Canada Social Media Outlook 2023

TikTok Continues to Gain As Twitter and Facebook Lose Users

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.


  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.

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.

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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

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Paul Briggs


Jade Appel
Associate Forecasting Analyst
Jasmine Enberg
Principal Analyst

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