You opened Instagram to check one notification. That was 33 minutes ago.

This isn't anecdotal. It's the global average. Instagram users spend 33.1 minutes per day on the platform, with Gen Z spending nearly double that at 53 minutes per day. That's 322 hours per year for Gen Z users, equivalent to 13 full days scrolling through filtered photos and Reels.

What makes these numbers particularly striking is where that time goes: 50% of all Instagram usage is now spent watching Reels. The platform has become video-first, competing directly with TikTok and YouTube for attention. With 2 billion monthly users and 12% of teens using it "almost constantly" (up from 8% in 2023), Instagram's grip on daily life continues to tighten.

This page compiles comprehensive data on exactly how much time people spend on Instagram, broken down by generation, country, and content type, and what that screen time means for mental health and wellbeing. All statistics are cited with sources.

33.1 minutes per day : Global average Instagram usage, with Gen Z spending 53 minutes daily, nearly double Gen X's 28 minutes (AWISEE, 2025)

50% of all Instagram time spent watching Reels, making video the dominant format and creating direct competition with TikTok (AWISEE, 2025)

2 billion monthly active users worldwide, making Instagram the 3rd largest social platform behind Facebook and YouTube (Cropink, 2025)

12% of US teens use Instagram "almost constantly," an increase from 8% in 2023, indicating rising usage intensity among younger users (Pew Research, 2024)

37% of young adults report decreased self-esteem after viewing athletic or fitness images on social media, with women significantly more affected than men (PMC, 2024)

21.24 hours per month : Turkey leads globally in Instagram usage time, with significant variation by country reflecting cultural and infrastructure differences (Statista, 2022)

Table of Contents

• How Much Time Do People Spend on Instagram?
• Instagram vs Other Social Media Platforms
• Instagram User Demographics
• Instagram Revenue and Advertising
• Instagram Growth Over Time
• Mental Health and Instagram Usage
• How to Reduce Instagram Screen Time
• FAQ

How Much Time Do People Spend on Instagram?

Instagram's screen time varies dramatically by generation. The platform has become a Gen Z staple while older adults engage far less intensely.

Global and US Averages

33.1 minutes per day is the global average time spent on Instagram (AWISEE, 2025). This translates to:

• 3.8 hours per week
• 16.5 hours per month
• 201 hours per year (8.4 full days)
• 5.7% of waking hours (assuming 8 hours of sleep)

US adults spend the same 33.1 minutes per day on Instagram (eMarketer via AWISEE, 2025), with some sources reporting 32 minutes per day (Digital Web Solutions, 2025). The slight variation reflects measurement methodology differences, but the consensus is clear: American adults spend approximately 30-33 minutes daily on Instagram.

Usage by Generation

The generational divide on Instagram is stark. Gen Z spends nearly twice as much time on the platform as Gen X:

Generation / Age Group	Daily Minutes	vs Gen Z
Gen Z (18-24)	53 minutes	:
Millennials (25-34)	37 minutes	-30%
Gen X (35-44)	28 minutes	-47%
Ages 45-54	27 minutes	-49%
Ages 55-64	26 minutes	-51%
Boomers (65+)	20 minutes	-62%

Source: eMarketer via AWISEE, 2025

Gen Z's 53 minutes per day translates to 6.2 hours per week, 27 hours per month, and 322 hours per year. That's 13 full days spent on Instagram annually.

Usage by Country

Instagram usage varies dramatically by country, reflecting cultural differences, internet infrastructure, and competition from local platforms:

Country	Monthly Hours	Daily Minutes
Turkey	21.24	42.5
Argentina	17.36	34.7
Indonesia	17.0	34.0
Brazil	15.6	31.2
India	14.54	29.1
Singapore	10.9	21.8
Russia	9.4	18.8
Canada	9.3	18.6
France	8.6	17.2
Germany	8.3	16.6
Australia	8.1	16.2
UK	7.8	15.6
USA	7.7	15.4
Mexico	6.7	13.4
South Korea	6.06	12.1

Source: Statista, 2022

Turkey leads globally at 21.24 hours per month, nearly 3 times the US average of 7.7 hours. South Korea reports the lowest usage among tracked countries at 6.06 hours monthly.

Content Consumption Patterns

Instagram's shift to video is complete:

• 50% of all Instagram time is now spent watching Reels (AWISEE, 2025)
• 17.6 million hours per day of Reels watched globally (Cropink, 2025)
• 500 million users access Instagram Stories daily (Cropink, 2025)
• 67.8% of users spend the most time on Instagram compared to Facebook, TikTok, and Snapchat (PMC Study, 2023)

The platform's algorithmic feed prioritizes video content, particularly Reels, creating a viewing experience similar to TikTok's For You Page. This shift explains Instagram's ability to hold attention for 33 minutes daily despite competition from dedicated video platforms.

