Prague, April 4, 2025 – We present the latest data from a new study conducted by the agency National Sample (formerly European National Panels), which takes a detailed look at how people use social media. The study involved 3,136 respondents from Ukraine (N = 1,062), Bulgaria (N = 1,020), and Romania (N = 1,054). The sample in each country is representative of the population aged 18–54 by gender, age, education, and region of residence. The data was collected through an online survey conducted between March 11 and 18, 2025.
Ukrainians Flock to Telegram and TikTok, Surpassing Instagram in Popularity
Social media trends in Ukraine are shifting, with Telegram and TikTok now ranking higher in popularity than Instagram among the online population aged 18 to 54. According to recent data, Telegram leads as the most widely used platform, with 79 % of Ukrainians in this demographic actively using the app. Facebook follows closely behind with a 73 % usage rate, while YouTube continues to be a trusted platform across all generations, attracting 72 % of users.
TikTok has also seen a remarkable rise, now used by 67 % of Ukrainians. Notably, Ukrainian women express strong enthusiasm for TikTok’s short-form video content, highlighting the platform’s particular resonance with female audiences (61 % of TikTok users in Ukraine are women).
While Facebook maintains a strong foothold among users aged 45–54, younger generations are more inclined toward Instagram and TikTok. Telegram stands out as a cross-generational platform, consistently popular across all age groups.
In terms of user engagement, TikTok and Telegram are the most successful at encouraging multiple daily interactions. Meanwhile, Facebook, Instagram, and YouTube users typically access these platforms on a daily basis. Platforms such as X (formerly Twitter), Snapchat, Threads, and Reddit are more commonly used on a weekly basis.
Bulgarians Stay Loyal to Facebook and YouTube, While META’s Threads Gains Traction Among Young Adults
Traditional social media platforms continue to dominate the digital landscape in Bulgaria, with Facebook and YouTube emerging as the most widely used networks among the online population aged 18–54. Facebook boasts an impressive 89 % usage rate, while YouTube follows closely with 80 %. Facebook holds particular appeal among users aged 45–54 and individuals with a university education, reinforcing its role as a platform for more mature and educated audiences. In contrast, younger users are gravitating toward Instagram and TikTok, which lead in popularity among the 18–24 age group. Telegram is used by less than one-third of Bulgarians aged 18–54. This social network has significantly more fans among Bulgarian men (63% of Telegram users in Bulgaria are men).
The new social platform Threads, developed by META as a direct competitor to X (formerly Twitter), is already making inroads—used by 10 % of Bulgarian respondents. Notably, the highest concentration of Threads users is found among young adults aged 18–24, signaling growing interest in alternative, conversation-driven platforms.
When it comes to user engagement, Facebook continues to drive frequent interactions, with users opening the app multiple times per day. Instagram, TikTok, YouTube, and X also see daily usage, while platforms like LinkedIn and Reddit are typically accessed several times per week.
Facebook Leads in Romania, While TikTok Gains Momentum Among Younger Adults
Facebook remains the most popular social network in Romania, with 75 % of the online population aged 18–54 actively using the platform. The platform enjoys particular popularity among users aged 45–54, reinforcing its role as a staple in the Romanian digital landscape. Younger audiences are gravitating toward more visual and dynamic platforms. Instagram is the top choice among those under 24, who also report higher usage of Snapchat, Reddit, X (formerly Twitter), and Threads compared to older generations.
YouTube continues to hold strong, with 63 % of Romanians using the platform. It is especially favored by users with a university education, highlighting its role as both an entertainment and informational medium.
TikTok is steadily gaining ground in Romania, now used by 51 % of respondents, closing in on Instagram’s 54 %. While Instagram remains dominant among users aged 18–24, TikTok has become the preferred platform for those aged 25–34, suggesting a generational shift in content preferences.
Telegram, by contrast, is used by only 20% of Romanians, with slightly higher adoption among men.
In terms of user engagement, Facebook and TikTok stand out for encouraging multiple daily interactions. Instagram and YouTube are typically accessed daily, while platforms like Telegram, Snapchat, LinkedIn, Reddit, X, and Threads are generally used several times per month.
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Social Networks Hold Steady in Bulgaria and Romania, While Telegram Dominates
in Ukraine
The five most-used networks in Romania nad Bulgaria are Facebook, YouTube, Instagram, TikTok, and Telegram. Although user shares differ between the two nations, the ranking of these platforms remains unchanged. In contrast, Ukraine shows a distinct pattern, where Telegram stands out as the clear leader among social networks, reflecting a unique user behavior compared to its neighbors.
Among professional platforms, LinkedIn maintains its status as the most recognized career-oriented social network. Romania leads in its usage, with 16 % of online users aged 18–54 engaging with the platform. In Bulgaria, LinkedIn is used by just one in ten people in this age group, while in Ukraine, adoption is much lower—only 4 % of respondents report using it.
One noteworthy trend is the early adoption of Red note, a controversial new Chinese app in Romania. While it has yet to gain traction in Bulgaria and Ukraine, 6 % of Romanian respondents have already embraced the platform, suggesting a potential for growth in the market.
These findings underscore both the regional consistency in social media habits and the unique digital dynamics shaping each country.
