Southern Asia's 448.0M Instagram users are nearly double that of the next closest region, Southern America (237.0M)

Key takeaways:

  • Southern Asia dominates Instagram usage globally with 448M users.
  • Southern America (237M) and Northern America (192M) significantly trail behind Southern Asia.
  • Nigeria leads West Africa with 9.9M users, ahead of countries in the Caribbean and Middle Africa.
  • Africa’s Instagram audience remains relatively small, but its most active countries and regions, like Nigeria and Northern Africa, are worth watching.
  • Middle Africa (2.8M users) is the smallest regional contributor.

Southern Asia has emerged as Instagram’s dominant region in 2025, boasting an impressive 448 million users, nearly double that of Southern America, which comes second at 237 million. This gap is significant, with Southern Asia now accounting for 25.7% of Instagram’s global audience, signalling a major shift in where digital communities are most engaged. In contrast, Africa’s contributions remain relatively modest. Globally, the platform is experiencing significant traction outside of the traditional Western strongholds. South-Eastern Asia (177M) and Western Asia (133M) are now outpacing long-dominant regions like Western Europe (78M). Even Central America (62.6M) and Eastern Asia (101M) are commanding larger shares of the platform’s user base, showing that Instagram’s growth has truly globalised.

Source:

Datareportal

Period:

2025
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