LinkedIn Statistics: Complete Guide to Key Figures

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By Paul Irolla

Fondateur & CEO - Meet Lea

12+ years AI/ML · 7+ years cybersecurity · 4+ years LinkedIn growth · Ph.D. in Artificial Intelligence

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April 2, 2026

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LinkedIn has evolved from a simple professional networking platform into an engagement ecosystem where content strategy directly influences reach, conversion, and career advancement. This compilation presents the key statistics of the platform in 2025, based on official data and performance analyses.

📊 Key Takeaways

  • •1 billion+ users worldwide, with 1.20 billion members reachable via advertising [1]
  • •17.1% year-over-year growth between January 2024 and January 2025, adding 176 million new members [2]
  • •$16.37 billion in revenue in 2024, up 9% from 2023 [3]
  • •5.18 to 7.78 million new members per month, approximately 2-3 new users joining every second [4]
  • •5.20% to 6.50% average engagement rate, up 30% from 2024 [5]
  • •63-66% decline in organic reach since the 2023 peak, despite increased engagement per post [6]
  • •50.6% of users are between 25 and 34 years old, making LinkedIn a young-professional-oriented platform [7]
  • •24.42% average engagement rate for carousels and documents, 3.7x more than text-only posts [8]

Platform Scale & Growth Trajectory

According to WaveCNCT, LinkedIn has experienced significant expansion over the past 18 months. The platform now has over 1 billion users worldwide, with an advertisable audience reaching 1.20 billion members as of January 2025. Monthly sign-ups range between 5.18 and 7.78 million new members, representing approximately 2-3 new users joining the platform every second. [1] [2] According to Digiday, Year-over-year growth remains robust at 17.1% between January 2024 and January 2025, adding 176 million new members to the advertisable audience. On a quarterly basis, growth slowed slightly to 4.1% between Q4 2024 and Q1 2025, suggesting market maturation in developed regions. [2]
1B+
Global Users
Source : [1]
17.1%
Annual Growth
Source : [2]
176M
New Members (2024-2025)
Source : [2]

Revenue & Financial Performance

According to Sage Journals, Revenue performance reflects this scale: LinkedIn generated $16.37 billion in 2024, up 9% from $14.9 billion in 2023, consolidating its position as the most profitable social platform for B2B marketing globally. [4]

LinkedIn Revenue Evolution (2023-2024)

2023$14.9B
2024$16.37B

Source : [4]

What Are the LinkedIn User Demographics?

Age Distribution

According to DataReportal, The 25-34 age cohort dominates LinkedIn, representing 50.6% of the global user base. The 18-24 segment represents 24.5%, while 35-54 year-olds account for approximately 20%. Users over 55 represent only 3.8% of the audience, making LinkedIn a young-professional-first platform despite its professional positioning. [7]

LinkedIn User Distribution by Age (2025)

25-34 years (50.6%)
18-24 years (24.5%)
35-54 years (20%)
55+ years (3.8%)
Others (1.1%)

Source : [1]

Gender Distribution

According to Statista, Global gender distribution shows a relatively balanced split, with 57.2% men and 42.8% women on the platform. In the 25-34 age cohort, the distribution is 58% men and 42% women. [6] [7]

Income & Education

According to DataReportal, LinkedIn's audience is distinctly affluent. In the United States, 53% of LinkedIn users report high-income status, while 29% fall into middle-income brackets and only 18% report low income. Educational attainment is similarly elevated: 54% of all U.S. college graduates use LinkedIn—the highest penetration rate among any social platform. These metrics underscore LinkedIn's unique positioning as a channel to reach wealthy, educated decision-makers. [8] [9]

LinkedIn User Income Distribution in the United States

High Income53%
Middle Income29%
Low Income18%

Source : [5]

Geographic Concentration

According to LinkedIn, North America accounts for 47% of all video impressions on the platform, indicating both platform maturity and content consumption preferences in English-speaking markets. However, India's 130+ million user base represents a significant growth opportunity, particularly for skill-development and education content. [10]
Sources :
  • LinkedIn 1B users milestone [1]
  • LinkedIn new user sign-ups [2]
  • Age distribution 25-34 cohort [7]
  • Global gender distribution [6]
  • US income distribution [8]

What Is the 2025 Engagement Landscape?

