Australia’s population stands at approximately 26.8 million, with 97.1 percent of residents using the internet. Meltwater

Platform-Specific Usage

Based on DataReportal’s analysis:

• YouTube reaches around 77.9 percent of the population (ad reach), matching overall social media reach. DataReportal – Global Digital Insights

• Facebook also covers approximately 64.1 percent of the total population. Among those aged 18+, usage climbs to 81.5 percent. DataReportal – Global Digital Insights

• Instagram reaches about 14.3 million users, or 53.1 percent of the population. DataReportal – Global Digital Insights

Additional insights from Clickify (also based on DataReportal):

• TikTok: about 7.38 million users (27.5 percent of population)

• LinkedIn: roughly 17.0 million users (63.4 percent)

• X (formerly Twitter): about 5.3 million users (19.8 percent) Clickify

Demographics & Growth

• Social media usage grew by around 100,000 identities (0.5 percent) between early 2024 and early 2025. DataReportal – Global Digital Insights

• Of those aged 18 and above, 18.5 million use social media, representing 87.8 percent of this adult population. DataReportal – Global Digital Insights

Social Media as a News Source

• For the first time, more Australians now report getting their news via social media platforms (26 percent) than through online news websites (23 percent). The Guardian

• Among younger demographics, TikTok (37 percent) and Instagram (34 percent) are the leading platforms for news. The Guardian

Quick Snapshot Table

MetricValuePopulation (2025)~26.8 millionInternet Penetration97.1 percentSocial Media Reach77.9 percent (~20.9 M users)YouTube Reach77.9 percentFacebook Reach64.1 percent (81.5 percent of 18+)Instagram Reach53.1 percent (~14.3 M users)TikTok Reach27.5 percent (~7.38 M users)LinkedIn Reach63.4 percent (~17 M users)X (Twitter) Reach19.8 percent (~5.3 M users)Adult Social Media Adoption87.8 percent (18+)Growth (2024–2025)+0.5 percent (~100k identities)Social Media as News Source26 percent of AustraliansTikTok/Instagram News Use (18-24)37 percent / 34 percent

Implications & Strategic Considerations

Australia is firmly embedded in social media across platforms—but the distribution is far from uniform. Here are some implications and considerations for marketers, policymakers, and researchers:

• Reach & Engagement Shifts: With nearly 80 percent adoption, platforms like YouTube and Facebook remain dominant, but growth is migrating to TikTok and Instagram, especially among younger users.

• News Consumption Trends: Social media has overtaken traditional digital news platforms as a primary source, particularly among younger demographics. This underscores the critical importance of platform-based journalism, news literacy, and fact-checking safeguards.

• Planning and Strategy: Marketers and communicators should tailor content to platform-specific consumption patterns. For example, short-form video formats may resonate strongly on TikTok and YouTube, while LinkedIn remains key for professional and B2B targeting.

• Regulatory Focus: The shift in media consumption and rising youth engagement intensifies calls for digital safety, media literacy, and ethical content moderation—especially when youth are encountering news via social platforms.