Over the observed period, the number of TikTok users in Portugal increased. As of January 2021, the number of users amounted to more than *** million. In January 2023, this value surpassed *** million users, and, in February 2025, the number of TikTok users equaled 3.68 million.

During December 2024, social media users aged 18 to 24 and 25 to 35 years old comprised the biggest user groups of Instagram in Portugal. At the same time, the age groups of 25 to 34, 35 to 44, and 45 to 54 years old made up the biggest user groups of Facebook and Messenger. Facebook registered its highest use among people aged 25 to 34 years old, at 23 percent. Instagram registered 27 percent of users within the age group of 25 to 34 years old. The highest age group among Messenger users was 25 to 34 years old, at ** percent.

The number of TikTok users in Portugal was forecast to continuously increase between 2024 and 2028 by in total *** million (+**** percent). After the eighth consecutive increasing year, the TikTok user base is estimated to reach **** million and therefore a new peak in 2028. Notably, the number of TikTok users of was continuously increasing over the past years.

The relevance of social media in today’s society is unprecedented, with user penetration reaching high values globally, but especially in Europe. Portugal is no exception, and, in 2024, WhatsApp was the most used social media platform, chosen by over 90 percent of internet users. Close behind was Instagram, selected by a rate of 82.4 percent of respondents. Social media platforms such as TikTok and Pinterest were used by a similar ratio of respondents, between 49 and 40 percent. Threads, on the other hand, was the platform with the lowest usage rate, as it was used by only 11 percent of the online population. In Portugal, social media is mostly for young people and women Social media use is common to all age groups, which exemplifies the democratization of these online platforms. Nevertheless, it is especially between the ages of 25 and 34 that social network penetration is the highest, followed by the age range between 18 and 24 years. Instagram, in particular, is very much used by the youngest generations, and it is women that record the highest usage shares, among all age groups. The Portuguese spend hours on social media daily, especially exchanging messages In Portugal, using social media is among the most time-consuming media activities performed daily. In 2024, the Portuguese spent on average 2 hours and 18 minutes using these social platforms, more than listening to music or reading news online. They mostly dedicated their time on social media sending private messages, and liking and commenting on posts by other users. Posting pictures or videos was performed by less than a half of the population in Portugal, which demonstrates that social platforms are mostly used to communicate with acquaintances.

In September 2022, the comedian under the username "spider_slack" amassed nearly ** million TikTok followers worldwide. The Brazilian TikTok celebrity in a Spiderman suit ranked first among Portuguese-language creators based on his number of followers on the platform. YouTuber and Instagram influencer Virginia Fonseca ranked second, with **** million followers, while comedian Tirullipa ranked third with roughly ** million TikTok users following his account on the platform.

In Portugal, influencer advertising reached more than *********** people via Facebook in 2024. From this year onwards, Facebook influencer ads are expected to grow in public, being that, in 2029, this social media platform may reach ************ users. Instagram is expected to reach *********** users with its influencer advertising in 2025. This value will also increase until 2029, when Instagram is forecast to reach *********** users. Reddit is expected to moderately increase the share of users reached by influencer advertising, but it is TikTok that has demonstrated the fastest increasing tendency in the number of those exposed to influencer ads, rising from ******* users in 2019, to over *********** users in 2029.

Significant fluctuations are estimated for all segments over the forecast period for the reach by social network. Overall, the indicator appears to follow a positive trend, as there are more increasing values than decreasing values expected in the individual segments until 2028. Among them, the segment TikTok achieves the relatively highest value throughout the entire period, reaching **** million users. Find further statistics on other topics such as a comparison of the ad spending growth in the United Kingdom and a comparison of the average ad spending per internet user in Portugal. The Statista Market Insights cover a broad range of additional markets.