The Philippines recorded a sharp increase in social media use, with social media user identities reaching 95.8 million as of October 2025, according to the Digital 2026 Philippines report by DataReportal.
The report, presented by Meltwater, showed that social media user identities grew by 9 million from the previous year, representing a 10.3% increase. This was the fastest growth among the country's major digital indicators and is equivalent to 81.9% of the estimated population of 117 million.
Social Media Leads Digital Growth
The growth in social media user identities outpaced gains in both internet access and mobile connectivity.
Internet users in the Philippines reached 98 million in October 2025, an increase of 789,000 or 0.8% from a year earlier. Cellular mobile connections also rose, climbing by 4 million or 3% to 137 million.
The figures reflect the continued importance of social media in the lives of many Filipinos. Platforms are increasingly used not only for communication and entertainment but also for business, news, and community engagement.
User Identities Not Equal to Individual Users
DataReportal noted that the number of social media user identities should not be interpreted as the number of unique people using social media.
Many users operate multiple accounts, either on the same platform or across different platforms. The total also includes accounts belonging to businesses, organizations, brands, and other entities.
Because of this, the figure provides a picture of social media activity and presence rather than the exact size of the country's social media population.
Internet Adoption Stays Above Global Average
The report also found that internet penetration in the Philippines remained higher than the global average.
An estimated 83.8% of Filipinos were online as of October 2025, compared with the global average of 73.2%.
Meanwhile, the country recorded 137 million mobile connections, equivalent to 117% of the population. The figure suggests that many Filipinos maintain more than one SIM card or mobile subscription.
DataReportal estimated the Philippine population at 117 million during the period, with 49.1% living in urban areas. The population grew by about 942,000 people, or 0.8%, over the previous year.
The report compiled data from government agencies, telecommunications companies, internet platforms, research groups, and analytics firms to track digital adoption and usage trends across the country.
