How many users does Instagram have?

Research highlights: Instagram has an estimated 2.11 billion monthly active users (MAU), this makes it the fourth most popular social media platform. India has the most amount of users, with 362.9M users.

Related research: How many people use social media? | How many users does Facebook have? | What's the average time spent on social media? | What's the average age of a TikTok user? | How many users does Telegram have?

How many users does Instagram have?

•  Instagram's user base hit 2.11 billion in 2023, growing by 7.91% from 2022

• Over the past decade, Instagram usually had double-digit growth each year, except for 2023, which saw a single-digit growth of 7.91%

• The biggest annual growth was in 2018, with 300 million new monthly active users, a 42.86% increase, bringing the total to 1 billion MAU

• The highest growth rate in the last decade was in 2015, with an 85% increase, reaching 370 million users

• From 2013 to 2023, Instagram's user base grew by 1,822.73%, jumping from 110 million to 2.115 billion

• The period from 2014 to 2018 saw explosive growth, with Instagram's user base increasing by 400%, from 200 million to 1 billion

What country has the most instagram users?

•  India has the most Instagram users, with 362.9 million monthly active users

• The United States comes in second with 169.7 million monthly active users on Instagram

• Brazil is third with 134.6 million users

• Indonesia has 100.9 million monthly active users, making it fourth globally and the top country in Southeast Asia for Instagram use

• Combined, the top three countries—India, the United States, and Brazil—make up 667.2 million monthly active Instagram users. That's 31.77% of all users

How much time do people spend on Instagram?

•  Turkey leads the world in Instagram usage, with users spending an average of 32 hours and 41 minutes per month on the platform

• Brazil is second, with users spending 22 hours and 27 minutes per month on Instagram

• Argentina is close behind, with an average monthly usage of 21 hours and 24 minutes

• The average Instagram user in Turkey spends more than twice the global average of 15 hours and 30 minutes per month on the platform

• Even though India has the largest user base, users there spend about 27.8% more time on Instagram compared to the global average

What are the most followed instagram accounts?

•  Instagram's official account is the most followed, with 666.8 million followers

• Cristiano Ronaldo is the most followed individual on Instagram, with 617.5 million followers, making him the second most followed account overall

• Lionel Messi is third with 497.3 million followers

• Selena Gomez is the most followed female celebrity, with 429.6 million followers, placing her fourth overall

• Nike is the most followed brand, with 306.6 million followers, ranking 11th overall

• Virat Kohli is the most followed Indian celebrity, with 265.9 million followers, placing him 16th

• LeBron James is the most followed basketball player, with 159.6 million followers, ranking 26th

• Real Madrid CF is the most followed sports team, with 151.4 million followers, ranking 29th

• Lisa from BLACKPINK is the most followed K-pop star, with 100.4 million followers, ranking 39th

• The combined followers of the top three accounts (Instagram, Cristiano Ronaldo, and Lionel Messi) total 1.78 billion

• The Kardashian-Jenner family has a huge presence on Instagram, with five members (Kylie Jenner, Kim Kardashian, Khloe Kardashian, Kendall Jenner, and Kourtney Kardashian) together having 1.6 billion followers

How much revenue does Instagram generate?

•  In 2023, Instagram generated an estimated $39.1 billion in advertising revenue, making up 29% of Meta's total revenue of $134.9 billion

• From 2018 to 2023, Instagram's advertising revenue grew from $11.3 billion to $39.1 billion, a 246.02% increase over five years

• Instagram's share of Meta's overall revenue has been steadily rising, from 20.25% in 2018 to 29% in 2023, showing its growing importance within Meta's business

• From 2018 to 2023, Instagram consistently contributed around a quarter or more to Meta's total revenue

**Estimated
*Revenue numbers only available for first half of 2022 ($16.5B)

Sources

• Federal Trade Commission v. Meta Platforms, Inc. Rule 7(H) Statement in Support of Meta Platforms, Inc.'s Motion for Summary Judgement, page 231

• Facebook, Inc Form 10-K for the Fiscal Year Ended Dec. 31, 2023, page 90

• Facebook, Inc Form 10-K for the Fiscal Year Ended Dec. 31, 2022, page 86

• Facebook, Inc Form 10-K for the Fiscal Year Ended Dec. 31, 2021, page 80

• Facebook, Inc Form 10-K for the Fiscal Year Ended Dec. 31, 2020, page 83

• Facebook, Inc Form 10-K for the Fiscal Year Ended Dec. 31, 2019, page 74

• Facebook, Inc Form 10-K for the Fiscal Year Ended Dec. 31, 2018, page 59

• Instagram Revenue and Usage Statistics (2024) - Business of Apps

• Countries with most Instagram users 2024 | Statista

• Digital 2024: Global Overview Report — DataReportal

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