Instagram now has over 3 billion monthly users and around 2.2 billion people who use it every day, making it the world’s second-largest social media platform. In September 2025, Mark Zuckerberg confirmed that Instagram officially crossed the 3-billion MAU milestone, placing it alongside Meta’s other two apps that also serve more than 3 billion users each.
Meta (formerly Facebook) bought Instagram for $1 billion in 2012. Since then, the platform has grown at a massive pace, and now contributes to half of Meta’s U.S. ad revenue.
With nearly half of Gen Z in the U.S. scrolling through Reels and thousands of businesses using shoppable posts to drive sales, Instagram today works as a global hub for visual culture and discovery. In this post, you’ll find detailed Instagram statistics covering its users, their behavior, revenue, and key trends. These insights will help marketers build a well-informed strategy for the platform in 2026.
Top Instagram Statistics For 2026
- Instagram has over 3 billion monthly active users and over 2.2 billion daily active users.
- India has the most number of Instagram users with a count of 708.9 million, followed by the U.S. with 269.8 million.
- 33% of Instagram users are between 25 and 35 years old.
- Instagram’s revenue stands at $83.6 billion in revenue in 2025.
- 48.3% of Gen Z in the U.S. actively use Instagram.
Instagram Monthly Active Users Globally
Instagram has more than 3 billion monthly active users and 2.2 billion daily active users globally. That means 50% of all internet users access the platform every month.
Mark Zuckerberg announced that Instagram had surpasssed the 3 billion mark on his official Threads handle on 24th September 2025.
Here is a table showing Instagram’s monthly active user base growth over the years:
| Year | Users | YoY Growth |
|---|---|---|
| 2013 | 0.110 billion | — |
| 2014 | 0.200 billion | 81.82% |
| 2015 | 0.370 billion | 85.00% |
| 2016 | 0.500 billion | 35.14% |
| 2017 | 0.700 billion | 40.00% |
| 2018 | 1.000 billion | 42.86% |
| 2019 | 1.210 billion | 21.00% |
| 2020 | 1.435 billion | 18.60% |
| 2021 | 1.690 billion | 17.76% |
| 2022 | 1.960 billion | 15.98% |
| 2023 | 2.243 billion | 14.44% |
| 2024 | 2.728 billion | 21.62% |
| 2025 | 3.000 billion | 9.97% |
Instagram Daily Active Users Globally
Instagram has 2.2 billion daily active users, meaning 27.1% of the world’s population acces the platform everyday. Instagram reported having more than 500 million daily active users in 2017, if we compare it ot eh current numbers, its a jump of 340% in 8 years.
All of Instagram’s DAUs interact with the platform’s reels, collectively watching over 200 billion short-form videos every day.
Instagram Users In The United States
IInstagram now has has over 269.8 million active users in the US, making it the country with the second-largest audience on the platform. This means that 78% of the US population uses Instagram actively.
The United States may not lead in user numbers, but it remains Instagram’s biggest revenue-generating market. Scroll down this post to know the exact figures.
United States Instagram Users By Age And Gender
55.4% of Instagram users in the U.S. are female, while 44.6% are male.
As of January 2025, the largest group of Instagram users in the United States was aged 25 to 34, making up 28.3% of the platform’s audience.
The 18 to 24 age group followed closely behind at 26.5%, while 19.4% of users were aged 35 to 44.
On the other end of the spectrum, Instagram users aged 65 and above were the least active, accounting for just 5.8% of the U.S. Instagram audience.
Instagram Users By Country
With 708.9 million users, India has the largest number of active Instagram users. The United States follows with 269.8 million active users.
Brazil ranks third with 220.5 million users, while Indonesia follows with 163.5 million, both using Instagram heavily for entertainment, content creation, and small business promotion.
