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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