Instagram vs Other Social Media Platforms

Instagram's position in the social media landscape has shifted. Once the leader in engagement time among Meta platforms, Instagram now trails TikTok significantly while maintaining an edge over Facebook and Snapchat.

Platform	Daily Minutes	Difference from Instagram
TikTok	53.8 min	+20.7 min (+63%)
YouTube	48.7 min	+15.6 min (+47%)
X (Twitter)	34.1 min	+1.0 min (+3%)
Instagram	33.1 min	:
Facebook	30.9 min	-2.2 min (-7%)
Snapchat	30.0 min	-3.1 min (-9%)
Reddit	24.1 min	-9.0 min (-27%)

Source: eMarketer, 2024-2025

Instagram trails TikTok by 20.7 minutes per day, a 63% gap that reflects TikTok's dominance in short-form video. YouTube also commands more daily attention at 48.7 minutes. However, Instagram maintains a 7% lead over Facebook (30.9 minutes) and a 9% lead over Snapchat (30.0 minutes).

This positioning explains Instagram's aggressive push into Reels: the platform is fighting to reclaim attention from TikTok while defending against Facebook's erosion from below.

Instagram User Demographics

Understanding who uses Instagram and how reveals important patterns about the platform's evolution from teen-focused photo app to mainstream social network.

User Base Size

• 2 billion monthly active users worldwide (Cropink, 2025)
• 2.04 billion alternative MAU figure (DataReportal, 2025)
• 3rd largest social platform globally, behind Facebook (3.07B) and YouTube (2.5B) (Cropink, 2025)
• ~60% of monthly users access Instagram daily (industry estimate, 2025)
• 31.2 million increase in addressable audience from January 2024 to January 2025, representing +2.0% growth (DataReportal, 2025)
• 19.4% of global population reached by Instagram ads (DataReportal, 2025)
• 27.5% of adults 18+ worldwide use Instagram (DataReportal, 2025)

Age Distribution

Contrary to popular perception, Instagram's largest user group is not teenagers. Adults ages 25-34 represent 35.3% of Instagram's global user base, making them the platform's largest demographic:

Age Group	Global Percentage	US Percentage
18-24	30.7%	25%
25-34	35.3%	30%
35-44	16.4%	19%
45-54	9.2%	13%
55+	8.4%	14%

Sources: DataReportal, 2025; Backlinko, 2025

In the US, 55% of users are under 35 (25% ages 18-24, 30% ages 25-34), making Instagram younger-skewing than Facebook but older than TikTok. The 55+ segment is the fastest-growing demographic on Instagram (DataReportal, 2025).

Gender Distribution

• Global: 53.3% male, 46.5% female (DataReportal, 2025)
• US: 54% female, 39% male (Backlinko, 2025) : US skews female
• Nonbinary and gender-diverse users grew 22% from 2022 to 2026 (Proxidize, 2025)

Teen Usage Patterns

Teen engagement with Instagram is both widespread and intensifying:

• 60% of US teens use Instagram (Pew Research, 2024)
• 50% of teens use Instagram daily (Pew Research, 2024)
• 12% of teens say they use Instagram "almost constantly," up from 8% in 2023 (Pew Research, 2024)
• 66% of teen girls use Instagram compared to 56% of teen boys (Pew Research, 2024)
• ~46% of teens overall say they're online almost constantly across all platforms (Pew Research, 2024)

The 4 percentage point increase in "almost constant" usage year-over-year (from 8% to 12%) suggests that while teen adoption has plateaued at 60%, usage intensity continues to rise.

Cross-Platform Behavior

Instagram users rarely use Instagram alone. The platform shows significant overlap with other Meta properties and competitors:

• 77.6% of Instagram users also use Facebook (DemandSage, 2025)
• 72.9% of Instagram users also use WhatsApp (DemandSage, 2025)
• 73.4% of Instagram users also use YouTube (DemandSage, 2025)
• 52.1% of Instagram users also use TikTok (DemandSage, 2025)

This cross-platform behavior explains why screen time competition is fierce: users aren't choosing between platforms but allocating limited attention across multiple apps.

Instagram Revenue and Advertising

Instagram's business model creates a direct incentive for maximizing user screen time. The longer users stay on the platform, the more ad impressions Instagram can serve.

