Social media usage in Canada continues to grow, but it鈥檚 spread across a wider range of networks. Meta鈥檚 Facebook and Instagram still lead, but TikTok, Snapchat, Pinterest, and X also command large audiences.
Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.
On today鈥檚 podcast episode, we discuss how some teachers think young people should be approaching GenAI, the differences between younger and older teenagers鈥� social media usage, and how engagement with digital gaming is changing. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Analyst Paola Flores-Marquez, and Vice President of Research Jennifer Pearson. Listen everywhere and watch on YouTube and Spotify.
Consumers ages 18 to 24 have the heaviest social network usage on the platforms we forecast. They spend more daily time on TikTok (58 minutes), Instagram (45 minutes), and Snapchat (25 minutes) than any other age group and are the most likely to juggle platforms.
Social network usage is so common around the world that high growth rates are no longer plausible anywhere that internet access is already widespread. However, when the user base is in the multibillions, even low single-digit growth produces an outsize increase in total usership. In 2025, 115.9 million people will join the social user ranks.
In addition, the government has scrutinized minors鈥� social media usage and is proposing time limits for the cohort. By 2029, social network user growth in China will soften to 0.7% YoY. Weibo is losing users while Douyin鈥檚 growth is maturing.