Instagram Pages now sit inside a business-first platform where money and attention move in the same feed. Ad revenue hit $51.4 billion in 2023 and rose 23.6% year over year, while 75% of users made a purchase through the app in 2024. The benchmarks below show how reach, engagement, and shopping behavior are changing together.
Key Takeaways
- Instagram ad revenue reached $51.4 billion in 2023, growing 23.6% YoY
- 30% of Reels time is spent on content from small creators (<10k followers) in 2024
- Average time spent on Instagram per day is 33 minutes globally in 2024
- Instagram grew MAUs by 7.3% YoY to 2 billion in early 2024
- Instagram reached 2 billion monthly active users (MAUs) worldwide as of January 2023
Instagram growth is driven by consistent posting and strong engagement, turning views into lasting followers.
Related reading
01 · Category
Business And Advertising25 stats
01
Instagram ad revenue reached $51.4 billion in 2023, growing 23.6% YoY
02
Advertisers can reach 81.4% of Instagram's MAU base with ads in 2024
03
CPC for Instagram ads averages $0.70-$1.00 globally in 2024
04
75% of Instagram users have made a purchase via the app in 2024
05
CPM for Instagram ads is $6.70on average in 2024
06
1.4 million active advertisers on Instagram monthly in 2024
07
CTR for Instagram ads averages 0.22%-0.88% in 2024
08
44% of business profiles on Instagram use shopping features in 2024
09
ROAS for Instagram ads averages 2.5x for e-commerce in 2024
10
130 million monthly taps on shopping posts in 2024
11
Instagram drives 30% of social commerce referrals in 2024
12
Affiliate marketing via Instagram generates $8.2 billion annually in 2024
13
49% of consumers rely on Instagram recommendations for purchases in 2024
14
Average influencer sponsorship fee is $10CPM for nano-influencers in 2024
15
61% of marketers use Instagram for influencer campaigns in 2024
16
Subscription features on Instagram have 2 million paid subscribers in 2024
17
Badges in Lives generate $100M+ for creators since 2020 in 2024
18
Gifts on Reels piloted with 100k creators earning revenue in 2024
19
Brand lift from Instagram ads averages 12% awareness increase in 2024
20
83% of users say Instagram enables direct purchases from creators in 2024
21
Instagram forecasted to generate $32.4 billion in ad revenue for Meta in 2024
22
Nano-influencers (1k-10k followers) have 8% engagement rate avg in 2024
23
Micro-influencers (10k-100k) charge $100-$500 per post on Instagram in 2024
24
72% of brands prefer Instagram for influencer marketing in 2024
25
Gifts feature allows virtual gifts worth up to $5.99each in 2024
Interpretation
Business And Advertising Interpretation
In 2024, Instagram’s business and advertising ecosystem looks stronger than ever as ad revenue climbed to $51.4 billion in 2023 and advertisers can target 81.4% of the platform’s MAU, backed by an average CPM of $6.70 and 1.4 million active advertisers.
02 · Category
Content And Features23 stats
01
30% of Reels time is spent on content from small creators (<10k followers) in 2024
02
Reels make up 35% of all time spent on Instagram as of 2024
03
90% of Instagram users follow a business account actively in 2024
04
Shopping posts have driven over 130 million taps monthly in 2024
05
IGTV views reached 1 billion monthly before its integration into Reels in 2024
06
70% of users turn to Instagram for purchase inspiration in 2024
07
Guides feature is used by 130 million people monthly in 2024
08
500 million daily Stories users swipe up on average in 2024
09
AR filters are used in 20% of all Stories created daily in 2024
10
Music stickers in Stories boost views by 15% on average in 2024
11
25% of Stories include interactive stickers like polls in 2024
12
Reels with trending audio see 2.7x more views in 2024
13
1 in 3 Stories includes a mention or tag of another account in 2024
14
Live badges have generated over $100 million for creators since launch in 2024
15
Collaborative posts increase reach by 20% for participating accounts in 2024
16
60% of Reels use original audio created by users in 2024
17
Highlights save 70% of temporary Stories for profile viewing in 2024
18
Threads integration allows seamless sharing from Instagram in 2024
19
40 million daily active users on Threads launched from Instagram in 2024
20
Close Friends feature is used by 50% of active Stories posters weekly in 2024
21
Notes feature sees 100 million daily interactions since launch in 2024
22
Broadcast channels have over 15 million weekly users in 2024
23
80% of top-performing Reels use hooks in the first 3 seconds in 2024
Interpretation
Content And Features Interpretation
In 2024, Instagram’s Content And Features are increasingly reel-led and commerce-driven, with Reels accounting for 35% of time spent and driving shopping taps of over 130 million monthly while 70% of users look to Instagram for purchase inspiration.
