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18.08.2025

Africa’s Meta Ads Landscape: Audience Sizes on Facebook, Instagram & Audience Network

We have compiled a comprehensive overview of the Meta Ads audience in Sub-Saharan Africa. This dataset covers the full cross-platform Meta Ads audience available for advertising on Facebook, Instagram, and Audience Network, including In-feed, In-Stories, In-Reels, and In-banner placements. All data is relevant for users aged 18+. North Africa is not included in this sample and is covered in our MENA regional overview.

The total audience amounts to 192,344,600, representing over 6% of Meta Ads’ global audience. The share of users engaged in online shopping is 12.2%, or approximately 23,456,500 users. Users aged 18–24 account for 30.05% (vs. 25.46% globally and 16.16% in EMEA). Overall Meta service consumption trends in Africa reflect the continent’s relatively young population, lower internet penetration, and age-dependent digital usage. Meta Ads audiences in Africa vary significantly in structure and income levels across countries.

The largest countries by total Meta Ads audience are:

Nigeria: 40,500,000
South Africa: 28,900,000
Kenya: 17,100,000
Ethiopia: 9,742,700

Below, we provide a detailed table covering most countries—including island nations—showing the total Meta Ads audience aged 18+, total engaged shoppers, and the share of engaged users. Data is based on the lower bound of Meta Ads’ audience estimator.

   
Country Total Meta Audience, 18+ Meta Engaged Shoppers, 18+ Engaged Shoppers, %
Nigeria 40,500,000 4,000,000
9.9%
South Africa 28,900,000 8,000,000
27.7%
Kenya 17,100,000 1,600,000
9.4%
Ethiopia 9,742,700 804,900
8.3%
Tanzania 8,771,300 720,100
8.2%
Ghana 8,732,700 1,100,000
12.6%
Dem. Republic of the Congo 7,891,900 891,900
11.3%
Côte d'Ivoire 7,807,900 968,900
12.4%
Cameroon 5,506,100 593,500
10.8%
Angola 5,262,300 425,200
8.1%
Mozambique 3,973,200 289,100
7.3%
Madagascar 3,934,700 163,900
4.2%
Senegal 3,932,800 534,900
13.6%
Zambia 3,827,300 314,500
8.2%
Burkina Faso 3,518,000 285,200
8.1%
Guinea 3,347,800 479,500
14.3%
Somalia 2,650,700 42,500
1.6%
Uganda 2,564,100 196,300
7.7%
Zimbabwe 2,495,000 154,500
6.2%
Benin 2,431,400 166,500
6.8%
Mali 2,242,900 174,300
7.8%
Malawi 2,067,800 126,400
6.1%
Rwanda 1,471,100 80,100
5.4%
Mauritania 1,353,800 112,500
8.3%
Botswana 1,307,500 141,800
10.8%
Sierra Leone 1,223,200 174,800
14.3%
Republic of the Congo 1,152,800 150,400
13.0%
Burundi 1,100,600 65,300
5.9%
Chad 1,028,000 107,900
10.5%
Liberia 990,900 102,000
10.3%
Namibia 913,600 112,200
12.3%
South Sudan 904,600 34,800
3.8%
Gabon 818,600 114,700
14.0%
Togo 741,300 42,300
5.7%
Niger 736,900 48,500
6.6%
Gambia 547,600 58,600
10.7%
Guinea-Bissau 349,400 24,700
7.1%
Central African Republic 206,000 25,400
12.3%
Equatorial Guinea 186,100 12,000
6.4%
Seychelles 80,600 15,900
19.7%
Eritrea 31,400 500
1.6%

Africa represents one of the youngest regions among the Meta Ads audience globally. Below, we provide a detailed table by country, breaking down the audience across age groups. This helps understand demographic composition and highlights opportunities for age-targeted advertising strategies.
Country 18-24 25-34 35-44 45-54 55+ Total Meta Audience
Nigeria 10.7M 15.1M 7.5M 3.4M 3.8M
40.5M
South Africa 8.2M 9.2M 6.0M 2.6M 2.9M
28.9M
Kenya 6.2M 6.2M 2.6M 1.0M 1.1M
17.1M
Ethiopia 2.0M 4.4M 2.4M 0.54M 0.41M
9.7M
Tanzania 2.4M 3.8M 1.5M 0.63M 0.44M
8.8M
Ghana 2.3M 3.3M 1.8M 0.68M 0.65M
8.7M
Dem. Republic of the Congo 2.8M 2.8M 1.1M 0.49M 0.70M
7.9M
Côte d'Ivoire 2.1M 2.9M 1.6M 0.72M 0.49M
7.8M
Cameroon 1.6M 2.0M 1.1M 0.45M 0.36M
5.5M
Angola 2.0M 1.9M 0.77M 0.30M 0.29M
5.3M
Mozambique 1.6M 1.4M 0.58M 0.21M 0.18M
4.0M
Madagascar 1.6M 1.4M 0.51M 0.20M 0.23M
3.9M
Senegal 1.2M 1.4M 0.75M 0.31M 0.27M
3.9M
Zambia 1.3M 1.4M 0.57M 0.25M 0.31M
3.8M
Burkina Faso 1.1M 1.4M 0.62M 0.23M 0.17M
3.5M
Guinea 1.1M 1.3M 0.58M 0.20M 0.16M
3.3M
Somalia 0.87M 1.2M 0.35M 0.09M 0.14M
2.7M
Uganda 0.76M 1.2M 0.40M 0.11M 0.10M
2.6M
Zimbabwe 0.74M 0.84M 0.46M 0.23M 0.22M
2.5M
Benin 0.91M 0.91M 0.35M 0.14M 0.13M
2.4M
Mali 0.54M 0.95M 0.46M 0.16M 0.13M
2.2M
Malawi 0.84M 0.71M 0.28M 0.11M 0.12M
2.1M
Rwanda 0.71M 0.51M 0.16M 0.05M 0.05M
1.5M
Mauritania 0.52M 0.49M 0.21M 0.07M 0.06M
1.4M
Botswana 0.35M 0.40M 0.28M 0.15M 0.14M
1.3M
Sierra Leone 0.38M 0.46M 0.21M 0.09M 0.09M
1.2M
Republic of the Congo 0.31M 0.39M 0.23M 0.11M 0.11M
1.2M
Burundi 0.42M 0.42M 0.16M 0.05M 0.04M
1.1M
Chad 0.36M 0.39M 0.18M 0.06M 0.05M
1.0M
Liberia 0.31M 0.33M 0.19M 0.09M 0.07M
0.99M
Namibia 0.23M 0.31M 0.18M 0.09M 0.10M
0.91M
South Sudan 0.34M 0.35M 0.13M 0.05M 0.03M
0.90M
Gabon 0.19M 0.28M 0.18M 0.09M 0.08M
0.82M
Togo 0.22M 0.28M 0.14M 0.05M 0.04M
0.74M
Niger 0.21M 0.30M 0.13M 0.06M 0.04M
0.74M
Gambia 0.17M 0.20M 0.10M 0.04M 0.03M
0.55M
Guinea-Bissau 0.09M 0.13M 0.07M 0.03M 0.02M
0.35M
Central African Republic 0.06M 0.07M 0.04M 0.02M 0.01M
0.21M
Equatorial Guinea 0.05M 0.07M 0.04M 0.01M 0.01M
0.19M
Seychelles 0.01M 0.02M 0.02M 0.01M 0.01M
0.08M
Eritrea 0.01M 0.01M 0.00M 0.00M 0.00M
0.03M

More information about the Meta Ads audience in other countries:

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