As of October 2025, India had the largest Instagram audience worldwide, with 480.55 million users. The United States ranked second with 181.75 million users, followed by Brazil with 147 million. However, Turkey recorded the highest audience reach, with 92.1 percent of its population using the platform. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. 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.

The number of Instagram users ranking is led by India with ****** million users, while the United States is following with ****** million users. In contrast, Seychelles is at the bottom of the ranking with **** million users, showing a difference of ****** million users to India. 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 *** 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).

This statistic shows a ranking of the estimated number of Instagram users in 2020 in Asia, differentiated by country. The user numbers 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 more than *** countries and regions worldwide. All input data are sourced from international institutions, national statistical offices, and trade associations. All data has been are processed to generate comparable datasets (see supplementary notes under details for more information).

This statistic shows a ranking of the estimated number of Instagram users in 2020 in Africa, differentiated by country. The user numbers 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 more than *** countries and regions worldwide. All input data are sourced from international institutions, national statistical offices, and trade associations. All data has been are processed to generate comparable datasets (see supplementary notes under details for more information).

In February 2025, Sweden had 5.45 million users of Meta's app Instagram. Overall, Norway was home to 2.6 million Instagram users, whilst Denmark's audience also stood at 2.6 million. Additionally, there were 2.35 million users of the app in Finland as of early 2025.

As of October 2025, **** percent of Instagram users in the United States were aged between 25 and 34 years, making up the platform’s largest audience in the country. Overall, the group with the second-highest usage was those aged 18 to 24 years, with **** percent of users, followed by **** percent that were aged 35 to 44 years. The age group that used Instagram the least was those older than 65 years, making up *** percent of users, respectively. Popular social media platforms in the United States Instagram was the fourth most visited social media platform in the United States as of March 2025 across desktop, mobile, and tablet devices combined, accounting for *** percent of all social media visits in the country. Despite Instagram’s popularity, Facebook remained the leading social media platform by far in the U.S., accounting for more than ** percent of all social media visits. Pinterest and X (formerly Twitter) ranked second and third in terms of visits, with ***** percent and ***** percent of visits, respectively. Instagram’s global audience Instagram’s global popularity continues to surge, with no signs of slowing down. As of January 2025, the country with the largest Instagram audience was India, with over*****million users, while the United States had the second-highest market with over**** million users, followed by Brazil, Indonesia, and Turkey, respectively. As of February 2025, Instagram was the third most popular social network globally, reaching ***** billion monthly active users.

As of April 2024, Bahrain was the country with the highest Instagram audience reach with 95.6 percent. Kazakhstan also had a high Instagram audience penetration rate, with 90.8 percent of the population using the social network. In the United Arab Emirates, Turkey, and Brunei, the photo-sharing platform was used by more than 85 percent of each country's population.

In 2021, there were 1.21 billion monthly active users of Meta's Instagram, making up over 28 percent of the world's internet users. By 2025, it has been forecast that there will be 1.44 billion monthly active users of the social media platform, which would account for 31.2 percent of global internet users.

How popular is Instagram?

Instagram, as of January 2022, was the fourth most popular social media platform in the world in terms of user numbers. YouTube and WhatsApp ranked in second and third place, respectively, whilst Facebook remained the most popular, with almost three billion monthly active users worldwide.

India had the largest number of Instagram users as of January 2022, with a total of over 230 million users in the country. The second-largest Instagram audience could be found in the United States, with almost 160 million people subscribing to the photo and video sharing app.

Gen Z and Instagram

As of September 2021, Gen Z users in the United States spent an average of five hours per week on Instagram. Although Instagram ranked third in terms of hours per week spent on the platform, Gen Z users spent considerably more time on TikTok, amounting to a weekly average of over 10 hours being spent on the mobile-first video app.

Most followed accounts on Instagram

As of May 2022, Instagram’s own account had 504.37 million followers. In terms of celebrities, Portuguese footballer Cristiano Ronaldo (@chistiano) had over 440.41 million followers on the social network. Moreover, the average media value of an Instagram post by Ronaldo was over 985,000 U.S. dollars.

The most liked post on Instagram as of May 2022 was Photo of an Egg, which was posted in 2019 by the account @world_record_egg. Photo of an Egg has not only exceeded 55 million likes on the platform, but it also has nearly 3.5 million comments, and the account itself has over 4.5 million Instagram followers. After mysterious posts published by the account, World Record Egg revealed itself as part of a mental health campaign aimed at the difficulties and demands of using social media.

As of August 2025, Brazil was home to approximately *** million users of Instagram. This is more than the rest of the Latin American top-five countries combined. Mexico had around ** million Instagram users, while Argentina, Colombia, and Chile had ***** million, ***** million, and ***** million users, respectively. Similarly, Brazil and Mexico also had the largest number of Facebook users in Latin America.

As of April 2025, Kazakhstan was the country with the highest Instagram audience reach with **** percent. Turkey also had a high Instagram audience penetration rate, with **** percent of the population using the social network. In Uruguay, the United Arab Emirates, and Brazil, the photo-sharing platform was used by more than ** percent of each country's population.

As of January 2023, India had the largest Instagram user base in the Asia-Pacific region at approximately 229.55 million. As of that month, Indonesia had the second largest Instagram audience in the region at just over 89 million.