Advertising Reach and Revenue

• 1.64 billion users can be reached by Instagram ads (Cropink, 2025)
• 20.3% of global population is reachable via Instagram advertisements (Cropink, 2025)
• $68.44 average revenue per user (ARPU) in USA and Canada (Meta, 2023)
• $23.14 ARPU in Europe (Meta, 2023)
• $5.52 ARPU in Asia Pacific (Meta, 2023)

The vast ARPU difference between regions (USA/Canada at $68.44 vs Asia Pacific at $5.52) reflects both advertising market maturity and user purchasing power. North American users generate 12 times more revenue per person than Asian users.

Content Preferences and Engagement

Understanding what content users prefer helps explain Instagram's algorithmic choices:

• 50% of users prefer funny or entertaining content (Statista, 2024)
• 46% like creative posts (Statista, 2024)
• 41% prefer informative content (Statista, 2024)
• 37% want relaxing content (Statista, 2024)
• 28% prefer helpful or how-to content (Statista, 2024)

Engagement Rates by Content Type

Content Type	Engagement Rate
Videos	0.30%
Reels	0.26%
Images/Photos	0.24%
Albums	0.22%
Status	0.12%
Links	0.06%

Source: Data Reportal, 2025

Video content outperforms static images (0.30% vs 0.24%), explaining why Instagram's algorithm increasingly prioritizes Reels and video posts. This shift maximizes both engagement time and ad revenue.

Instagram Growth Over Time

Instagram's growth trajectory shows a maturing platform with slowing but steady expansion and shifting usage patterns.

User Growth Trends

• 2 billion monthly active users as of 2024-2025 (Cropink, 2025)
• +2.0% growth in addressable audience from January 2024 to January 2025 (+31.2 million users) (DataReportal, 2025)
• +2.5% quarterly reach increase (+40 million users) (Cropink, 2025)
• +18.1% year-over-year ad reach growth (+251 million users) (Cropink, 2025)

Usage Intensity Trends

While user growth is slowing, time spent on Instagram continues to increase:

• 7% increase in global time spent on Instagram app from 2020 to 2022 (Statista, 2022)
• 12% of teens use Instagram "almost constantly" in 2024 vs 8% in 2023 (+4 percentage points) (Pew Research, 2024)
• 50% of total Instagram time now spent on Reels, up from minimal Reels usage when the feature launched in 2020 (AWISEE, 2025)

Content Format Evolution

Instagram's content mix has shifted dramatically toward video:

Content Type	Share of All Posts	Engagement Rate
Link posts	42.9%	0.06%
Photo posts	34.3%	0.24%
Video posts	19.3%	0.30%
Status posts	3.5%	0.12%

Source: Data Reportal, 2025

Despite video representing only 19.3% of posts, it captures 50% of all viewing time when Reels are included. This demonstrates the platform's algorithmic prioritization of video content.

Demographic Shifts

• 55+ is the fastest-growing segment on Instagram (DataReportal, 2025)
• Teen usage stable around 60% but intensity increasing (12% "almost constant" usage) (Pew Research, 2024)
• Millennial cohort (25-34) remains largest at 35.3% of global users (DataReportal, 2025)

Mental Health and Instagram Usage

Instagram's impact on mental health, particularly regarding body image and self-esteem, has been extensively documented. The platform's visual nature and culture of comparison create unique psychological challenges.

Body Image and Self-Esteem

Research consistently shows Instagram's negative effects on body image, particularly among young women:

• 37% of young adults report decreased self-esteem after viewing athletic or fitness images on social media (PMC Study, 2024)
• Women are significantly more affected than men by fitspiration content (p = 0.004 statistical significance) (PMC Study, 2024)
• 46.9% of users sometimes compare themselves to famous, fit individuals on social media (PMC Study, 2024)
• 22.7% frequently compare themselves to fitness influencers (PMC Study, 2024)
• 40% of teens reported that social media content caused them to worry about their image (Ballard Brief, 2024)

Dr. Jonathan Haidt, social psychologist at NYU Stern School of Business, explains: "Social media is especially harmful to girls. Instagram, in particular, creates a culture of comparison where young girls are constantly measuring themselves against curated, filtered images of others. This 'compare and despair' cycle is devastating for mental health." (Haidt, 2024)

Depression and Anxiety

The relationship between Instagram use and mental health deterioration is well-established:

• Significant correlation exists between eating disorders, depression, and aspiration to achieve body images portrayed on social media (PMC, 2025)
• Social media can alter neurochemicals including dopamine, cortisol, and oxytocin, linked to depression and anxiety development (Ballard Brief, 2024)
• Teens who view themselves as very fat or very skinny are 2x as likely to attempt or think about suicide (Ballard Brief, 2024)
• Higher social media use is associated with higher risk of depressive and anxiety symptoms (Sala et al., 2024)

