TikTok registered an advertising reach of 99 million users over 18 in Mexico, above Facebook's 93.5 million, according to the Digital 2026: Mexico report from DataReportal, reported by Quadratín on September 24, 2026.

The figure reads against a market of 110 million internet users and a penetration rate of 83.5% of the population, according to the same DataReportal report. Mexico counted 99 million social media identities, equivalent to 74.9% of the population, the largest Spanish-speaking market in Latin America. The significance of the crossover lies in the metric: each platform's advertising tools are the public thermometer available on audience size, and that is why they shape media and advertiser decisions. Meta warns that estimated audience size does not equal monthly or daily active users, and DataReportal notes methodological differences between platforms, so the ranking describes potential reach, not effective consumption.

The report breaks down the movement by platform over the last measured year:

All four figures come from each company's advertising tools, processed by DataReportal, which warns that TikTok only shows audience data from age 18 onward even though it allows ad targeting from age 13.

The next point of comparison is the measurement with 2026 data, which will define whether the gap between the two platforms widens or stabilizes. Two variables are worth tracking: TikTok's annual pace, which grew 22% in the latest cut, and Facebook's quarterly series, which closed the measured period with a contraction of 2.5%.

This article was written with the assistance of artificial intelligence from verified sources and reviewed by a human editor before publication.