03 · Category
Engagement And Usage27 stats
01
Average time spent on Instagram per day is 33 minutes globally in 2024
02
95 million photos and videos are shared daily on Instagram as of 2024
03
200 million users visit at least one business profile daily on Instagram in 2024
04
Posts with 5+ hashtags receive 20.6% more interaction on average in 2024
05
Instagram Stories have a 15% higher engagement rate than regular feed posts in 2024
06
70% of users have looked up a product or service on Instagram in the past month as of 2024
07
Reels generate 22% more engagement than standard videos on Instagram in 2024
08
Users spend 29% more time on posts with images vs. text-only in 2024
09
81% of users use Instagram for brand discovery weekly in 2024
10
Carousel posts see 15.9% more engagement than single images in 2024
11
50% of users prefer watching Reels over other content types daily in 2024
12
Videos under 30 seconds get 74% higher engagement on Instagram in 2024
13
63% of users report discovering new products via Instagram in 2024
14
User-generated content posts receive 28% higher engagement in 2024
15
57% of users take action after seeing branded content on Instagram in 2024
16
Posts at 7-9 PM local time see 15% higher engagement in 2024
17
Influencer posts generate 8x higher engagement than brand posts in 2024
18
68% of users interact with Stories daily on Instagram in 2024
19
Round images in feeds boost engagement by 44% compared to square in 2024
20
40% of users have bought a product discovered on Instagram in 2024
21
Live videos have 6x higher engagement than regular videos in 2024
22
55% of users follow brands for updates and promotions in 2024
23
Hashtag usage increases reach by up to 12.6% on Instagram posts in 2024
24
73% of teens use Instagram for entertainment daily in 2024
25
Stories stickers increase replies by 20% on average in 2024
26
1.4 billion daily interactions occur on Instagram Reels in 2024
27
Location-tagged posts get 79% more comments and 63% more saves in 2024
Interpretation
Engagement And Usage Interpretation
In 2024, Instagram’s engagement and usage are especially strong as 70% of users looked up a product or service in the past month and Stories deliver a 15% higher engagement rate than feed posts.
More related reading
04 · Category
Growth And Trends25 stats
01
Instagram grew MAUs by 7.3% YoY to 2 billion in early 2024
02
Time spent on Instagram increased 10% YoY globally in 2024
03
Reels usage surged 25% YoY with 200 billion daily plays in 2024
04
Shopping sales via Instagram grew 40% YoY in 2023-2024
05
Active business accounts on Instagram rose to 200 million in 2024
06
Daily Stories users stable at 500 million with 15% YoY engagement growth in 2024
07
US Instagram users grew 4.2% YoY to 169 million in 2024
08
India user base expanded 12% YoY to 362 million in 2024
09
Reels daily time spent up 40% since 2022 launch in 2024
10
Creator economy payouts from Instagram exceeded $1 billion in 2024
11
Threads app reached 100 million users in 5 days post-launch in 2023-2024
12
AR effects downloads grew 30% YoY to 1.5 billion in 2024
13
Live video peak concurrent viewers up 20% YoY in 2024
14
Hashtag posts increased 10% YoY despite algorithm changes in 2024
15
Gen Z usage grew 15% YoY on Instagram in 2024
16
E-commerce GMV via Instagram tags up 25% YoY in 2024
17
Algorithm prioritizes Reels leading to 50% reach increase for video in 2024
18
International user growth strongest in Asia-Pacific at 18% YoY in 2024
19
Subscriptions feature grew 300% since beta in 2024
20
Broadcast channels expanded to 500 million monthly views in 2024
21
Notes daily active users tripled since July 2023 in 2024
22
Ad revenue growth projected at 15% for Instagram in 2025
23
Female user growth outpaced males by 5% YoY globally in 2024
24
18-24 age group grew 8% YoY on Instagram in 2024
25
Collaborative posts usage up 50% since feature launch in 2024
Interpretation
Growth And Trends Interpretation
Under the Growth And Trends lens, Instagram’s momentum is clear with Reels up 25% YoY to 200 billion daily plays in 2024 while overall usage also rose as time spent increased 10% YoY and MAUs reached 2 billion in early 2024.
