The State of Social Media in Canada 2025

May 27, 2025

A report from the Social Media Lab at Toronto Metropolitan University’s Rogers School of Management finds that after a post‑pandemic dip in 2022, social media account ownership and usage among Canadians have largely rebounded with X (formerly Twitter) standing out as the lone decliner, with account ownership sliding from 42% in 2020 to 40% in 2022, and finally to 37% in 2025.

• The State of Social Media in Canada 2025

Highlights:

1. Facebook still rules, but growth stalled: Four‑in‑five Canadian adults (82%) have a Facebook account, and 71% of those users check it daily.
2. Instagram has had one of the biggest surges: Adoption has leapt 12 points to 63%, and monthly engagement has jumped 15 points to 60% since 2022.
3. LinkedIn roars back after the pandemic: Nearly half of adults (49%) now have a profile, up 12 points from the 2022 post-pandemic dip; monthly active use climbed from 27% to 39%.
4. YouTube closes in on Facebook for reach: Adoption rose 11 points to 73% since 2022, and two‑thirds of users (66%) visit daily.
5. TikTok growth is slowing: User base grew to 35% (+9 pts), but daily use dipped 5 points to 60% since 2022, hinting at a move from explosive growth to consolidation.
6. X (Twitter) is the lone decliner: Account ownership slid from 40% to 37% since 2022 and is 5 points lower than its 2020 high, marking the first sustained retreat among the major platforms.
7. Reddit’s community doubles since 2020: Adoption hits 27% in 2025 (up 8 points since 2022), with the sharpest gain among 45–54-year-olds (+11 pts).
8. Pinterest maintains the widest gender gap online: A majority of women (52%) use the platform versus just 26% of men.
9. Age remains one of the adoption predictors: Canadians aged 18–24 lead usage on 5 of 9 major platforms (e.g., 94% on YouTube, 91% on Instagram, 65% on TikTok).
10. When examining self‑reported political leaning, X (46% right/right‑leaning vs. 34% left/left‑leaning) and TikTok skew right (39% vs. 33%), while Pinterest tilts modestly left (40% vs. 35%); all other major platforms exhibit near‑parity (within ±3%), indicating broad bipartisan appeal.

The State of Social Media in Canada 2025, authored by Dr. Anatoliy Gruzd and Philip Mai, draws from a census-balanced online survey of 1,500 Canadians conducted from February 19 to March 1, 2025. The survey tracks ongoing trends in social media adoption, highlighting shifts in platform popularity, user demographics, and engagement frequency.

(Via Social Media Lab)