While Instagram reached 1 million users in just three months after its creation in October 2010, that number went up ten times a year later, reaching 10 million users in 2011.
Then it doubled and then something in 2012, reaching 27 million users. Once it got acquired by Facebook, Instagram’s userbase went through a monstrous uptick, though…
Here’s a list of Instagram annual users from 2013 onward:
- 110 million users in 2013
- 200 million users in 2014
- 370 million users in 2015
- 500 million users in 2016
- 700 million users in 2017
- 1 billion users in 2018
- 1.21 billion users in 2019
- 1.52 billion users in 2020
- 1.89 billion users in 2021
- 2.27 billion users in 2021
Instagram’s user base increased by 308% from 2012 to 2013, going from 27 million annual users to 110 million annual users.
Clearly, the new change in leadership helped propel the young company to incredible heights, and it still hasn’t reached its apex.
Before I get into the nitty-gritty of Instagram’s userbase evolution, I’ll give you a list of the most important stats you should keep in mind. Enjoy:
- As of January 2023, Instagram has over 1.386 billion daily active users and around 2 billion monthly active users (from 2021)
- Instagram’s DAU/MAU Ratio (Daily Active Users divided by Monthly Active Users) is around 69%, meaning that the average monthly user is using Instagram for 20.7 days a month
- 87% of Instagram users are not from the US
- Approximately 25.31% of the world’s population is using Instagram
- 52.2% of Instagram’s userbase are male, while 47.8% are female
- 70% of Instagrammers are under 34 years
- Instagram is the most downloaded app in the world right now
- Users will spend around 11.7 hours per month on Instagram
- 21% of US Gen Z adults will use Reels weekly
- Americans generally spend around 30.1 minutes on Instagram
- Instagram is the most preferred app among users aged 16-24 (Gen Z) and women aged 25-34
- Instagram sits behind Facebook, YouTube, and WhatsApp as the 4th most-used social media platform in the world
- Instagram only took 3 years to go from 1 billion monthly users to 2 billion monthly users (2018-2021)
Alright, that’s enough tentative stats. I’ll get into more details below, including a look at Instagram’s age and gender distribution of users, daily and monthly users per year, and a perspective into the future of Instagram’s user base. Ready? Keep reading, then!
Age & Gender Distribution on Instagram
As I said previously, Instagram’s user base is generally split at 52.2% male and 47.8% female, but this isn’t a super precise approximation as you’ll find different values across the web. But we don’t need anything more precise, fortunately.
|Age||% of All Users||Gender by Age||In the US||Number of Users in the World|
|13-17||8%||4.3% male and 3.7% female||6.2%||106.5 million (~8% of the total users)|
|18-24||30.8%||16.9% male and 13.9% female||25%||407.9 million (30.8% of the total users)|
|25-34||30.3%||16.4% male and13.9% female||27.8%||406.9 million (30.3% of the total users)|
|35-44||15.7%||7.6% male and 8.1% female||18.3%||210.1 million (15.7% of the total users)|
|45-54||8.4%||3.7% male and 4.7% female||11.2%||113 million (8.4% of the total users)|
|55-64||4.3%||1.7% male and 2.6% female||6.8%||56.9 million (4.2% of the total users)|
|65+||2.6%||1.1% male and 1.5% female||4.7%||33.8 million (2.5% of the total users)|
The 13-34 age category shows pretty much what we would expect – more men than women, but the interesting phenomenon appears when we go past the 34-year-old mark. From that point on, there are more females using Instagram than males.
The trend continues even in the 65+ bracket, with 1.1% of men using Instagram as opposed to 1.5 women. It appears that Instagram appeals more to women once they’re past their middle thirties. What this means, I cannot tell you.
Moreover, we can also see that the US age/usage concept follows the same trend as the overall worldwide stats. The 13-17 age category is still in the minority. The biggest audiences are the 18-24, and 25-34, and then there’s a downtrend from then onward.
It seems that Instagram appeals the most to the 18-24 and 25-34 age categories, and from then on, other social media platforms become more interesting.
