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Most Popular Social Media in Taiwan in 2025
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In 2025, Taiwan continues to be one of Asia’s most digitally connected societies, with 18.4 million social media users representing 79.4% of the total population. This marks steady growth from previous years, supported by the country’s robust digital infrastructure with 22.1 million internet users (95.3% penetration) and 30.4 million mobile connections (131% penetration).
Taiwan’s digital-first approach is evident in its high social media engagement, with users actively maintaining accounts across an average of 6.5 different platforms. The market showcases a unique blend of global platforms and local preferences, creating a dynamic ecosystem that drives both social interaction and e-commerce growth.
Table of Contents
LINE remains Taiwan’s dominant social platform with 22 million monthly active users as of 2025, representing 94% of Taiwan’s population. Users spend approximately one hour daily on the app, generating 100 million calls and 1 billion messages every day. LINE has evolved far beyond messaging, integrating LINE Pay (13.1 million users), LINE Bank, and comprehensive content services through LINE Today (18 million monthly active users).
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Facebook maintains a commanding presence with 17.1 million usrs in Taiwan as of January 2025, representing 93.6% of the population. The platform skews slightly female at 53%, with the largest user demographic being 25-34 years old (6 million users).
Facebook’s market share in social media traffic stands at 60.88% as of June 2025, making it a crucial platform for both personal connections and business engagement.
Instagram serves 11.3 million users in Taiwan, accounting for 49.1% of the population as of 2025. The platform maintains a strong female skew at 56% of users, with the 25-34 age group representing the largest segment (4.1 million users). Instagram’s market share in Taiwan’s social media landscape has grown to 8%, particularly popular for visual content and influencer marketing.
YouTube has 18.4 million users in Taiwan with an impressive 88.5% penetration rate. The platform has become increasingly important for news consumption, with 46% of Taiwanese using YouTube for news in 2025, up from 38% in 2021. This growth reflects the platform’s evolution into a comprehensive content and information hub.
Threads has emerged as a significant platform in Taiwan, with the country leading global web traffic share at 24.04%. The platform gained particular traction during Taiwan’s 2024 presidential election and has become a preferred space for political discourse and open discussion, especially among younger demographics seeking alternatives to traditional social platforms.
Taiwan’s social commerce market is experiencing remarkable growth, expected to reach US$4.08 billion in 2025, representing a 25.5% annual increase. The market has achieved a strong CAGR of 31.6% during 2021-2024 and is projected to continue growing at 17.4% CAGR through 2030, reaching approximately US$9.09 billion by 2030.
🛍Platform Shopping Preferences
Facebook leads social commerce with 65% of users making purchases through the platform.
Instagram captures 33% of social commerce activity.
Convenience is the primary driver, with 88% of users under 25 citing ease of use as their main reason for social media shopping.
🛍Age-Based Shopping Patterns
48% of users aged 16-24 regularly shop on social media in Taiwan.
Facebook dominates among users aged 35-44 for social commerce.
Instagram is preferred by users under 25 for online purchases.
Taiwan’s robust digital foundation supports its thriving social media ecosystem.
Internet and Mobile Penetration
95.3% internet penetration with 22.1 million users.
131% mobile connection penetration (30.4 million connections).
Over 94% smartphone penetration driving mobile-first behaviors.
Digital Payment Integration:
The government’s push toward a 90% mobile payment adoption target by 2025 has accelerated social commerce integration. LINE Pay leads with 13.1 million users, while platforms like Apple Pay and Taiwan Pay gain traction among tech-savvy consumers.
Video consumption patterns show significant shifts in Taiwan’s media landscape:
YouTube usage for news increased from 38% to 46% between 2021-2025.
Traditional TV news declined from 77% (2017) to 56% (2025).
Print media dropped dramatically from 41% (2017) to 14% (2025).
Taiwanese users increasingly rely on social platforms for information:
LINE ranks second for news consumption at 42%
Facebook maintains 37% despite a 2-percentage-point decline
Instagram and TikTok show growth with 14% and 10% respectively
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Taiwan’s digital advertising sector is expanding rapidly:
Total advertising spend projected at US$6.53 billion in 2025.
Social media advertising expected to reach US$961.56 million in 2025.
74% of total ad spending will come from digital sources by 2029.
APAC region shows 10.7% growth for Taiwan’s advertising market in 2025.
Despite government restrictions on official devices, TikTok maintains significant user engagement:
Over 50% of high school students and younger use TikTok or Douyin.
The platform influences political perspectives, with active users more likely to hold pro-China views according to recent studies.
PTT and Dcard continue to serve as important discussion forums:
PTT remains the most popular forum platform in Taiwan.
Dcard targets younger demographics with modern interface and lifestyle content.
Both platforms provide alternatives to global social networks for community discussions.
The convergence of social media and e-commerce creates significant opportunities:
Taiwan’s e-commerce market growing at 7.9% annually, reaching TWD2 trillion by 2029.
Social commerce represents a key growth driver within the broader e-commerce expansion.
Mobile-first shopping experiences becoming standard across all platforms.
Taiwan’s strategic position enables international social commerce:
LINE Pay international expansion to Korea and other markets.
Partnerships facilitating cross-border payment solutions.
Growing integration with regional e-commerce ecosystems.
LINE Integration is Essential: With 94% population penetration, LINE ecosystem integration (messaging, payments, content) should be a priority for Taiwan market entry.
Multi-Platform Video Strategy: YouTube’s 88.5% penetration and growing news consumption make video content crucial for brand awareness and engagement.
Social Commerce Investment: The US$4.08 billion social commerce market represents massive opportunity, particularly through Facebook and Instagram shopping features.
Mobile-First Approach: With 131% mobile penetration and government push toward 90% mobile payment adoption, mobile optimization is non-negotiable.
Local Platform Consideration: PTT and Dcard provide valuable community engagement opportunities that complement global platform strategies.
Political Sensitivity Awareness: Understanding platform preferences for political discourse (like Threads) helps navigate Taiwan’s complex social media landscape.
Social media in Taiwan in 2025 presents a mature, mobile-first environment where global platforms coexist with strong local preferences. The integration of social commerce, government support for digital payments, and high user engagement across multiple platforms create unprecedented opportunities for businesses willing to adapt to local digital behaviors and platform ecosystems.
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