Key figures
| Platform | Users (2026) | Time Spent (Avg. min/day) |
|---|---|---|
| 32.5 million | 35 | |
| 28.9 million | 45 | |
| TikTok | 19.2 million | 55 |
| YouTube | 38.8 million | 40 |
Overview
Social media platforms are integral to daily life in Italy, with a substantial portion of the population actively engaged. These platforms serve as key channels for communication, entertainment, news consumption, and increasingly, product discovery and purchasing.
Breakdown
- Total Social Media Users (2026): 48.1 million
- Average Daily Time Spent on Social Media: 48 minutes
- Social Media Ad Spend (2026): €9.5 billion
Outlook
The Italian social media landscape will continue to be dominated by established players while newer platforms like TikTok gain significant traction, particularly among younger demographics. Increased video content consumption and social commerce features will likely drive higher engagement and ad revenues.
Sources: industry surveys, platform filings, and modeled estimates for 2026