Instagram and TikTok led social media growth in Spain during 2025, according to the CNMC

Instagram and TikTok emerged as the fastest-growing social media platforms in Spain in 2025, according to the latest data published by the Household Panel of the National Commission on Markets and Competition (CNMC), corresponding to the fourth quarter of the year and focused on digital habits and OTT service usage.

The report shows that Instagram reached 57.9% of regular users, making it the most widely used social network in the country. The Meta-owned platform also recorded growth of more than three percentage points compared to the previous year.

Meanwhile, TikTok continued gaining popularity among Spanish internet users and reached 31% of frequent users, maintaining the upward trend seen in recent years. Facebook remained the second most-used social platform with 52% of users, although it continued its downward trend.

The social network X, formerly known as Twitter, also continued to lose users and ended the analysed period with 16.3% of regular users.

In the instant messaging sector, WhatsApp maintained an overwhelming lead. A total of 94.6% of Spanish internet users said they regularly used the app, far ahead of Instagram, which was used for messaging by 27.6% of users, and Telegram, which reached 17.4%.

WhatsApp also remained the leading platform for online calls and video calls.

The study also highlights that sending messages via mobile phone continues to be the most frequent digital activity. Specifically, 83.8% of smartphone users used messaging apps such as WhatsApp or Telegram several times a day.

In addition, more than half of internet users in Spain (52.6%) accessed social media several times a day, while 49.8% checked their email with the same frequency.

As for digital content consumption, three out of ten people used video streaming apps on their mobile phones several times a day, while more than 22% listened to music online multiple times daily.