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Table of Contents
- 1. Breaking: Italy’s Social Media Usage edges Down in 2025 as Platforms Recalibrate
- 2. What this means for brands and users
- 3. Two questions for readers
- 4. **Key takeaways for 2025**
- 5. 1. X (formerly Twitter) – From Italian Icon to rapid Decline
- 6. 2. Reddit’s Explosive Surge in italy
- 7. 3. Market Saturation – The Italian Social Landscape in 2025
- 8. 4. Case Study – “DolceVita” Fashion Brand
- 9. 5. Benefits of Diversifying Beyond Saturated Platforms
- 10. 6. practical Implementation checklist for Italian Marketers
Breaking trends in digital life show a subtle contraction in Italy’s social media use for the first nine months of 2025, signaling a shift after years of rapid growth.The swing comes as platforms recalibrate amid rising concerns about attention, privacy, and trust.
New figures from Audiweb and Audicom reveal a marginal dip of 0.16 percent in total users when comparing January-September 2024 with the same period in 2025. The decline underscores a market approaching saturation, even as new formats and features lure different kinds of engagement.
The most telling story is the collapse of X, the platform long associated with Elon musk’s ownership. After a -12.8 percent drop from 2023 to 2024, user numbers slumped by -27.6 percent in the first nine months of 2025, equating to about 4.4 million users leaving. Time spent on the service has fallen by roughly 30 percent, pushing it down to seventh place among the most-used networks.
Other traditional platforms also faced declines: Twitch (-35 percent), Tumblr (-40 percent), LinkedIn (-7.7 percent), and Snapchat (-4.4 percent). Meanwhile, Threads-Meta’s challenger to the story format-continued a strong ascent, reaching about 6 million users by September 2025 with a +31.6 percent rise versus the first nine months of 2024. reddit posted even more dramatic momentum, up 81 percent in 2025, signaling a pivot toward niche communities and moderated discussion spaces.
Across the board, the leaders remain recognizable. YouTube retains the top spot with 37.1 million users, though this marks a -1 percent year over year. Facebook follows at 35.8 million users, down 2.9 percent; Instagram sits at 32.9 million, down 1.9 percent. TikTok sits third in many usage rankings with 22.4 million users, a slight -0.6 percent dip in the latest nine months, even as time spent on the platform climbs by about 27 percent.
The data paints a broader picture: a possible end to the era of perpetual growth in social networks.italians appear to be re-evaluating free time spent on screens, while platforms race to reinvent themselves with AI-powered tools, video formats, and more authentic experiences.
YouTube and Facebook still demonstrate resilience through habit and scale, acting like evergreen ecosystems where users linger for hours. Yet the coming years may favor quality, context, and communities over sheer audience size. reddit’s rise, in particular, suggests a consumer appetite for structured conversations and subcultures that resist the conventional endless feed.
Artificial intelligence looms as the real turning point. The question is whether AI can inject novelty back into a declining ecosystem or accelerate the drift toward platforms perceived as increasingly inauthentic.The challenge is clear: persuade users there is still something human worth staying for in social media.
| Platform | Change (YoY 2024→2025) | Notes |
|---|---|---|
| YouTube | -1% | Top platform with 37.1M users. |
| -2.9% | Second place with 35.8M users. | |
| -1.9% | 32.9M users. | |
| TikTok | -0.6% | 22.4M users; time spent +27%. |
| X (formerly Twitter) | -27.6% | loss of 4.4M users; seventh-most-used. |
| +81% | Strong growth; trend toward moderated, niche communities. | |
| Threads | +31.6% | Rising to about 6M users (Sept 2025). |
| Twitch | -35% | Declining engagement trend. |
| Tumblr | -40% | Steep decline in usage. |
| -7.7% | Compact decline in professional networking. | |
| Snapchat | -4.4% | Persistent softness in some demographics. |
What this means for brands and users
- Quality over quantity matters more than ever. Audiences are fragmenting, and engaged communities are becoming premium real estate.
- Shifting habits favor niche communities and long-form or structured conversations,as seen with Reddit’s growth.
- AI-powered tools may redefine content creation and revelation, but brands should prioritize authenticity and human connection.
- Cross-platform strategy remains essential. Relying on a single network increases risk as audiences migrate or plateau.
for broader context on how social media usage is shifting globally, see research from credible institutions studying online behavior and platform dynamics. Pew Research Center – Social Media provides ongoing, independent analysis that complements regional data such as this italian snapshot. Additionally, updates from major platforms-such as YouTube-offer insight into how these networks evolve with new formats and monetization models. YouTube official Blog.
Two questions for readers
1) As a user, which platform do you trust most to deliver meaningful content, and why?
2) How do you think artificial intelligence will change your social media experience in the next year?
Data from market trackers indicates a mature phase for social networks, with renewed emphasis on human-centered experiences and responsible growth. Brands should watch for AI-driven features that enhance storytelling, while stakeholders consider the long-term implications for content quality and user trust.
Share your thoughts below and tell us which platform you will prioritize in 2026.
Share this update and join the discussion in the comments. Your perspective helps everyone navigate the evolving social media landscape.
**Key takeaways for 2025**
1. X (formerly Twitter) – From Italian Icon to rapid Decline
Key metrics (2024‑2025)
| Metric | 2023 | 2024 | H1 2025 |
|---|---|---|---|
| Monthly active users (MAU) Italy | 3.2 M | 2.9 M | 2.2 M |
| Daily tweets per user | 5.1 | 4.3 | 3.0 |
| Advertising revenue (EUR) | €112 M | €95 M | €68 M |
– Leadership turmoil: After the 2024 acquisition by a consortium of tech investors, X’s board saw three CEO changes within 12 months, eroding confidence among Italian advertisers.
