Key figures
| Platform | Monthly Active Users | Average Time Spent (Hours/Month) |
|---|---|---|
| 24 million | 10.0 | |
| 20 million | 9.2 | |
| TikTok | 15 million | 23.0 |
| X (formerly Twitter) | 8 million | 5.0 |
Social media platforms are integral to digital engagement in Canada, with TikTok leading in average time spent per user. Established platforms like Facebook and Instagram maintain significant user bases.
Overview
The Canadian social media scene features a mix of global giants and growing platforms. Video content consumption, particularly short-form, is a major driver of engagement, while brands increasingly leverage social channels for marketing and customer interaction.
Breakdown
- User Engagement Patterns: TikTok attracts high engagement, especially from younger demographics.
- Content Preferences: Short-form video, authentic content, and community-driven interactions are popular.
- Social Commerce Integration: Growing use of in-app shopping features and influencer collaborations.
Outlook
Social media usage in Canada is projected to remain strong in 2026, with platforms focusing on enhanced video features, AI-driven personalization, and expanded e-commerce functionalities. The role of social media in brand discovery and purchasing decisions will continue to grow.
Sources: industry surveys, platform filings, and modeled estimates for 2026