As of May 2025, Meta's Instagram had a total of **** million active users in Germany. At the beginning of 2024, the social media platform had ***** million active users, demonstrating an overall increase of more than **** a million users in Germany during the analyzed period. Overall, Instagram's largest audience in Germany can be found in the 25 to 34 year age group.

In May 2025, the number of Instagram users in Germany stood at around **** million individuals. The largest share of Instagram users in Germany were women aged between 25 and 34 years old, with Instagram’s popularity decreasing among older respondents. Those over 65 years of age made up *** percent of users. Additionally, Instagram had slightly more female users in Germany than male users. Instagram’s popularity worldwide Instagram is one of the most popular social networks worldwide, with *** billion active users. With audiences of ****** million users and ***** million users respectively, India and the United States led the list of the countries with the most Instagram users. In February 2025, Brazil and Indonesia ranked third and fourth, while Germany was ninth in the list. Instagram user demographics worldwide As of April 2025, **************** of Instagram's global audience was made up of individuals aged between 25 and 34 years old. The second-largest share of Instagram users is individuals within the 18 to 24 years old age group. Older generations constituted a far smaller share of Instagram's user base.

There were 33 803 000 Instagram users in Germany in June 2025, which accounted for 41.3% of its entire population. The majority of them were women - 52.6%. People aged 25 to 34 were the largest user group (10 000 000). The highest difference between men and women occurs within people aged 45 to 54, where women lead by 1 900 000.

As of January 2025, there were a total of **** million users of Meta's Instagram in Germany. Overall, **** percent of these users were *** between the ages of 25 and 34 years, and a further **** percent were ***** of the same age range, making these demographics the largest audiences of the app in Germany. Those over 65 years of age made up *** percent of Instagram's German audience.

The number of Instagram users in Germany was forecast to continuously increase between 2024 and 2028 by in total 1.7 million users (+6.14 percent). After the ninth consecutive increasing year, the Instagram user base is estimated to reach 29.43 million users and therefore a new peak in 2028. Notably, the number of Instagram users of was continuously increasing over the past years.User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Instagram users in countries like Austria and Switzerland.

The majority of German Instagram users (** percent) used the app at least once a month, according to a 2020 survey. Almost ** percent claimed they logged on weekly, while ** percent did so every day.

How high is the brand awareness of Instagram in Germany?When it comes to social media users, brand awareness of Instagram is at *** in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.How popular is Instagram in Germany?In total, *** of German social media users say they like Instagram.What is the usage share of Instagram in Germany?All in all, *** of social media users in Germany use Instagram.How loyal are the users of Instagram?Around *** of social media users in Germany say they are likely to use Instagram again. What's the buzz around Instagram in Germany?In February 2024, about *** of German social media users had heard about Instagram in the media, on social media, or in advertising over the past three months.

As of February 2025, India had a total of 413.85 million Instagram users, the largest Instagram audience in the world. The United States had 171.7 million users, and Brazil had 140.7 million. Indonesia, Turkey, and Japan ranked in fourth, fifth and sixth position, respectively. Kazakhstan is the leading country for Instagram audience reach, with 86.2 percent of the population using the social media service. Turkey came in second, with a penetration rate of 85.5 percent and Uruguay ranked third, with 87.1 percent, followed closely by the UAE, Brazil, and Bahrain. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. WhatsApp, also owned by Meta, took 11 years, whilst Facebook took 13.3 years and YouTube took just over 14 years. Instagram’s demographics in the United States As of March 2025, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and X. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram in 2021, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of January 2025, roughly 28.3 of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of April 2024 with over 672 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 628 million followers on the platform, while the Argentinian footballer Lionel Messi (@leomessi) had over 502 million followers. The Instagram accounts of the American singer and actress Selena Gomez (@selenagomez) and the media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 400 million followers each.

As of December 2019, Lisa and Lena (@lisaandlena) were the most followed celebrity influencers on Instagram in Germany, with approximately 15.2 million followers. Bibi's beauty palace ranked second with close to seven million followers. In December 2020, Instagram counted over 28.2 million users in Germany, up from roughly 19.3 million users in September 2018. Individuals aged between 25 and 34 years old made up the largest share of Instagram users in December 2020. This was followed by users in the 18 to 24 years old age group.

Social media in Germany

In 2020, the social network user penetration rate in Germany increased almost two percentage points from 2017, reaching 53 percent. In 2019, WhatsApp was the leading actively used social media platform in Germany, with over three quarters of users, closely followed by YouTube. Ranked third and fourth were Facebook and Instagram.

Facebook in Germany

In June 2020, the number of Facebook users in Germany totaled 43.55 million users. The social media platform was mostly popular among individuals within the 25 to 34 years old category. Female users aged between 25 and 34 years old made up a lower share of Facebook users compared to their male counterpart within the same age range. Individuals over 65 years old used Facebook the least during that period.

