The Pakistan Telecommunication Authority (PTA) has unveiled comprehensive data on social media usage across the country as of January 2024. The report sheds light on the popularity of various platforms, the demographics of their users, and the significant role social media plays in the lives of millions of Pakistanis.
Facebook: Leading the Pack with 64 Million Users
Facebook continues to dominate the social media landscape in Pakistan, with a user base of 64 million as of January 2024. According to the PTA report, men form the majority of Facebook users, accounting for 76% of the total, while women make up 24%. This gender disparity highlights the ongoing gap in digital participation among male and female users in the country.
Facebook’s popularity stems from its widespread accessibility, ease of use, and ability to connect people across urban and rural areas. The platform serves as a hub for communication, entertainment, and business opportunities, making it a vital part of Pakistan’s digital ecosystem.
YouTube: The Most-Watched Platform with 71.7 Million Users
YouTube takes the lead as the most-used social media platform in Pakistan, with a staggering 71.7 million users. Of these, 72% are men, while women make up 28% of the user base. The platform’s extensive reach and diverse content have made it a favorite among Pakistanis for entertainment, education, and information.
From tutorials and vlogs to music videos and news updates, YouTube caters to a wide range of interests, contributing to its massive popularity. The rise of local content creators has also played a significant role in boosting YouTube’s appeal in Pakistan.
TikTok: 54.4 Million Users and Growing
TikTok has rapidly emerged as one of the most popular platforms in Pakistan, with 54.4 million active users recorded in January 2024. The platform’s male user base dominates at 78%, while female users constitute 22%. TikTok’s engaging short-form video content and creative tools have captured the attention of younger audiences, making it a cultural phenomenon in the country.
Despite facing controversies and occasional bans, TikTok remains a powerhouse of entertainment and creativity. Its ability to provide a platform for self-expression has made it a go-to app for millions of Pakistanis.
Instagram: The Niche Platform with 17.3 Million Users
Instagram, known for its visually-driven content, has a relatively smaller but significant user base of 17.3 million in Pakistan. Male users make up 64% of Instagram’s audience, while women account for 36%.
Instagram’s appeal lies in its focus on lifestyle, fashion, and personal branding. It has become a favorite platform for influencers, businesses, and young professionals who use it to showcase their talents, products, and services.
Gender Gap in Social Media Usage
The PTA report highlights a notable gender gap across all social media platforms, with male users consistently outnumbering female users. This disparity reflects broader societal trends and challenges related to internet accessibility, digital literacy, and cultural norms in Pakistan.
Efforts to bridge this gap are crucial for fostering inclusivity and ensuring that women can equally benefit from the opportunities offered by social media. Initiatives aimed at improving digital access and education for women can play a pivotal role in addressing this imbalance.
Social Media’s Impact on Pakistan’s Digital Landscape
Social media platforms have become integral to Pakistan’s digital ecosystem, influencing various aspects of daily life, including communication, business, education, and entertainment. These platforms are not only a source of connection but also a driving force behind digital entrepreneurship, with many individuals leveraging social media to start and grow businesses.
Furthermore, the increasing number of users indicates a growing reliance on digital platforms for information and interaction. Social media has also played a crucial role in shaping public opinion, spreading awareness, and fostering community engagement.
Future Outlook for Social Media in Pakistan
As internet penetration continues to rise and smartphones become more affordable, the number of social media users in Pakistan is expected to grow further. Platforms like Facebook, YouTube, TikTok, and Instagram will likely see an increase in users, especially among younger demographics.
However, addressing issues such as the gender gap, online safety, and misinformation will be essential for ensuring a positive and inclusive digital environment. Collaborative efforts by the government, private sector, and civil society can help create a more equitable and secure online space for all.
The PTA’s report provides valuable insights into the social media landscape of Pakistan, highlighting the popularity of various platforms and the demographics of their users. With 64 million Facebook users, 71.7 million YouTube users, 54.4 million TikTok users, and 17.3 million Instagram users, it is clear that social media is a vital part of daily life for millions of Pakistanis.
As the digital landscape evolves, addressing challenges and leveraging opportunities will be key to unlocking the full potential of social media in Pakistan.
