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Social media usage in Italy

Statistics report on the social media and social network usage in Italy

This report illustrates statistics and facts on social media usage in Italy. It features user figures of the most popular social networks in Italy, selected user metrics, as well as information on user behavior. The report contains also a dedicated chapter on social video platforms and a spotlight chapter on social media marketing.

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Table of contents

Overview

6
  • Premium Statistic Internet and social media users in Italy 2025
  • Premium Forecast Digital media users in Italy 2017-2027, by segment
  • Premium Statistic Time spent monthly on leading website categories in Italy 2025
  • Premium Forecast Most used smartphone apps by type in Italy 2023
  • Premium Statistic Number of social media users in Italy 2000-2040
  • Premium Statistic Penetration rate of social media in Italy 2000-2040

Benchmarks

6
  • Premium Statistic Leading social networks in Italy 2024, by reach
  • Premium Statistic Market share of leading social media websites in Italy 2026
  • Premium Statistic Leading social media, apps, and online platforms in Italy 2024, by age group
  • Basic Statistic Top social media for news in Italy 2026
  • Basic Statistic Italy: social apps usage among Gen Z 2023
  • Basic Statistic Italy: social apps index score Gen Z 2023

Usage

11
  • Basic Statistic Adults in Italy engaging with selected media 2021-2024
  • Premium Statistic Italy: social media and messaging engagement 2022-2023
  • Premium Forecast Most used social media platforms by type in Italy 2023
  • Premium Forecast Most common social media activities in Italy 2025
  • Basic Statistic Italian users opinion of social media 2024
  • Basic Statistic Italian user opinion of social media 2024, by age
  • Premium Statistic Leading social media usage reasons in Italy 2024
  • Basic Statistic Italy: types of social media accounts followed 2024
  • Premium Statistic Leading social networks for shopping in Italy 2023, by generation
  • Premium Statistic Social referrals to e-commerce sites in Italy 2026, by device
  • Premium Statistic Most mentioned beauty brands on TikTok in Italy 2023

Social media platforms

5
  • Premium Statistic Italy Facebook users 2026, by age group
  • Premium Statistic Italy Facebook users 2026, by gender
  • Premium Statistic Italy Instagram users 2026, by age group
  • Premium Statistic Italy Instagram users 2026, by gender
  • Premium Forecast Whatsapp users in Italy 2017-2025

Social video platforms

7
  • Premium Statistic Monthly TikTok downloads in Italy 2020-2024, by app store
  • Premium Statistic Leading Italian TikTok creators 2024, by number of followers
  • Premium Statistic Italy leading video content type Q3 2024, by usage reach
  • Premium Statistic YouTube monthly web visit share in Italy 2018-2026
  • Premium Statistic Leading YouTube search queries in Italy 2024-2025
  • Basic Statistic Leading Twitch streamers in Italian 2025, by followers
  • Basic Statistic Leading Twitch streamers in Italian 2025, by viewership hours

Spotlight: Social media advertising

5
  • Premium Statistic Social media ad spend in Europe 2019-2023, by format
  • Premium Statistic Social media ad reach in Italy 2025, by platform & gender
  • Premium Statistic Digital Market Outlook: social media ad revenue in Italy 2019-2027, by device
  • Premium Statistic Development of Instagram influencer marketing interactions per post in Italy 2024
  • Premium Statistic Development of Instagram influencer marketing interactions in Italy 2024
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