Leading Social Media Brands in France: Q1 2025 Analysis

Introduction

In the ever-evolving digital landscape, social media platforms remain a dominant force in connecting users worldwide. In France, notable platforms such as YouTube, WhatsApp, and Facebook have shown significant engagement and audience trends. This article delves into the performance and trends of these leading brands from Q4 2024 to Q1 2025, using data insights provided by Sensor Tower.

YouTube

YouTube is renowned for its extensive digital presence, featuring both its website, youtube.com, and the YouTube app.

• Audience Trends: Over the past quarter, YouTube's website visits have fluctuated slightly but remained robust, with unique visits peaking at over 35M in March 2025. The monthly true audience has been stable, consistently above 59M.

• App Engagement: The app continues to attract a substantial user base, with monthly active users increasing from 43M to nearly 44M by March 2025.

• Ad Spend & Channels: YouTube's advertising expenditure saw a notable spike in January 2025, with monthly ad spend reaching nearly $63K. The majority of impressions occurred through YouTube's own platform, highlighting its self-sustaining advertising ecosystem.

WhatsApp

WhatsApp's ecosystem includes its website, whatsapp.com, and the WhatsApp Messenger app.

• Audience Trends: The website's unique visits remained stable, with a slight increase in March 2025. The monthly true audience consistently hovers around 54M, with app-only visitors forming the majority.

• App Engagement: Monthly active users have shown a slight upward trend, reaching approximately 52M by March 2025, indicating steady engagement with the app.

• Ad Spend & Channels: WhatsApp's ad spend is minimal, with occasional expenditures on TikTok, reflecting a strategic focus on organic growth.

Facebook

Facebook's reach spans its website, facebook.com, and the Facebook app.

• Audience Trends: Website visits have been relatively stable, with unique visitor numbers exceeding 17M in March 2025. The monthly true audience remains consistent, slightly under 37M.

• App Engagement: The app's monthly active users are stable, hovering around 33M, suggesting a loyal user base.

• Ad Spend & Channels: Facebook's ad spend is modest, mainly through Snapchat, highlighting a targeted advertising approach.

Conclusion

The data from Q4 2024 to Q1 2025 underscores the prominent role of these platforms in France's social media landscape. Sensor Tower's comprehensive analytics, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into cross-platform user behavior. As these platforms continue to evolve, Sensor Tower remains an essential resource for tracking and understanding their impact. Leveraging our data can empower decision-makers to strategically navigate the dynamic digital environment, ensuring competitive advantage and sustained growth.