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Social Media in Poland - 2023 Stats & Platform Trends

Last Updated: October 30, 2023
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How is social media in Poland?

With a high penetration rate for both the internet and mobile, the usage social media in Poland is relatively matured comparing with some of its neighboring countries. With around 27.2 million people on social media (and still growing rapidly), it has also become one of the most important countries for social media in the eastern Europe.

Despite there was a so called “Freedom of Speech” bill passed back in 2021 to further regulate the operation of social media firm, which restrict social media platforms from censoring content or deleting users if they don’t break law in Poland, it appears to have little impact over how social media firm operates, in most cases.

The way Polish users use social media have been changing as well, more and more people are using such medium as a way to build community, to live stream, and even to shop.

Euromonitor has found many Polish brands are leveraging more and more of social media to engage with its customers. And they also predicted that social media is likely to continue and increasingly to be utilized by brands moving forward, with live broadcasting becoming a popular method by the end of 2026.

Historical Internet Penetration
Unit: % of Total Population
Cellular Subscription %
Unit: per 100 People

Social Media's User Demographics in Poland

Given the latest survey available, in Poland there are about 27.2 million active social media users (Log in at least once in a month) in 2022. This is about 72 % of the addressable  demographics. Also, Throughout 2021 to 2022, the number of users has grown 5 %.

Social Media User Demographics
Note: Meta's figure as reference, 2022

Key Drivers of Using Social Media in Poland

Source: GWI. Users aged 16-64 years old

Key Accounts Followed For Users in Poland

Source: GWI. Users aged 16-64 years old

What Platforms are Users in Poland Typically on?

In Poland, Facebook has the most market share when it comes to the number of active users. Judging from data from both Google search trend and Napoleon Cat, it has been like so for quite a long time.

Most Used Platforms, 2022
Unit: %
Most Liked Platforms | 2022
Unit: %

How's Facebook Doing in Poland?

With the latest data published in January 2023, we can see that at the growth rate of 1.09%, there is now around 24.2 million Facebook users in Poland . With male users account for around 45.01% and female users account for around 54.99%.

Facebook Users as a % of Population in Poland
Unit: %
Facebooks Users in Poland
Unit: '000 Thousands
Facebook User Penetration in Poland
Unit: % of Total Population
Facebook User By Age Group in Poland
Note: As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated|Unit:'000 People
Facebook User Age Penetration in Poland
Note: Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country|Unit: %

How's Instagram in Poland?

With the latest data published in January 2023, we can see that at the growth rate of 1.26%, there is now around 11.15 million Instagram users in Poland . With male users account for around 41.18% and female users account for around 58.82%.

Instagram Users as a % of Population in Poland
Unit: %
Instagram Users in Poland
Unit:'000 People
Instagram User Penetration in Poland
Unit: % of Total Population
Instagram User By Age Group in Poland
Note: As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated|Unit:'000 People
Instagram User Age Penetration in Poland
Note: Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country|Unit: %

How's TikTok in Poland?

With the latest data published in January 2023, we can see that at the growth rate of 1.06%, there is now around 9.1 million TikTok users in Poland . With male users account for around 0.425 and female users account for around 0.575.

TikTok Users as a % of Population in Poland
Unit:'000 People
TikTok User Penetration in Poland
Unit: %

How's LinkedIn in Poland?

With the latest data published in January 2023, we can see that at the growth rate of 1.17x, there is now around 5.4 million LinkedIn users in Poland.

LinkedIn Users as a % of Population in Poland
Unit: %
LinkedIn Users in Poland
Unit:'000 People
LinkedIn User By Age Group in Poland
Unit:'000 People
Reference
  • Internet & Cellular Subscription:World Bank, ITU
  • Currency Exchange: Based on IMF data in 2023/1
  • Demographics: UN Population Database
  • Social Media Behavior: GWI, Hootsuite 2022 Digital Report
  • Meta, LinkedIn Data: Napoleon Cat Stats
  • Data Calculation & Regression:OOSGA.org
  • Analysis:OOSGA Analytics
  • Note: The data for monthly platform usage and the data for the most frequently used platforms are sourced from different research, hence there may be discrepancies in the numbers as both are estimated rather than real figure.
Author: CR Team

Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.

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