Key figures
| Platform | Users (2026) | Time Spent (Avg. min/day) |
|---|---|---|
| 20.5 million | 35 | |
| 18.2 million | 45 | |
| TikTok | 13.1 million | 50 |
| YouTube | 23.0 million | 40 |
Overview
Social media platforms are highly popular in Poland, serving as key channels for communication, information, and entertainment. Their influence on consumer behavior and brand discovery is significant.
Breakdown
- Total Social Media Users (2026): 28.8 million
- Average Daily Time Spent on Social Media: 45 minutes
- Social Media Ad Spend (2026): €4.8 billion
Outlook
Poland's social media landscape will continue to experience strong user engagement. Video content and influencer marketing are expected to drive growth, with social commerce features potentially gaining more traction.
Sources: industry surveys, platform filings, and modeled estimates for 2026