In Australia in 2025, Facebook had the highest share of users, with **** percent of Australians saying they used the platform. Its counterpart messaging app, Facebook Messenger, was used by just under **** percent of Australians.

Research from AppMagic suggested that Meta continued to dominate the Australian social media landscape by owning two most downloaded social media apps as of May 2025. The number of Facebook downloads amounted to around ***** thousand, followed by Threads, Telegram, and Snapchat. Facebook: The industry giant With over ***** billion monthly active users worldwide as of January 2024, Facebook leads the industry as the most popular social network platform. Besides its core product under the same name, Facebook also owns several major social network services, namely WhatsApp, Instagram, and its standalone instant messaging service, Messenger, each with more than *** billion active users. The number of Australia-based Facebook users is estimated to decrease to around ** million over the next few years, but still accounting for approximately ********** of Australia’s total population. More than just social networking While its business focus lies on private messaging, Facebook seems to have more to offer. Facebook, including Messenger, and Instagram have remained the most widely used platforms for social commerce among Australian online shoppers. Facebook has also been by far the most popular social media channel among small and medium-sized businesses in Australia. In times of the COVID-19 pandemic, apart from television and online newspaper, many Australians have turned to Facebook as their daily source of news.

In Australia in 2025, Instagram was the most popular platform, with **** percent of users expressing a preference for it. WhatsApp followed closely, with ***percent of users favoring it.

In 2022, YouTube was the most popular social media platform in Australia with around ** million active users every month. Instagram had approximately ** million users, and TikTok had around * million monthly active users.

In 2020, YouTube had the most number of active users in Australia with around *********** people using the platform. TikTok showed rapid growth with *********** users actively using the social media app in Australia.

74 percent of Australian respondents answer our survey on "Most used websites and online services by type" with "Social media". The survey was conducted in 2025, among 2,754 consumers.

There has been a continued upward trend in the population share of active social media users in Australia. As of February 2022, approximately **** percent of the Australian population were active users compared to just ** percent in 2015. Preferred social media brands and most popular activities Facebook was the most popular social media brand in Australia in 2019, with ** percent saying they used the platform the most often. Elsewhere, ** percent said they used Instagram and six percent used Snapchat. Social media is used by Australians for a variety of activities. The most popular use is as a means of communication, with over **** of users regularly sending private messages and ** percent commenting on posts. Active users also post pictures and videos, with ** percent of users saying they have posted visual content. When do Australians use social media? In 2018, most social media use took place during Australians free time; ** percent said they used social media platforms in the evening, ** percent were first thing in the morning users, and ** percent said they logged on during breaks. Interestingly, when it comes to users being banned from social media, just over **** said in 2019 that they somewhat agree that bans are ineffective.

The number of Facebook users in Australia was forecast to continuously decrease between 2024 and 2028 by in total 1.5 million users (-9.94 percent). After the eighth consecutive decreasing year, the Facebook user base is estimated to reach 13.62 million users and therefore a new minimum in 2028. User figures, shown here regarding the platform facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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).Find more key insights for the number of Facebook users in countries like Fiji and New Zealand.

** percent of Australian respondents answer our survey on "Most used social media platforms by type" with "Social networks (e.g., Facebook)". The survey was conducted in 2023, among ****** consumers.Find this and more survey data on most used social media platforms by type in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

According to a 2023 survey conducted among Australian shoppers, clothing and accessories were the most bought product category on social media platforms, at around ** percent of respondents, followed by tickets at approximately ** percent. Moreover, home and garden, books and magazines, and sporting goods were the top-three categories social shoppers would consider purchasing.

The number of LinkedIn users in Australia was forecast to continuously increase between 2024 and 2028 by in total 0.5 million users (+3.74 percent). After the ninth consecutive increasing year, the LinkedIn user base is estimated to reach 13.89 million users and therefore a new peak in 2028. Notably, the number of LinkedIn users of was continuously increasing over the past years.User figures, shown here with regards to the platform LinkedIn, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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).Find more key insights for the number of LinkedIn users in countries like Fiji and New Zealand.

