As of May 2026, YouTube accounted for around percent of social media pageviews in Hong Kong across all devices. X (formerly Twitter) followed with a share of percent.
Facebook is losing ground
A few years before 2017, Facebook controlled over percent of the social media arena in Hong Kong. The drastic change started in 2018, when the networking site lost nearly percentage points and another percentage points in the following year. For many Gen Z and Millennials in the financial hub, Instagram became the favorite social media platform and YouTube was used more often than Facebook. Facebook was still the second place to go after Instagram for product research, but it has been losing its appeal among young users and advertisers.
Platforms claiming the new spots
When it came to advertising audience size, X took the lead. YouTube came in second; however, its ad reach in Hong Kong was among the lowest in the Asia-Pacific region. In comparison, the fourth placeholder Instagram has been picking up steam, reaching percent of internet users in Hong Kong. However, the biggest industry threat was TikTok, the most downloaded social media app in Hong Kong as of the time of writing. TikTok’s rising popularity among teenage users may probably change the game of video consumption.
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