Hobby Apps Gain Traction as Calmer, Smaller Social Media Sites

Hobby-focused apps and sites have been seeing a slow rise in users in recent months, emerging as attractive social media alternatives to users who burned out by things like political conflicts and difficulties finding others that share their interests. Platforms built around activities like running, reading, film, and many other niches have begun to see a steady increase in their overall active users.

Apps like Strava, Goodreads, and Letterboxd have seen significant growth as users seek out spaces that focus on their passions. Strava, a popular app among runners and cyclists, has expanded its user base by 20% in a year, while Letterboxd, a movie-focused platform, increased its user count from 1.8 million in 2020 to over 14 million in 2024.

Unlike major social media platforms, where discussions are often derailed by culture wars or divisive content, hobby apps foster community-building and genuine connections. From a content moderation standpoint, hobby apps also pose fewer challenges: with smaller, more like-minded communities, the need for aggressive moderation is reduced.

This has also made them a popular target for advertisers, especially if the platform is directly relevant to the products and service that they want to advertise. Niche apps offer brands a chance to target audiences in specialized spaces where conversations are more authentic and less driven by algorithmic content feeds.

Hobby apps provide a compelling alternative for businesses and consumers alike, offering a quieter, interest-driven approach to social networking. The single-topic focus makes these apps much less of a mixed bag, which allows users to socialise in a very defined space with users who share at least some of their interests.