Key figures
| Platform | Monthly Active Users | Average Time Spent (Hours/Month) |
|---|---|---|
| 17 million | 9.8 | |
| 15 million | 9.0 | |
| TikTok | 12 million | 24.0 |
| X (formerly Twitter) | 6 million | 4.8 |
Social media platforms are highly influential in Australia, with TikTok leading in average time spent per user. Facebook and Instagram continue to hold substantial user bases.
Overview
The Australian social media landscape is characterized by strong engagement with global platforms. Video content, especially short-form, drives significant user attention, while brands increasingly utilize social media for marketing and direct customer engagement.
Breakdown
- Platform Engagement: TikTok shows high engagement, particularly among younger users.
- Content Trends: Authentic content, influencer collaborations, and video formats are popular.
- Social Commerce Adoption: Growing integration of shopping features within social applications.
Outlook
Social media usage in Australia is projected to remain strong in 2026, with platforms enhancing video capabilities and e-commerce integrations. The influence of social media on consumer purchasing decisions is expected to increase.
Sources: industry surveys, platform filings, and modeled estimates for 2026