Social Media Statistics in Singapore (2026)
By Gordon Hwa, Founder, Khepri Digital
Updated · First published 28 July 2023 · 9 min read
How many people use social media in Singapore in 2026?
5.33 million social media user identities, according to Kepios's analysis for DataReportal's Digital 2026: Singapore report. That's a social media penetration rate of 90.6% of the total population, up 170,000 (+3.3%) between late 2024 and late 2025. For marketers, that means Singapore's social media landscape is fully built: almost every Singaporean consumer is already on at least one platform.
The headline numbers:
| Measure | Figure | Source and date |
|---|---|---|
| Internet users | 5.78 million (98.4% of the population) | Kepios, October 2025 |
| Social media user identities | 5.33 million (90.6%) | Kepios, October 2025 |
| Adults (18+) using social media | 4.80 million (95.3% of adults) | Platform ad tools, late 2025 |
| Internet users on social media | 92.2% | Kepios, October 2025 |
| Mobile connections | 9.79 million (166% of the population) | GSMA Intelligence, late 2025 |
Two cautions before you quote any of these. First, the dates: DataReportal now publishes its "2026" reports at the end of the previous year, so most of these numbers describe October 2025. Second, the population base: DataReportal uses the United Nations estimate of 5.88 million. Singapore's own statistics department counted 6.21 million people at end-June 2026, including non-residents, so percentages calculated against the UN figure run slightly high. "User identities" also aren't unique people: one person can have several accounts.
Which social media platforms are most used in Singapore?
The social media platforms in Singapore with the largest user base, ranked by how much of Singapore's internet population each platform's ads can reach:
The full picture, platform by platform:
| Platform | Ad reach, late 2025 | Share of adults 18+ | Change in a year |
|---|---|---|---|
| YouTube | 5.33 million | n/a (90.6% of everyone) | +3.3% |
| 3.80 million | 75.5% | +5.6% | |
| TikTok (18+ only) | 3.80 million | 75.4% | +11.5% |
| 3.35 million | 65.5% | +9.8% | |
| Messenger | 1.75 million | 34.8% | -5.4% |
| Snapchat | 1.24 million | 19.9% | +13.0% |
| Threads | 464,000 | 9.4% | not reported |
| 5.10 million registered members | not comparable | +8.5% |
Ad reach is the number of accounts an advertiser can target, not monthly active users. Meta's own note in its ad tools says estimated audience size "is not a proxy for monthly or daily active users, or for engagement". It's still the most consistent way to compare the platforms in Singapore, because most platforms publish it the same way and it's what you're actually buying.
YouTube: the biggest reach in Singapore
Google's advertising resources put YouTube's reach at 5.33 million in Singapore in late 2025, equal to 90.6% of the population and 93.0% of internet users. It grew 3.3% in a year. 52.5% of its adult ad audience is male and 47.5% female.
For advertisers, YouTube is the one platform that reaches nearly all of Singapore's internet user base, and long and short-form video content both run there. It's bought through Google Ads, and it works best when the same campaign also runs on search, so people who watch can find you when they're ready.
Facebook users in Singapore
Meta's tools showed 3.80 million Facebook users in Singapore, or 75.5% of adults, up 5.6% in a year. Reach was flat between July and October 2025. The adult audience is 51.4% male and 48.6% female.
Facebook still matters for most Singapore businesses buying ads: it reaches three in four adults, and Meta's ads run across Facebook, Instagram and Messenger from one account.
Instagram users in Singapore
3.35 million Instagram users, 65.5% of adults, and growth of 9.8% in a year, faster than Facebook. It's the only big platform here with more women than men in its adult ad audience (50.0% female, 47.0% male).
TikTok users in Singapore
TikTok's ad tools showed 3.80 million users aged 18 and above, reaching 75.4% of adults, up 11.5% in a year. That puts TikTok level with Facebook among adults, and it's the fastest-growing of the big four. TikTok counts only adults in its ad tools, so its real reach, including 13 to 17 year olds, is higher. Its adult ad audience is 52.0% female.
Reach dipped by 94,500 (-2.4%) between July and October 2025. DataReportal warns that platforms sometimes "correct" their figures by removing fake or duplicate accounts, so a short-term fall doesn't necessarily mean fewer real users.
LinkedIn, X and Reddit: why the numbers look impossible
- LinkedIn reports 5.10 million members in Singapore, which is 101.3% of the adult population. LinkedIn counts total registered members, not active users, so the figure includes accounts nobody uses.
- X (formerly Twitter) reports 7.78 million users, 132.4% of the population, down 10.4% in a year. DataReportal flags "unusual trends" in X's tools and points out that many X accounts are brands and other non-human accounts.
- Reddit reports 5.75 million, 97.8% of the population, after an increase of 219% in a year.
Use these three for direction, not for sizing an audience.
