Exploring Telegram’s growing user base and advertising potential
For brands and agencies, social media and messaging apps are vital channels for connecting with consumers, with 49% of Americans spending over an hour a day on these platforms. Additionally, 38% say they are more likely to engage with ads on social media than on regular websites, underlining the importance of platforms that encourage direct interaction. Among these platforms, Telegram stands out for its growing user base as per data from YouGov BrandIndex.
Telegram’s Current Customer score rose from 8.8% on January 1, 2024, to 18.7% on January 1, 2025 – an increase of 9.9 percentage points. Growth was especially pronounced among younger users. For adults aged 18-34, the score surged from 24.4% to 41%, a jump of 16.6 points. Among adults aged 35-49, the score grew from 8% to 19.9%. Meanwhile, adults aged 50 and older experienced a modest increase, from 3% to 4.4%.
Data from YouGov Profiles highlights how users engage with Telegram. Some 67% of American adults who are a member of the app access Telegram daily. One in five users access it at least once a week.
Looking at time spent on the app, three in 10 spend one to five hours a week (30%). Some 12% spend six to ten hours, and 18% exceed 11 hours of use per week.
When asked where consumers would be most likely to notice ads, 32% of daily Telegram users mentioned billboards, compared to 20% of adults. Podcasts were cited by 30% of daily Telegram users, while only 19% of the general population agreed.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Telegram’s Current Customer score is based on the question: Have you visited any of the following brands in the past 30 days through desktop/ laptop, or mobile phone? and delivered as a percentage. Scores are based on an average daily sample size of 1220-3909 US adults between Jan 1, 2024 – Jan 1, 2025. Figures are based on a six-week moving average.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race.