India’s social media ecosystem is undergoing visible shifts, with user age profiles now shaping platform trajectories as much as product features. The latest Comscore State of Social India 2025 report underlines a fragmented yet maturing market where Snapchat emerges as an unexpected contender, X struggles with an ageing base, and YouTube continues to sit firmly on top.
YouTube’s broad base
No matter which age bracket one looks at, YouTube remains the undisputed leader. It reaches 91 percent of users in the 15–24 group, 87 percent in 25–34, and 84 percent in the 35+ segment. This ubiquity is not just about numbers. Comscore data shows YouTube’s consumption across connected TVs has grown by over 400 percent in videos viewed since 2022, signaling its ability to transition seamlessly between mobile-first audiences and living room viewing. The platform has effectively become the common denominator across India’s digital households.
Instagram’s split personality
Instagram has retained a sizeable young audience, with 71 percent reach among 15–24 year-olds. The platform is also holding steady with 65 percent in 25–34 and 58 percent in the 35+ segment. This duality is shaping its content mix. Reels continue to dominate, now accounting for nearly 70 percent of actions on the platform, yet carousels and posts aimed at older demographics also play a significant role. For marketers, Instagram is both a youth magnet and an entry point to more mature segments.
Facebook’s older skew
If Instagram straddles two age groups, Facebook has tilted more decisively towards older Indians. The platform records 76 percent reach among 25–34 users but climbs to 58 percent in the 35+ bracket, while dropping to 57 percent among 15–24. The story is clear: Facebook is becoming the default social layer for India’s digital middle-aged population. Its video-first pivot is driving engagement, but the platform’s future growth is likely to depend on how well it can continue serving this older cohort.
X’s challenge
Once a pulse point for India’s digital discourse, X (formerly Twitter) faces a demographic challenge. Comscore numbers show reach at just 16 percent among 15–24, 17 percent in 25–34, and 14 percent in 35+. The overall base is shrinking, and what remains is ageing. This makes the platform increasingly niche, useful for newsmakers and political conversations but struggling to maintain relevance with younger users. For advertisers, it is becoming a high-noise, low-scale proposition.
Snapchat’s quiet rise
The surprise in the Comscore data is Snapchat. Often underestimated in conversations about India’s social landscape, it now commands 33 percent reach among 15–24 year-olds. That makes it the second-strongest youth platform after YouTube and ahead of both Facebook and X. For brands targeting Gen Z, Snapchat is not a peripheral play anymore but a channel that has carved out a stronghold in the most sought-after demographic. Its growth points to the power of product simplicity and a focus on private, visual communication.
The bottom line
Comscore’s numbers paint a market defined by age splits. YouTube’s universality gives it unmatched dominance. Instagram manages a balancing act between young and mature segments. Facebook consolidates its hold on older users. X risks slipping into irrelevance outside of political chatter. And Snapchat, long dismissed, is quietly building an enviable base among India’s youngest internet natives.
The age divide is shaping not only audience behaviour but also advertiser priorities. In India’s fast-moving digital economy, these generational lines may end up being the most decisive force in determining which platforms thrive in the years ahead.
