Is Social Media Usage Declining Among Australians in 2025?

No, social media usage in Australia is not declining. As of January 2025, there were 20.9 million active social media users, representing 77.9 percent of the population. This shows that social media has reached near total penetration, leaving limited room for new growth. Rather than falling, usage patterns are changing as Australians adjust their habits, explore new platforms, and consume content in shorter, more engaging formats.

While overall numbers remain steady, the way Australians use social media is evolving quickly. People are not logging off; they are simply using platforms differently. Demographics now shape where attention flows, and each age group interacts online in unique ways. The key patterns emerging in 2025 include: 

What key shifts define how Australians use social media in 2025?

• Australians still spend around two hours daily on social platforms, reflecting steady engagement.
  
  
• Younger audiences increasingly favour TikTok and Instagram, drawn by trends and storytelling.
  
  
• Older demographics remain active on Facebook and YouTube for community, news, and entertainment.
  
  
• The perception of decline often stems from platform shifts, not actual disengagement.
  
  

The baseline: who’s actually using social media in Australia?

Australia entered 2025 with 20.9 million social media users, equal to 77.9 percent of the population. Internet access now reaches 97.1 percent, showing that social media use is almost universal. Growth has slowed, but activity remains strong. The focus for marketers is no longer about adding users but understanding how Australians use different platforms and what keeps them engaged.

What does this mean for social media trends in Australia?

Social media use in Australia has stabilised. The real change lies in how people spend their time online and which platforms they choose most often. Key trends include:

• User growth has flattened, showing adoption is near its limit.
  
  
• Engagement quality now matters more than follower numbers.
  
  
• Australians still spend about two hours daily on social platforms.
  
  
• Platform preferences differ sharply by age group.
  
  
• Success now depends on creativity, strategy, and audience insight.
  
  

Before diving deeper, let’s look at some of the questions people often ask about usage and platform preferences.

People Also Ask:

Do Australians still spend a lot of time on social media?

Yes. Most Australians continue to use social media every day, averaging about two hours of screen time across different platforms. This shows steady engagement rather than decline.

People Also Ask:

Which platforms are most popular in Australia in 2025?

YouTube and Facebook remain the biggest platforms overall, while Instagram and TikTok lead among younger users. Australians are spreading their time across more apps instead of leaving social media.

Time spent: drifting down or holding steady?

Social media time in Australia is holding steady. The average person spends about 1 hour and 51 minutes a day on social media, showing only a small drop from last year. This means Australians are not using social media less, but they are changing how they use it. More time now goes to short videos, creators, and interactive content instead of endless scrolling.

How has time spent on social media changed in 2025?

Australians are spending their social time more intentionally. They are watching shorter videos, following creators they trust, and using social media to search and shop. The main shifts are:

• Short videos lead on TikTok, YouTube Shorts, and Reels.
  
  
• Facebook and YouTube stay steady with older users.
  
  
• Younger users switch apps faster, spending shorter bursts on each.
  
  
• Social search is growing as people find brands and information inside apps.
  
  

Here are some of the questions Australians are asking about how their social habits are changing:

People Also Ask:

Are Australians spending less time on social media?

No. Time spent is about the same as last year. People are just using more platforms for shorter periods.

People Also Ask:

Why does this matter for brands?

It shows attention is still there. Marketers just need to adapt to shorter, faster, and more engaging content.

Platform mix and audience distribution

If you only follow global headlines, it might seem like TikTok dominates everywhere. In Australia, the story is more balanced. YouTube reaches about 77.9 percent of Australians, offering the broadest space for video and discovery. Facebook still connects with around 64 percent of the population, remaining strong among people aged 25–54 and in community groups. Instagram reaches roughly 53 percent, making it the key platform for visual branding and Reels among younger adults. TikTok is culturally powerful and essential for Gen Z, but its total reach (about 27–30 percent) remains smaller overall. Many brands mistake a drop on one platform as a market-wide decline, when the real issue is audience distribution, not disengagement.

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Algorithmic visibility and engagement shifts

Social media metrics in Australia can feel weaker in 2025, even though user activity remains strong. This is not because people are using social less, but because algorithms have become more selective. AI-led personalisation now controls what users see, prioritising relevance, engagement signals, and watch time. As a result, many brands are reaching fewer people organically, even if their audience size has not changed. This shift reflects a new reality: visibility depends more on how engaging your content is than on how many followers you have.

Why does visibility feel lower in 2025?