In 2023, users aged 14 to 29 years spent the most time daily on Instagram, at an average of ** minutes. Generally, people in Germany spend about an *************** on social media every day. This survey asked people in Germany in different age categories how much time they spent on Instagram every day.

As of June 2025, Lena Mantler was the German influencer with the most Instagram followers at around ***** million. Lena rose to fame by making lip-syncing videos with her twin sister Lisa on Musical.ly, which later became TikTok. Younes Zarou and Pamela Reif were the second and third most followed German influencers. Influencers and influencer marketing have become one of the most prolific types of online marketing as such.

WhatsApp was the leading actively used messenger service in Germany in 2021. Almost 84 percent of users confirmed this. While WhatsApp is foremost a messaging service, certain features indicate similarities with social media networks, as sharing and posting between users still occurs, just not necessarily on a publicly accessible website. Delivering the message For most of the population, modern life is unimaginable without messenger apps. Texting has become much more varied as a form of communication thanks to extended file and content sharing options within messages. There is no doubt that WhatsApp is a popular messaging app in Germany. In 2023, almost 85 percent of people were messaging on WhatsApp every day. By 2025, it is estimated that over 53 million people will be using WhatsApp in Germany, suggesting it's popularity as a messaging app will not diminish with time. Personal data While Facebook is extremely popular in many different countries, long-term questions and concerns from users continue to arise, with personal data security being one of the leading topics of discussion. In general, the there have been many breaches of personal data online. At the same time, social media continues to enjoy rising popularity and use among the German population, both in a private and professional context.

The share of social media users in German was ******* among the 14-39 years age groups, though 40-49-year-olds were not far behind. While user rates are traditionally expected to be high among younger demographics, especially those born after social media emerged on the world stage, older age groups are also becoming increasingly familiar with it. Socially acceptable The leading social media platforms in Germany, including those primarily known for being a messaging service, are YouTube, WhatsApp and Facebook. Among social media apps downloaded in the Google Play Store, to name one example, the most popular one was Instagram, owned by Facebook. In fact, Facebook usage numbers were generally high in Europe, though this was not the case for Instagram, when comparing to other countries in the world. Rising user numbers Social network user numbers in Germany are predicted to continue rising in the 2020s, moving towards ** million users. The same can be said for the user penetration rate regarding social media.

This statistic presents the leading Instagram accounts of German handball players as of January 2019, by number of followers. According to Wettbasis, Uwe Gensheimer had the most popular Instagram account measured by number of followers with a total of *******.

In 2024, the most popular social media network among Generation Z in Germany was Instagram, with a user share of around ** percent. YouTube and TikTok followed in second place with around ** and ** percent user shares respectively. In contrast, among Baby Boomers, Facebook was the most used social media network, with around ** percent of Boomers using the platform.

A survey during the third quarter of 2020 found that ** percent of Instagram users in Germany were using the social network to follow brands or companies. Twitter ranked in second place with ** percent of Twitter audiences in Germany using the service to follow brands.

In 2024, YouTube usage increased the older the age group. That year, ** percent of ** to 18-year-olds used the platform. ** percent used Instagram.

86% of the top 500 online shops in Germany that are selling products mainly in the category Fashion, and for which information about social media usage was researched, have a profile on Instagram. This represents the maximum percentage among all categories that were considered in the analysis.

In 2023, Instagram was the social media platform with the highest influence on purchasing decisions and processes among German users. ** percent stated that they had become aware of a product via the platform and had subsequently purchased it. Facebook came in second place, with almost ** percent of respondents stating that the platform had influenced their purchasing process before.

What is the age range of Instagram users in Belgium? In 2019, over 80 percent of all 16-to 24- year-olds in Flanders (the Dutch-speaking region of Belgium) used the photo-sharing app. The numbers provided here come from a survey held in this region only. Unlike other countries, Belgium consists of four parts: the federal level and three regions: Flanders, Wallonia (the French-speaking part) and the Brussels Capital-Region (the city of Brussels and its surrounding villages). Because of this socio-political aspect, research on Belgium sometimes focuses exclusively on certain regions. Overall, active Instagram users made up roughly 25 percent of Belgium’s total population in 2018.

Instagram not as popular in Belgium as in other countries

The share of the population that used the social media platform was comparable with Luxembourg and France, yet higher than in Germany. However, the penetration rate was not as high as in the Netherlands, Denmark, Sweden and Norway.

Which Instagram features are used?

In a 2018 survey, more than 90 percent of Flemish teenagers said that liking a photo from someone else was a frequently used feature of Instagram. Sharing an Insta Story was done less often: roughly 45 percent did this. Which photos would Belgians respond to? These could come from influencers. In July 2018, popular YouTube vlogger Gaëlle Garcia Diaz had the most followers of all Instagram influencers coming from Belgium.