According to Hootsuite, LinkedIn's average engagement rate stands at 5.20% to 6.50% depending on measurement methodology. This represents a 30% year-over-year increase compared to 2024, but masks a critical underlying shift: total impressions per post have declined 63-66% since 2023, while engagement per post has actually increased 12-39%. In practical terms, creators are reaching fewer people, but those they reach are far more engaged. [11] [12] [13] [14]

LinkedIn Engagement Rate Trends (2024-2025)

20244.0%
20255.2-6.5%

Source : [6]

This dynamic reflects LinkedIn's algorithm evolution: the platform now optimizes for quality engagement rather than reach volume. As a result, posts attracting 100 highly engaged users from targeted audiences outperform posts reaching 10,000 random viewers.

Content Format Performance

The performance gap between content formats in 2025 has become extreme, with carousel and document posts achieving engagement rates 3-6 times higher than traditional formats. According to LinkedIn, Carousels/Documents : These formats dominate 2025 LinkedIn performance, achieving 24.42% average engagement rates—a staggering 3.7x multiplier versus text-only posts. Data shows carousel posts generate 278% more engagement than videos, 303% more than image posts, and 596% more than text-only posts. [15] [16] [17]
Content FormatAverage Engagement RateMultiplier vs Text
Carousels/Documents24.42%3.7x
Video6.47%1.0x
Image6.05%0.9x
Text Only4.10%0.6x

Sources : [15] [16]

According to MConverter, Video : Video posts achieve an average engagement rate of 6.47%, with short videos (under 30 seconds) outperforming longer formats. Videos with subtitles generate 40% more engagement than those without subtitles. [21] [8] [11] According to Social Insider, Polls : LinkedIn polls achieve an average engagement rate of 8.5%, but remain underutilized, representing less than 2% of all content published on the platform. [29] [1]
Sources :
  • Engagement rate range [11]
  • 30% YoY engagement increase [12]
  • Impressions decline [13]

Usage Statistics & Behavior

Posting Frequency

Posting frequency significantly impacts reach, but diminishing returns emerge above 10 posts per week. Here's the empirical breakdown based on analysis of over 2 million posts:
  • 1 post/week : Maintains baseline visibility but leaves growth on the table [51]
  • 2-5 posts/week : Sustainable growth. Achieves +5,648 impressions/post (~1.5x multiplier) [3]
  • 6-10 posts/week : Accelerated growth. Achieves +11,293 impressions/post (~2x multiplier) [4]
  • 11+ posts/week : Maximum growth. Achieves +16,946 impressions/post (~3x multiplier) [5]

Impact of Posting Frequency on Impressions

1x/weekBaseline
2-5x/week1.5x
6-10x/week2x
11+x/week3x

Source : [7]

Dwell Time

Dwell time—the duration users spend reading or engaging with your post—is LinkedIn's primary measure of content quality in 2025. Posts with longer dwell times (users spending more time engaging with content) receive significantly better algorithmic distribution than posts that are quickly scrolled past. [58] Posts generating a dwell time of 11-30 seconds receive extended distribution, while those with a dwell time of 31-60 seconds or more obtain maximum distribution in the news feed.
Sources :
  • Dwell time impact on distribution [58]
  • Dwell time benchmarks: 11-30 seconds extended reach, 31-60+ seconds maximum reach

Employee Advocacy

According to Refine Labs, Personal profile posts generate 5x more engagement than company page posts. This gap emerges because LinkedIn's algorithm trusts individuals more than brands. A personal post signals authentic voice; a company post signals marketing agenda. Employee-shared content achieves 561% greater reach and 2.75x more impressions than company page posts. [65] [66] Measurable benefits of employee advocacy:
  • Reach multiplier: Employee-shared content achieves 561% greater reach (6.61x) compared to company pages [66]
  • Impression boost: Employee posts deliver 2.75x more impressions than company page posts [65]
  • Engagement gain: Employee advocacy programs achieve 800% increase in engagement compared to company-only strategies [66]

Engagement Comparison: Personal Profile vs Company Page

Personal Profile5x
Company Page1x

Sources : [65] [66]

