Leading Social Media Brands in Spain: Q1 2025

Introduction

In the dynamic landscape of social media, Spain's top brands continue to capture significant audiences across both web and app platforms. As of Q1 2025, YouTube, WhatsApp, and TikTok have emerged as leaders, each showcasing unique trends and insights. Sensor Tower's comprehensive data offers a detailed look into these platforms' performance, highlighting key trends from Q4 2024 to Q1 2025.

YouTube

YouTube's digital presence remains robust, with both its website and app demonstrating substantial engagement.

• Audience Trends: The website, youtube.com, saw a steady increase in visits, peaking in March 2025 with over 6.8B visits. Unique visits also rose slightly, surpassing 26M. Monthly true audience figures remained stable, hovering around 48M throughout the quarter.

• App Engagement: The YouTube app maintained a steady monthly active user base, with users exceeding 35M. Despite a minor dip in February, engagement remained strong overall.

• Ad Spend & Channels: Monthly ad spend on platforms like Instagram showed modest activity, with expenditure peaking in February at just over $54. Impressions were moderate, indicating a strategic focus on targeted advertising.

WhatsApp

WhatsApp continues to be a dominant force, with its website and app both showing consistent user engagement.

• Audience Trends: The website, whatsapp.com, experienced fluctuations in visits, with a notable peak in January 2025 at over 2.6B visits. Monthly true audience numbers remained stable, consistently above 43M.

• App Engagement: The WhatsApp Messenger app saw a slight decline in monthly active users, dropping from over 40M in October to under 40M by March. Nevertheless, it continues to be a preferred communication tool.

• Ad Spend & Channels: Minimal monthly ad spend was recorded, with a brief campaign on TikTok in November amounting to just over $4.

TikTok

TikTok's influence remains strong, with both its website and app showing positive engagement trends.

• Audience Trends: The website, tiktok.com, experienced growth, with visits peaking in January 2025 at over 148M. Monthly true audience figures also showed a slight increase, reaching over 21M.

• App Engagement: The TikTok app maintained a stable monthly active user count, generally above 15M throughout the quarter.

• Ad Spend & Channels: TikTok's monthly ad spend was concentrated on Facebook and Instagram, with a notable decline in February. Total impressions remained strong, particularly on Facebook.

Conclusion

The first quarter of 2025 showcased the continued dominance of YouTube, WhatsApp, and TikTok in Spain's social media landscape. Sensor Tower's unparalleled data insights provide a comprehensive view of these platforms' performances, highlighting key audience trends and engagement metrics. As these brands continue to innovate, their ability to attract and retain users across both web and app platforms remains a critical factor in their success.

Sensor Tower's data-driven approach offers decision-makers the insights needed to navigate the evolving digital ecosystem, ensuring strategic advantage in competitive markets.