Key figures
| Platform | Users (2026) | Time Spent (Avg. min/day) |
|---|---|---|
| 29.8 million | 32 | |
| 27.1 million | 42 | |
| TikTok | 17.5 million | 52 |
| YouTube | 35.0 million | 38 |
Overview
Social media is deeply embedded in the daily routines of Spaniards, serving as a primary source for news, entertainment, and social connection. Platforms are increasingly leveraged for brand engagement and e-commerce.
Breakdown
- Total Social Media Users (2026): 41.5 million
- Average Daily Time Spent on Social Media: 45 minutes
- Social Media Ad Spend (2026): €8.5 billion
Outlook
The Spanish social media scene will see continued strong engagement across major platforms. Video content and influencer marketing are expected to drive growth, while social commerce features will likely become more prominent as users increasingly shop directly within social apps.
Sources: industry surveys, platform filings, and modeled estimates for 2026