Instagram Stats | Active Users, Revenue 2024

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 Revenue and Usage Statistics

Instagram Key Statistics 

As of 2023, Instagram has emerged as a popular social platform. Most of its features are known to be moving and disappearing at a dizzying rate. 

  • 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. 
  • With over 300 million active users, India has become Instagram’s biggest market in terms of users. 
  • Around 17.1% of global Instagram users were men, between the age group 25 to 34 years. As of April 2022, more than half of Instagram’s users were 34 years and younger.  
  • 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 

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 Revenue

Instagram Annual Revenue ($bn)

Year Revenue ($bn)

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 (%)

Facebook Revenue for Instagram (%)

Year Percentage of Revenue 
2015 3.4

How many people use Instagram?

Every social media site is measured by the number of its users. Instagram has successfully added 100 million new users year-over-year with their growth. 

By early 2022, Instagram is known to have reached two billion users. This number is expected to increase in the coming years. 

Instagram Annual  Users (mm)

Instagram Annual Users (mm)

Year Users (mm)

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

Instagram Users by Region (mm)

Region Users (mm)
Asia-Pacific 893
Europe 338
South America289
North America 222
Middle East 112
Africa 96
Australia 22

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 2022 (%)

Instagram Age Demographic 2022 (%)

Age Percentage of Users 

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 2022 (%)

Instagram Gender Demographics 2022 (%)

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: 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: 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: 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: 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.

Mani Pandey
Mani Pandey

Mani Pandey is an app marketing expert with over 5 years of experience in the industry. She has extensive knowledge about App Store Optimization (ASO) and loves to share all her expertise by writing informational content.She is passionate about helping businesses reach their true potential and maximise their ROI. She also loves to travel around the world to explore different cultures and meet new people.