With over 2 billion active users worldwide, Instagram remains one of the most influential and widely used social media platforms in 2025.
What began as a simple photo-sharing app has evolved into a dynamic ecosystem for personal expression, brand storytelling, e-commerce, and influencer marketing.
From 48.3% of US Gen Z scrolling through reels to businesses leveraging shoppable posts, Instagram has positioned itself as a global hub of visual culture and connection.
In this post, we’ll go over the most remarkable statistics about Instagram users, usage, revenue, and more.
Top Instagram Statistics For 2025
- Instagram has over 2 billion users in 2025.
- India has the most number of Instagram users with a count of 414 million, followed by the U.S. with 172 million.
- 33% of Instagram users are between 25 and 35 years old.
- Instagram generated $66.9 billion in revenue in 2024.
- 48.3% of Gen Z in the U.S. actively use Instagram.
- Instagram is expected to generate $37.13 billion in ad revenue in 2025.
Instagram Users Statistics
As of April 2025, Instagram has more than 2 billion active users, representing an increase of 1 billion users just in the last 4 years.
Back in February 2013, it had 100 million monthly active users. By June 2016, that number jumped to 500 million. Just two years later, in June 2018, the social media platform reached 1 billion users.
Instagram reported having more than 500 million daily active users in 2017. However, the company has not released data on daily active users since.
Out of the 5.78 billion people using mobile phones worldwide, 34.6% scroll through Instagram. That means more than 1 in 3 mobile users are engaging with reels, stories, and posts regularly.
In terms of advertising reach, the platform’s advertising tools can potentially reach approximately 1.74 billion users, indicating its vast global influence in 2025.
Sources: DataReportal, Statista, TechCrunch, EMarketer, Meta
Instagram Users In The United States
As of 2025, Instagram has over 172 million active users in the US, making it the country with the second-largest audience on the platform. This also means that 50% of the US population uses Instagram actively.
Back in 2019, 110.8 million Americans were active on the platform. Fast forward to 2024, and that number has soared to 138.5 million, a 25% jump in just five years. That’s 27.7 million more users, or about the entire population of Texas, using Instagram.
To put everything in perspective, in 2023, Instagram’s U.S. user base grew by 4.1%, followed by another 3.7% increase in 2024.
Here is a table showing the growth of Instagram users in the US:
| Year | US Instagram Users |
|---|---|
| 2026 (Predicted) | 148.3 million |
| 2025 | 172 million |
| 2024 | 138.5 million |
| 2023 | 133.5 million |
| 2022 | 128.3 million |
| 2021 | 123.4 million |
| 2020 | 118.3 million |
| 2019 | 110.8 million |
Source: DataReportal, Emarketer
United States Instagram Users By Age And Gender
55.4% of Instagram users in the U.S. are female, while 44.6% are male in 2025.
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 414 million users, India has the largest number of active Instagram users in 2025. The United States follows with 172 million active users.
Brazil ranks third with 141 million users, while Indonesia follows with 103 million, both using Instagram heavily for entertainment, content creation, and small business promotion.
On the other hand, Turkey and Japan have 58.5 million and 57.5 million Instagram users, respectively, in 2025.
Here is a table with Instagram active users by country:
| Country | Active Instagram Users |
|---|---|
| India | 414 million |
| United States | 172 million |
| Brazil | 141 million |
| Indonesia | 103 million |
| Turkey | 58.5 million |
| Japan | 57.5 million |
| Mexico | 48.8 million |
| United Kingdom | 33.4 million |
| Germany | 31.3 million |
| Argentina | 28.9 million |
Source: DataReportal
Instagram Users By Region
Southern Asia leads the way with 448 million Instagram users, accounting for 25.7% of the world’s Instagram audience in 2025.
In North America, Instagram has a solid user base of 192 million (11.0%), while South-Eastern Asia adds 177 million users to the total (10.2%).
In Western Europe, around 78 million people use Instagram, making up 4.5% of the global user base.
Southern Europe follows with 72.6 million users, which is about 4.2% of total users.
Here is the breakdown of Instagram users by region:
| Region | Instagram Users | Percentage of Global Users |
|---|---|---|
| Northern America | 192 million | 11.0% |
| Central America | 62.6 million | 3.6% |
| Caribbean | 9.75 million | 0.6% |
| Southern America | 237 million | 13.6% |
| Western Europe | 78.0 million | 4.5% |
| Northern Europe | 51.3 million | 2.9% |
| Southern Europe | 72.6 million | 4.2% |
| Eastern Europe | 43.1 million | 2.5% |
| Northern Africa | 50.9 million | 2.9% |
| Western Africa | 16.2 million | 0.9% |
| Middle Africa | 2.77 million | 0.2% |
| Eastern Africa | 13.2 million | 0.8% |
| Southern Africa | 8.18 million | 0.5% |
| Western Asia | 133 million | 7.6% |
| Central Asia | 29.3 million | 1.7% |
| Southern Asia | 448 million | 25.7% |
| South-Eastern Asia | 177 million | 10.2% |
| Eastern Asia | 101 million | 5.8% |
| Oceania | 17.5 million | 1% |
Source: DataReportal
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 |
|---|---|
| 3.07 billion | |
| YouTube | 2.5 billion |
| 2 billion | |
| 2 billion | |
| TikTok | 1.59 billion |
| 1.38 billion | |
| Telegram | 950 million |
| Facebook Messenger | 947 million |
| Snapchat | 850 million |
| 606 million | |
| X(Twitter) | 586 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 |
|---|---|---|
| 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 2025, 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 2023.
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
In 2024, Instagram generated around $66.9 billion in revenue, a 34.3% increase from the previous year. 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 back further, Instagram earned $16.2 billion in 2019, a 57.3% increase from 2018’s $10.3 billion.
Here is a breakdown of Instagram’s revenue over the years:
Source: Business Of Apps
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, a 24.4% increase compared to 2024. This revenue will make up nearly 50.3% of Meta’s total ad revenue in 2025.
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 In 2025
As of April 2025, Instagram’s own official account remains the most-followed on the platform with 687 million followers. Close behind is Cristiano Ronaldo, the world-renowned footballer, with 651 million followers. Leo Messi, another football great, holds the third spot with 504 million Instagram followers.
Among celebrities, Selena Gomez ranks fourth with 421 million followers, while Dwayne Johnson is in the fifth position, with 394 million followers. Kylie Jenner is fifth on the list with 393 million Instagram followers.
Here are the top 10 most followed people on Instagram:
| Instagram User | Number of Followers |
|---|---|
| 687 million | |
| Cristiano Ronaldo | 651 million |
| Leo Messi | 504 million |
| Selena Gomez | 421 million |
| Dwayne Johnson (The Rock) | 394 million |
| Kylie Jenner | 393 million |
| Ariana Grande | 376 million |
| Kim Kardashian | 357 million |
| Beyoncé | 312 million |
| Khloé Kardashian | 303 million |
Source: Instagram