The
Landscape

Social networks built in Europe compared to the incumbents, explained from the application down to the servers across different criteria. We show who controls the different layers of each stack. Click on each stack to open a page with further details about each layer.

The Current Landscape

Which platforms to show
Compare by

Who holds your account and posts?

Who pays, and for what?

What kind of organisation runs it?

Who decides what you see?

Who moderates?

Does your content train AI?

Must you prove who you are?

Is the code open?

How big is it?

  • EU
  • Europe outside the EU
  • United States
  • China
  • International body
  • Elsewhere
  • Not established
  • None

One company4 apps

Open protocol, one hub3 apps

Federated1 app

Targeted ads1 app

Subscriptions1 app

Donations2 apps

No revenue yet4 apps

Investor-backed company4 apps

Founder-owned company2 apps

Non-profit1 app

Not established1 app

Ranked by the operator1 app

Ranked, with a non-profiled option1 app

Newest first4 apps

Feeds you choose2 apps

The operator5 apps

The operator, plus services you add2 apps

Each server's admins1 app

Not disclosed3 apps

Ruled out5 apps

ID needed to post2 apps

No ID needed6 apps

Closed source4 apps

Partly open2 apps

Open source2 apps

1 to 10 million1 app

Under 1 million5 apps

Not disclosed2 apps

MastodonFederatedDonations · grants · subscriptionsNot establishedNewest firstEach server's adminsRuled outNo ID neededOpen source721.1k a month worldwide
MonnettOne companySubscriptions · untargeted adsInvestor-backed companyNewest firstThe operatorNot disclosedNo ID neededClosed source100k accounts worldwide
BeRealOne companyTargeted ads · subscriptionsInvestor-backed companyNewest firstThe operatorNot disclosedNo ID neededClosed source7.6M a month in the EU
eYouOne companyNo revenue yetInvestor-backed companyRanked, with a non-profiled optionThe operatorRuled outNo ID neededClosed source100k accounts worldwide
wediumOne companyNo revenue yet; plans targeted ads · subscriptionsFounder-owned companyRanked by the operatorThe operatorRuled outID needed to postClosed sourceNot disclosed
muOpen protocol, through Bluesky Social PBCDonations · grantsNon-profitFeeds you chooseThe operator, plus services you addRuled outNo ID neededOpen source34.3k accounts worldwide
SifaOpen protocol, through Bluesky Social PBCNo revenue yetFounder-owned companyNewest firstThe operatorRuled outNo ID neededPartly open2.3k accounts worldwide
WOpen protocol, through Bluesky Social PBCNo revenue yet; plans untargeted ads · a cut of salesInvestor-backed companyFeeds you chooseThe operator, plus services you addNot disclosedID needed to postPartly openNot disclosed

One company9 apps

Targeted ads8 apps

Subscriptions1 app

Listed company8 apps

Investor-backed company1 app

Ranked, with a non-profiled option9 apps

The operator8 apps

The operator and volunteer moderators1 app

Licensed to others1 app

Trains its own AI8 apps

No ID needed9 apps

Closed source8 apps

Partly open1 app

Over 100 million4 apps

10 to 100 million5 apps

FacebookOne companyTargeted ads · subscriptionsListed companyRanked, with a non-profiled optionThe operatorTrains its own AI, with an opt-outNo ID neededClosed source263.5M a month in the EU
InstagramOne companyTargeted ads · subscriptionsListed companyRanked, with a non-profiled optionThe operatorTrains its own AI, with an opt-outNo ID neededClosed source296.8M a month in the EU
LinkedInOne companySubscriptions · targeted adsListed companyRanked, with a non-profiled optionThe operatorTrains its own AI, with an opt-outNo ID neededClosed source56.4M a month in the EU
PinterestOne companyTargeted adsListed companyRanked, with a non-profiled optionThe operatorTrains its own AI, with an opt-outNo ID neededClosed source87.5M a month in the EU
RedditOne companyTargeted ads · licensing data · subscriptionsListed companyRanked, with a non-profiled optionThe operator and volunteer moderatorsLicensed to othersNo ID neededClosed source57.2M a month in the EU
SnapchatOne companyTargeted ads · subscriptionsListed companyRanked, with a non-profiled optionThe operatorTrains its own AI, with an opt-outNo ID neededClosed source95.9M a month in the EU
TikTokOne companyTargeted ads · a cut of salesInvestor-backed companyRanked, with a non-profiled optionThe operatorTrains its own AINo ID neededClosed source189M a month in the EU
XOne companyTargeted ads · subscriptions · licensing dataListed companyRanked, with a non-profiled optionThe operatorTrains its own AI, with an opt-outNo ID neededPartly open64.7M a month in the EU
YouTubeOne companyTargeted ads · subscriptions · a cut of salesListed companyRanked, with a non-profiled optionThe operatorTrains its own AINo ID neededClosed source462.3M a month in the EU

