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As of December 2025, Facebook dominated the social media landscape in Poland, accounting for approximately percent of total visits among leading platforms. Instagram ranked second with a share of percent. Compared with the same month in the previous year, Facebook’s share decreased by percentage points, while Instagram’s increased by more than * percentage points.

Facebook’s leadership

Facebook dominates social media in Poland on all devices, and its market share is continuously increasing. It has around ** 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 **** 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 crucial 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.