Leading social networks ranked by market share in Poland 2019-2023

Facebook held almost 81 percent market share among social media in Poland in 2022. Instagram was next, with a 6.53 percent share, followed by Twitter and Pinterest. The leading seven social media platforms represented 99.83 percent of the entire market.

Facebook’s leadership

Facebook dominates social media in Poland on all devices, and its market share is continuously increasing. It has around 23 million users in Poland, and this number was forecasted to continue growing. Most Facebook users are between 25 and 34 years old – an older demographic than platforms like Instagram or TikTok.

Future of social media in Poland

The overall number of social network users in Poland continues to increase, nearing 29.2 million by 2023. Nearly every Generation Z representative uses social media, meaning that platforms like TikTok and Instagram could be big competitors for Facebook. Social media have become an important medium for Poles to communicate with friends, family, and people all over the globe. Companies increasingly use them to promote products and interact with customers. While traditional media are still crucial for information and opinion-forming, new media are a serious contender in this field.