Even though Australians are still active on social media, fewer people are seeing posts organically. Algorithms now control reach more tightly, rewarding engagement signals over follower count. The shift to AI-led personalisation means audiences see what the system predicts they will enjoy, not everything from those they follow.

Key factors include:

• AI-driven personalisation limits organic visibility for unengaging content.
  
  
• Discovery-first feeds like TikTok and YouTube Shorts reward watch time, not posting frequency.
  
  
• Content saturation means more posts compete for fewer impressions.
  
  
• Engagement signals such as saves, comments, and completions now drive reach.
  
  

Many readers also want clarity on what this means for visibility and reach.

People Also Ask:

Are people seeing fewer posts now?

Yes, but not because they are using less social media. Algorithms prioritise relevance and engagement, meaning most users see fewer posts but with higher personal relevance.

People Also Ask:

How can brands keep visibility high?

Focus on short-form video, strong openings, and interactive formats. Encourage saves, comments, and replays to trigger algorithmic boosts and sustain reach across feeds.

If you’re exploring how to turn social engagement into measurable business outcomes, check out From Viral to Valuable: Capturing Social Media Leads on Your Website.

Trust, regulation, and the real direction of usage

Trust in social media platforms is under pressure in Australia. A 2025 Ethics Index showed growing scepticism, especially towards TikTok. From December 2025, the government will ban under-16s from using social media and require light-touch age verification. This may reduce youth activity in metrics, but adult usage remains steady. Verification may also limit casual sign-ups from teens while pushing some activity toward shared or family accounts. For most brands, the impact will be minimal. Overall, Australia’s social ecosystem is not shrinking. It is stabilising under new rules that prioritise safety and accountability over unrestricted growth.

At the same time, another major factor shaping trust online is the surge of AI-generated posts that now dominate social feeds. To understand how this wave of automation is affecting user experience and brand credibility, read From Innovation to Irritation: How Mass AI Content Is Flooding Social Media.

What’s really changing in how Australians use social media?

Social behaviour is evolving toward trust and discovery, not abandonment.

• Creators and communities now drive credibility more than institutions.
  
  
• Video-first content remains the main attention format.
  
  
• Brand trust depends on authenticity and transparency.
  
  

Summary

Social media in Australia is not declining. It is evolving. With nearly 78 percent of Australians active online, the market is saturated but still vibrant. What is changing is how people use platforms, not whether they use them. YouTube and Facebook continue to anchor the mainstream audience, while TikTok and Instagram dominate cultural influence and short-form video.

Algorithm updates and AI-driven feeds now determine who sees what, making engagement quality more important than posting frequency. Trust and safety policies are reshaping the landscape, especially for younger users, but adult participation remains steady. For brands, success in 2025 depends on adapting to how Australians actually behave: consuming faster, searching socially, and rewarding authenticity over advertising. 

To help your business create meaningful, lasting impact through content, explore Strategies for Social Media Content and Leaving a Mark in the Digital World – Part 3. It offers practical, actionable steps to elevate your brand presence and stand out in today’s fast-paced social environment. 

If your business is ready to take the next step towards building a stronger online presence, we’d be glad to help you get started. We specialise in creating custom, high-performing websites that help Australian businesses attract, engage, and convert their ideal clients. See how we’ve helped other Australian brands achieve measurable growth in our Case Studies, or get in touch with us today.

FAQs

Q1: Is social media usage really declining in Australia?
No. Usage is stable, with about 77.9 percent of Australians active on social media in 2025. What is changing is how people divide their time across platforms and content types.

Q2: Which platforms are most popular in Australia in 2025?
YouTube and Facebook lead overall reach. Instagram and TikTok dominate younger demographics and short-form video engagement.

Q3: Why do some brands think social media is declining?
Because their results are falling on specific platforms. The issue is usually audience mismatch or algorithmic changes, not actual user loss.

Q4: How have algorithms changed social media visibility?
AI-led feeds now prioritise relevance and engagement signals like watch time, saves, and comments. Posts that do not trigger interaction get limited reach, even among followers.

Q5: Will the under-16 ban reduce overall social media use in Australia?
Only slightly. It will mainly affect youth metrics and casual accounts. Adult usage remains consistent, and total platform activity is expected to stabilise rather than drop.

Q6: What can brands do to stay competitive?
Create content built for discovery: short-form video, clear hooks, genuine voices, and search-friendly captions. Treat social as both an entertainment and search platform.