Here is a table with Instagram active users by country:
| Country | User Count | Share of Instagram Users |
|---|---|---|
| India | 708.9 million | 23.63% |
| USA | 269.8 million | 9.00% |
| Brazil | 220.5 million | 7.35% |
| Indonesia | 163.5 million | 5.45% |
| Japan | 92.4 million | 3.08% |
| Turkey | 91.9 million | 3.06% |
| Mexico | 78.7 million | 2.62% |
| UK | 52.7 million | 1.76% |
| Germany | 46.5 million | 1.55% |
| Argentina | 45.4 million | 1.51% |
| Italy | 42.1 million | 1.40% |
| France | 40.5 million | 1.35% |
| Philippines | 38.5 million | 1.28% |
| South Korea | 37.9 million | 1.26% |
| Spain | 37.2 million | 1.24% |
Note: Meta does not report official country wise user breakdown for any of its platform. Above figures are estimates derived from various sources across the web, compnay data and internal calculations.
Instagram Users By Region
| Region | Instagram Users | Percentage of Global Users |
|---|---|---|
| Northern America | 330 million | 11.0% |
| Central America | 108 million | 3.6% |
| Caribbean | 17 million | 0.6% |
| Southern America | 408 million | 13.6% |
| Western Europe | 134 million | 4.5% |
| Northern Europe | 88 million | 2.9% |
| Southern Europe | 125 million | 4.2% |
| Eastern Europe | 74 million | 2.5% |
| Northern Africa | 88 million | 2.9% |
| Western Africa | 28 million | 0.9% |
| Middle Africa | 5 million | 0.2% |
| Eastern Africa | 23 million | 0.8% |
| Southern Africa | 14 million | 0.5% |
| Western Asia | 229 million | 7.6% |
| Central Asia | 50 million | 1.7% |
| Southern Asia | 770 million | 25.7% |
| South-Eastern Asia | 304 million | 10.1% |
| Eastern Asia | 174 million | 5.8% |
| Oceania | 30 million | 1.0% |
Southern Asia is the largest Instagram market in the world, with around 770 million users, which makes up about 25.7% of the global user base. This region leads mainly because India is part of Southern Asia, and India is the single biggest Instagram user country in the world.
North America has a strong Instagram presence with around 330 million users, accounting for 11% of total global users. South-Eastern Asia also contributes heavily, with about 304 million users (10.1%), driven by countries such as Indonesia, the Philippines, and Vietnam.
Southern America adds around 408 million users, making up 13.6% of the global audience, showing how popular Instagram is across Latin American countries.
In Europe, the user base is spread across multiple regions.
- Western Europe has about 134 million users (4.5%)
- Southern Europe follows with 125 million users (4.2%)
- Northern Europe has 88 million users (2.9%)
- Eastern Europe accounts for 74 million users (2.5%)
Africa contributes a smaller but growing share.
- Northern Africa has about 88 million users (2.9%)
- Western Africa adds 28 million (0.9%)
- Eastern Africa has 23 million (0.8%)
- Southern Africa has 14 million (0.5%)
- Middle Africa remains the smallest with around 5 million users (0.2%)
Western Asia holds a meaningful share with about 229 million users, which is 7.6% of the global total. Central Asia, however, has only around 50 million users (1.7%).
Why Central Asia Could Have Been Much Bigger
Central Asia could have been a massive Instagram market if China were part of it. However, Instagram is banned in China, which means over a billion people do not count in Instagram’s global user numbers at all. Even though China is in Eastern Asia, this ban keeps both Eastern and nearby Central Asia’s Instagram numbers much lower than their population potential.
Oceania contributes around 30 million users, making up 1% of the global audience.
Instagram Users By Gender
As of April 2025, 47.3% of Instagram’s global audience identifies as female, while 52.7% identifies as male, showing a fairly balanced gender split on the platform.
Women aged 18-24 make up 14.4%, while men in the same age group make up 17.2% of all Instagram users aged 18-24.
