STATISTICS

Social media statistics for the Philippines (2026)

The Philippines had 98.0 million internet users and 95.8 million social media user identities in October 2025, according to DataReportal, so almost every internet user is on social media. Facebook's ads reached 95.8 million people, Messenger's 65.8 million and TikTok's 64.0 million adults. The Philippine Statistics Authority found internet users aged 10 and over spent an average of 4.6 hours a day online in 2024. Newer monthly figures from Meta's ad tools, compiled by NapoleonCat, put Facebook's audience at 104.2 million in September 2026.

Compiled by the Zolyp team · Every figure checked against its source on

Internet and mobile

How many people in the Philippines are online and how fast their connections are, from DataReportal's late-2025 report.

What the Philippine Statistics Authority found

The 2024 National ICT Household Survey, run by the PSA with the Department of Information and Communications Technology, published in July 2025.

Social media users

DataReportal's estimate of social media use in the Philippines, as of October 2025.

Platform by platform

Advertising reach in the Philippines in late 2025, from each platform's own ad tools as reported by DataReportal. Ad reach is the audience advertisers can target, not the number of active users.

  • 95.8 million

    Facebook's advertising reach in the Philippines in late 2025, equal to 81.9 percent of the population and 97.7 percent of internet users; 52.0 percent of its adult ad audience was female.

    Facebook's adult reach equals 122.1 percent of adults. DataReportal republishes platform data as is, even when it exceeds 100 percent of the population. Meta, for example, says its estimates can differ from population counts because of people with several accounts and temporary visitors in a location.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • 65.8 million

    Messenger's advertising reach in the Philippines in late 2025, equal to 83.3 percent of adults.

    Advertising reach from Meta's ad tools, not monthly active users. Meta says its audience estimates are not a proxy for monthly or daily active users, and one person can have more than one account.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • 64.0 million

    TikTok's advertising reach among users aged 18 and above in the Philippines in late 2025, equal to 81.8 percent of adults; 55.3 percent of that audience was female.

    TikTok's ad tools only show audiences aged 18+, so younger users are not counted. This is advertising reach: the number of people the platform says advertisers can reach. It is not the same as monthly active users, and platforms revise these figures often.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • 59.6 million

    YouTube's advertising reach in the Philippines in late 2025, equal to 50.9 percent of the population and 60.8 percent of internet users.

    This is advertising reach: the number of people the platform says advertisers can reach. It is not the same as monthly active users, and platforms revise these figures often.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • 26.9 million

    Instagram's advertising reach in the Philippines in late 2025, equal to 33.8 percent of adults; 58.8 percent of its adult ad audience was female.

    Advertising reach from Meta's ad tools, not monthly active users. Meta says its audience estimates are not a proxy for monthly or daily active users, and one person can have more than one account. Meta's female and male figures do not always add up to 100 percent.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • 22.0 million

    LinkedIn members in the Philippines in late 2025, according to LinkedIn's advertising tools (equal to 28.1 percent of adults).

    LinkedIn counts total registered members, not monthly active users, so this is not directly comparable with the other platforms.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • 15.1 million

    Reddit's advertising reach in the Philippines in late 2025, equal to 12.9 percent of the population.

    DataReportal flags unusually large recent changes in Reddit's reported ad reach and says they may not reflect changes in Reddit's active user base, so treat this figure with care.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • 7.98 million

    X's advertising reach in the Philippines in late 2025, equal to 9.7 percent of adults.

    DataReportal says X's reach figures can swing sharply even over short periods. This is advertising reach: the number of people the platform says advertisers can reach. It is not the same as monthly active users, and platforms revise these figures often.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • 4.80 million

    Threads' advertising reach in the Philippines in late 2025, equal to 6.0 percent of adults.

    Advertising reach from Meta's ad tools, not monthly active users. Meta says its audience estimates are not a proxy for monthly or daily active users, and one person can have more than one account.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • 3.39 million

    Snapchat's advertising reach in the Philippines in late 2025, equal to 3.6 percent of adults.

    Snap also reports an "unknown" gender group, so the female and male shares do not add up to 100 percent. This is advertising reach: the number of people the platform says advertisers can reach. It is not the same as monthly active users, and platforms revise these figures often.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

Latest monthly figures (September 2026)

Newer than DataReportal's late-2025 report. NapoleonCat publishes monthly audience sizes from Meta's ad tools, and StatCounter shows which social sites sent visitors to Philippine websites. Neither is a count of active users.

  • 104.2 million

    Facebook users in the Philippines in September 2026 (104,212,300), equal to 85.8 percent of the population; 52.8 percent were women and people aged 25 to 34 were the largest group (35.3 million).

    NapoleonCat's monthly table peaks at 110,414,600 in June 2026 and shows a 3.4 percent fall between August and September 2026. Ad-audience data, not active users. NapoleonCat reads it from Meta's advertising tools each month; Meta's figures are estimates of people who accessed their account at least once that month and can be reached with ads. One person can have more than one account, and the method differs from DataReportal's, so the two sets of figures don't match.

