Social Media

Social Media in Poland - 2023 Stats & Platform Trends

Last Updated: February 1, 2023
pol
Welcome! Here at OOSGA, we've combined insights from our partners across various markets and our own hands-on experience to bring you this brief. If you are interested in partnering with us on social media marketing & research within Poland, let us know!

Outlook

How does social media look like 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.

Table of Contents
Internet Population|% of Population
Mobile cellular subscriptions|Per 100 Peopel

Demographics

How are users distributed in Poland?

Throughout 2022, on average there are about 27.2 million active social media users in Poland on a monthly basis with an annual growth rate of 5 % in 2021-22 . This represents about  72 % of the total population. These social media users on average spend about 1.82 hours on social media and each on average have accounts on 6 platforms.

% of Total Social Media Users|Note: Meta's figure as reference, 2022

Main Drivers Behind Using Social Media?

Source: Survey by GWI. Users in Poland that are aged 16-64 years old

What Kinds of Accounts Do Users Follow?

Source: Survey by GWI. Users in Poland that are aged 16-64 years old

The Platforms

What Kinds of Platform is Used in Poland?

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 (% of Internet Users)|Note: 2022
Most Loved Platforms (% of Internet Users)|Note: 2022
Platform Figure (% of Population)|Source: OOSGA Analytics; eMarketer, Napoleon Cat, Facebook, ByteDance, Microsoft | Note: No LinkedIn Data Prior to 2019/8
Explore Social Media in Other Countries

Facebook Overview 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 | Unit: a Thousand People
Facebook User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

Instagram Overview 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 | Unit: a Thousand People
Instagram User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

TikTok Overview 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 | Unit: a Thousand People
TikTok User Growth | % of Population

LinkedIn Overview 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 | Unit: a Thousand People
User Growth By Age | Unit: a Thousand 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: Consumer Research

Our CR team is dedicated to keeping a pulse on the ever-evolving demographics and behavior of consumers globally. We stay informed on the latest trends and developments across major economies to ensure that we are providing the most up-to-date insights for our clients

Connect with CR Team