Social Media Usage in Poland: 2026 Trends and Strategic Recommendations
Our research conducted with a sample of Polish users aged 18–64 shows that social media continues to serve as a strong and influential engagement channel across the country.
📊 Overall Usage Rates (Highest to Lowest)
| Platform | Usage (%) |
| 77% | |
| YouTube | 76% |
| 59.5% | |
| TikTok | 42.5% |
| X (Twitter) | 28% |
| 21.5% | |
| Telegram | 14% |
| Snapchat | 12.5% |
| Twitch | 9.5% |
| 8.5% |
⭐ Key Insights (Based on Daily Usage Patterns)
General platform reach and daily active usage (logging in at least once per day) may differ significantly. A platform with modest overall reach may deliver high daily engagement — or the opposite. For complete datasets, sample bases, and the full country report, Datambar can be contacted. The following insights are provided in limited scope for advertisers, researchers, academics, students, and other decision‑makers.
• Facebook leads daily engagement: Daily usage reaches 77%, with higher engagement among women (83.5%) and peak activity in the 35–44 age group (85.7%).
• Instagram performs strongly among younger users: Daily usage stands at 66%, including 75% among ages 18–24 and 79.5% among 25–34‑year‑olds.
• TikTok remains youth‑focused: Daily usage reaches 67%, peaking at 79.3% among the 25–34 segment, showing continued demand for short‑form video.
• YouTube maintains stable engagement: Daily usage is 62%, with higher usage among men (67.4%) and strong engagement in younger groups — 65.4% in ages 18–24 and 72% in ages 25–34.
• Telegram stands out for younger and male users: Daily usage reaches 61%, rising to 68.8% among men and 83.3% among 18–24‑year‑olds.
• Snapchat shows strong youth appeal: Daily usage reaches 56%, particularly high among ages 18–24 (70%).
• Pinterest remains female‑focused: Overall usage is 21%, rising to 32.3% among women. Daily usage stands at 26%, giving lifestyle content a distinct advantage.
• X (Twitter) supports news‑driven engagement: Daily usage reaches 57%, with peak activity in the 25–34 segment (76.5%).
🎯 Strategic Recommendations
• Broad reach and daily engagement: Facebook + YouTube
• Youth targeting: TikTok + Instagram + Snapchat
• Female‑focused campaigns: Pinterest + Instagram
• Male‑skewed & news‑driven content: X (Twitter) + Telegram
• Mature audiences: Facebook + YouTube + Telegram
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This study was conducted between January 5 and 23, 2026, with a nationally representative sample of 600 individuals aged 18 to 64, using an online panel and the CAWI methodology. The sample was determined with a 95% confidence level and a ±4 margin of error.
All rights to the research data and visuals are reserved by Datambar. Therefore, no individual or organization may claim ownership of the study by using its data or visuals. The research data and visuals may be shared, provided that proper reference is given.
