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EMARKETER

Canada Social Media Outlook 2023

TikTok Continues to Gain As Twitter and Facebook Lose Users

Report by Paul Briggs  |  Jan 25, 2023

Worldwide Social Media Outlook 2023

Our data and analyses across 6 markets: US, Canada, Latin America, Asia-Pacific, Europe, and UK

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Report
The One-Pager
Deck
Spreadsheet
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Table of Contents
Executive Summary
Key Points
Despite Specific Platform Challenges, Social Usage in Canada Continues to Climb
Twitter’s Troubles Will Shrink Its Audience
Meta Is Faltering Financially, But Facebook and Instagram Still Command the Largest Audiences
TikTok Gains Users and Cultural Influence
Sources
Media Gallery
About This Report
Our latest forecast for social network users in Canada highlights a reshuffling of the top five platforms in 2023. Twitter will fall to fifth place, while TikTok will surge into the No. 3 position.
Topics
Social Media Usage
Social Media Ad Spending
Canada
Table of Contents
Executive Summary
Key Points
Despite Specific Platform Challenges, Social Usage in Canada Continues to Climb
Twitter’s Troubles Will Shrink Its Audience
Meta Is Faltering Financially, But Facebook and Instagram Still Command the Largest Audiences
TikTok Gains Users and Cultural Influence
Sources
Media Gallery

Executive Summary

Social networks in Canada command a massive audience, even as the drama unfolding around Twitter and Facebook unsettles users and brand advertisers. This year, declines among the stalwarts are creating room for TikTok and others to capture young audiences, creating a more fragmented landscape for social usage.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What do the declines in users for Facebook and Twitter mean for the social media scene in Canada?
  2. What platforms are gaining user share, and why?
  3. What are the new advertising opportunities for brands in the evolving social media landscape?

WHAT’S IN THIS REPORT? Our newest forecast for social media users in Canada, including the top five platforms. We also discuss other trends shaping the mediascape.

Social Network Users in Canada, by Platform , 2021-2026 (millions)
E-Mail ChartDownload

KEY STAT: Two of the top five social platforms in Canada will lose users in 2023, but gains by others will keep the total market growing.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Despite Specific Platform Challenges, Social Usage in Canada Continues to Climb
  1. Twitter’s Troubles Will Shrink Its Audience
  2. Meta Is Faltering Financially, But Facebook and Instagram Still Command the Largest Audiences
  3. TikTok Gains Users and Cultural Influence
  1. Sources
  2. Media Gallery

Charts in This Report

Social Network Users in Canada, by Platform , 2021-2026 (millions)Twitter User Growth in Canada, 2020-2024 (% change)
Top 10 Countries, Ranked by Twitter User Penetration, 2023 (% of social network users)Facebook and Instagram Penetration in Canada, 2021-2026 (% of internet users)
Meta Ad Revenues in Canada, 2019-2024 (billions of C$, % change, and % of digital ad spending)TikTok Users in Canada, 2021-2026 (millions, % change, and % of internet users)
TikTok Penetration in Canada, the US, and the UK, 2023 (% of social network users)
Download
Report
The One-Pager
Deck
Spreadsheet
Share
Table of Contents
Executive Summary
Key Points
Despite Specific Platform Challenges, Social Usage in Canada Continues to Climb
Twitter’s Troubles Will Shrink Its Audience
Meta Is Faltering Financially, But Facebook and Instagram Still Command the Largest Audiences
TikTok Gains Users and Cultural Influence
Sources
Media Gallery
About This Report
Our latest forecast for social network users in Canada highlights a reshuffling of the top five platforms in 2023. Twitter will fall to fifth place, while TikTok will surge into the No. 3 position.
Topics
Social Media Usage
Social Media Ad Spending
Canada
Table of Contents
Executive Summary
Key Points
Despite Specific Platform Challenges, Social Usage in Canada Continues to Climb
Twitter’s Troubles Will Shrink Its Audience
Meta Is Faltering Financially, But Facebook and Instagram Still Command the Largest Audiences
TikTok Gains Users and Cultural Influence
Sources
Media Gallery

authors

Paul Briggs

Contributors

Jade Appel
Associate Forecasting Analyst
Jasmine Enberg
Principal Analyst
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