LinkedIn user rate to grow faster than expected through 2023

LinkedIn is growing faster than previously expected, according to a new report from research firm eMarketer. In 2019, the number of monthly U.S. adult users increased by 8.8% year over year – up from eMarketer’s previous estimate of just over 7%. The new numbers are based on updated membership data from parent-company Microsoft and other sources.

Despite a faster growth rate forecasted for 2019, eMarketer projects slowing user growth in the years ahead. U.S. users are expected to grow by 6.2% this year to 62.1 million and reach 68.8 million by 2022, eMarketer forecasts.

Why we care

LinkedIn users make up around one-third of all social network users in the U.S., according to eMarketer. For the most part, that number will stay the same as other social platforms also expand their user bases. But for businesses on LinkedIn, user growth could mean an uptick in ad performance and content engagement. The Microsoft-owned network has been steadily building out ad capabilities including new targeting and format options over the past few years.

More on the news

• The new numbers are based on updated membership data from parent-company Microsoft and other sources, eMarketer said.
• eMarketer’s estimate is derived from U.S. internet users, aged 18+, who access LinkedIn from any device at least once per month.
• eMarketer reports that LinkedIn will see $1.59 billion in ad revenues in 2020, growing another 11.2% to $1.77 billion in 2021.

About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor's editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.