Instagram Revenue and Usage Statistics (2022)

Comments · 95 Views

The idea for Instagram came when Systrom was holidaying with his partner in Mexico in 2010. He and Krieger had a developed a multi-feature social platform called Burbn, focused on location sharing. He was contemplating adding photo sharing to the platform.

Instagram is a photo and short video sharing social network. It was founded in 2010 by software engineer Michel Krieger and computer programmer and former Google-employee Kevin Systrom. The iOS release took place in October 2010, and the Android in April 2012.

The idea for Instagram came when Systrom was holidaying with his partner in Mexico in 2010. He and Krieger had a developed a multi-feature social platform called Burbn, focused on location sharing. He was contemplating adding photo sharing to the platform.

His partner, however, protested that the photos taken on her iPhone 4 were not of a standard to share. Systrom’s solution was to apply filters to the pictures, which quickly became Instagram’s key selling point.


It quickly became apparent that the best course would be to pare down Burbn, which had already attracted $500,000 in seed funding, to focus on this element. Thus, Instagram was born.

Within just shy of two years of operation, it was sold to Facebook for $1 billion. Systrom remained on as CEO until 2018, when Krieger (head of engineering) also left the company.

Instagram was a hit, rapidly gathering users to become one of the world’s biggest and most-influential social media platforms. By June 2018, the platform had hit 1 billion monthly active users.


Video sharing was added to the photo-sharing app in 2013, which mimicked the popular app Vine at the time. Instagram Stories launched in 2016, which allows users to upload a short series of photos, which are deleted after 24 hours.

The latter may have been pilfered from Snapchat, but in terms of sheer user numbers it soon left its rival in the dust. Stories alone boasted twice as many daily active users as its rival counts in total in 2018, with 500 million active users to the 239 million of Snapchat.

Instagram has played a central role in 21st century popular culture, with popular users dubbed ‘influencers’. Influencers have become a key demographic for Instagram, and the app has opened up its platform with shopping and other marketing tools to make these popular users more successful.

Instagram has received some criticism for its role in this growing industry, as photoshopped and fake images are used to sell products. However, Instagram has added filters and tags to ensure that photoshopped items and product placement is correctly identified.

We have collected data and statistics on Instagram. Read on below to find out more.

Instagram key statistics

  • Instagram generated an estimated $24 billion revenue in 2020, which was 36.9% of Facebook’s total
  • We estimate that Instagram has 1.41 billion users. It last updated its figure in 2018 at 1 billion
  • Instagram’s biggest markets are India and the US, each at 140 million users
  • Over 70% of Instagram users are under 35 years old

Instagram overview 

Launch date6 October 2010
HQMenlo Park, California
PeopleAdam Mosseri (Head of Instagram), Kevin Systrom (co-founder), Mike Krieger (co-founder)
Business typeSubsidiary
IndustrySocial media

Instagram revenue


Instagram annual revenue

2015$0.5 billion
2016$1.8 billion
2017$4.1 billion
2018$10.3 billion
2019$17.7 billion
2020$24 billion

Note: Facebook does not disclose Instagram revenue. All values are estimated 

Source: Instagram Report

Percentage of Facebook revenue from Instagram


Source: Bloomberg, Facebook 

Instagram users


Instagram annual users

2013110 million
2014200 million
2015370 million
2016500 million
2017700 million
20181 billion
20191.1 billion
20201.3 billion

Note: Facebook updates Instagram MAU figures intermittently. Some values are estimated

Instagram users by country

India140 million
United States140 million
Brazil99 million
Indonesia85 million
Russia56 million

Source: Instagram Report

Instagram age demographics

AgePercentage of users

Sources: Hootsuite, WeAreSocial

Instagram gender demographics

GenderPercentage of users

Note: Country specific age and gender demographics are available in the Instagram Report

Sources: Hootsuite, WeAreSocial

Instagram vs social apps: users


Want to learn more about social apps? Check out our Social App Report

Instagram FAQ

How many times has Instagram been downloaded?

Instagram has been downloaded approximately 3.8 billion times. It was the fourth most downloaded app in the 2010s

How many people use Instagram Stories?

There are 500 million daily active users, approximately 1/3 of Instagram’s total audience

Who is the most followed account on Instagram?

Cristiano Ronaldo is the most followed user on Instagram, with 347 million followers as of September 2021

What is the most followed brand on Instagram?

Instagram is the most followed brand at 424 million users, followed by National Geographic with 186 million