Founded in 2010 by Kevin Systrom and Michel Krieger, Instagram is a popular photo and short video-sharing platform.
The iOS release of the app took place the same year, while the Android release happened two years later.
The platform was initially started as Burbn. It quickly attracted $500,000 in seed funding and focused on offering impressive filters for pictures. Thus, Instagram was born.
Ad revenue of Instagram from 2023 indicates a 19.4% increase from the previous year. A total of $33.3 billion in ad revenue was made in 2022.
Keep reading if you are a marketer curious about Instagram’s revenue and usage statistics. We have shared the updated data and statistics.

Instagram Key Statistics
As of 2024, Instagram has emerged as a popular social platform. Most of its features are known to be moving and disappearing at a dizzying rate.
- Instagram has more than 2.1 billion monthly active users as on 14th Jan 2025.
- India leads with 385+ million users, the highest worldwide.
- 49% of Instagram users are female.
- 62% of global users fall in the age bracket of 18 to 34 Years.
- 166 million Instagram users account only for the US.
- US adults spend 33 minutes daily on Instagram
- 70% of shoppers turn to Instagram when deciding on their next purchase.
Other Stats
- In 2022, Instagram generated $51.4 billion in revenue, almost 45% of Facebook’s total revenue.
- As of 2022, Instagram has become the 4th most widely used social media app in the world, with over 1.48 monthly active users. Around two billion people use Instagram once a month.
- As of June 2022, Instagram’s official account had the most number of followers, followed by Christian Ronaldo.
- In 2022, Instagram became the most downloaded app worldwide, with approx 548 new installs.
A study revealed that 66% of consumers of Instagram found short-form videos most engaging. That’s why more than half of video marketers plan to include Instagram videos in their video marketing strategy.
Instagram Overview
- Launch Date: 6 October 2010
- Headquarters: Menlo Park, California
- People: Adam Mosseri Mike Krieger, and Kevin Systrom
- Business Type: Subsidiary
- Owner: Facebook
- Industry: Social Media
How Many People Use Instagram?
As of January 14, 2025, Instagram has more than 2.1 billion monthly active users. India contributes significantly to this number, leading globally with over 385 million users.
Marketing spending on Instagram has seen significant growth, with businesses allocating an average of 31% of marketing budget to the platform.
Small businesses report an average return on investment (ROI) of 1.85x for Instagram ads, making Instagram the future of social media marketing in the long haul.
Keeping this is mind, Let’s look at some of the revenue numbers.
Instagram Revenue
Over the past few years, Instagram’s revenue has rapidly increased. It happened because the pandemic attracted more users and brands to join the platform.
In 2022, Instagram made an estimated $51.5 billion in revenue.

Instagram Annual Revenue ($bn)
Year | Revenue ($bn) |
2015 | 0.5 |
2016 | 1.8 |
2017 | 4.1 |
2018 | 10.3 |
2019 | 19.4 |
2020 | 26.8 |
2021 | 47.6 |
2022 | 51.4 |
Ads through Instagram stories are known to constitute a total of 26.7% of its overall revenue in 2023. In the coming years, brands are expected to increase their ad spend on Instagram stories.
Percentage of Meta Platforms Revenue from Instagram
Did you know that in 2022, Instagram was responsible for 44% of Meta’s revenue?
In fact, Instagram is expected to surpass Facebook as an essential revenue source by 2025.

Facebook Revenue for Instagram (%)
Year | Percentage of Revenue |
2015 | 3.4 |
2016 | 5.6 |
2017 | 8.5 |
2018 | 15.6 |
2019 | 23.2 |
2020 | 25 |
2021 | 27 |
2022 | 32.8 |
2023 | 36.7 |
Instagram Users

Instagram Annual Users (mm)
Year | Users (mm) |
2013 | 110 |
2014 | 200 |
2015 | 370 |
2016 | 500 |
2017 | 700 |
2018 | 1000 |
2019 | 1210 |
2020 | 1520 |
2021 | 1690 |
2022 | 1950 |
2023 | 2115 |
2024 | 2250 |
2025 (Estimated) | 2370 (Updated 12th Jan 2025) |
Instagram’s daily user base is 70 more than South America’s total population. Around 13.15% of the world population are daily Instagram active users.
Instagram Users by Region
Regarding the region with the most Instagram users, the Asia-Pacific region is in the lead, especially India, with more than 230 million users.
Followed by Indonesia and other regions.

Instagram Users by Region (mm)
Region | Users (mm) |
Asia-Pacific | 893 |
Europe | 338 |
South America | 289 |
North America | 222 |
Middle East | 112 |
Africa | 96 |
Australia | 22 |
Instagram Users by Country
India leads the way with 385+ million Instagram users, making it the country with the most people using the app. T
The United States follows with 165 million users, and Brazil is not far behind with 134 million users.
Countries | Number of Instagram Users |
---|---|
India | 385.3 million |
United States | 166 million |
Brazil | 134 million |
Indonesia | 98 million |
Turkey | 58.9 million |
Japan | 58.2 million |
Mexico | 46.5 million |
United Kingdom | 33.9 million |
Germany | 33.7 million |
Italy | 26.4 million |
Instagram Age Demographics
Most of Instagram’s users are under 35 years. But the percentage of older people using this platform has increased ever since 2018.

Instagram Age Demographic (%)
Age | Percentage of Users |
13-17 | 7 |
18-24 | 30 |
25-34 | 33 |
35-44 | 16 |
45-54 | 8 |
54-64 | 4 |
65+ | 2 |
Instagram Gender Demographics
Instagram has an equal distribution of usage in terms of gender. But in India, around 65% of males use this platform, marking themselves as the majority.

Instagram Gender Demographics (%)
Gender | Percentage of Users |
Male | 49.2 |
Female | 50.8 |
Average Instagram Cost Per Click
The average Instagram cost per click is expected to be $1.23 in the US. But the cost regularly varies by campaign objective and year. The video view campaign objective was around $4.33 in February.
That’s why companies are advised to make better planning for the ad while creating campaigns. It’s better to plan ads for a different month if the cost per click is exceeding your budget.
Instagram FAQ
Ques 1: How old is Instagram?
Ans: Instagram was launched on 6th October 2010. That makes Instagram 13 years old.
Ques 2: What is the rank of Instagram in terms of downloads?
Ans: Instagram is reportedly downloaded 3.8 billion times, making it the 4th most downloaded app.
Ques 3: What number of people use Instagram stories?
Ans: Out of 500 million daily users, around 1/3 of users are believed to use Instagram stories.
Ques 4: Which is the most popular account on Instagram?
Ans: As of 2023, Christian Ronaldo is the most popular account on Instagram, with 539 million followers. Instagram’s official account is expected to have the most followers, with around 600 million followers.
Ques 5: Which is the most interacted industry on Instagram?
Ans: Most interacted accounts on Instagram are fashion accounts. This industry marks 25% of the total brand interactions.
Ques 6: Do teens in the USA use Instagram?
Ans: More than 84% of teens in the USA use Instagram, with 25% saying it’s their favorite app.