Leading Social Media Brands in France: Q4 2024 Analysis

Introduction

In Q4 2024, the social media landscape in France was dominated by YouTube, Facebook, and WhatsApp. Leveraging Sensor Tower's comprehensive analytics, this report delves into critical metrics such as monthly audience behavior, app engagement, and advertising strategies, providing a detailed view of these platforms' market performance.

YouTube

YouTube continues to be a powerhouse in France, with significant traction across both its website, youtube.com, and the YouTube app.

• Audience Trends: Consistently attracting over 34M unique monthly visitors, youtube.com peaked in December with approximately 8.4B visits, showcasing robust engagement.

• App Engagement: The YouTube app maintained a stable monthly active user base around 43M, underscoring strong mobile engagement.

• Ad Spend & Channels: Monthly advertising expenditure decreased from $55K in July to $22K in December, with the majority of impressions generated on YouTube and OTT platforms.

Facebook

Facebook's stronghold in France is evident through its website, facebook.com, and the Facebook app.

• Audience Trends: The site welcomed over 16M unique monthly visitors, maintaining around 1.3B visits throughout Q4.

• App Engagement: With over 33M monthly active users, the Facebook app consistently engaged its mobile audience.

• Ad Spend & Channels: Minimal ad spend was focused on Snapchat, with October impressions peaking at 50K.

WhatsApp

WhatsApp remains a crucial communication tool in France, accessed via whatsapp.com and the WhatsApp Messenger app.

• Audience Trends: The website maintained around 5M unique monthly visitors, with high engagement levels per visitor.

• App Engagement: The app's monthly active users remained stable at 52M, emphasizing its vital role in daily communication.

• Ad Spend & Channels: With minimal advertising on TikTok, impressions remained in the low thousands.

Conclusion

The Q4 2024 analysis underscores the dominance of YouTube, Facebook, and WhatsApp in France's social media sector. Sensor Tower's ability to integrate web, app, and advertising data offers unparalleled insights into platform performance and user behavior, supporting strategic decision-making for brands. Discover more through our Web Insights, App Performance Insights, and Pathmatics services.