Scroll, tap, share, repeat. It’s just daily life for most Canadians in 2025.
Whether it’s catching up on stories over morning coffee, liking a cousin’s new puppy photos, or checking news between meetings, social media quietly weaves its way through every pocket of the day.
So, how much time are Canadians really spending online? Let’s break it down.
Daily Numbers That Say a Lot
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Data varies. According to Made in CA, the average Canadian now spends 1 hour 53 minutes per day on social media (~113 minutes), while Exploding Topics says the average Canadian daily social media time is 105 minutes (1 hour 45 minutes).
Here’s the snapshot:
1 h 45 min (105 min) (Exploding Topics)
Metric
Value (2025)
Total population
38.62 million
Internet users
36.23 million (93.8%)
Active social media users
31.9 million (~82.7%)
(or) Social media user identities
31.7 million (79.4%)
Average daily social media time
1 h 53 min (~113 min) (Made in CA)
Average daily internet time
6 h 45 min
Mobile internet users
31.15 million (87%)
So yeah, more than eight in ten Canadians are using social media. And a huge portion of that is happening through smartphones.
Most Popular Social Platforms in 2025
Not all platforms are pulling equal weight. Some dominate the scene, while others fill specific niches.
Still sitting at the top, Facebook claims 32.0 million users – that’s about 81.4% of the Canadian population, as per NapoleonCat.
Its strength lies in its flexibility: personal connections, group chats, events, news feeds, and marketplace listings. It’s the Swiss Army knife of social media in Canada.
YouTube
Right on Facebook’s heels, YouTube serves as the go-to platform for just about anything video-related.
Think how-to videos, recipe walk-throughs, music, lectures, reviews, if it’s visual and informative, chances are it’s here. According to Data Reportal, around 79.4% of Canadian users actively use YouTube.
With 15 million users, Instagram continues to thrive on aesthetics and personal branding.
It’s especially sticky among younger Canadians, who use it for lifestyle inspiration, influencer content, and the occasional curated food photo.
As of early 2025, Instagram’s ad reach in Canada is approximately 19.8 million users, representing about 49–57% of the total population, as per statistics.
TikTok
The fastest-growing name in the bunch. TikTok gained traction in 2024, and the number has surged in 2025.
According to ByteDance’s ad‑reach data (which reflects users aged 18+), TikTok reached 38.0% of Canadian adults at the start of 2024, about 12.05 million users aged 18‑plus.
Its short-form video format and addictive algorithm are tailor-made for quick entertainment and viral trends.
Popular among professionals and entrepreneurs, especially in industries like tech, consulting, and education. LinkedIn’s growth isn’t flashy, but it’s steady, especially among self-employed Canadians.
X (formerly Twitter)
Less mainstream but still relevant, especially for journalists, thought leaders, and policy watchers.
In 2024, 13.4% of social media visits in Canada went to X. It’s more about real-time reactions than personal updates.
Who’s Spending the Most Time Online?
Social media habits shift dramatically by age, and in Canada, 2025 looks like this:
Ages 15–34
No surprise here. Roughly 90% of people in this group are active social media users. It’s their default space for staying in the loop, watching videos, chatting, and even shopping.
They also tend to hop between multiple platforms in a single day, averaging 2.6 different platforms per week, based on Environics Research.
Ages 35–49
Usage remains high, with about 80% of this age group engaging regularly. Many use platforms to share family updates, post career milestones on LinkedIn, or message friends.
They’re tech-savvy but more selective with their screen time.
Ages 50–64
About 70% are on social media, typically gravitating toward Facebook and YouTube. For them, social media offers a way to stay in touch with relatives, watch content at their own pace, and join interest-based communities.
Ages 65+
Older Canadians are slowly warming up to social platforms. About 50% use them regularly, mostly for keeping in touch with children, grandchildren, and local events.
They tend to be more cautious users, often relying on traditional media for news but gradually mixing in online sources.
What Are People Doing on Social Media?
The short answer: a bit of everything. But a few behaviors clearly stand out.
- Private Messaging: Still the top use case. Apps like Facebook Messenger, WhatsApp, and Snapchat dominate when it comes to one-on-one chats.
