Brazil: main social media users by generation 2023

According to a 2023 survey, 41 percent of users of social media platform users in Brazil were Millennials. Among these platforms, Tumblr and Twitch had the youngest audiences, as with 38 percent and 37 percent of each app were from Generation Z. Meanwhile, Reddit and Snapchat were more popular among Millennial users than the average of other researched networks.

Distribution of leading social media platform users in Brazil as of August 2023, by generation

Characteristic	Generation Z	Millennials	Generation X	Baby Boomers
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Release date

September 2023

More information

Region

Brazil

Survey time period

January to August 2023

Number of respondents

6,728*

Age group

18 years and older

Special properties

social media platform users in Brazil

Method of interview

Online survey

Supplementary notes

Values may not sum up to 100 percent due to rounding.

Original questions:

’’How old are you?’’; Single Pick;

"What social media platforms do you use regularly?

This does not include instant messengers such as WhatsApp"; Multi Pick;

Base for each app:

* Users of social media platforms (total) n=6,728
Facebook users n=5,312
Instagram users n=5,761
LinkedIn users n=2,038
Pinterest users n=2,007
Reddit users n=493
Snapchat users n=847
TikTok users n=3,347
Tumblr users n=288
Twitch users n=891
Twitter users n=2,577
YouTube users n=5,651