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.

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.

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

In 2025, YouTube remained the most widely used platform for news among Canadians, with 28 percent of respondents saying they accessed news there—though this marked a slight decline from the previous year. Facebook followed closely at 25 percent, showing no change. Instagram was the third most-used platform for news, used by 13 percent, while X (formerly Twitter) was used by 11 percent of Canadians for news content.

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.

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 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).

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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.

Major Market Trends & Insights

North America dominated the market and accounted for a 41% growth during the forecast period.
By the Type - Advertising segment was valued at USD 80.70 billion in 2023
By the Distribution Channel - Google segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 318.56 billion
Market Future Opportunities: USD 312.30 billion 
CAGR : 21.6%
North America: Largest market in 2023

Market Summary

The market continues to expand its reach and influence across various industries, with businesses recognizing its potential for customer engagement and brand awareness. According to recent studies, there are approximately 4.66 billion active social media users worldwide, representing a 13% increase from 2020. This growth is driven by the increased internet penetration and the popularity of social media platforms for personal and professional use. Social media advertisements have become a significant revenue source, with businesses investing heavily in targeted campaigns to reach their audiences.
However, privacy concerns remain a challenge, with users increasingly cautious about sharing personal information online. Despite this, the market's continuous evolution and the emergence of new trends, such as live streaming and virtual events, ensure its ongoing relevance and importance for businesses.

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

Explore market size, adoption trends, and growth potential for social networking market Request Free Sample

The market exhibits consistent growth, with current usage accounting for approximately 3.6 billion users worldwide, representing a significant 4.5% increase year-over-year. Looking ahead, industry experts anticipate a continued expansion, with projections indicating a 5.2% annual growth rate. Notably, mobile devices account for over 90% of social media usage, underscoring the importance of optimizing platforms for this medium. Furthermore, businesses increasingly leverage social networking for marketing purposes, with advertising revenue reaching an estimated USD 84.3 billion in 2021. In comparison, the time spent on social media platforms per day has risen by 45 minutes since 2019, highlighting the growing influence of these channels on consumer behavior.
This trend is further accentuated by the integration of advanced features, such as live streaming, video content, and AI-driven recommendations, which enhance user engagement and monetization opportunities.

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 and evolving landscape of digital communication, the market continues to expand, driven by innovative technologies and user engagement. According to recent data, social networking platforms accounted for approximately 30% of the total time spent online in 2021, reflecting a significant 15% increase from the previous year. Furthermore, industry experts anticipate that social media usage will continue to grow, with an estimated 25% of the global population expected to use social media by 2025. Content moderation systems play a crucial role in ensuring a safe and inclusive online environment. These systems employ advanced techniques, such as natural language processing, conversational AI, and machine learning models, to filter out inappropriate content and maintain platform governance.

User engagement metrics, including time spent on platforms, user-generated content, and social interaction dynamics, are closely monitored to optimize user experience and foster community building strategies. Platform scalability and network security protocols are essential for accommodating the increasing user base and data privacy regulations. Spam filtering techniques and link pred

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 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.

This report provides a snapshot of the social media usage trends among online Canadian adults in 2020.

Market Size statistics on the Media Streaming, Social Networks & Other Content Providers industry in Canada

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.

Canada’s media streaming and content provider industry is in the throes of a sweeping transformation, driven by dramatic shifts in consumer behaviour and technological advancement. In recent years, cord-cutting has reached an all-time high, with traditional TV subscriptions experiencing their steepest single-year drop yet. Over 10 million Canadian households are now exclusively subscribed to at least one streaming platform, a telling sign of how thoroughly digital services have eclipsed the old broadcast model. As viewership migrates online, both legacy and new players are scrambling to capture attention, experimenting with live TV, on-demand offerings and new advertising models to stay competitive and relevant. This shift has led to an industry-wide climb in revenue at a CAGR of 0.9% to $15.5 billion over the past five years, including an incline of 3.8% in 2025, when profit will reach 15.0%. Looking back over the past five years, the industry’s evolution has reflected both challenge and opportunity. Revenues from traditional television have taken a hit. In contrast, spending on digital ads soared as advertisers flocked to platforms promising better targeting and measurable returns. Major networks such as Bell Media and Rogers have pivoted towards streaming, retooling their strategies and investing heavily in platforms like Crave and Citytv+. The market also saw a consolidation wave, highlighted by Rogers’ $26-billion acquisition of Shaw and Corus’s expansion of Stream+ ownership, while international streamers like Disney+ have quickly amassed large subscriber bases. A growing appetite for original, locally relevant content has spurred record investments, even as companies grapple with rising production costs and regulatory uncertainty stemming from the new Online Streaming Act. Looking ahead, the next five years are set to further reshape the landscape. Subscription price increases and the emergence of ad-supported streaming models will bolster profitability, despite fears of consumer pushback. The CRTC’s evolving CanCon requirements and potential court rulings will force both domestic and international providers to recalibrate investment in Canadian content. Bundling, targeted advertising and AI-powered recommendations will become standard industry tools as competition intensifies. Meanwhile, high-speed internet expansion and mobile-first innovation will further broaden access and deepen engagement. As the industry matures, providers who can balance cost, quality and regulatory demands will be best poised to thrive in Canada’s ever-evolving media ecosystem. Over the next five years, revenue is forecast to propel forward at a CAGR of 3.7% to $18.6 billion, with profit inching upward to 15.5% in 2030.

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.

This is the second report in the series based on an online survey of 1,500 Canadians. Building on the first report that provides a snapshot of the social media usage trends in Canada, this second report analyzes social media users’ privacy perceptions and expectations.

This report examines the extent to which Canadians are exposed to and might be influenced by pro-Kremlin propaganda on social media based on a census-balanced national survey of 1,500 Canadians conducted between May 12–31, 2022. Among other questions, the survey asked participants about their social media use, news consumption about the war in Ukraine, political leanings, as well as their exposure to and belief in common pro-Kremlin narratives.

Employment statistics on the Media Streaming, Social Networks & Other Content Providers industry in Canada

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.