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According to a 2024 survey, the largest proportion of social media users in Brazil lived in large cities with populations between 100 thousand to 1 million inhabitants. However, most of the users of Tumblr and Reddit lived in megacities with over 5 million inhabitants. Moreover, the audience bases of Facebook, Instagram and YouTube were the most representative of the type of community where social media platforms users lived, besides these being the most popular networks in the country.

Distribution of leading social media platform users in Brazil as of August 2024, by urbanity

Characteristic	Users of social media (total)	Facebook	Instagram	LinkedIn	Pinterest	Reddit	Snapchat	TikTok	Tumblr	Twitch	X (Twitter)	YouTube
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Release date

September 2024

More information

Region

Brazil

Survey time period

January to August 2024

Number of respondents

6,072*

Age group

18-64 years

Special properties

social media platforms users

Method of interview

Online survey

Supplementary notes

Original questions:

Single pick: ’’In what type of community do you live?’’
Multi pick: "Which instant messenger or video call services do you use regularly?"

The Community types are defined as follows:

Rural community: under 5,000 inhabitants
Small town: 5,000 to 20,000 inhabitants
Medium-sized town: 20,000 to 100,000 inhabitants Large city: 100,000 to 500,000 inhabitants / 500,000 to 1,000,000 inhabitants
City with over 1 million inhabitants: 1,000,000 to 5,000,000 inhabitants
Megacity with over 5 million inhabitants: 5,000,000 to 10,000,000 inhabitants / 10,000,000 and more inhabitants

Base for each app:

* Users of social media platforms (total) n=6,072
Facebook users n=4,538
Instagram users n=5,312
LinkedIn users n=1,742
Pinterest users n=1,813
Reddit users n=302
Snapchat users n=577
TikTok users n=2,994
Tumblr users n=200
Twitch users n=676
X (Twitter) users n=1,929
YouTube users n=4,868