Whereas Meta shares its quarterly efficiency updates, which present the entire numbers of customers that it has on Fb, and throughout its “Household of Apps” (Fb, Instagram, WhatsApp, and Messenger), it’s onerous 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 individuals log into the app each month, however we don’t know what number of use IG in isolation.

The final official utilization replace we received from Meta on Instagram utilization was in 2022, when it reported that the platform had reached 2 billion month-to-month lively customers. The latest replace earlier than that was in 2018, when IG reached a billion actives.

So, as you’ll be able to see, pretty inconsistent reportage.

However final week, we lastly received a glimpse of Instagram’s income efficiency figures in isolation, as a part of Meta’s newest authorized submitting to dismiss the FTC’s antitrust lawsuit, which seeks to drive Meta to dump Instagram and WhatsApp.

Based on the paperwork, 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 amount of cash.

As reported by Bloomberg, the information means that Instagram generated round 30% of Meta’s complete income in 2022. Which, should you have been to extrapolate that into final 12 months’s numbers, would counsel that IG introduced in round $40 billion in advert income in 2023.

Not unhealthy for an app that Meta acquired for $1 billion again in 2012.

When it comes to consumer progress, the brand new E.U. laws have additionally supplied some perception, with Meta now required to share its E.U. consumer counts each six months.

Based mostly on this, we all know that IG had 259 million month-to-month lively customers 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 are able to estimate, referring to Fb’s consumer unfold as a proxy, that IG doubtless 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 high market.

These are estimated, in fact, however the knowledge factors present some context as to what IG is seeing around the globe, and the place the app is hottest.

So, should you have been attempting to work out simply how large IG is, and the way vital it’s grow to be, that is the information that we all know.