the questions, app by app

Built in Europe: each app's answer to the map's questions, deepest first.
MastodonmicrobloggingMonnettphoto sharingBeRealphoto sharingeYoumicrobloggingwediumshort videomumicrobloggingSifaprofessional networkWmicroblogging
ArchitectureFederatedOne companyOne companyOne companyOne companyOpen protocol, through Bluesky Social PBCOpen protocol, through Bluesky Social PBCOpen protocol, through Bluesky Social PBC
Business modelDonations · grants · subscriptionsSubscriptions · untargeted adsTargeted ads · subscriptionsNo revenue yetNo revenue yet; plans targeted ads · subscriptionsDonations · grantsNo revenue yetNo revenue yet; plans untargeted ads · a cut of sales
OrganisationNot establishedInvestor-backed companyInvestor-backed companyInvestor-backed companyFounder-owned companyNon-profitFounder-owned companyInvestor-backed company
FeedNewest firstNewest firstNewest firstRanked, with a non-profiled optionRanked by the operatorFeeds you chooseNewest firstFeeds you choose
ModerationEach server's adminsThe operatorThe operatorThe operatorThe operatorThe operator, plus services you addThe operatorThe operator, plus services you add
AI trainingRuled outNot disclosedNot disclosedRuled outRuled outRuled outRuled outNot disclosed
IdentityNo ID neededNo ID neededNo ID neededNo ID neededID needed to postNo ID neededNo ID neededID needed to post
Open sourceOpen sourceClosed sourceClosed sourceClosed sourceClosed sourceOpen sourcePartly openPartly open
Size721.1k a month worldwide100k accounts worldwide7.6M a month in the EU100k accounts worldwideNot disclosed34.3k accounts worldwide2.3k accounts worldwideNot disclosed
The incumbents: each app's answer to the map's questions, deepest first.
Facebooksocial networkInstagramphoto and video sharingLinkedInprofessional networkPinterestvisual discoveryRedditforumsSnapchatvisual messaging and storiesTikTokshort videoXmicrobloggingYouTubevideo sharing
ArchitectureOne companyOne companyOne companyOne companyOne companyOne companyOne companyOne companyOne company
Business modelTargeted ads · subscriptionsTargeted ads · subscriptionsSubscriptions · targeted adsTargeted adsTargeted ads · licensing data · subscriptionsTargeted ads · subscriptionsTargeted ads · a cut of salesTargeted ads · subscriptions · licensing dataTargeted ads · subscriptions · a cut of sales
OrganisationListed companyListed companyListed companyListed companyListed companyListed companyInvestor-backed companyListed companyListed company
FeedRanked, with a non-profiled optionRanked, with a non-profiled optionRanked, with a non-profiled optionRanked, with a non-profiled optionRanked, with a non-profiled optionRanked, with a non-profiled optionRanked, with a non-profiled optionRanked, with a non-profiled optionRanked, with a non-profiled option
ModerationThe operatorThe operatorThe operatorThe operatorThe operator and volunteer moderatorsThe operatorThe operatorThe operatorThe operator
AI trainingTrains its own AI, with an opt-outTrains its own AI, with an opt-outTrains its own AI, with an opt-outTrains its own AI, with an opt-outLicensed to othersTrains its own AI, with an opt-outTrains its own AITrains its own AI, with an opt-outTrains its own AI
IdentityNo ID neededNo ID neededNo ID neededNo ID neededNo ID neededNo ID neededNo ID neededNo ID neededNo ID needed
Open sourceClosed sourceClosed sourceClosed sourceClosed sourceClosed sourceClosed sourceClosed sourcePartly openClosed source
Size263.5M a month in the EU296.8M a month in the EU56.4M a month in the EU87.5M a month in the EU57.2M a month in the EU95.9M a month in the EU189M a month in the EU64.7M a month in the EU462.3M a month in the EU

How did we arrive at these results?

We ran several AI agents and human researchers to find out who owns, manages, and builds each app, using publicly available information such as websites, EULAs, terms of service, or privacy policies. Every source consulted is on the app's dedicated page, with the day it was read, ready to be fact-checked by others. Protocol is who writes the rules; shared services are the parts of the wider network, run by someone else, that the app relies on to work.

Servers and edges were also directly measured. Between 24 Sep and 18 Oct 2026, each host was resolved, and the network answering for it was named, along with the company behind that network. What a privacy policy says and what the network shows did not always agree. Where they differ, both were recorded.

The questions are read the same way, from each app's terms, privacy policy, help pages and, for the listed companies, their annual reports. Each has a closed set of answers, so the apps can be grouped by any of them, and every answer is on the app's own page with its sources. Three labels mark what is missing, the same everywhere: None, where an app has nothing at that layer; Not disclosed, where the company does not say; and Not established, where the sources did not settle it. For size, we use the monthly EU figure the DSA requires very large platforms to publish; for the others, it is whatever they publicly state, even if we could not verify it ourselves.

Two conventions are ours. The W3C counts as an international body — for example, for a protocol like ActivityPub — not an American one. A European subsidiary of a US group that holds a layer for someone else, as AWS Luxembourg does for wedium's ID checks, counts as American because US law reaches it. Europe here means the EU, the EEA, Switzerland and the UK.