Instagram Users, Stats, Data & Trends for 2025

This page contains all the data, insights, and trends you need to help you understandInstagram adoption and use around the world inJanuary 2025.

You’ll findDataReportal’s latestcomplete report on Instagram use towards the bottom of this article, but first, we’ll explore some key headlines and trends for global Instagram use.

Just before you dive into the findings, you may be interested to know that all of the data and analysis on this page has been curated by real humans,without the use of generative AI (click here to learn why we include this statement).

Please also note that we publish regular updates to this page, so the content featured below maychange at any time.

As a result, if you’d like to reference or link to specific stats or content thatwon’t change over time, you might find our flagshipGlobal Overview Reports, our regularStatshot Reports, or one of ourlocal country reports to be a better choice.

Essential Instagram statistics and trends for 2025

Data published in Meta’s owntools^(a) show that Instagram ads reached1.74 billion users in January 2025.

This figure places Instagram3rd inDataReportal’s latest ranking of social media platforms by reported ad reach outside of China, and confirms that Instagram was one of the most popular services on the internet inearly 2025.^(b)

However, it’s important to highlight that advertising reach figures arenot a direct proxy for a platform’s overall user base, and — as we’ll explain later — Instagram’s total active user count may be quite different to these ad audience figures.

Caveats aside though, these latest audience numbers indicate that Instagram ads reached21.3 percent of all the people on Earth in January 2025, based on the latest population data from the UnitedNations.^(c)

But having said that, Meta restricts the use of Instagram topeople aged13 and above, so — as we’ll explore below — Instagram’s “age eligible” adoption rate may behigher than this overall figuresuggests.^(b)

And what’s more, Meta’s own data shows that Instagram’s advertising reach enjoyed steadygrowth in the twelve months ending inJanuary 2025.^(a)

More specifically, the total number of users that marketers could reach with Instagram adsincreased by90.8 million (+5.5 percent) between January 2024 andJanuary 2025.^(a)

Note: The figures reported above are based on Instagram’s advertising audience only, and may not be representative of the platform’s total active user base.

Digging deeper

Want the full story? Scroll down to find the latest data, insights, and trends you need to understand Instagram use all over the world, including:

• Figures for Instagram adoption

• How quickly Instagram use is growing

• Countries with the highest rates of Instagram use

• Instagram use by world region

• Instagram’s audience demographics

Towards the bottom of this page, you’ll also find acomprehensive report on Instagram adoption and use all over the world.

And if you’re looking foreven more perspective, you can learn how Instagram compares to other social media platforms on our popularSocial Media Users overview page.

Important notes on data and methodology

Unless stated otherwise, all of the figures that we report in this article representKepios’s analysis of data sourced directly from Meta’s own tools, resources, and statements.

You can find details of individual data sources listed at the bottom of this article.

Where we reference “ad reach” or “ad audience”, please note that the associated figuresonly identify the number of users or accounts that marketers may be able to reach with Instagram ads.

These ad reach figures can be a useful indicator of trends in Instagram adoption and use, but they arenot a direct proxy for metrics like monthly active users, and should not be viewed as such.

Indeed, Kepios’s analysis shows that the ad reach figures published by most of the major social media platforms tend to belower than the overall monthly active user figures that the same companies may publish from time to time in resources such as their investor earnings reports.

Meanwhile, ad reach figures may include duplicate and “inauthentic” accounts, as well as accounts that represent legitimate but “non-human” entities, including pets, businesses, brands, places of interest, music groups, and more.

Consequently, it’s important to stress that the figures you’ll find in this article maynot be representative of Instagram use byunique individuals.

As such, please pay careful attention to the definitions and labels that we use to describe each data point, in order to avoid any potential confusion or misrepresentation.

How many Instagram users are there in 2025?

Instagram is one of the world’s most popular social mediaplatforms^(b), but just how many people use Instagram today?

Based on data published in its own ad planning resources, Instagram had at least1.74 billion users around the world inJanuary 2025.^(a)

This figure suggests that26.9 percent of all the people aged13 and above around the world used Instagram at the time of reportproduction.^(c)

However, if we remove the people in this age group who live in China — where Instagram remained “blocked” at the time of writing — the platform’s “eligible adoption rate” increases to33.3 percent.^(c)

And for further context,Kepios’s analysis indicates that Instagram ads reached31.3 percent of the world’s internet users atthe beginning of 2025.^(b)

Note: The figures reported above are based on Instagram’s advertising audience only, and may not be representative of the platform’s total active user base.

How fast is Instagram growing in 2025?

