Instagram: Number of Users, by country
in millions
U.S.United States of America143.35
U.K.United Kingdom28.75
South KoreaSouth Korea19.25
  • Region: Worldwide
  • Time period: Jan 2023
  • Published: Jan 2023

Data Analysis and Insights

Updated: Mar 27, 2024 | Published by: Statistico

India leads in Instagram audience size

India stands out with the largest Instagram user base, boasting 229.55 million users, significantly ahead of the United States, which has 143.35 million users.

Top three countries dominate Instagram user base

India, the United States, and Brazil collectively account for 486.4 million Instagram users, which is a substantial portion of the platform's global audience.

Significant drop after top three countries

There is a noticeable gap between the third and fourth largest Instagram markets, with Brazil having 113.50 million users and Indonesia following with 89.15 million, illustrating a steep decline.

Europe's top Instagram countries

Turkey, the United Kingdom, Germany, Italy, France, and Spain are the leading European countries on Instagram, with Turkey leading at 48.65 million and Spain having 21.90 million users.

Asian countries' Instagram presence

Indonesia, Japan, South Korea, and Thailand are among the top Asian countries with Instagram audiences, with Indonesia at the forefront with 89.15 million users and Thailand having 17.35 million.

Latin America's Instagram engagement

Brazil, Mexico, Argentina, and Colombia highlight Latin America's strong Instagram presence, with Brazil's audience size at 113.50 million and Colombia's at 17.75 million.

Middle East and Africa's emerging markets

Egypt and Iraq represent the Middle East and Africa's growing Instagram markets, with Egypt having 15.35 million users and Iraq 14.00 million.

English-speaking countries on Instagram

The United States, United Kingdom, Canada, and Australia show significant English-speaking user bases, with the US at 143.35 million and Canada at 15.90 million.

Frequently Asked Questions

Which country has the largest Instagram user base?

India has the largest Instagram user base with 229.55 million users.

Which three countries make up the majority of Instagram's global audience?

India, the United States, and Brazil account for 486.4 million Instagram users.

Which country leads the European Instagram market?

Turkey leads the European Instagram market with 48.65 million users.

Terms and Definitions

Instagram is a free photo and video sharing app available on Apple iOS, Android, and Windows phones. Users can upload, edit, and share images or videos with their followers or with a select group of friends. They can also view, comment, like posts shared by their friends on Instagram. Additionally, users can save the pictures they see on Instagram.

In the context of Instagram, a user refers to a person who has created an account on the platform. This account allows them to interact with features such as posting photos or videos, following other users, liking or commenting on posts, and using Instagram's direct messaging feature.

On Instagram, followers are users who have chosen to subscribe to another user's profile. This means they will see the user's posts in their own personal feed. The number of followers a user has is often considered a measure of their influence or popularity on the platform.

An Instagram Influencer is an Instagram user who has established credibility and audience on the platform and can influence others because of their authenticity and reach on the platform. Often, influencers are used for promoting products or services due to their large number of followers.

Active users are those who log in and engage with Instagram in some manner during a given time period, often measured monthly or daily. 'Engagement' indicates the user is not only visiting the platform but also interacting with content, by uploading posts or stories, liking, commenting, or sharing.

Instagram reach refers to the number of unique users who view or interact with the content posted by a particular user or on a specific post. Unlike followers count, reach provides insight into how many unique users are being exposed to content, regardless of whether they follow the account.

Social media demographics refer to the distribution of social media users across various parameters such as age, gender, geographic location, income, education level, or other socioeconomic factors. These demographics can determine the penetration of different social media platforms in various markets.

The Instagram engagement rate is a metric used to measure the level of interaction users have with content on Instagram. It's calculated by adding up the number of likes, comments, and shares a post receives, divided by the number of followers the account has.

Instagram Stories is a feature that lets users post photos and videos that vanish after 24 hours. The content shared to stories also won't appear on the user's profile grid or in the regular Instagram feed.
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