The number of Instagram users in Asia (888.3M) is more than the total number of users in other continents combined (855.1M)

Key takeaways:

  • Asia alone holds over half of Instagram’s global users (51%), more than all other continents combined.
  • America is the second-largest region with a 28.8% share (501.4M users).
  • Europe accounts for 14.1% of Instagram’s audience, showing a modest footprint.
  • Africa, with 91.3M users (5.2%), still has plenty of headroom for expansion.
  • Oceania holds just 1% of the global user base, with 17.5M active users.
  • The user gap between Asia and other continents points to a major opportunity for brands looking to scale in Asian markets.

Asia’s dominance on Instagram is clear: with 888.3 million active users, the continent alone accounts for 51% of the platform’s global audience as of January 2025. That’s more users than the rest of the world combined (855.1M). From K-pop fandoms in South Korea to influencer-driven trends in India and Indonesia, Asia's youth-driven digital energy has transformed Instagram into a cultural engine. With smartphones and visual content deeply embedded in daily life, the platform is more than a social app—it’s a mirror of lifestyle, fashion, identity, and business across the continent.

America follows with 501.4M users (28.8%), a significant share, but still far behind Asia. Europe contributes 245M users (14.1%), while Africa has 91.3M (5.2%), and Oceania sits at the margin with 17.5M users (1.0%).

Source:

Datareportal

Period:

2025
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