Data published in Meta’s ad planning tools suggests that Instagram’s globalpotential audience reach figureincreased by5.5 percent in the 12 months leading up to reportproduction.^(a)

To put that figure in perspective, marketers were able to reach90.8 millionmore users with Instagram ads in January 2025 than they were one yearprior.^(a)

And on a quarter-by-quarter basis, Instagram’s potential ad reachincreased by54.4 million (+3.2 percent) in the three months between October 2024 andJanuary 2025.^(a)

But how do changes in Instagram’s potential ad reach compare with growth trends forother platforms over the past year?

Well,Kepios’s analysis suggests thatTikTok’s global ad reachincreased by31.2 million (+2.0 percent) in the twelve months leading up to January 2025, indicating that Instagram’s reported reach increasedmore quickly thanTikTok’s reported reach increased during thisperiod.^(d)

Meanwhile, data reported inFacebook’s ad planning tools tools shows that the platform’s total potential reachincreased by93.3 million (+4.3 percent) between January 2024 and January 2025, suggesting that Instagram’s reported reach increasedmore quickly thanFacebook’s reported reach increased over the pastyear.^(d)

Note: The figures reported above are based on each platform’s advertising audience only, and may not be representative of their respective active user bases.

Which countries have the most Instagram users in 2025?

Our analysis indicates that Instagram has users all over the world, but some countries see much higher levels of Instagram use thanothers.^(b)

Focusing specifically on the platform’s “top ten territories” by ad reach, audience figures published in Meta’s owntools^(a) in January 2025 show that:

1. India had414 million active Instagram users
2. The United States of America had172 million active Instagram users
3. Brazil had141 million active Instagram users
4. Indonesia had103 million active Instagram users
5. Turkey had58.5 million active Instagram users
6. Japan had57.5 million active Instagram users
7. Mexico had48.8 million active Instagram users
8. The United Kingdom had33.4 million active Instagram users
9. Germany had31.3 million active Instagram users
10. Argentina had28.9 million active Instagram users

Note: The figures reported above are based on Instagram’s advertising audience only, and may not be representative of the platform’s total active user base.

How many users does Instagram have in each world region in 2025?

The figures shown in the list below are based on Instagram’s advertising audiencedata^(a) for January 2025.

• Number of active Instagram users in Northern America:192 million (11.0 percent of the global total)

• Number of active Instagram users in Central America:62.6 million (3.6 percent of the global total)

• Number of active Instagram users in the Caribbean:9.75 million (0.6 percent of the global total)

• Number of active Instagram users in Southern America:237 million (13.6 percent of the global total)

• Number of active Instagram users in Western Europe:78.0 million (4.5 percent of the global total)

• Number of active Instagram users in Northern Europe:51.3 million (2.9 percent of the global total)

• Number of active Instagram users in Southern Europe:72.6 million (4.2 percent of the global total)

• Number of active Instagram users in Eastern Europe:43.1 million (2.5 percent of the global total)

• Number of active Instagram users in Northern Africa:50.9 million (2.9 percent of the global total)

• Number of active Instagram users in Western Africa:16.2 million (0.9 percent of the global total)

• Number of active Instagram users in Middle Africa:2.77 million (0.2 percent of the global total)

• Number of active Instagram users in Eastern Africa:13.2 million (0.8 percent of the global total)

• Number of active Instagram users in Southern Africa:8.18 million (0.5 percent of the global total)

• Number of active Instagram users in Western Asia:133 million (7.6 percent of the global total)

• Number of active Instagram users in Central Asia:29.3 million (1.7 percent of the global total)

• Number of active Instagram users in Southern Asia:448 million (25.7 percent of the global total)

• Number of active Instagram users in South-Eastern Asia:177 million (10.2 percent of the global total)

• Number of active Instagram users in Eastern Asia:101 million (5.8 percent of the global total)

• Number of active Instagram users in Oceania:17.5 million (1.0 percent of the global total)

For clarity, we use the United Nations’M49 geoscheme for our regional groupings. Pleaseclick here to learn which countries belong to each region.

Note: The figures reported above are based on Instagram’s advertising audience only, and may not be representative of the platform’s total active user base. Rounding and anomalies in source data may mean that figures for individual regions do not sum to the global total.

What do Instagram’s audience demographics look like in 2025?

Data reported in Meta’s planningtools^(a) in January 2025 indicate that:

• 47.3 percent of Instagram’s audience was “female”

• 52.7 percent of Instagram’s audience was “male”

Want to know what Instagram’s audience gender balance looks like in your country? Take a look at the complete report below, or check out ourfree reports library.

Note: The figures reported above are based on Instagram’s advertising audience only, and may not be representative of the platform’s total active user base. At the time of report production, Meta’s ad planning tools only published audience data for the gender identifiers shown above. Associated gender names and the ascription of these identifiers to the platform’s users reflect Meta’s approaches, definitions, and methodologies.

What’s the average age of Instagram’s users in 2025?

