Whereas Meta shares its quarterly efficiency updates, which present the full numbers of customers that it has on Fb, and throughout its “Family of Apps” (Fb, Instagram, WhatsApp, and Messenger), it’s arduous to get a extra particular breakdown of every of its app’s solo efficiency numbers at any given time, as Meta solely stories on key milestones and occasions.
So for Fb, we all know that 3.065 billion people log into the app every month, however we don’t know what number of use IG in isolation.
The final official utilization replace we bought from Meta on Instagram utilization was in 2022, when it reported that the platform had reached 2 billion monthly active users. The latest replace earlier than that was in 2018, when IG reached a billion actives.
So, as you possibly can see, pretty inconsistent reportage.
However final week, we lastly bought a glimpse of Instagram’s income efficiency figures in isolation, as a part of Meta’s latest legal filing to dismiss the FTC’s antitrust lawsuit, which seeks to power Meta to dump Instagram and WhatsApp.
In accordance with the documents, Instagram earned:
- $11.3 billion in advert income in 2018
- $17.9 billion in 2019
- $22 billion in 2020
- $32.4 billion in 2021
The submitting additionally notes that IG earned $16.5 billion in advert income within the first half of 2022, placing it on monitor to earn greater than $33 billion for that 12 months (primarily based on increased vacation spend).
Which is a staggering sum of money.
As reported by Bloomberg, the info means that Instagram generated round 30% of Meta’s whole income in 2022. Which, for those who had been to extrapolate that into final 12 months’s numbers, would recommend that IG introduced in round $40 billion in advert income in 2023.
Not unhealthy for an app that Meta acquired for $1 billion back in 2012.
By way of person progress, the brand new E.U. laws have additionally supplied some perception, with Meta now required to share its E.U. person counts each six months.
Primarily based on this, we all know that IG had 259 million monthly active users in Europe as of September 2023.
There’s even a breakdown of these customers:
So, primarily based on this, and the formally reported 2 billion customers, we will estimate, referring to Fb’s person unfold as a proxy, that IG seemingly has round 175 million customers within the U.S., with the remaining majority of its viewers being within the Asia Pacific (round 750 million customers), with India now being Instagram’s prime market.
These are estimated, after all, however the information factors present some context as to what IG is seeing all over the world, and the place the app is hottest.
So, for those who had been making an attempt to work out simply how massive IG is, and the way vital it’s change into, that is the info that we all know.
