As of October 2025, China has the world’s largest online population, with approximately 1.3 billion internet users. India, currently the most populous nation, ranks second with about 1.03 billion users. The United States follows in third place. Worldwide internet usage As of October 2025, there are more than six billion internet users worldwide. However, user distribution varies significantly by region. In 2024, Eastern Asia alone accounted for 1.34 billion internet users, while Africa and the Middle East reported considerably lower figures. As expected, urban areas also exhibited higher rates of internet access compared to rural regions. Internet use in China It is no surprise that China ranks first among countries with the most internet users. Driven by rapid economic development and a strong cultural embrace of technology, 91.6 percent of China’s estimated 1.4 billion residents are online. As of the third quarter of 2024, about 91.8 percent of Chinese internet users were active on WeChat, the country’s most popular social platform. During the same period, Chinese internet users spent an average of five hours and 33 minutes online each day.

As of October 2025, 6.04 billion individuals worldwide were internet users, which amounted to 73.2 percent of the global population. Of this total, 5.66 billion, or 68.7 percent of the world's population, were social media users. Global internet usage Connecting billions of people worldwide, the internet is a core pillar of the modern information society. Northern Europe ranked first among worldwide regions by the share of the population using the internet in 2025. In the Netherlands, Norway, and Saudi Arabia, 99 percent of the population used the internet as of February 2025. North Korea was at the opposite end of the spectrum, with virtually no internet usage penetration among the general population, ranking last worldwide. Eastern Asia was home to the largest number of online users worldwide—over 1.34 billion at the latest count. Southern Asia ranked second, with around 1.2 billion internet users. China, India, and the United States rank ahead of other countries worldwide by the number of internet users. Worldwide internet user demographics As of 2024, the share of female internet users worldwide was 65 percent, five percent less than that of men. Gender disparity in internet usage was bigger in African countries, with around a 10-percent difference. Worldwide regions, like the Commonwealth of Independent States and Europe, showed a smaller usage gap between these two genders. As of 2024, global internet usage was higher among individuals between 15 and 24 years old across all regions, with young people in Europe representing the most considerable usage penetration, 98 percent. In comparison, the worldwide average for the age group of 15 to 24 years was 79 percent. The income level of the countries was also an essential factor for internet access, as 93 percent of the population of the countries with high income reportedly used the internet, as opposed to only 27 percent of the low-income markets.

As of October 2025, India had the largest offline population worldwide, with more than 440 million people lacking internet access. Pakistan ranked second, with approximately 139.39 million people not connected to the internet. Despite these figures, both countries also ranked among those with the highest numbers of internet users globally. Internet access in Africa In 2023, Africa lagged behind other global regions regarding internet penetration rate, as only 37 percent of the continent’s population accessed the web. In contrast, around 91 percent of Europe’s population were internet users. This is heavily influenced by the infrastructure development in the region. However, some improvements are forecasted, as by 2028, the internet penetration rate in Africa will be at an estimated 48.15 percent. Global internet access challenges: disruptions and restrictions Government internet shutdowns around the world are another challenge for internet access. Between 2015 and the first half of 2023, 172 local internet connection disruptions occurred due to protests globally. Moreover, according to a 2023report on internet freedom, almost four out of ten global internet users were deprived of essential freedoms on online platforms. In 2023, 76 new restrictions on internet usage were implemented worldwide. Asia led in imposing these restrictions, accounting for approximately 55 cases across various countries in the region.

During a 2020 survey, ** percent of internet users in India reported frequently viewing livestreams of influencers, and as many as ** percent said they were likely to buy products from influencers they follow. While the share of internet users who frequently watched influencer livestreams in China was lower than in India, eight out of ten still said they were likely to buy from those influencers they were interested in.

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 April 2024, almost 32 percent of global Instagram audiences were aged between 18 and 24 years, and 30.6 percent of users were aged between 25 and 34 years. Overall, 16 percent of users belonged to the 35 to 44 year 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 respectively 362.9 million and 169.7 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 it’s “vanishing photos” feature.
              As of the second quarter of 2021, Snapchat had 293 million daily active users.

As of October 2025, Indonesia was the country with the largest TikTok advertising reach, with ****** million users engaging with the popular social video platform. The United States followed, with ****** million TikTok users. Brazil came in third, with ****** million users on TikTok watching short videos. From Reels to Shorts: Social short video takes the internet Between 2021 and 2022, some of the most popular social media platforms have been adding short-video features on the heels of TikTok’s popularity. YouTube Shorts, which rolled out to the global market in June 2021, reached *** billion monthly active logged-in users in 2023. In comparison, Instagram’s short-video format Reels, which launched in August 2020, presented a higher view rate than regular videos on the platform between June 2021 and June 2022, as well as a higher likes rate than other content types on Instagram. TikTok business model TikTok is owned by the Beijing-based ByteDance, along with the short-video app Douyin (TikTok’s version for the Chinese market), video platform Xigua, and popular news app Toutiao. While the products intended for domestic market consumption operate in the Chinese digital ecosystem and have a plurality of established monetization methods, such as live-shopping events hosted by famous influencers, TikTok’s main revenue stream comes from online advertising. In 2025, ByteDance was estimated to have generated around **** billion U.S. dollars worldwide via online advertising.