Based on the data reported in Meta’s planning tools,DataReportal’s analysis suggests that the average age of Instagram users in January 2025 lay somewhere between25 and34 years old.^(a)

And for added perspective, the data published in Meta’s ad planning tools suggests thatmale users aged25 to34 accounted for thegreatest share of active Instagram users at that time.^(a)

It’s worth highlighting that the average age of Instagram users varies meaningfully by geography though, so we encourage you to check out the details for the specific countries that matter to you in ourfree reports library.

Note: The figures reported above are based on Instagram’s advertising audience only, and may not be representative of the platform’s total active user base.

What’s the age profile of Instagram’s audience in 2025?

Based on the available data published in Meta’s owntools^(a) in January 2025, thedemographic profile of Instagram’s ad audience is as follows:

• Users aged18 to24:

  • Female users aged18 to24 accounted for14.4 percent of Instagram’s global ad audience aged18 and above.

  • Male users aged18 to24 accounted for17.2 percent of Instagram’s global ad audience aged18 and above.

• Users aged25 to34:

  • Female users aged25 to34 accounted for14.6 percent of Instagram’s global ad audience aged18 and above.

  • Male users aged25 to34 accounted for18.4 percent of Instagram’s global ad audience aged18 and above.

• Users aged35 to44:

  • Female users aged35 to44 accounted for8.5 percent of Instagram’s global ad audience aged18 and above.

  • Male users aged35 to44 accounted for8.8 percent of Instagram’s global ad audience aged18 and above.

• Users aged45 to54:

  • Female users aged45 to54 accounted for5.2 percent of Instagram’s global ad audience aged18 and above.

  • Male users aged45 to54 accounted for4.4 percent of Instagram’s global ad audience aged18 and above.

• Users aged55 to64:

  • Female users aged55 to64 accounted for3.0 percent of Instagram’s global ad audience aged18 and above.

  • Male users aged55 to64 accounted for2.2 percent of Instagram’s global ad audience aged18 and above.

• Users aged65and above:

  • Female users aged65and above accounted for1.9 percent of Instagram’s global ad audience aged18 and above.

  • Male users aged65and above accounted for1.4 percent of Instagram’s global ad audience aged18 and above.

If you’d like to know more about the age profile of Instagram’s audience in your country, you’ll find more details in ourfree reports library.

Note: The figures reported above are based on Instagram’s advertising audience only, and may not be representative of the platform’s total active user base. Meta’s advertising tools also publish limited data for audiencesbelow the age of 18, so the percentage values shown in the list above and in the graphic below maynot sum to 100 percent. Meanwhile, data rounding, anomalies in source data, and the varying availability of data for different demographic parameters also mean that values shown in the list above and in the graphic below maynot sum to 100 percent, and maynot correlate with gender share values reported earlier in this article.

What’s the average engagement rate on Instagram?

Data shows that engagement rates for content published byInstagram Business Accounts vary significantly, depending on a number of different factors.

For example, analysis from bothLocowise andSocialinsider shows that engagement rates differ markedly by geography, and users in some countries are much more likely to engage with Instagram posts than users in other locations.

If you’d like to know what Instagram engagement looks like in specific countries, you can find average rates for a wide range of geographies in ourfree reports library.

Meanwhile, the “size” of the publishing account also seems to play a role in determining eventual engagement rates.

Indeed, as you can see in the image below, Instagram Business Accounts with a relatively small number of followers tend to see quite different engagement rates compared with those that have meaningfully larger audiences.

But geography and audience size aren’t the only factors influencing Instagram engagement rates.

As you can see in the graphic below, Instagram Business Accounts can also expect to see quite different engagement rates depending on thekinds of content that they publish to the platform.

Having said that, note thatLocowise andSocialinsider calculate these averages based on the performance of posts published by a wide variety of Instagram Business Accounts — including those representing sports teams, celebrities, politicians, NGOs, and various other kinds of entity — and it’s not unusual forbrand accounts to experience significantlylower levels of engagement than the averages shown here.

Full report: Instagram use by country in January 2025

The embed below contains our latest in-depth report exploring Instagram’s advertising audience around the world (pleaseclick here if the embed isn’t showing, or doesn’t seem to be working properly).

This report contains global headlines, benchmarks, and audience overviews, as well as local data for all the countries and territories around the world for which Instagram’s advertising tools currently publish audience data.

How does Instagram use compare with the use of other platforms?

Want to compare these findings with similar data for other social media platforms?

Check out our data and trends for other top platforms via these links:

• EssentialFacebook stats and trends

• EssentialLinkedIn stats and trends

• EssentialMessenger stats and trends

• EssentialPinterest stats and trends

• EssentialSnapchat stats and trends

• EssentialTikTok stats and trends

• EssentialX stats and trends

• EssentialYouTube stats and trends

Data sources for stats on this page

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