Social Media Giants in Canada: Q4 2024 Performance Overview

In the ever-evolving landscape of social media, Canada stands as a significant market, with leading brands like YouTube, TikTok, and WhatsApp showcasing impressive engagement across websites and apps. This article delves into their performance from Q3 to Q4 2024, drawing insights from Sensor Tower's unparalleled data offerings.

YouTube

YouTube maintains a robust digital presence with its website, youtube.com, and the YouTube app.

• Audience Trends: Throughout Q4 2024, youtube.com saw a steady rise in visits, culminating in over 6.2B by December. The monthly deduplicated audience hovered around 40M, with a consistent web and app usage balance.

• App Engagement: The YouTube app maintained stability with approximately 20.9M monthly active users, reflecting its strong foothold in mobile consumption.

• Ad Spend & Channels: Despite a notable spike in September, monthly advertising spend was minimal through Q4, with Instagram being the primary channel for impressions.

TikTok

TikTok's reach extends through its websites, douyin.com and tiktok.com, alongside the TikTok app.

• Audience Trends: tiktok.com consistently attracted over 85M visits monthly, while the true audience remained stable around 15M. A significant portion of users preferred the app, highlighting mobile dominance.

• App Engagement: The TikTok app showcased growth, reaching nearly 9.9M monthly active users by December, indicating increasing mobile engagement.

• Ad Spend & Channels: Monthly ad spend peaked in November with substantial impressions, primarily through Facebook and YouTube, underscoring a strategic push in digital advertising.

WhatsApp

WhatsApp engages users via whatsapp.com and the WhatsApp Messenger app.

• Audience Trends: The website saw over 200M visits monthly, with a deduplicated audience consistently above 21M. The app-only audience was predominant, highlighting its mobile-centric user base.

• App Engagement: WhatsApp Messenger maintained a stable monthly active user base, averaging around 9.7M, reinforcing its position as a leading communication tool.

• Ad Spend & Channels: Minimal monthly ad spend was observed, with sporadic activity across LinkedIn and TikTok channels.

Conclusion

The Q4 2024 landscape for social media in Canada demonstrates the continued dominance of mobile platforms, with YouTube, TikTok, and WhatsApp leading the charge. Sensor Tower’s comprehensive insights across web, app, and advertising data provide invaluable perspectives on these trends, empowering businesses to navigate the digital ecosystem effectively. For more detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics offerings.