ROI of employee advocacy:
  • 1,000 active employee advocates : Estimated at $1.9 million in advertising value at roughly 1/10th the cost of paid media
  • Conversion rate : Individual posts convert 2-5% of engaged users into marketing-qualified leads, versus 0.5-1% for company posts [66]
Sources :
  • Employee advocacy 5x engagement, 2.75x impressions [65]
  • Employee-shared content 561% greater reach, 800% engagement boost [66]

Glossary

Dwell time : The duration a user spends reading or engaging with a LinkedIn post. Posts with longer dwell times receive significantly better algorithmic distribution. Employee Advocacy : Strategy where company employees share and promote their organization's content on their personal LinkedIn profiles. Engagement rate : Percentage calculated by dividing the total number of interactions (likes, comments, shares) by the number of impressions, multiplied by 100. Organic reach : Number of unique users who see your content without paid promotion. Carousel : LinkedIn content format allowing multiple images or slides to be published in a single post, typically as a PDF document or image series.

Methodology

The data presented in this article comes from:
  • Primary sources : Official LinkedIn reports, peer-reviewed academic studies, platform data analyses
  • Secondary sources : Company reports (HubSpot, Hootsuite, Sprout Social), analytics tool analyses (Shield, Taplio, AuthoredUp)
  • Period covered : Data primarily from 2024-2025, with some references to 2023 for comparisons
  • Limitations : Some metrics may vary depending on measurement methodology. Engagement rates may differ by industry and audience size.

FAQ

📚 Sources and References

  1. [1]WaveCNCT. "LinkedIn Statistics 2025". WaveCNCT, 2025. Link ↗
  2. [2]Digiday. "LinkedIn courts creators and advertisers with new performance metrics". Digiday, 2025. Link ↗
  3. [3]Growth Terminal. "LinkedIn Algorithm Explained". Growth Terminal, 2025. Link ↗
  4. [4]Sage Journals. "LinkedIn Revenue Analysis 2024". Sage Journals, 2025. Link ↗
  5. [5]LinkedIn. "LinkedIn Marketing Guide - Track LinkedIn Engagement". LinkedIn, 2025. Link ↗
  6. [6]Statista. "Distribution of users on LinkedIn worldwide by gender". Statista, 2025. Link ↗
  7. [7]DataReportal. "Essential LinkedIn Stats". DataReportal, 2025. Link ↗
  8. [8]DataReportal. "Essential LinkedIn Stats - Income Distribution". DataReportal, 2025. Link ↗
  9. [9]DataReportal. "Essential LinkedIn Stats - Education". DataReportal, 2025. Link ↗
  10. [10]LinkedIn. "Video Impressions by Region". LinkedIn, 2025. Link ↗
  11. [11]Hootsuite. "LinkedIn Algorithm Explained". Hootsuite, 2025. Link ↗
  12. [12]LinkedIn. "How to Share Knowledge for LinkedIn Algorithm Reach". LinkedIn, 2025. Link ↗
  13. [13]ContentIn. "LinkedIn Algorithm 2025 - Why Your Reach Dropped". ContentIn, 2025. Link ↗
  14. [14]LinkedIn. "Big News: LinkedIn Just Dropped Some Fresh Stats". LinkedIn, 2025. Link ↗
  15. [15]Postiv.ai. "LinkedIn Content Strategy 2025". Postiv.ai, 2025. Link ↗
  16. [16]PostNitro.ai. "LinkedIn Carousel Engagement Stats 2025". PostNitro.ai, 2025. Link ↗
  17. [17]LinkedIn. "Carousels Get 37x More Engagement Than Text". LinkedIn, 2025. Link ↗
  18. [21]MConverter. "LinkedIn Video Engagement Statistics". MConverter, 2025. Link ↗
  19. [29]Social Insider. "LinkedIn Poll Engagement - 4.40% Rate". Social Insider, 2024. Link ↗
  20. [51]Buffer. "How Often to Post on LinkedIn". Buffer, 2025. Link ↗
  21. [58]Prominence Global. "LinkedIn's Dwell Time: How to Create Content That Keeps Users Engaged". Prominence Global, 2025. Link ↗
  22. [65]Refine Labs. "Personal LinkedIn Profiles Outperform Company Pages with 5x More Engagement, 2.75x More Impressions". Refine Labs, 2025. Link ↗
  23. [66]GaggleAMP. "Employee Advocacy on LinkedIn: 561% Greater Reach, 800% Engagement Increase". GaggleAMP, 2025. Link ↗

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