• Most social networks continue to decline, while WhatsApp remains in first position and TikToks use of information increases

• Age and interest in information influence the social network chosen for information: young people use TikTok or X, older people use Facebook.

• Trust in professional journalists as a source of information is maintained in most social networks, although in TikTok and Facebook trust in anonymous citizens increases

Social networks play a central role in the Spanish digital ecosystem, both for interpersonal communication and for the consumption of content, including news. This chapter provides a detailed overview of the general and informational use of social platforms in Spain. It analyzes historical trends, differences by demographic groups and the positioning of Spain in the global context.

Use of social networks

The use of social networks in Spain has undergone important transformations in the last decade, marked by the consolidation of some platforms, the irruption of others and the progressive decline of networks that previously dominated the digital landscape. The evolution of the main platforms between 2014 and 2025 sample differentiated patterns that allow us to better understand the changes in the digital habits of the Spanish population.

WhatsApp (53%) has remained the dominant platform throughout the period. Its adoption rose from 60% in 2014 to a peak of 84% in 2022, subsequently stabilizing at around 77% in 2025. Its functional nature as a direct messaging tool , coupled with its cross-age penetration, has contributed to this leadership.

YouTube, although still one of the most used platforms, sample a clearly downward trend since its peak in 2018. This loss of prominence can be explained by the increasing diversification of video platforms and the rise of shorter and more vertical formats, such as those offered by TikTok.

Facebook has also recorded a steady decline. From its dominant position among traditional networks, it has progressively lost relevance. In contrast, Instagram represents the clearest case of continued growth. From being a secondary platform, it has gone on to equal Facebook in terms of usage levels, thus consolidating its central role in the social network ecosystem.

The most notable advance, however, has been that of TikTok. Since its incorporation into the data in 2020, it has experienced dizzying growth, especially among teenagers and young adults, who use it not only for entertainment, but also - as will be discussed below - as a source of information.

Other platforms show more discrete trajectories. Telegram has grown steadily since 2018, while X formerly Twitter) has lost ground, partly due to accumulated attrition and partly due to the effects of rebranding. LinkedIn, meanwhile, maintains a stable presence, with a more limited and professional-focused usage profile.

From the dominance of Facebook to the rise of TikTok: a decade of transformation in news consumption

The analysis of news use of social networks in Spain between 2014 and 2025 reveals a significant transformation in news consumption habits. Although some platforms maintain a certain stability, most have experienced declines or significant growth that reflect generational, format and perceived credibility changes.

Facebook has suffered the greatest loss of relevance as an information source . In 2014, more than half of Spanish users (53%) claimed to use it to find, read, watch, share or comment on news. By 2025, that figure has fallen to just 24%, less than half. This progressive decline suggests a steady erosion of the platform as a space for news consumption, possibly associated with content saturation, the rise of misinformation and a lower participation of young users.

WhatsApp, which peaked in 2018 at 36%, has also shown a gradual decline as a news channel, dropping to 24% by 2025. Although it is still a common tool for sharing links and news in groups, its use for strictly informational purposes seems to be losing weight.

In contrast, more recent platforms or those with a more visual format show upward trajectories. Instagram, for example, has gone from anecdotal news usage (2% in 2014) to reach 19% by 2025. This growth reflects the transformation of the platform into a space where social content and news coexist, especially through stories, reels and media accounts and specialized creators.

TikTok stands out as the most representative case of generational change in access to information. Although no data is recorded before 2020, its use of information has increased from 1% in that year to 11% in 2025. This confirms its consolidation as a relevant channel for news consumption, especially among the youngest.

YouTube, with a more stable presence, has remained at around 20% over the last decade, with moderate fluctuations (between 18% and 26%). In 2025, 19% of users claim to use it for information. For its part, X formerly Twitter) has performed similarly to Facebook, albeit with a smaller base. From 22% in 2014, it has dropped to 15% in 2025, a loss of influence that could be linked to changes in its algorithm, its user community, and the effect of rebranding.

Finally, Telegram and LinkedIn maintain a residual but stable information use. Telegram has slowly grown to 8% by 2025, thanks to its channels and thematic groups, while LinkedIn barely reaches 3%, confirming its more professional and niche nature.

Spain in the global mirror

Spain presents a distinctive profile in the use of social networks with respect to the global average, both in general and specifically informative use. Some platforms show greater penetration in Spain, while others have a more limited reach than in the international context.

WhatsApp is the paradigmatic case: with 77% of overall use, it is the most used platform in Spain, well above the global average (53%). It also stands out as a source information (24% in Spain compared to 19% globally), although it has been losing weight in recent years. This difference reflects the central role played by instant messaging in Spanish communication habits.

Instagram also has a greater presence in Spain than globally (55% vs. 46%), and its informational use is almost equivalent (slightly below 19% in Spain and slightly above 19% globally), indicating a consolidation of the platform as a channel for getting informed, especially among young people.

On the other hand, Facebook and YouTube show a lower penetration in Spain than in the international context. Facebook is used by 55% of Spaniards, compared to 63% globally; and as a news source by 24% compared to 36% worldwide, suggesting a more pronounced loss of relevance in Spain. In the case of YouTube, although its overall use is relatively high (59%), its informative function in Spain (19%) is below the global average (30%).

As for TikTok, the data are similar: 31% of general use in Spain and 31% overall, with a slightly lower use as a news source (11% in Spain compared to 16% overall). This platform, however, stands out for its growing importance among younger people, especially in the 18-24 age group.