In 2024, Facebook was the leading social media platform in most of the Southeast Asian countries in terms of traffic generation to other websites, with the highest share in Timor-Leste at around ** percent. YouTube, X (Twitter), Instagram, and Pinterest were other platforms that had significant social media traffic shares in Southeast Asian markets that year. Social media advertising and web traffic referrals Traffic referrals from social media are crucial in social media advertising. Links shared on platforms like Facebook, Instagram, and Twitter help direct potential customers to a brand’s website or landing page. This increases exposure, website visits, and conversions, such as sales or leads, which are key benefits of social media marketing according to marketers. Traffic referrals also serve as an important tool for advertisers to measure the effectiveness of their campaigns. Furthermore, by analyzing which platforms and content generate the most traffic, businesses can refine their strategies to focus on the highest-performing channels. Social media advertising – a multibillion-dollar business Revenue from social media advertising has continued to rise rapidly. This growth was driven by the ability to track user behavior, refine ad targeting, and deliver highly personalized content. Social media platforms like Facebook, Instagram, and TikTok generate billions of dollars of ad revenue annually. The owner of Facebook and Instagram, Meta Platforms’s annual advertising revenue exceeded *** billion U.S. dollars in 2024. Countries such as China, Japan, and Australia are among the largest social media advertising markets in the Asia-Pacific region, with China’s projected social media ad spend reaching nearly ** billion U.S. dollars in 2025.

The number of Youtube users in Australia was forecast to continuously increase between 2024 and 2029 by in total 0.4 million users (+2.6 percent). After the fifth consecutive increasing year, the Youtube user base is estimated to reach 15.81 million users and therefore a new peak in 2029. User figures, shown here regarding the platform youtube, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.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).Find more key insights for the number of Youtube users in countries like Fiji and New Zealand.

In Australia, as of 2020, Cartoon Network Australia was the most popular media YouTube channel, with just over *** million uploaded video views, followed by ABC News Australia, which had *** million uploaded video views.

The number of Instagram users in Australia was forecast to continuously decrease between 2024 and 2028 by in total 1.5 million users (-13.94 percent). According to this forecast, in 2028, the Instagram user base will have decreased for the sixth consecutive year to 9.27 million users. User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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).Find more key insights for the number of Instagram users in countries like New Zealand and Fiji.

As of July 2020, Metro Trains was the most popular services profile on Twitter in Australia, with approximately *** thousand followers. TransLink had *** thousand followes, and Your Say had just over *** thousand.

The Media Buying Agencies industry is entering a transformative period in 2025-26, marked by recovery, consolidation and rapid technological change. Industry revenue, which typically follows advertising expenditure and demand for media planning, has historically been highly sensitive to economic fluctuations. The pandemic caused a sharp dip in turnover and profit margins, while ongoing cost-of-living pressures and weak business confidence have made clients wary of committing to large campaigns. However, conditions are stabilising, with advertising spending showing signs of a cautious recovery. Although industry revenue is expected to have fallen at an annualised rate of 1.0% over the five years through 2025-26, reaching $1.7 billion, the pace of decline has slowed compared with previous years. Agencies have partially offset weaker spending by integrating value-added services, like strategic media planning and programmatic buying, which have supported profitability and contributed to a 1.6% boost in revenue anticipated in the current year. At the same time, consolidation within the industry is accelerating. The proposed Omnicom-IPG merger, expected to be completed in 2025-26, would create a combined entity with unmatched global scale, placing additional pressure on mid-tier agencies. However, these global giants’ relatively smaller presences in the Australian market creates opportunities for local agencies to capture market share by specialising in niche sectors, developing innovative programmatic solutions or leveraging hyper-local expertise. Larger agencies with integrated service offerings will retain a competitive advantage, but agile domestic agencies can still carve out a meaningful presence. Looking ahead to 2030-31, major events like the 2032 Brisbane Olympics and federal elections are set to create temporary spikes in advertising demand, supporting revenue across digital and traditional channels. Media buyers will navigate the opportunities presented by AI-driven targeting and programmatic buying while addressing growing privacy concerns as Australians become cautious about how businesses use their personal data. Shifts in audience behaviour will continue to reshape agency strategies as consumers’ attention fragments across a growing array of digital channels, moving away from traditional print and linear television towards online video, social media and streaming platforms. Considering these factors, industry revenue is forecast to rise moderately at an annualised rate of 0.7%, reaching $1.8 billion over the five years through 2030-31. Agencies that can adapt to consolidation, technology adoption and shifting audience attention patterns are positioned to lead in an increasingly competitive and fast-changing market.

In Australia in 2020, Corona Extra Australia was the most popular alcohol brands YouTube channel, with just over **** million uploaded video views. This was followed by XXXX, which had over **** million uploaded video views.

The number of snapchat users in Australia was forecast to continuously increase between 2024 and 2028 by in total 0.3 million users (+4.02 percent). After the ninth consecutive increasing year, the snapchat user base is estimated to reach 7.74 million users and therefore a new peak in 2028. Notably, the number of snapchat users of was continuously increasing over the past years.The user numbers, depicted here regarding the platform Snapchat, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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).

In Australia in 2020, Corona Extra Australia was the most popular beer brand YouTube channel, with just over **** million uploaded video views. This was followed by XXXX, which had over **** million uploaded video views.