Australians are spending more time online than ever before, clocking an average of 41 hours per week, the equivalent of a full-time job and well above the global average of 33 hours. Nearly half that time is spent on social media, highlighting the growing dominance of social platforms in shaping how Australians connect, consume and make decisions.
That’s according to Digital 2026: Australia, released today by Meltwater, the global leader in media, social and consumer intelligence, and We Are Social, the socially-led creative agency. The annual report provides one of the most comprehensive views of digital behaviour in the country, tracking trends in media consumption, social media platform use, advertising and attitudes towards emerging technologies.
Social media now rivals search for brand discovery
The report reveals that 6 in 10 Australians use social media (including traditional social networks, forums, Q&A platforms and community boards) to research brands each month, almost matching the proportion using search engines. This presents a major opportunity for brands that optimise for social and AI-first search environments to capture intent earlier in the customer journey.
Reddit is on the rise in Australia
Australia has become one of the most active Reddit markets globally, with usage three times higher than the global average. The platform now reports a potential ad reach of over 23 million and ranks as Australia’s fifth most visited website, with users spending more time per session than on Facebook or Instagram, signalling untapped potential for brands seeking to engage high-intent communities authentically.
YouTube remains the most dominant platform
YouTube continues to dominate Australia's attention economy. The platform reaches 80% of internet users, with a potential ad audience of 21 million. Australians spend more than 11 minutes per session on the app, longer than any other platform, and it’s the most opened and most watched mobile app in the country. Women aged 65+ make up YouTube’s largest advertising audience segment, followed by women aged 35–44, flipping the stereotype of YouTube as a youth-focused platform.
Double-digit increase in social media and influencer marketing spend
Australia’s total advertising spend reached USD 20.7 billion in 2025, with digital accounting for 74% (USD 15.4 billion). On a per capita basis, Australia ranks third globally in digital ad spend, reaching USD $769 per person - and USD $586 per internet user. Social media captured USD 4.73 billion, an 11% year-on-year increase. Influencer marketing is also on the rise, now valued at USD 590 million, up 13.5% from the previous year, reflecting its growing role in brand building and conversion. Programmatic advertising also continues to play a dominant role, now accounting for 88.6% of Australia’s total digital ad revenue - placing the country in a tie for globally, alongside Spain.
AI adoption rises, but Australians remain wary
While 30% of Australians say they use ChatGPT monthly, only 34.2% express excitement about AI, placing Australia among the least enthusiastic countries globally. Yet ChatGPT drives over 85% of all chatbot-to-website referrals, signalling a shift from traditional SEO to ‘GEO’ (Generative Engine Optimisation).
Key insights from the report include:
There are 21 million social media user identities in Australia, equal to 78% of the total population
TikTok, YouTube and Instagram dominate time spent, with TikTok users averaging 1 hour and 14 minutes per day
Facebook is still the leading source of web traffic referrals, responsible for 67% of all social platform link clicks
81% of Australians play video games, with mobile gaming the most popular format at 56%
Ross Candido, VP ANZ at Meltwater, said: “As trust declines and algorithm fatigue grows, Australians are increasingly turning to content and people that feel real and credible. The rise of Reddit as one of the country’s most engaged platforms, alongside continued growth in influencer marketing spend, reflect a clear shift in where brand investment is headed. Authenticity is the currency for brands looking to cut through the noise - and the opportunity now lies in building value-aligned partnerships with creators who can drive meaningful and measurable impact. What’s more, with LLMs reshaping search, fake content on the rise and media more fragmented than ever, this year calls for a fundamental rethink - not just of strategy, but how we track, measure and invest across digital.”
Suzie Shaw, CEO of We Are Social APAC, said: “Social is where discovery starts, trust is built and relevance is won, and we’re seeing a fundamental shift in how its influence works. It’s no longer confined to one platform, demographic or content type: now it’s more distributed, dynamic and deeply embedded in culture. The smartest brands are moving away from siloed planning and towards integrated approaches that connect paid, owned and earned, because that’s how people experience the internet. The ones performing best are connecting the dots through creators, communities and content that drive trust, relevance and results at scale.”
Download the full report now on Meltwater’s website.
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About Meltwater
Meltwater empowers companies with solutions that span media, social and consumer intelligence. By analysing ~1 billion pieces of content daily and transforming them into vital insights, Meltwater unlocks the competitive edge to drive results. With 27,000 global customers, 50 offices across six continents, and 2,300 employees, Meltwater is the industry partner for global brands making an impact. Learn more at meltwater.com.
About We Are Social
We are a global socially-led creative agency, with unrivalled social media and influencer marketing expertise. With over 1,200 people in four continents, we deliver a global perspective to our clients in a time when social media is shaping culture.
We make ideas worth talking about. We understand social behaviours within online communities, cultures and subcultures, spanning the social and gaming landscape. We build influencer partnerships with impact.
We work with the world’s biggest brands, including adidas, Samsung, Google and Amazon, to reach the right people in a strategic, relevant and effective way.
We Are Social is part of Plus Company.
To learn more, visit www.wearesocial.com