- Liking and Reacting to Posts: A simple click carries a lot of weight. Whether it’s to show support or boost visibility, likes are the digital version of a head nod.
- Watching Videos: YouTube, TikTok, and Instagram Reels eat up a huge share of screen time. Canadians are watching everything from recipe hacks to skateboarding fails to financial advice.
- Reading or Sharing News: Especially among users under 30, social media is becoming the primary way to get news. A 2023 Statistics Canada study found that 62% of people aged 15–24 got news from social platforms, compared to just 18% of older users.
- Posting Content: Whether it’s a beach selfie, a birthday photo, or a meme—sharing is still a core part of social media culture.
Where Canada Stands Globally
Let’s see how Canada stacks up against other parts of the world in 2025.
Metric
Canada
Global Average
Daily social media time
2 hours 5 minutes
2 hours 31 minutes
Social media penetration
85.70%
59%
Avg. accounts per user
7
(Global varies by region)
Canada’s 1 hour 53 minutes may be slightly below the global average, but its 85.7% penetration rate is among the highest. Only parts of Northern and Western Europe hit similar numbers.
For context, Latin American countries are clocking 3+ hours per day, while Japan averages far less, around 1 hour.
Canadians also hold 7 different social media accounts on average, putting them on par with users in the UK.
The Business of Being Online
Social media isn’t just shaping conversations—it’s reshaping entire industries.
Marketing and Advertising
Google and Meta earn 80% of all digital advertising revenue in Canada.
Ad dollars that used to be spent on Canadian news outlets, who report on local and regional news.
Tech giants need to pay their fair share. #cdnpoli pic.twitter.com/EEetxwPgWg
— Pablo Rodriguez (@pablorodriguez) July 5, 2023
Brands now treat social media as the core of their outreach strategy. Back in 2022, digital ad spending in Canada hit $12.29 billion, and that number is expected to climb past $16 billion by 2025.
With social media ads offering laser-sharp targeting, it’s no surprise that companies, from big banks to local cafés, are pouring in budgets.
For instance, companies offering online services, from fintech to entertainment sites like CanadaCasino.ca, leverage targeted social ads to reach users efficiently.
News and Journalism
Traditional media outlets are scrambling to keep up. Social platforms have become the first point of contact for breaking news, especially for under-35 audiences. The shift is massive, and it’s still unfolding.
Connectivity Across Distance
With Canada’s vast geography, social media bridges long distances—keeping families connected from Newfoundland to Vancouver Island.
Mental Health Watch
But it’s not all rosy. Overuse can take a toll. According to earlier reports, 12–14% of social media users aged 15–64 reported anxiety or depression linked to their usage.
Also notable: 19% said they lost sleep, and 18% had issues with concentration due to their time online.
What’s Changing in 2025?
Short-Form Video Is King
TikTok, Instagram Reels, and YouTube Shorts continue to lead. The format is fast, fun, and addictive. Users can consume a lot of content in a short time, which keeps them coming back.
Mobile-First Everything
With 31.15 million mobile internet users, it’s safe to say Canadians prefer to scroll on the go. Most platforms are optimized for mobile, and newer features often debut on mobile before desktop.
Tighter Privacy Expectations
Data security is top of mind for many Canadians. As misinformation and privacy breaches continue to make headlines, people are getting more cautious.
Regulatory bodies may step in further, potentially reshaping how platforms handle data and content moderation.
Integration with AR & VR
We’re starting to see the early effects of virtual reality in social apps. Whether it’s AR filters on Snapchat or immersive content previews in Meta’s ecosystem, the next few years will be worth watching.
Wrapping It Up
So, what’s the bottom line?
Canadians in 2025 are spending 1 hour and 53 minutes on social media, and that time has a real impact. It shapes how people stay in touch, find out what’s happening, discover products, and express themselves.
The numbers may seem dry on paper, but behind every stat is a habit, a story, or a connection.
Social media isn’t going anywhere. If anything, it’s becoming more integrated into daily routines, business strategies, and cultural shifts.
As platforms continue to evolve and users adapt, Canada’s digital life will keep moving, screen by screen, swipe by swipe.
