Australian Social Media Usage By Platform & Age In 2025
Staying ahead in digital marketing means knowing where your audience is and how they’re engaging. In 2025, social media continues to play a dominant role in the daily lives of Australians, influencing everything from purchasing decisions to brand perception.
At Clickify, we’ve reviewed the latest data to help businesses and marketers better understand how Australians are using social media across platforms like Facebook, Instagram, YouTube, TikTok, LinkedIn and X (formerly Twitter) in 2025. Whether you’re planning an ad campaign or refining your content strategy, these insights will help you connect with the right audiences on the right platforms.
Australian Social Media Usage by Platform
Percentage of Australians using each platform in 2025
Percentage of Population (%)
YouTube
Facebook
LinkedIn
Instagram
TikTok
X (Twitter)
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- Usage (%)
YouTube
YouTube
80%
of Australians
60%
of Australians
60%
of Australians
50%
of Australians
TikTok
30%
of Australians
X (Twitter)
20%
of Australians
Sources & Notes: Data for Facebook, Instagram, and LinkedIn age breakdowns is sourced from NapoleonCat – Australia, 2025. Age distribution for YouTube, X (formerly Twitter), and TikTok is based on global or generalised regional data due to the absence of publicly available Australia-specific breakdowns: Charle Agency – YouTube Statistics, Hootsuite – Twitter Demographics, and SQ Magazine – TikTok Statistics. These figures reflect estimated advertising reach by age and may not precisely represent monthly active users.
Social Media Usage In Australia By Age
| Age Group | YouTube | X (Twitter) | TikTok | |||
|---|---|---|---|---|---|---|
| 13–17 years | 2% | 7% | 2% | 16% | 4% | 17% |
| 18–24 years | 19% | 33% | 21% | 16% | 34% | 33% |
| 25–34 years | 29% | 33% | 60% | 22% | 37% | 36% |
| 35–44 years | 20% | 14% | 15% | 18% | 20% | 15% |
| 45–54 years | 13% | 8% | 3% | 13% | 12% | 8% |
| 55–64 years | 9% | 4% | – | 9% | 8% | – |
| 65+ years | 6% | 2% | – | 10% | 5% | – |
Aligning Strategy With Social Behaviour
Australia’s social media landscape in 2025 reflects a highly engaged, platform-diverse population, with each age group showing distinct preferences. Understanding where your audience spends their time online is essential to making informed marketing decisions, from paid ads to strategic organic content and beyond.
We hope this breakdown helps you better navigate your digital strategy. If you’re ever curious about how to apply these insights to your business, feel free to reach out, we’re always happy to have a chat.