Meanwhile, men aged 25–34 make up 18.4% of the global instagram users, while women in the same age group account for 14.6%
Here is a table showing the percentage of Instagram users by gender and age group:
| Age Group | Male Instagram Users | Female Instagram Users |
|---|---|---|
| 18-24 | 17.2% | 14.4% |
| 25-34 | 18.4% | 14.6% |
| 35-44 | 8.8% | 8.5% |
| 45-54 | 4.4% | 5.2% |
| 55-64 | 2.2% | 3% |
| 65+ | 1.4% | 1.9% |
Source: DataReportal
Instagram Users By Age
About 33% of Instagram users are aged 25 to 34, making it the largest age group on the platform. The second biggest group is users aged 18 to 24, who make up 31.6% of users.
Instagram users aged 35 to 44 account for 17.3%, while those between 45 and 54 represent 9.6% of the total user base.
Here is a table with the distribution of Instagram users by age:
| Age Group | Share of Instagram Users |
|---|---|
| 18-24 | 31.6% |
| 25-34 | 33% |
| 35-44 | 17.3% |
| 45-54 | 9.6% |
| 55-64 | 5.2% |
| 65+ | 3.3% |
Source: DataReportal
Number of Instagram Users Compared To Other Social Platforms
In the competitive market of social media, Instagram shines with 2 billion active users, making it one of the most popular platforms for sharing moments and trends worldwide.
Its sibling app, WhatsApp, also connects 2 billion users across the globe, keeping conversations flowing.
However, Meta’s Facebook still wears the crown with a massive 3.07 billion active users in 2025.
Here is how Instagram measures up against other major social media platforms in terms of active users:
| Social Media Platform | Number of Active Users |
|---|---|
| 3.1 billion | |
| 3 billion | |
| 3 billion | |
| YouTube | 2.7 billion |
| TikTok | 2.1 billion |
| 1.4 billion | |
| Telegram | 1 billion |
| Facebook Messenger | 947 million |
| Snapchat | 850 million |
| X(Twitter) | 586 million |
| 443.8 million |
Source: DataReportal
Instagram Traffic Statistics
As of April 2025, 55.6% of the Instagram traffic comes from mobile devices, while 44.4% comes from desktops.
In the United States, 57.39% of Instagram traffic comes from mobile devices, while 42.61% still use desktops to use the platform.
Over in India, the trend shifts even more towards mobile, with 75.66% of users accessing Instagram on their phones, and just 24.34% using desktop.
Here is a table showing Instagram’s usage in the top countries by device:
| Country | Desktop | Mobile |
|---|---|---|
| United States | 42.61% | 57.39% |
| India | 24.34% | 75.66% |
| Brazil | 50.79% | 49.21% |
| Turkey | 29.56% | 70.44% |
| Germany | 48.41% | 51.59% |
Source: Semrush
Average Time Spent On Instagram
In 2025, younger adults in the U.S. continue to spend the most time on Instagram. Users aged 18 to 24 spend an average of 53 minutes on the platform daily. This makes them the most engaged age group on Instagram.
Following them are users aged 25 to 34, who spend about 37 minutes daily, still showing strong engagement but slightly less than Gen Z.
Adults aged 35 to 44 average 28 minutes per day, while those in the 45 to 54 group spend around 27 minutes daily.
Here is a table with the average time spent on Instagram by age group:
| Age Group | Average Time Spent |
|---|---|
| 18-24 | 53 minutes |
| 25-34 | 37 minutes |
| 35-44 | 28 minutes |
| 45-54 | 27 minutes |
| 55-64 | 26 minutes |
| 65+ | 20 minutes |
Source: Emarketer, DataReportal, Emarketer
Instagram Usage By Marketers
With the rise of influencer marketing in recent times, 79% of marketers reported using Instagram for marketing in 2025.
On the other hand, Facebook was used by 86% of marketers, and 65% utilized LinkedIn for marketing purposes.
Only 9% of marketers used Threads, while 51% of marketers used YouTube for marketing.
