As of December 2025, social media platform popularity in Australia varies significantly by age demographic, driven by differing content preferences and platform features. This is determined by user data reported by platforms themselves, independent research firms like Roy Morgan, and the Australian Bureau of Statistics’ internet usage surveys.
Currently, TikTok dominates among those aged 13-24, with over 3.8 million monthly active users in Australia. Facebook remains popular with the 25-54 age group, though usage is plateauing; as of December 2025, it has approximately 17.3 million monthly active users. Instagram is favoured by 18-34 year olds, and now includes features like ‘Notes’ and enhanced Reels editing capabilities. LinkedIn is the primary platform for professionals aged 35+, with a growing Australian user base exceeding 9.5 million. YouTube maintains broad appeal across all age groups, and in 2026, Google is rolling out its ‘Creator Music’ program to Australia, allowing creators to legally use a library of licensed music in their videos. X (formerly Twitter) sees moderate usage across 25-49 year olds, but its Australian user base is smaller than other platforms. Platforms like BeReal have niche appeal, primarily with younger demographics. Australian privacy laws, including the Online Safety Act 2021, influence platform moderation and data handling practices.
These platforms operate by collecting user data – demographics, interests, behaviours – to deliver targeted content and advertising, forming the basis of their popularity and functionality.
