Filipinos spend nearly equal time on TikTok, Facebook, report shows

Filipinos are spending nearly as much time on TikTok as they do on Facebook, underscoring the short-video platform’s growing influence in one of the world’s most active social media markets.

According to DataReportal’s Digital 2026 Philippines report, active Facebook users in the country spent an average of 1 hour and 31 minutes per day on the platform’s Android app in August 2025.

TikTok users were close behind at 1 hour and 30 minutes daily.

YouTube ranked third, with users spending an average of 1 hour and 18 minutes per day on its Android app.

Messenger followed at 57 minutes, while Instagram users spent an average of 34 minutes daily on the platform.

The findings suggest that while Facebook remains deeply entrenched among Filipino internet users, TikTok has emerged as a major competitor in capturing users’ attention and screen time.

Facebook also remained the country’s most widely used social platform. Among Filipino internet users aged 16 and above, 94.9% said they used Facebook within the previous month. Messenger ranked second at 90.6%, followed by YouTube at 85%, TikTok at 82.2%, and Instagram at 71.2%.

The report further highlighted the central role of social media in Filipinos’ digital lives.

Nearly all internet users aged 16 and above reported using social networks each month, with the figure reaching 99.2%. Chat and messaging services were also nearly universal at 98%.

Despite TikTok’s growing popularity, Facebook continued to dominate traffic referrals from social media platforms. The platform accounted for 84.17% of web traffic arriving on third-party websites through social media links, far ahead of YouTube’s 11.54% share.

Instagram accounted for 1.36%, while X contributed less than 1%.

DataReportal’s findings are based on mobile app intelligence data from Similarweb and survey data from research firm GWI covering internet users aged 16 and above. Data were presented on Wednesday, June 17, 2026 during the Meltwater Marketers Meetup in Taguig City. — JMA, GMA News