Market leader ******** accounted for ** percent of all social media site visits in Canada in March 2025. Overall, ********* ranked second with ***** percent of all Canadian social media site visits across desktop and mobile devices. X (formerly Twitter) ranked third, accounting for **** percent.

In March 2025, market leader Facebook accounted for 60.57 percent of all mobile social media site visits in Canada. Overall, X (formerly Twitter) generated 10.92 percent of social media visits via mobile devices, and Meta's Instagram accounted for 10.09 percent of mobile social media visits in Canada. Pinterest was also popular, ranking second.

The number of TikTok users in Canada was forecast to continuously increase between 2024 and 2028 by in total 1.7 million (+11.12 percent). After the tenth consecutive increasing year, the TikTok user base is estimated to reach 17.02 million and therefore a new peak in 2028. Notably, the number of TikTok users of was continuously increasing over the past years.

A 2024 survey conducted in Canada found that around ** percent internet users stated that Meta's Facebook was their favorite social media platform. In addition, photo and video sharing service Instagram ranked second, with ** percent of respondents saying that it was their preferred online social platform. Furthermore, short-form video app TikTok was selected by *** percent of internet users as their favorite social network.

The report provides a snapshot of the social media usage trends amongst online Canadian adults based on an online survey of 1500 participants. Canada continues to be one of the most connected countries in the world. An overwhelming majority of online Canadian adults (94%) have an account on at least one social media platform. However, the 2022 survey results show that the COVID-19 pandemic has ushered in some changes in how and where Canadians are spending their time on social media. Dominant platforms such as Facebook, messaging apps and YouTube are still on top but are losing ground to newer platforms such as TikTok and more niche platforms such as Reddit and Twitch.

During a survey held among French-speaking Canadians in February 2025, 27 percent of respondents stated the online outlet they consulted for news on a weekly basis was TVA Nouvelles online, making this the most popular among Francophones in Canada. By contrast, just six percent turned to TV5 Online and QUB Radio online for news, respectively.

Survey data about the relationship between social media and political consumerism in Canada collected in Sept-Oct 2019.

Percentage of Canadians who have experienced selected personal effects in their life because of the Internet and the use of social networking websites or apps, during the past 12 months.

Percentage of Internet users who have experienced selected personal effects in their life because of the Internet and the use of social networking websites or apps, during the past 12 months.

The social media penetration rate in Canada was forecast to continuously increase between 2024 and 2028 by in total 5.5 (+5.94 percent). After the ninth consecutive increasing year, the penetration rate is estimated to reach 98.01 and therefore a new peak in 2028. Notably, the social media penetration rate of was continuously increasing over the past years.

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Social Networking Market Size 2025-2029

The social networking market size is forecast to increase by USD 312.3 billion, at a CAGR of 21.6% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing internet penetration worldwide. This expansion is fueled by the rising number of active social media users, enabling businesses to reach a larger audience through digital platforms. However, the market's growth is not without challenges. Privacy concerns are increasingly obstructing market expansion, as users become more conscious of their online data and demand greater control over their information. Social media advertisements, a major revenue source for social networking companies, are gaining traction, creating intense competition among market players. Companies must navigate these challenges by addressing privacy concerns through transparent data handling policies and effective user data protection measures.
Additionally, innovation in advertising formats and targeting strategies will be crucial for businesses to differentiate themselves and maintain a competitive edge. In summary, the market presents both opportunities and challenges, with increasing internet penetration driving growth while privacy concerns and intense competition shaping the strategic landscape. Companies must effectively address these challenges to capitalize on the market's potential and stay ahead of the competition.

What will be the Size of the Social Networking Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic patterns emerging across various sectors. Customer acquisition and sales conversion are key areas of focus, as social CRM and mobile marketing strategies gain traction. User engagement remains a priority, with social listening and social network analysis providing valuable insights. Big data and data analytics play a crucial role in informing business decisions, while media relations and crisis communication strategies adapt to the digital landscape. Influencer marketing and viral marketing campaigns continue to shape consumer behavior, with conversion optimization and organic reach driving growth. Live streaming and user-generated content offer new opportunities for brands to engage with audiences.

Data visualization and machine learning are transforming how businesses analyze and respond to market trends. E-commerce platforms and social commerce are disrupting traditional retail models, with advertising platforms and social media marketing becoming essential tools for businesses. Algorithm updates and link building strategies impact search engine optimization and content strategy. Privacy concerns and network externalities are shaping the platform economics, while network effects drive user growth. Content creation tools and search engine optimization are essential for effective brand building, with public relations and sentiment analysis playing a critical role in reputation management. Video marketing and customer satisfaction are key drivers of brand loyalty, with data security and competitor analysis essential for maintaining a competitive edge.Social media platforms continue to evolve, offering new opportunities for businesses to connect with their audiences and build strong brands.