05 · Category
User Base And Demographics30 stats
01
Instagram reached 2 billion monthly active users (MAUs) worldwide as of January 2023
02
Approximately 61.5% of Instagram's global audience is under the age of 35 as of 2024
03
India has the largest Instagram user base with over 362 million users as of 2024
04
The United States ranks second with 169.65 million Instagram users in 2024
05
Females make up 51.8% of Instagram's global user base as of Q1 2024
06
32.3% of global internet users aged 16-64 use Instagram as of 2024
07
Brazil has 140.7 million Instagram users, placing it third globally in 2024
08
Indonesia follows with 103.4 million users as of 2024
09
44.8% of Instagram users are aged 18-24 globally in 2024
10
Turkey has 57.6 million Instagram users in 2024
11
30.7% of users are aged 25-34, the second largest age group on Instagram in 2024
12
Mexico has 41.95 million Instagram users as of 2024
13
16.1% of users are 35-44 years old on Instagram worldwide in 2024
14
The UK has 32.37 million Instagram users in 2024
15
Only 6% of Instagram users are over 55 years old globally as of 2024
16
Japan has 45.2 million Instagram users in 2024
17
61% of Instagram users are located in urban areas worldwide in 2024
18
Germany has 29.8 million users on Instagram as of 2024
19
26.5% of Instagram's audience accesses the platform daily worldwide in 2024
20
Philippines has 25.8 million Instagram users in 2024
21
500 million people use Instagram Stories daily as of 2024
22
South Korea has 23.5 million users on Instagram in 2024
23
70.4% of teens aged 13-17 in the US use Instagram as of 2024
24
France has 22.4 million Instagram users in 2024
25
45% of Instagram users in the US are Gen Z as of 2024
26
Saudi Arabia has 20.1 million users on Instagram in 2024
27
38% of US adults use Instagram compared to 68% of 18-29 year olds in 2024
28
Italy has 19.7 million Instagram users as of 2024
29
1 in 4 global internet users accesses Instagram monthly in 2024
30
Colombia has 18.9 million Instagram users in 2024
Interpretation
User Base And Demographics Interpretation
With Instagram reaching 2 billion monthly active users worldwide and 61.5% of its global audience under 35, the platform’s user base is still heavily youth driven, which is further reflected in 32.3% of global internet users aged 16 to 64 using Instagram as of 2024.
report visual · Key figures
Instagram ad demand is growing
Ad revenue is expanding year over year, signaling continued strength in Instagram advertising.
23.6%
Instagram ad revenue reached $51.4 billion in 2023, growing 23.6% YoY
10%
Time spent on Instagram increased 10% YoY globally in 2024
7.3%
Instagram grew MAUs by 7.3% YoY to 2 billion in early 2024
25%
Reels usage surged 25% YoY with 200 billion daily plays in 2024
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Alexander Schmidt. (2026, February 13). Instagram Page Statistics. Gitnux. https://gitnux.org/instagram-page-statistics
MLA
Alexander Schmidt. "Instagram Page Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/instagram-page-statistics.
Chicago
Alexander Schmidt. 2026. "Instagram Page Statistics." Gitnux. https://gitnux.org/instagram-page-statistics.
Sources & references
12 datasets cited across this report
