Global Instagram Users 2019

Executive Summary

Despite growing competition from Snapchat, TikTok and other digital platforms, Instagram use is still rising steadily around the world. Most new users will come from emerging or developing markets, but even developed countries will continue to see growth. And in 2019, for the first time, the number of Instagram users worldwide will surpass 20% of internet users.

How many people worldwide use Instagram?

We expect 788.4 million people worldwide, or 20.6% of internet users, to use Instagram at least once per month in 2019.

What are Instagram’s top markets around the world?

With 107.2 million monthly users in 2019, the US is still Instagram’s leading market based on net user numbers. India will be in second place, followed by Brazil. But Sweden takes the top spot in terms of penetration and will be the only country worldwide where more than 50% of internet users will use Instagram in 2019.

How does Instagram compare with Facebook and other social networks?

Instagram will remain the world’s second-largest social network. While its worldwide user base will be less than half the size of No. 1 platform Facebook (1.73 billion in 2019), Instagram is well ahead of both Snapchat and Twitter. Instagram is also on track to overtake Facebook in some countries and regions during our forecast period, including South Korea and Central and Eastern Europe. In the US, Instagram will be more popular than Facebook among 12- to 24-year-olds by the end of 2020.

Where will Instagram experience the most user growth?

Russia will be Instagram’s fastest-growing market in 2019. Developing countries, including India, Mexico and Indonesia, will drive most of the rest of Instagram’s growth, though every country we track will add new users in 2019.

WHAT’S IN THIS REPORT? This report provides an overview of Instagram usage around the world, based on our new social network user forecast for 42 countries and regions worldwide.

KEY STAT: In 2019, for the first time, more than one-fifth (20.6%) of internet users worldwide will use Instagram at least once per month.