Madagascar's social media landscape in 2026 shows a steady engagement rate of 3.5%, indicating active user participation. With 12 million users, the country continues to see growth driven by increased smartphone penetration and internet access. Facebook remains dominant, but platforms like TikTok and Instagram are gaining popularity among younger demographics, boosting overall engagement levels.
The average daily time spent on social media has risen to 2 hours 15 minutes, reflecting deeper digital integration into everyday life. Businesses are increasingly allocating advertising budgets, with MAD 150 million (USD 39 million) spent on targeted campaigns. This digital shift offers significant opportunities for brands aiming to expand their reach and connect with Madagascar's digitally active population.