Finally, Spain shows a relatively high use of applications such as Telegram (26% vs. 17% overall) or Twitch (6% vs. 3%), although their informational use remains marginal. There is also a lower adoption of platforms such as Reddit or Snapchat, which points to differentiated cultural and usage preferences.

Segmentation of news usage: the role of gender, age and interest in the news

The use of social networks in Spain is clearly conditioned by demographic factors such as gender, age and, above all, the level of interest in news. These elements not only determine which platforms are used, but also how news consumption habits are configured within the digital environment.

The data show differentiated patterns between men and women. YouTube and X used more by men as news sources. In contrast, Instagram and TikTok are more popular among women. Platforms such as WhatsApp and Facebook show a balanced use between both genders.

Age is also one of the main segmentation factors. The networks dominated by young people are TikTok, Instagram and X For example, 26% of those under 35 use X information source , compared to 12% of older people; and 18% of young people use TikTok for information, more than twice as many as those over 35. In contrast, Facebook and WhatsApp are preferred by older people.

The level of interest in news has a cross-cutting and powerful effect. People with high news interest use more all platforms as news sources, from Facebook (29% vs. 19%) to Telegram (10% vs. 5%). Especially significant is the difference on WhatsApp and Instagram . This patron saint indicates that, beyond network preferences, news interest is the most influential in the news use of platforms.

These differences generate a segmented ecosystem: men, those over 35 and those interested in news tend to focus on more traditional platforms such as Facebook, YouTube or WhatsApp. On the contrary, women, young people and those who show less interest in information are oriented towards more visual and lighter platforms such as TikTok, Instagram or X

Diversification of information consumption by type of platform

When grouping social networks according to their approach and characteristics, interesting patterns emerge. In particular, three not necessarily exclusive groups stand out: social networks belonging to theFacebook group (including Facebook and Instagram), messaging applications and image-based applications.

TheFacebook group continues to be a relevant source information in Spain, although its use has declined in recent years. Despite this trend, it maintains a significant leadership as a source of information, with a penetration of 48% in the general population. This position is mainly due to its consolidation as a platform used by adults over 35 and those with a high interest in news. For this segment, Facebook continues to be a fundamental network for staying informed, a factor that has been boosted by the increased use of Instagram as an information platform, especially among young people.

Messaging apps such as WhatsApp and Telegram play a crucial role in the distribution of information, especially in contexts of direct communication between users. Although WhatsApp has experienced a drop in its information use, it is still the second most used platform for information (24%). Telegram, on the other hand, sample a growth in its information use (8%) although its penetration is still leave compared to other networks.

Messaging apps have cross-age usage, but are particularly popular among users interested in news. Image-based apps, such as Instagram, TikTok, Snapchat, and Twitch, are increasingly positioning themselves as news sources, especially among young people. Instagram remains a core topic platform for visual news consumption (19%). TikTok, although emerging, has experienced a B in its role as a source of information (11%), especially among younger users (under 35). This subject of platforms tends to be more popular among those seeking visually attractive and short-form content.

Platforms such as YouTube, X, and LinkedIn also play an important role in the digital information ecosystem. YouTube, although more focused on video content, maintains a significant penetration as an information source (19%). X, although it has lost some relevance, is still used by 15% of users, especially those interested in breaking news and political issues. LinkedIn, meanwhile, has a smaller presence (3%), but remains essential for professional and business information.

Diversification of information consumption in social networks by age and subject of source

The information landscape in social networks is not only differentiated by the subject the platform, but also by the nature of the predominant information sources. Some networks are more oriented towards content generated by traditional or digital media, while others amplify the role of activists, independent creators or common users. This diversity of sources, in turn, is not homogeneous across generations: age conditions both the platforms used and the voices paid attention to.

Traditional and digital media: Traditional and digital media continue to be acore topic news source core topic within the social media ecosystem. Globally and in Spain, a majority of users who use social networks access content produced by professional media, with Spain slightly above the European average . X (formerly Twitter) is consolidating its position as the network most associated with traditional media content, especially among older users. On the other hand, younger generations, particularly those between 18 and 24 years old, prefer visual platforms such as Instagram and TikTok, where they also find media news, but in shorter, more emotional formats adapted to their consumption habits.

In the case of native digital media, X stands out as the main access point, especially among middle-aged adults. It is followed by YouTube, Instagram and TikTok, with similar proportions, although with a more youthful profile . TikTok, in particular, has proven to be a relevant channel for accessing informative content produced by digital media among younger people.

Politicians and activists: Information from politicians and activists also has a relevant place, although in Spain its weight is somewhat lower than in other countries. X once again stands out as the network where these actors have greater visibility, especially among older users. However, their presence is also significant on platforms such as YouTube and TikTok, where they reach younger audiences through less institutionalized but equally influential discourses.

News creators: As for news creators -people who do not belong to traditional media but generate news content in a professional manner-, YouTube and TikTok clearly lead. YouTube stands out especially among young people, while TikTok has also established itself as a relevant space for this subject content, thanks to its creative and visual format. X maintains a B presence, especially among users between 35 and 44 years old.

Occasional creators: Occasional creators, who share news sporadically and without a clear professional profile , have their largest platform on TikTok, particularly among younger audiences. X and Instagram also host this subject of broadcasters, although with somewhat less prominence. On the other hand, YouTube and Facebook show a smaller presence in this category.

Ordinary people: Many people are also informed by ordinary users, without a defined informational role. TikTok and Facebook are the most prominent networks in this area, with TikTok being the most used among young people, and Facebook being the most popular among older users. X and Instagram complete the picture, although with a somewhat more secondary role in this subject content.