How do people in Singapore use messaging apps?
Messenger reaches 1.75 million people in Singapore, 34.8% of adults, and it's shrinking (-5.4%). DataReportal's ad-reach figures don't cover WhatsApp, but for many of our Singapore clients, WhatsApp is where enquiries actually arrive.
We've seen what moving ads to messaging can do. For Red Crowns Senior Living, a Singapore senior-living provider, switching Meta ads to campaigns that open a WhatsApp or Messenger chat cut the cost per chat from S$65.10 in 2024 to S$12.64 from January to October 2025, while chats rose about tenfold to 2,474 (the case study). Our read is that families considering care would rather ask a question than fill in a form.
Which websites does social media send traffic to?
A different measure: where clicks to websites come from. In September 2026, StatCounter's referral data for Singapore showed Facebook at 44.5% of social media referrals, X at 26.23%, YouTube at 8.19%, Instagram at 7.01%, Reddit at 6.03% and Pinterest at 5.74%. This counts clicks out to websites tracked by StatCounter, not usage. Platforms built around watching inside the app, such as TikTok and Instagram, tend to send fewer clicks than their audience size suggests.
Search still does most of that work. Google handled 92.16% of searches in Singapore in September 2026, with Bing at 4.53%. Social media creates demand; search is where people go to act on it, which is why our clients' social and Google Ads campaigns are planned together.
What do user demographics look like on Singapore's social media?
- Age: SingStat puts the median age of residents at 43.6 in June 2026, with 19.5% aged 65 and over, up from 12.4% in 2016. (DataReportal's UN-based median of 36.2 covers everyone in Singapore; SingStat's age figures cover residents only.)
- Mobile speed: median mobile download speed was 164.75 Mbps and fixed broadband 394.30 Mbps (Ookla, August 2025). Video loads for almost everyone, so short-form video is the default ad format, not a special one.
- Gender: most platforms' ad audiences are close to even; X's is 70.9% male, though X infers gender rather than asking.
- Age groups by platform aren't in DataReportal's written summary. The platforms' ad tools show them for your own targeting, and that's the number to use when you plan.
What do these social media statistics mean for marketers in Singapore?
- Choose by audience, not by platform size. The four biggest platforms each reach most of Singapore's adults. The question is which one your buyer pays attention to when deciding, so check the age and interest breakdown in each ad tool for your own audience before you split the ad budget. A social media strategy built on national averages spends money on people who will never buy.
- Growth means more competition, not new people. With 95% of adults already on social media, more advertisers compete for the same people. Better content, better creative and better tracking win, not more reach. Social media usage is already near its ceiling.
- Make it easy to reply. For Red Crowns, moving Meta ads to chat cut the cost per enquiry by about four-fifths. Test a chat route against your form.
- Treat ad-tool numbers as estimates. Reach figures move when platforms clean up accounts. Size your audience in the ad tool itself, for your targeting, before you set a budget.
We run Meta ads and TikTok ads for Singapore businesses as part of our Performance Advertising service, planned against search and measured on leads and sales, not reach.
Frequently asked questions
How many social media users are there in Singapore in 2026?
5.33 million social media user identities in October 2025, equal to 90.6% of the population, according to DataReportal's Digital 2026 report. 4.80 million adults use social media, 95.3% of everyone aged 18 and above.
What is the most used social media platform in Singapore?
By advertising reach, YouTube, with 5.33 million users in late 2025. Facebook and TikTok follow with 3.80 million each (TikTok counts adults only), then Instagram with 3.35 million.
How many TikTok users are there in Singapore?
TikTok's ad tools showed 3.80 million users aged 18 and above in late 2025, 75.4% of adults, up 11.5% in a year. Users aged 13 to 17 aren't included in that figure.
How many Instagram users are there in Singapore?
3.35 million in late 2025, reaching 65.5% of adults, up 9.8% in a year.
How many Facebook users are there in Singapore?
3.80 million in late 2025, reaching 75.5% of adults, up 5.6% in a year.
Where do these figures come from?
Mostly from DataReportal's Digital 2026: Singapore report, published at the end of 2025 with data from October 2025, which compiles the platforms' own advertising tools, the UN, GSMA Intelligence and Ookla. Population and age figures are from SingStat (June 2026) and search and referral shares from StatCounter (September 2026).
Sources
- DataReportal (Kepios, We Are Social, Meltwater): Digital 2026: Singapore, published late 2025, data to October 2025
- Department of Statistics Singapore: Population Trends, 2026, 25 September 2026
- StatCounter Global Stats: Search engine market share, Singapore and Social media stats, Singapore, September 2026
- Khepri Digital: Red Crowns Senior Living Meta ads account (2024 to October 2025)
Rewritten in October 2026. The first version of this article was published in July 2023.
This guide supports our Meta Ads service.