    Source: NapoleonCat (from Meta's ad tools), Facebook users in Philippines, September 2026 (September 2026), checked 15 October 2026

  • 31.3 million

    Instagram users in the Philippines in September 2026 (31,292,600), equal to 25.8 percent of the population; 58.6 percent were women.

    The same page's monthly table gives 32.2 million for September 2026, up from 27.8 million in October 2025. Ad-audience data, not active users. NapoleonCat reads it from Meta's advertising tools each month; Meta's figures are estimates of people who accessed their account at least once that month and can be reached with ads. One person can have more than one account, and the method differs from DataReportal's, so the two sets of figures don't match.

    Source: NapoleonCat (from Meta's ad tools), Instagram users in Philippines, September 2026 (September 2026), checked 15 October 2026

  • 80.97%

    Facebook's share of website visits referred by social media in the Philippines in September 2026, ahead of YouTube (11.93 percent), Instagram (1.88 percent), Pinterest (1.87 percent), Reddit (1.56 percent) and X, listed as Twitter (1.08 percent).

    StatCounter counts page views on websites that use its tracking code and records which social media site sent each visitor. It measures where website traffic comes from, not how many people use each platform, and apps that keep people inside them (such as TikTok) send few visitors to websites.

    Source: StatCounter Global Stats, Social Media Stats Philippines (September 2026), checked 15 October 2026

Year-on-year change in ad reach

How each platform's advertising reach in the Philippines changed between late 2024 and late 2025.

  • +8.95 million

    Growth in Facebook's advertising reach in the Philippines between October 2024 and October 2025 (+10.3 percent).

    DataReportal warns that year-on-year changes in ad reach can come from platforms correcting their own data (for example removing fake or duplicate accounts), not only from real changes in use.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • +5.67 million

    Growth in TikTok's adult advertising reach in the Philippines between the end of 2024 and late 2025 (+9.7 percent), although it fell by 4.72 million between July and October 2025.

    DataReportal warns that year-on-year changes in ad reach can come from platforms correcting their own data (for example removing fake or duplicate accounts), not only from real changes in use.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • +5.65 million

    Growth in Messenger's advertising reach in the Philippines between October 2024 and October 2025 (+9.4 percent).

    DataReportal warns that year-on-year changes in ad reach can come from platforms correcting their own data (for example removing fake or duplicate accounts), not only from real changes in use.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • +5.30 million

    Growth in Instagram's advertising reach in the Philippines between October 2024 and October 2025 (+24.6 percent).

    DataReportal warns that year-on-year changes in ad reach can come from platforms correcting their own data (for example removing fake or duplicate accounts), not only from real changes in use.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

  • -2.35 million

    Change in X's advertising reach in the Philippines between the end of 2024 and late 2025 (-22.7 percent).

    DataReportal warns that year-on-year changes in ad reach can come from platforms correcting their own data (for example removing fake or duplicate accounts), not only from real changes in use.

    Source: DataReportal (Kepios, We Are Social & Meltwater), Digital 2026: The Philippines (5 November 2025), checked 15 October 2026

What this means for a small business

  • Facebook reaches almost every internet user in the Philippines and sends most social traffic to websites, so a well-kept Facebook Page is the first thing to get right.
  • Messenger is used by most adults. Answer messages quickly and make it easy for customers to order or book through a chat.
  • TikTok and YouTube reach large audiences too. Short vertical videos can be posted to both, and to Facebook Reels, with little extra work.
  • People spend hours online every day, mostly on their phones, so post regularly and make sure everything looks right on a small screen.
  • Instagram's audience in the Philippines is mostly women, so it suits beauty, fashion, food and lifestyle businesses in particular.

Knowing where your customers are is half of it; the other half is posting there every week. Make a post with the free generator or let Zolyp plan and write the week for you.

Common questions

How many people use social media in the Philippines?

DataReportal counted 95.8 million social media user identities in the Philippines in October 2025, about 81.9 percent of the population and 97.7 percent of internet users. These are accounts, not confirmed individuals.

Which social media is most used in the Philippines?

Facebook. Its ads reached 95.8 million people in late 2025, ahead of Messenger (65.8 million), TikTok (64.0 million adults) and YouTube (59.6 million). Facebook also sent 80.97 percent of social media referrals to websites in September 2026, according to StatCounter.

How long do Filipinos spend online?

The Philippine Statistics Authority found internet users aged 10 and over spent an average of 4.6 hours a day online in 2024, and 76.9 percent of them went online every day.

Is TikTok popular in the Philippines?

Yes. TikTok's ad tools reached 64.0 million adults in the Philippines in late 2025, 81.8 percent of the adult population. That reach grew by 5.67 million over the year, although it dipped between July and October 2025.

Cite this page

You're welcome to use these figures. Please cite the original source shown under each one, and link to this page if it helped: Zolyp, “Social media statistics for the Philippines (2026)”, updated 15 October 2026, https://www.zolyp.com/statistics/social-media-statistics-philippines

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