Uganda’s social media landscape is witnessing rapid growth, fueled by a young population and widespread access to smartphones and feature phones.
The UCC Annual Communications Sector Report 2023 shows a remarkable increase in social media subscriptions from 13.7 million in 2020 to 20.7 million by December 2023.
“Besides, the reduction in costs and accessibility of mobile data plans and innovative packages has further enabled consumers to actively participate in social media, often maintaining multiple accounts across different platforms,” the report released in November 2024, reads in part.
WhatsApp leads the market as the most popular app, with 7.4 million users actively engaging in its multi-functional features, including text, voice, and video communication.
This app’s user-friendly interface and reliability in person-to-person messaging have made it an essential tool for Ugandans across all age groups.
Video-centric platforms like TikTok and YouTube are also on the rise, with 5.5 million and 4.7 million users, respectively, drawn to the visual appeal and entertainment value of short-form and long-form content.
Snapchat, although less widely used, still commands a respectable 1.4 million users, while Instagram has captured 1 million subscribers, appealing to a more visually oriented audience.
Netflix
An interesting development in Uganda’s digital ecosystem is the slow but steady growth of Netflix, with 90,000 subscribers.
“Netflix, although still emerging, represents a growing trend towards streaming services that are redefining internet usage,” added by reporter.
Joseph Aine, a social media enthusiast, says as more Ugandans gain access to high-speed internet, streaming platforms are poised to redefine internet usage in the country, hinting at a shift towards content-on-demand and entertainment as a significant part of digital consumption.
“Uganda’s digital transformation reflects a larger trend in Africa where mobile connectivity and affordable data access are driving significant shifts in social media use,” he observed.
