Skip to content

Instagram Users By Country in 2023 (Updated!)

Hey there! Have you ever wondered which countries have the most Instagram users and how usage differs across the world? As a social media geek, I decided to dive into the data and break it down for you in this updated 2023 report on Instagram users by country. Let‘s get to it!

State of Instagram in 2023

As of January 2023, Instagram has over 2.3 billion monthly active users globally. This is up from 2 billion at the beginning of 2022, representing a growth of 15% year-over-year according to data from Statista. The platform is only getting bigger.

India is the undisputed leader with over 410 million monthly active Instagram users. But Instagram has managed to gain traction in both developed and developing markets. Let‘s analyze the usage data across countries and demographics.

Top 10 Countries on Instagram by Number of Users

Based on data from Statista and other industry reports, here are the top 10 countries ranked by number of Instagram users as of January 2023:

CountryMonthly Active Users (in millions)
United States185
United Kingdom36

A few interesting things stand out:

  • India and Indonesia lead among developing countries with over 100 million users each.
  • Japan and Russia are Instagram hotspots with over 60 million users despite lower social media penetration.
  • European countries like Turkey, Germany and the UK make the top 10 despite smaller populations.

So Instagram has a broad global appeal and has succeeded in gaining traction across diverse markets.

Instagram Users Growth Trends By Region

Let‘s view the Instagram user data across key global regions:

RegionUsers in 2022 (in millions)Growth (YoY)
Asia Pacific1,02825%
Latin America32417%
North America2657%
Middle East16513%

The numbers reveal that developing regions like Asia Pacific, Latin America, Middle East and Africa are driving Instagram‘s growth. Growth rates are the highest in these regions.

On the other hand, growth in mature markets like North America and Europe is slowing. But these regions still have a strong established user base on Instagram.

Factors Behind Instagram‘s Popularity in India

As we saw earlier, India has by far the most number of Instagram users globally. The platform has gained immense traction here for several reasons:

  • Massive youth population – About 50% of India‘s 1.4 billion people are under 25 years old. This tech-savvy demographic has rapidly adopted social media.
  • Rise of affordable smartphones – Low cost Android phones with cameras, combined with cheap mobile data have enabled Indians from all walks of life to use Instagram.
  • Visual content appeal – Instagram‘s photo and video format helps overcome language barriers in diverse India.
  • Influencer marketing – Indian celebrities and creators have amassed millions of followers and drive trends.
  • Expressing creativity – Young Indians see Instagram as an outlet for self-expression through visual content creation.

These factors will continue to drive Instagram‘s meteoric rise in India. Established entertainment and social media giants like Facebook and YouTube also have enormous user bases here.

But Instagram has something uniquely compelling for internet users in India.

Smaller Countries with Surprisingly High Instagram Usage

Despite their tiny populations, some smaller countries have managed to achieve Instagram penetration of 60-70%:

  • Brunei – 76% of the population uses Instagram. That‘s over 0.5 million users in this tiny country.
  • Kazakhstan – Over 70% of the population is on Instagram. The user base is around 13 million.
  • Other countries with over 60% penetration include Bahrain, Cyprus, Chile and Montenegro.

What explains such high Instagram adoption in these countries?

Some potential factors are high internet and smartphone usage, tech-savvy young people, thriving influencer ecosystems and lack of access to platforms like Facebook. Instagram manages to entice users across demographics in these countries.

Young People Dominate Instagram Usage

Let‘s analyze Instagram usage across age groups in some major markets.

In the United States:

  • 29% of users are aged 18-24
  • 29% are aged 25-34

In the United Kingdom:

  • 26% of users are 18-24 years old
  • 29% are 25-34 years old

And in Canada:

  • 24% of users are aged 18-24
  • 30% are aged 25-34

The 18-34 age bracket clearly dominates Instagram usage in developed countries like US, UK and Canada.

This indicates that Millennials and Gen Z have latched onto Instagram in a big way. They find Instagram‘s focus on photos and videos most engaging compared to text-heavy platforms.

Instagram vs TikTok – How Do They Compare?

Given TikTok‘s meteoric rise, how does Instagram compare to it in terms of users and features?

Monthly active users2.3 billion1.6 billion
Countries with highest adoptionIndia, USChina, US
Core content formatPhotos, videosShort videos
Length of video contentUp to 1 minute15 seconds to 3 minutes
Key demographics18-34 year oldsTeenagers, 20-somethings
Special featuresStories, Reels, Live, IGTVDuets, stitch, live streaming

Some interesting observations:

  • Instagram still has a sizable lead over TikTok in terms of user base due to its head start.
  • But TikTok is growing rapidly and gaining traction with younger audiences.
  • Both focus on video content but TikTok has longer videos and creative tools tailored for short video.
  • Instagram is fighting back with Reels and other TikTok-like features.

The platforms overlap significantly in their core demographics and content formats. But TikTok‘s growth shows there is demand for its more immersive, addictive video experience. Instagram has to continue innovating to fend off this threat.

Key Takeaways and Recommendations

Looking at all this data, what should marketers and businesses keep in mind? Here are the key takeaways:

  • Focus efforts on India, US, Brazil, other high user bases but don‘t ignore smaller countries with strong penetration.
  • Tailor content for the 18-34 demographic who use Instagram the most globally.
  • Make video content central to your Instagram marketing – especially short videos.
  • Monitor TikTok‘s growth and consider expanding there as well.
  • Analyze data regularly to identify countries and demographics where Instagram usage is surging.
  • Blend influencer marketing with owned content for best results – don‘t rely on one or the other.

I hope this breakdown provides valuable insights into Instagram‘s usage around the world in 2023! Let me know if you have any other questions.



Michael Reddy is a tech enthusiast, entertainment buff, and avid traveler who loves exploring Linux and sharing unique insights with readers.