Australia's Social Media Takes Centre Stage In 2025
Social media isn't just a part of Australian life in 2025—it's at the heart of it. The new Digital 2025 Australia report from Meltwater and We Are Social paints a detailed picture of how Aussies are navigating the digital world
There are now 20.9 million Australians actively using social media—that's around 78% of the entire population. On average, people are using 6.5 platforms each month and clocking in roughly 1 hour and 51 minutes per day on social media.
Meta still leads the charge when it comes to platform popularity. Facebook holds the top spot, with 77.7% of Australians using it regularly. Messenger isn't far behind at 68.9%, while Instagram continues to thrive with 65.2% user engagement.
Among Android users, YouTube stands tall as the most-used mobile app by average monthly users, narrowly beating out Facebook.
And TikTok, despite ranking third overall for platform preference, is making a big impact—Australians are now spending an average of 38 hours and 51 minutes per month on the app, more than triple the time they spend on Instagram.
It's not just about entertainment. Social media is also playing a bigger role in the way Australians interact with brands. According to the report, 58.3% of people use these platforms to research products and services, and 43.2% engage with branded content before making a purchase.
LinkedIn, once considered strictly a professional space, is seeing notable growth. Its audience in Australia jumped by 13%, reaching 17 million users. In fact, Australia now ranks in the global top five for time spent on LinkedIn's Android app—highlighting how the lines between professional and personal content are continuing to blur.
Ross Candido, Vice President ANZ at Meltwater, sees this shift as a major opportunity for marketers said, 'as Australian consumers turn to social media as a key brand research tool, brands must strategically align their media mix and tailor content to engage diverse audience groups across platforms.
'By harnessing real-time insights into consumer behaviour and engagement preferences, brands can optimise their marketing campaigns by delivering authentic, relevant content where it matters most.'
The money being poured into digital advertising backs this up. Social media ad spend in Australia has jumped 12% over the last year, now sitting at USD $4.26 billion—that's nearly a third (29%) of all digital advertising.
Influencer marketing has also experienced a sharp increase, with spending reaching USD $520 million—a 13% rise year-on-year.
But with more time spent online comes more scrutiny. Concerns about misinformation and data privacy are growing, with 75% of Australians expressing concern about the reliability of online content. This puts Australia among the five most concerned countries globally on these issues.
Suzie Shaw, CEO of We Are Social Australia, summed up the broader cultural shift said, 'In Australia, social media is where culture is shaped, opinions are formed, and brands are built.
The challenge for marketers today isn't just being seen, but being relevant. With more Australians using social media to discover, research, and engage with brands, success comes down to understanding culture and tapping into it in meaningful ways.'
The bottom line? Social media isn't just a tool for communication or a platform for content—it's a cultural force. As we move further into 2025, Australia's digital future is looking more connected, more influential, and more socially driven than ever before.
Meanwhile, Australia's news media landscape is experiencing a profound transformation—one that's reshaping how stories are told, delivered, and consumed. No longer confined to traditional formats, the industry is actively embracing new technologies to evolve with the times.
From AI-generated reporting to interactive, multimedia-rich storytelling, media organisations across the country are leveraging innovation not just to stay afloat—but to push boundaries and thrive in a competitive digital environment.
At the heart of this shift is the audience. Nearly all Australians consume news regularly, and a significant majority—around 79%—access it from at least one online source marking a clear pivot away from traditional print and broadcast models, reflecting the growing demand for accessible, real-time information delivered across digital platforms.
Artificial intelligence is playing an increasingly visible role in this evolution. Newsrooms are using AI tools to assist with everything from data analysis and fact-checking to generating news briefs and personalising content recommendations.
Storytelling itself is becoming more dynamic. Media outlets are producing immersive experiences through video, audio, interactive graphics, and even virtual or augmented reality, bringing stories to life in ways that weren't possible just a few years ago.
The technologies are helping publishers connect with audiences more deeply—especially younger readers who expect engaging, multimedia content.
The shift is also reflected in how Australians interact with the news. With mobile devices now the primary access point, users expect fast-loading, easy-to-navigate content that's optimised for smaller screens.
Many are turning to curated newsfeeds, social platforms, and apps that deliver headlines in real time, often tailored to their interests and habits.
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