The State of Social Media in Canada 2025
A census-balanced survey of 1,500 Canadian adults found that Instagram adoption reached 63%, YouTube reached 73%, TikTok reached 35%, and X was the only major platform showing a sustained ownership decline, falling to 37%.
Executive summary
AI-generatedThis summary was generated by AI from the original report to make it easier to scan and cite. It is not a substitute for the source. Read the original above.
Social Media Lab surveyed a census-balanced sample of 1,500 Canadian adults between 19 February and 1 March 2025 to measure social-media adoption, demographics and engagement frequency. The report updates comparable surveys conducted in 2018, 2020 and 2022.
Instagram account ownership increased 12 percentage points from 2022 to 63%, while monthly engagement rose 15 points to 60%. YouTube reached 73% of adults and approached Facebook’s reach. TikTok ownership rose nine points to 35%, though the share of its users visiting daily fell by five points to 60%.
X was the only major service with a sustained decline, falling from 42% account ownership in 2020 to 40% in 2022 and 37% in 2025. Adults aged 18–24 led usage on five of the nine measured platforms, demonstrating persistent age differences in social-media adoption.
Think this summary is wrong? Contact us.