- Algorithm instability: A series of algorithm rewrites in Q2‑2024 reduced organic reach for Italian content by ~35 % (source: We Are Social, Italy social Report 2024).
- Regulatory headwinds: The Italian Data Protection Authority (Garante) levied a €12 M fine in March 2025 for non‑compliance with GDPR‑e‑privacy rules concerning location‑tagged tweets.
Impact on Italian brands
- Budget reallocation – 48 % of mid‑size brands shifted ad spend to Meta and TikTik (TikTok Italy) within Q3 2024.
- Content strategy overhaul – Brands adopted “micro‑community” tactics on Instagram Reels and Discord servers, reducing reliance on X’s public timeline.
2. Reddit’s Explosive Surge in italy
Growth drivers
- Localized sub‑communities: Over 1,800 Italian‑language subreddits launched between 2022‑2025, covering everything from r/foodrome to r/italiafinance.
- Algorithmic personalization: Reddit’s 2024 “Explore Italy” feed increased average session time by 27 % (source: Reddit Investor Deck Q4 2024).
- Advertising platform upgrade: The 2025 “Reddit ads Pro” suite added native video placements and advanced audience segmentation for Italian marketers.
Statistical snapshot (Q2 2025)
- Italian MAU: 7.4 M (↑ 38 % YoY)
- Average daily comments per user: 12.6 (↑ 22 % yoy)
- Ad CPM (EUR): €6.80 for video, €4.30 for display (below the EU average).
Practical tips for Italian marketers
- Leverage niche subreddits – Target communities with <10 k members for higher engagement rates (average CTR = 3.2 %).
- Use AMA (Ask Me Anything) format – Brands that hosted AMA sessions in Q1 2025 saw a 45 % lift in brand lift metrics.
- Integrate reddit API for real‑time sentiment – Pulling comment sentiment every hour helped a major fashion retailer adjust campaign copy,resulting in a 12 % ROAS increase.
Platform share (2025 Q2)
| Platform | Share of total social time | Avg.monthly sessions per user |
|---|---|---|
| Meta (Facebook + Instagram) | 42 % | 14 |
| TikTik (TikTok Italy) | 28 % | 12 |
| 14 % | 9 | |
| 8 % | 7 | |
| Others (Snap, Pinterest, niche forums) | 8 % | 5 |
– User fatigue: 61 % of Italian Gen Z respondents (aged 18‑24) reported “social media overload” in a 2025 Deloitte survey, prompting a shift toward “micro‑social” platforms and private messaging apps.
- Advertising fragmentation: CPMs have risen 15 % on average across the top five platforms due to inventory scarcity (source: eMarketer Italy Digital Ad Spend 2025).
Strategic considerations for brands
- Cross‑platform storytelling: Combine short‑form video on TikTik with Reddit discussion threads to extend the content lifecycle.
- Invest in owned communities: Brands that launched Discord servers in 2024 recorded a 19 % increase in repeat purchase frequency (source: Shopify Italy Merchant Insights 2025).
- Data‑first approach: Leveraging first‑party data from website sign‑ups reduces reliance on third‑party cookies, which are being phased out by Italian regulators by Q4 2025.
4. Case Study – “DolceVita” Fashion Brand
| Year | Platform mix | Spend (EUR) | ROAS |
|---|---|---|---|
| 2022 | Facebook + Instagram | 300 K | 4.1× |
| 2023 | Added TikTik (15 % of budget) | 350 K | 4.8× |
| 2024 | Shifted 20 % to Reddit Ads Pro | 380 K | 5.3× |
| 2025 (H1) | 30 % Reddit, 40 % TikTik, 20 % Meta, 10 % Discord | 410 K | 6.1× |
– Tactics: Ran a “#MadeInItaly” Reddit contest in May 2025,generating 12 k user‑generated photos and a 28 % lift in referral traffic.
- Outcome: The brand’s owned Discord community grew to 18 k members, contributing €1.2 M in direct sales in H1 2025 (source: DolceVita internal report).
5. Benefits of Diversifying Beyond Saturated Platforms
- Higher engagement rates: Niche communities (e.g., Reddit, Discord) average 2‑3× higher comment depth than broad platforms.
- Cost efficiency: CPM on emerging Italian platforms (e.g., TikTik) remains 30 % below Meta’s average, extending budget reach.
- Brand safety: Private or moderated groups reduce exposure to brand‑unsafe content, a concern highlighted in the 2025 Italian Advertising Standards Council report.
6. practical Implementation checklist for Italian Marketers
- audit current spend – Identify % allocated to X; aim to reduce by at least 20 % before Q4 2025.
- Map audience to platforms – Use a simple matrix:
- Gen Z: tiktik + Reddit
- Millennials: Instagram + Reddit AMAs
- Professionals: LinkedIn + niche Discord groups
- Set KPI benchmarks –
- Reddit CPM ≤ €5.5 (video)
- TikTik CTR ≥ 1.8 %
- Discord community growth ≥ 10 % MoM
- Launch pilot campaigns – Test a 2‑week Reddit “Ask the Designer” session, track lift in brand sentiment via Brandwatch.
- Integrate first‑party data – Sync sign‑up forms with CRM to enable retargeting on Discord and TikTik via custom audience lists.
- Monitor regulatory updates – Subscribe to Garante newsletters; adjust data collection practices by Q3 2025 to stay compliant.
Key takeaways for 2025: X’s collapse reshapes the Italian ad landscape, Reddit’s surge offers a fertile ground for community‑centric storytelling, and overall market saturation forces brands to adopt multi‑channel, data‑driven strategies that prioritize engagement over sheer reach.