Monthly Active Users per Year 2013-2021
There aren’t too many MAU (Monthly Active Users) stats I could find about Instagram, but good old Statista has something. Take a look below:
|Month/Year||Monthly Active Users|
|January 2013||90 million|
|February 2013||100 million (11.2% growth from last year)|
|June 2013||130 million (30% growth from last year)|
|September 2013||150 million (15.4% growth from last year)|
|March 2014||200 million (33.4% growth from last year)|
|December 2014||300 million (50% growth from last year)|
|September 2015||400 million (33.4% growth from last year)|
|June 2016||500 million (25% growth from last year)|
|December 2016||600 million (20% growth from last year)|
|April 2017||700 million (16.7% growth from last year)|
|September 2017||800 million (14.3% growth from last year)|
|June 2018||1 billion (25% growth from last year)|
|December 2021||2 billion (100% growth from the last three years)|
There’s scarcely any data to be found about the monthly active users before 2013, but we can only assume that Facebook’s acquisition of Instagram in 2012 was a life-changing moment for the platform.
While it had its ups and downs in terms of positive growth, one thing hasn’t changed – Instagram’s user base has continuously grown year after year. The only thing that fluctuated was the growth rate, but that’s far from a surprise.
We don’t have any data post-2021 about Instagram’s monthly active users, so we’re left with the 2 billion mark. But we can safely assume that that number has grown exponentially.
The DAU/MAU Ratio should be well over 60%, which means that out of 30 days, the average monthly user will use Instagram for at least 18 days.
Instagram Userbase Size per Country in 2023
It might be interesting to look at how Instagram has penetrated the market in different countries and draw up some conclusions from there.
Here’s the chart we’re going to work with (Statista):
|Country||Number of Users||% of the Total Population Using Instagram|
|United States||143.35 million||42.6%|
|United Kingdom||28.75 million||41.77%|
|South Korea||19.25 million||37.47%|
In other words, around 16.2% of India’s entire population is using Instagram, while around 42.6% of the US population is using Instagram. Clearly, the app has a much more stable foothold in the US, having penetrated substantially more of the local market.
Interestingly enough, the US isn’t at the top of the list regarding the percentage of a given population that’s using Instagram. That award goes to Turkey, where around 56.09% of the population is using Instagram. Out of 86,745,451 million people, around 48,650,000 are using Instagram.
How Will Instagram Fare in the Future?
Personally, I see no reason why Instagram would become unpopular unless it goes through some drastic changes and estranges its main user base. If it keeps doing what it does best, then its future will be sunny and bright.
Experts estimate that its user growth may decrease a bit in 2023 (but still remain positive) but that’s to be expected once a platform goes above the 2 billion active user mark. That’s when it reaches a plateau, so to speak.
I see this going in one of two ways:
- Instagram manages to escape Meta’s infamy with the Metaverse and the Virtual Reality debacle that Mark Zuckerberg keeps pushing
- Instagram takes over some of the bad reputation associated with Meta (of which it is a part) and may lose some of its users over time, or investors will be slightly more worried about the future of the app
Honestly, anything could happen at this point. It’s quite believable that, since Instagram is part of the Family of Apps under Meta, it might have to suffer a bit from Zuckerberg’s obsession with the Metaverse.
It remains to be seen how much Instagram will lose out in the long run. As always, I’ll be there to cover it and give you the freshest info available!
- Statista – Distribution of Instagram Users Worldwide as of January 2023, by Age and Group
- Statista – Distribution of Instagram users Worldwide as of January 2023, by Age and Gender
- Statista – Distribution of Instagram Users in the United States as of December 2022, by Age Group
- Statista – Number of Monthly Active Instagram Users from January 2023 to December 2021
- Statista – Leading Countries Based on Instagram Audience Size as of January 2023
- Data Reportal – Instagram Statistics and Trends
- Hootsuite Blog – 34 Instagram Stats Marketers Need to Know in 2023
- Omnicore Agency – Instagram by the Numbers: Stats, Demographics & Fun Facts
- Business of Apps – Instagram Revenue and Usage Statistics (2023)