Source: Statista
Instagram Usage By Gen Z in United States
48.3% of Gen Z in the US are active on Instagram, putting it in close competition with TikTok, which slightly leads with 49.5%.
The usage of Instagram among American Gen Z was around 45.7% in 2024 and 41.4% in 2024.
For comparison, only 30% of US Gen Z used Instagram, and Snapchat was Gen Z’s favorite with 38.1% of users in 2020.
Here is a table showing how Instagram’s popularity among Gen Z users in the U.S. has grown over the years:
| Year | Gen Z using Instagram | Gen Z using TikTok | Gen Z using Snapchat |
|---|---|---|---|
| 2025 | 48.3% | 48.85% | 49.5% |
| 2024 | 45.7% | 48.2% | 49.6% |
| 2023 | 41.4% | 45% | 47% |
| 2022 | 37.3% | 41.4% | 44.5% |
| 2021 | 33.3% | 37.3% | 42% |
| 2020 | 30% | 29.5% | 38.1% |
Source: Statista
Instagram Revenue Statistics
Instagram’s estimated revenue stands at $83.6 billion as of 2025, thats an increase of 24.9 billion from 2024. In 2023, the short video platform brought in $49.8 billion, growing by 35% compared to 2022, when it made $36.9 billion in revenue.
The year 2021 saw revenues of $32 billion, marking a 46.8% jump from 2020’s $21.8 billion revenue. Going even more back, Instagram earned $16.2 billion in 2019, a 57.3% increase from 2018’s $10.3 billion.
Check our detailed take on Instgram revenue over the years.
Instagram Ad Revenue In The United States
According to the latest reports, Instagram is set to generate $32.03 billion in U.S. ad revenue in 2025, that will be a 24.4% increase compared to 2024. In 2024, Instagram contributed 48.4% to Meta’s ad revenue by generating around $32 billion in ad revenue in the US.
For the future, Instagram is expected to make $42.52 billion in ad revenues and will contribute 53.1% to Meta’s total ad revenue in 2026.
Here is a table with Instagram’s ad revenue over the years:
| Year | Instagram Revenue |
|---|---|
| 2024 | $66.9 billion |
| 2023 | $49.8 billion |
| 2022 | $36.9 billion |
| 2021 | $32 billion |
| 2020 | $21.8 billion |
| 2019 | $16.2 billion |
| 2018 | $10.3 billion |
| 2017 | $4.1 billion |
| 2016 | $1.8 billion |
| 2015 | $0.5 billion |
Here is a table showing the contribution of Instagram’s ad revenue to Meta’s total revenue:
| Year | Instagram Ad Revenue | % of Meta’s Ad Revenue |
|---|---|---|
| 2026* | $42.52 billion | 53.1% |
| 2025 | $37.13 billion | 50.3% |
| 2024 | $32.03 billion | 48.4% |
| 2023 | $25.75 billion | 45.5% |
| 2022 | $22 billion | 44.1% |
Source: EMarketer
Most Followed Instagram Users
As of December 2025, Instagram’s own official account remains the most-followed on the platform with 697 million followers. Close behind is Cristiano Ronaldo, the world-renowned footballer, with 668 million followers. Leo Messi, another football great, holds the third spot with 510 million Instagram followers.
Among celebrities, Selena Gomez ranks fourth with 416 million followers. Dwayne Johnson and Kylie Jenner are tied for fifth place, with 391 million followers each on Instagram.
Here are the top 10 most followed people on Instagram:
| Instagram User | Number of Followers |
|---|---|
| 697 million | |
| Cristiano Ronaldo | 668 million |
| Leo Messi | 510 million |
| Selena Gomez | 416 million |
| Dwayne Johnson (The Rock) | 391 million |
| Kylie Jenner | 391 million |
| Ariana Grande | 373 million |
| Kim Kardashian | 354 million |
| Beyoncé | 308 million |
| Khloé Kardashian | 300 million |