As of July 2025, almost 33.3 percent of global Instagram audiences were aged between 25 and 34 years, and 29.7 percent of users were aged between 18 and 24 years. Overall, 17.4 percent of users belonged to the 35 to 44-year-old age group. Instagram users With roughly one billion monthly active users, Instagram belongs to the most popular social networks worldwide. The social photo-sharing app is especially popular in India and in the United States, which have about 480 million and 181 million Instagram users each. Instagram features One of the most popular features of Instagram is Stories. Users can post photos and videos to their Stories stream, and the content is live for others to view for 24 hours before it disappears. In January 2019, the company reported that there were 500 million daily active Instagram Stories users. Instagram Stories directly competes with Snapchat, another photo-sharing app that initially became famous due to its “vanishing photos” feature. As of the third quarter of 2025, Snapchat had 477 million daily active users.

This statistic described the number of Instagram user in the Middle East and North Africa in 2016, by country. During 2016, the number of Instagram users in Saudi Arabia was about *** million.

As of October 2025, India had the largest Facebook audience worldwide, with over 403 million users. To put this figure into perspective, if India’s Facebook user base were a country, it would rank as the third most populous nation globally. Besides India, three other markets had more than 100 million Facebook users each: the United States, Indonesia and Brazil. Facebook – the most used social media Meta, the company that was previously called Facebook, owns four of the most popular social media platforms worldwide, WhatsApp, Facebook Messenger, Facebook, and Instagram. As of the third quarter of 2021, there were around 3.5 billion cumulative monthly users of the company’s products worldwide. With around 2.9 billion monthly active users, Facebook is the most popular social media worldwide. With an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through advertising. Facebook usage by device As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile devices. In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile phone. Facebook is not only available through mobile browser as the company has published several mobile apps for users to access their products and services. As of the third quarter 2021, the four core Meta products were leading the ranking of most downloaded mobile apps worldwide, with WhatsApp amassing approximately six billion downloads.

In the six months ending March 2024, the United States generated 19.44 percent of desktop traffic to Instagram.com, while visitors from Brazil accounted for 8.91 percent of site visits. The person with the highest Instagram follower count was football player Cristiano Ronaldo.

As of November 2024, each Instagram user in India spent on average around ** hours and ** minutes using the Instagram mobile app per month. In comparison, each Instagram user in Vietnam spent around *** hours and ** minutes using the Instagram mobile app per month.

As of July 2025, Instagram was slightly more popular with men than women, with men accounting for **** percent of the platform’s global users. Additionally, the social media app was most popular among younger audiences, with over ** percent of users aged between 25 and 34 years. Instagram’s Global Audience As of February 2025, Instagram was the second most popular social media platform globally, reaching ***** billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing. As of February 2025, the country with the largest Instagram audience was India, with over**** million users, followed by the United States with over *** million users. Who is winning over the generations? Even though Instagram’s audience is considerably larger than TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly among younger audiences. TikTok was the most downloaded mobile app globally in 2024, generating over**** million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.

How many people use Instagram?

Instagram is a social media app which focuses on photo and video sharing. It is owned by Facebook, which recently rebranded as Meta, in a move towards the metaverse. As of December 2021, Instagram reached a new milestone of 2 billion active users worldwide. The platform previously reached 1 billion users in June 2018.

Users aged 25 to 34 years made up the biggest Instagram user group by age worldwide, followed by 18 to 24 year olds. Overall, men accounted for 51.6 percent of global Instagram users.

Most popular Instagram accounts and content

Footballer Cristiano Ronaldo was the most followed person on Instagram as of 2021, with approximately 315 million followers. Ranked in second and third position were the Rock and Ariana Grande, both having over 250 million followers each.

It’s not only athletes and actors who drive the views on Instagram though. Instagram has long since become a medium for people and communities to spread their messages, and in the past two years, social activists and educators have used Instagram for their movements. Political and educational accounts generate high engagement rates with their content. Posts from political accounts receive an average engagement rate of 2.74 percent and educational posts receive an average of 2.56 percent.

Social media usage worldwide

There are 3.4 billion social media users worldwide and this is expected to increase to 4.41 billion by 2025. Instagram is most popular in India with a total of 201.1 million users, followed by the U.S. with 157.1 million and Brazil with 114.9 million active users. Instagram is the fourth most popular social media site in the world, after Facebook, YouTube and WhatsApp, respectively.

As of October 2021, Brunei was the country with the highest Instagram audience reach with 92 percent of the population using the platform. This was followed by Guam with 79.2 percent and the Cayman Islands with 78.8 percent audience reach.

As of October 2021, Facebook had almost 3 billion users worldwide. The penetration rate for Facebook in the United States in 2021 was 70.59 percent and it is expected to reach 76.87 percent by 2026.

In October 2025, 55.2 percent of Instagram users in the United States were women, and 44.8 percent were men. Overall, Instagram finds much popularity in the U.S., and the country is home to the platform's second-largest worldwide audience, with around 182 million users in the country.

This statistic shows a ranking of the estimated number of Instagram users in 2020 in Europe, differentiated by country. The user numbers 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 more than *** countries and regions worldwide. All input data are sourced from international institutions, national statistical offices, and trade associations. All data has been are processed to generate comparable datasets (see supplementary notes under details for more information).