Leading social networks in Sweden 2024, by share of visits

Facebook was the social network with the largest market share in Sweden as of April 2024. The market share of Facebook made up more than 85 percent of the total market in Sweden. Instagram reached 6.33 percent, ranking second. Overall, X/Twitter had roughly 2.62 percent of all Swedish social network views. 

Social media usage in Sweden

Overall, the share of Swedes participating in social networks grew between 2011 and 2019. 54 percent of interviewed individuals used social media in 2011, whereas in 2019 this increased to 72 percent.

 The Nordics and social media

   Compared to the other Nordic countries, Sweden ranked third in share of  active social media users in 2024. The country had 80.1 percent of active users, while Norway's active social media users accounted for 83.6 percent. Iceland had the highest share with 81.7 percent. The Faroe Islands ranked sixth with 66.7 percent. The number of active social media users amounted to 8.53 million in Sweden in 2024.