Morocco's digital landscape: A closer look at the 2025 Social Media Barometer

Tuesday 03 June 2025 - 08:50

By: Dakir Madiha

Morocco's digital landscape: A closer look at the 2025 Social Media Barometer

In Morocco, digital life keeps evolving, but not everyone is keeping up. The sixth edition of the Social Media Barometer by Sunergia offers a fresh look at how Moroccans use social platforms today. The results point to a maturing landscape where growth is steady but slower, and where gaps in access continue to shape the online experience.

As of 2025, over eight in ten Moroccans (81%) use social media. That marks a notable rise of 8 points since 2020. However, for the first time in years, the momentum softened slightly, and usage dropped one point compared to 2024. While the shift isn’t statistically meaningful, it notes a plateau. Behind the numbers, 19% of Moroccans remain disconnected from the digital world. This divide runs deepest among older adults, rural populations, and lower-income groups.

WhatsApp still leads the way

Moroccans continue to rely heavily on WhatsApp. With 75% of the population using the app, and 95% of them checking in daily, its dominance remains unquestioned. The app holds strong appeal for younger users; 88% of those aged 18 to 24 use it, as well as for those in cities and higher social categories, where access to smartphones and data is more widespread.

Facebook holds steady, Instagram gains ground

Facebook remains in second place, used by 62% of Moroccans. Its daily engagement has improved, with nearly nine in ten users logging in each day. Men use it slightly more than women, and the platform continues to attract the 18 to 44 age bracket. Urban areas, especially in the northeast, show the highest usage.

Instagram follows closely. Now used by 42% of the population, the platform has seen modest but consistent growth. It resonates more with women than Facebook does and captures a younger, more urban audience. Nearly 90% of Instagram users aged 18 to 24 visit it daily, making it a go-to space for visual content and trends.

YouTube enters the scene, TikTok moves up

For the first time, YouTube appears in the barometer. It immediately claims the fourth spot, with 40% of Moroccans using the platform. Viewers in the 18 to 44 age range make up the bulk of its audience. YouTube’s arrival in the rankings reflects its quiet but steady presence in everyday digital life, especially as a source of entertainment, tutorials, and news.

TikTok continues to climb. In 2025, a quarter of Moroccans say they use the platform. It has grown by five points since last year, driven largely by users under 25, who make up more than a third of its user base. Three out of four users open the app daily.

Snapchat, Telegram lag behind

Snapchat and Telegram, once popular among younger or privacy-focused users, have lost ground. Each platform now reaches only 8% of the population, and daily engagement is slipping. Only about half of their users check them daily, down from last year. Meanwhile, LinkedIn (6%), X (5%), and Pinterest (4%) continue to attract niche audiences. Their limited appeal places them at the lower end of Morocco’s digital hierarchy.

Not everyone in Morocco has gone digital. Older adults aged 55 and up make up the largest share of the offline population, along with rural communities and working-class groups. Among those over 65, nearly half remain disconnected. For them, limited access to devices, networks, or digital literacy keeps them on the margins.

Tech evolves, users adapt

While user numbers shift slowly, the platforms themselves are changing fast. WhatsApp, Facebook, and Instagram now offer new features like Meta AI, adding an artificial intelligence layer to everyday conversations. New privacy tools aim to reassure users who feel uneasy about how their data is handled.

The 2025 barometer paints a complex picture. On one hand, Morocco has irreversibly entered the age of digital communication. On the other, deep divides remain, and some apps are starting to fade as others rise. The way Moroccans connect, inform themselves, and spend their time online keeps changing, just not always at the same pace for everyone.