How is this Social Networking Industry segmented?

The social networking industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  Advertising
  In-app purchase
  Paid apps


Distribution Channel

  Google
  Apple
  App Store Distribution


Service

  Communication
  Entertainment
  Socialization
  Marketing
  Customer service


Platform

  Website-based
  Mobile apps
  Hybrid platforms


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    Spain
    UK


  Middle East and Africa

    UAE


  APAC

    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW)

By Type Insights

The advertising segment is estimated to witness significant growth during the forecast period.

In the dynamic landscape of the market, various entities intertwine to shape its evolution. Big data and machine learning fuel social media analytics, enabling targeted advertising, conversion optimization, and customer satisfaction. Social listening and sentiment analysis inform brand monitoring, reputation management, and crisis communication. Social crm and community management foster customer loyalty and engagement. Mobile marketing, including user-generated content and live streaming, e

The report examines the ways online Canadian adults are engaging politically on social media. This is the third and final report based on a census-balanced survey of 1,500 Canadians using quota sampling by age, gender, and geographical region. The other two reports in this series are: "The State of Social Media in Canada 2017" and "Social Media Privacy in Canada". The series is published by the Social Media Lab, an interdisciplinary research lab at Ted Rogers School of Management, Ryerson University. The lab studies how social media is changing the ways in which people communicate, share information, conduct business and how these changes are impacting our society.

The number of social media users in Canada was forecast to continuously increase between 2024 and 2029 by in total 4.1 million users (+12.55 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 36.79 million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

As of March 2024, ******** was the most used social network across all Canadian provinces, with online users from Prince Edward Island and Newfoundland and Labrador being the most likely to report using the social platform. The Manitoba region had the highest share of Instagram users, with ** percent of respondents accessing the platform. Facebook Messenger was also popular throughout all provinces. In addition, ******* was most popular in British Columbia and Alberta, with ** percent and ** percent of respondents using the platform in each province.

In 2023, the number of Facebook users in Canada amounted to 28 million and is projected to grow to over 34 million million by 2029. The current Facebook usage penetration in Canada is about 77 percent of the population. Social media in CanadaSocial networking is a popular online activity in Canada. Most recently, 68.5 percent of the population accessed social networks via any device on a monthly basis. Unsurprisingly, Facebook was ranked first in terms of popularity among Canadian internet users, with 25 to 34-year-olds constituting the biggest user group. Mobile social media in CanadaMobile social media access is also increasingly popular, with mobile websites and social apps generating a significant amount of Canadian social traffic. In March 2019, Facebook generated more than half of mobile social website visits in Canada. The most downloaded social apps in Canada include WhatsApp, Facebook Messenger, Facebook and Pinterest, again highlighting Facebook’s dominance in the Canadian social media market.

Percentage of Canadians who have experienced selected personal effects in their life because of the Internet and the use of social networking websites or apps, during the past 12 months.

The results might surprise you when looking at internet users that are active on social media in each country.

Comprehensive dataset of 1 Digital medias in Canada as of July, 2025. Includes verified contact information (email, phone), geocoded addresses, customer ratings, reviews, business categories, and operational details. Perfect for market research, lead generation, competitive analysis, and business intelligence. Download a complimentary sample to evaluate data quality and completeness.

Percentage of Internet users who have experienced selected personal effects in their life because of the Internet and the use of social networking websites or apps, during the past 12 months.

As of the third quarter of 2024, Canadians spent an average of one hour and ** minutes per day on social media and more than * hours per day using the internet in general. TV consumption was also high at * hours and ** minutes, while Canadians devoted less time to music streaming or gaming activities. Internet usage trends in Canada Canada’s online population has steadily increased over the past two decades. In 2024, the number of internet users in Canada surpassed a record **** million, which translates to approximately **** percent of the Canadian population using the internet for information, communication, and entertainment. Given that most traditional media formats can now be accessed online, Canadians have gradually shifted from TV, radio, and magazine consumption towards digital channels. That said, some forms of analog media and entertainment experienced a surge in demand following the outbreak of the coronavirus (COVID-19) pandemic in 2020. What are the leading social media platforms in Canada? Social media has become one of the most popular online activities among Canadian internet users. In 2024, Canada’s social network user penetration stood at ** percent, and according to the latest forecasts, this figure will surpass ** percent by 2028. This rapid increase in social media usage is spearheaded by rising mobile adoption and the ever-increasing selection of digital platforms that Canadians can use to upload photos, send direct messages, or simply pass the time. Facebook was the leading mobile social media website in Canada as of 2024, outpacing Pinterest and Instagram by a large margin of visits.