Social Media Users in Malta (2026)

Malta's social media landscape in 2026 shows widespread adoption, with over 86% of the population actively engaged online. Facebook remains the dominant platform, driven by high mobile penetration and digital literacy. Businesses increasingly leverage targeted ads to reach local audiences, with total ad spend reaching €15 million, reflecting strong digital marketing growth. The average user dedicates over two hours daily to social media, indicating high engagement levels and opportunities for marketers.

The growth in social media users and advertising spend highlights Malta's evolving digital economy. Small and medium enterprises are adopting social strategies to expand their reach both locally and internationally, especially through Instagram and TikTok. With high daily usage, brands are investing more in content marketing and influencer collaborations. This dynamic environment positions Malta as a promising market for innovative social media campaigns and digital advertising investments in 2026.