International evidence on happiness and social media.

 

The relationship between social media and happiness is contingent upon both platform design and the broader cultural and social context in which social media use takes place.

Key Insights 

Trends in global happiness

 • Nordic countries lead the happiness rankings once again. Finland is still in a group of one at the top, followed by a group of three: Iceland, Denmark, and Costa Rica. Sweden and Norway complete the top six, followed by the Netherlands, Israel, Luxembourg, and Switzerland to round out the top ten. Costa Rica’s rise to 4th marks the highest ever ranking for a Latin American country. • Looking at changes in happiness from the 2006–2010 base period to 2023–2025, there are more countries with significant gains (79) than with significant losses (41), among the 136 countries ranked. • Within that period, most of the 21 countries that have gained a point or more on the 0–10 life evaluation scale are in Central and Eastern Europe, reflecting the convergence in European happiness levels that has been clear for more than a decade. Most of the eight countries with drops of more than one point are in or near zones of major conflict. • In general, most Western industrial countries are now less happy than they were between 2005 and 2010. Fifteen of them have had significant drops, compared to four with significant increases. • In a ranking of happiness changes for under-25s, the United States, Canada, Australia, and New Zealand (the NANZ region) rank between 122 and 133 in the list of 136 countries. • In eight of the ten global regions shown in Figure 2.2 (covering roughly 90% of the world’s population), those in the youngest age group have higher life evaluations now than in 2006–2010, either in absolute terms or relative to those over 25. Youth wellbeing has only fallen in the NANZ countries and Western Europe, both absolutely and relative to adults. • Negative emotions are becoming more common in all global regions. They are less frequent for the young, except for NANZ, where the increases, relative to other regions, were in sadness. Worry rose more broadly for the young, while the frequency of anger fell everywhere, for young and old alike. • Positive emotions continue to be twice as frequent as negative emotions. In all regions, they are higher for those born recently than for their elders, except for NANZ, where that gap has closed in recent years.

 Happiness and social media 

• Life satisfaction is highest at low rates of social media use and lower at higher rates of use, according to data from the Programme for International StudentAssessment (PISA) covering seven internet activities for 15-year-old students in 47 countries (but not the NANZ countries, unfortunately). • Internet activities fall into two groups. Communications, news, learning, and content creation are associated with higher life satisfaction. Social media, gaming, and browsing for fun are associated with lower life evaluations. • All internet activities are associated with lower life satisfaction at very high rates of use, especially for girls and for those in the UK and Ireland, the two English-speaking countries in PISA. • Data from Latin America reveal that the type of platform is crucial. Platforms designed to facilitate social connections show a clear positive association with happiness, whereas those driven by algorithmically curated content tend to demonstrate a negative association at high rates of use. • When combined, the PISA and Gallup data show significantly higher youth well-being in countries that spend more time using the internet for communication, and insignificantly lower youth well being in countries with higher average hours of social media use. Latin American countries combine high levels of social media use with high youth well-being, while English-speaking countries show lower youth well-being than their fairly typical patterns of internet use can explain. • The prevalence and use patterns for social media are similar in all countries, but their links to life evaluations are stronger in English-speaking countries and Western Europe. These differences do not account for the large drops in youth well-being in these countries, however. Much, no doubt, depends on how social media is used and the broader social and economic context. • When school belonging goes from low (10th percentile) to high (90th percentile), the life satisfaction gains for girls in the UK and Ireland are four times greater than social media use going from high (90th percentile) to low (10th percentile). In PISA’s 47-country global sample, the belonging effect is six times larger. This should be relevant when policy options are being considered.

World Happiness Report 2026 - Chapter 2 - International evidence on happiness and social media.

Key Insights