media system. Twitter has the highest detected presence at 24.1% (96), followed by Smash Balloon Instagram Feed at 18.8% (75) and Instagram Feed for WordPress at 17.5% (70).
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Sharing and feed tools sit close together after the first three systems: ShareThis accounts for 15.8% (63), AddThis for 15.0% (60), and AddToAny for 14.8% (59). Custom Twitter Feeds reaches 4.0% (16), while SocialStream reaches 3.8% (15).
The market is spread across 16 detected systems, with 8 further systems covering 49 companies. Twitter is first in every employee band, but the detected base is concentrated in smaller media companies: Under 10 employees accounts for 299 of the 399 companies.
What’s in the file
One row per company, 14 columns. The contact columns unlock when you get the list.
Included
Unlock the contact columns
399
media with detected Social media
Of 93,030 UK media
0.4%
Detection rate
2026
16
Systems detected
In this category
24.1%
Leader share
UK Media Social media market share
Share of the 399 UK Media with a detectable system. As of June 2026.
Social media compared
| System | UK Media | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| 96 | 24.1% | 6 | 39.6% | Small media teams, highest share | |
| Smash Balloon Instagram Feed | 75 | 18.8% | 5 | 41.3% | Small London-skewed media teams |
| Instagram Feed for WordPress | 70 | 17.5% | 5 | 38.6% | Small social-feed media publishers |
| ShareThis | 63 | 15.8% | 4 | 44.4% | Micro teams, London-skewed sharing |
| AddThis | 60 | 15% | 6 | 31.7% | Small teams, broader regional mix |
| AddToAny | 59 | 14.8% | 6 | 40.7% | Small teams, London-skewed sharing |
| Custom Twitter Feeds | 16 | 4% | — | — | Get these companies as a spreadsheet → |
| SocialStream | 15 | 3.8% | — | — | Get these companies as a spreadsheet → |
| 13 | 3.3% | — | — | Get these companies as a spreadsheet → | |
| Metricool | 11 | 2.8% | — | — | Get these companies as a spreadsheet → |
| Hootsuite | 10 | 2.5% | — | — | Get these companies as a spreadsheet → |
| Sassy Social Share | 8 | 2% | — | — | Get these companies as a spreadsheet → |
| Shareiiit | 7 | 1.8% | — | — | Get these companies as a spreadsheet → |
| Buffer | 6 | 1.5% | — | — | Get these companies as a spreadsheet → |
| UltimatelySocial | 4 | 1% | — | — | Get these companies as a spreadsheet → |
| SociableKIT | 3 | 0.8% | — | — | Get these companies as a spreadsheet → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading Social media system shifts with company size: among UK Media with under 10 employees, Twitter leads at 23.7% of the 299 with a detectable system; among UK Media with 10–50 employees, Twitter leads at 24.4% of the 86 with a detectable system; and among UK Media with over 50 employees, Twitter leads at 28.6% of the 14 with a detectable system.
Under 10 employees
23.7% of band
Under 10 employees is the largest detected band, with 299 companies. Twitter has the highest share at 23.7%, while the wider 16-system field leaves room for feed and sharing tools.
10–50 employees
24.4% of band
10–50 employees contains 86 companies. Twitter remains first at 24.4%, with the rest of the market split across social feed and sharing systems.
Over 50 employees
28.6% of band
Over 50 employees is a small detected band, with 14 companies. Twitter is still first at 28.6%, so a few company choices can move the band share.
How Social media usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
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UK Media by Social media
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Frequently asked questions
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