Eating Disorders and Exercise Addiction

• 7.1% of adolescents and young adults are at risk for exercise addiction due to high social media use (Ballard Brief, 2024)
• 12% of Chinese girls and young women are affected by pressure for the "thin" ideal promoted on social platforms (Ballard Brief, 2024)
• 77.6% of girls in India report body image dissatisfaction linked to social media exposure (Ballard Brief, 2024)

Algorithm Impact and Feedback Loops

Instagram's recommendation algorithm can intensify harmful content exposure:

• Algorithms create feedback loops: the more fitness or body-focused content viewed, the more similar content is recommended (Ballard Brief, 2024)
• 20%+ of Instagram feed content is now recommended by AI from accounts users don't follow (DemandSage, 2025)

Dr. Jean Twenge, Professor of Psychology at San Diego State University, notes: "Rates of teen depression and suicide have skyrocketed since 2011, coinciding with the widespread adoption of smartphones and social media platforms like Instagram. The visual comparison culture Instagram enables has fundamentally changed how young people view themselves and others." (Twenge, 2017)

Research on Limiting Usage

Dr. Melissa Hunt, Associate Director of Clinical Training at the University of Pennsylvania, conducted research showing tangible benefits from reduced social media use: "Limiting social media use to 30 minutes per day can result in significant reductions in loneliness and depression. The less you use, the better you feel." (Hunt et al., 2018)

How to Reduce Instagram Screen Time

For users looking to build healthier relationships with Instagram, the most effective strategies focus on creating friction between the impulse to open the app and the action itself.

Built-In Instagram Tools

Instagram provides several features designed to help users manage their time:

• Set daily time limits: Go to your profile → three-line menu → Your Activity → Time → Set Daily Reminder. Instagram will notify you when you hit your limit.
• Schedule quiet time: Your Activity → Time → Quiet Mode lets you schedule hours when Instagram won't send notifications
• View usage dashboard: Your Activity → Time shows daily average, time this week, and usage patterns
• Notification control: Settings → Notifications → turn off likes, comments, and other distractions

Device-Level Approaches

Operating system features provide more robust controls:

• iOS Screen Time limits: Settings → Screen Time → App Limits → Add Limit. Set a passcode someone else knows for accountability.
• Focus Mode: Settings → Focus → create a "Work" or "Deep Focus" mode that hides Instagram from your home screen during specific hours
• Remove from home screen: Long-press Instagram → Remove App → Remove from Home Screen. The app stays installed but requires searching in the App Library to access.
• Website blocking: Settings → Screen Time → Content & Privacy Restrictions → Content Restrictions → Web Content → Limit Adult Websites → Never Allow → Add instagram.com

Friction-Based Strategies

The most effective long-term approach involves redesigning your relationship with your phone. Removing Instagram from your home screen creates a small but meaningful barrier. The app is still accessible when needed, but the reflexive tap is replaced by a conscious search. Tools like Blank Spaces take this approach further, replacing the entire colorful app grid with a minimal interface that requires intentional action to access any app.

Behavioral Strategies

• Unfollow accounts that trigger comparison: If fitness, fashion, or lifestyle content makes you feel worse about yourself, unfollow aggressively
• Mute content types: Use Instagram's "Not Interested" feature to reduce algorithmic recommendations of triggering content
• Set specific check-in times: Replace reflexive opens with scheduled Instagram sessions (e.g., morning, lunch, evening only)
• Delete during focused work: Remove the app entirely during important work periods, then reinstall when needed
• Replace video scrolling with photo browsing: Actively avoid Reels to reduce time spent, since 50% of usage goes to video

The 30-Minute Rule

Research by Dr. Melissa Hunt at the University of Pennsylvania found that limiting social media to 30 minutes per day produces measurable mental health benefits. Given that the global average is already 33.1 minutes, even modest reductions can make a difference.

FAQ

How much time does the average person spend on Instagram per day?

The global average is 33.1 minutes per day (AWISEE, 2025). However, this varies significantly by age: Gen Z (18-24) spends 53 minutes daily, while Boomers (65+) spend just 20 minutes daily (eMarketer, 2025).

How does Instagram screen time compare to other social media apps?

Instagram (33.1 min/day) trails TikTok (53.8 min) by 63% and YouTube (48.7 min) by 47%, but leads Facebook (30.9 min) by 7% and Snapchat (30.0 min) by 9% (eMarketer, 2024-2025).

How much time do people spend on Instagram Reels vs Feed?

Approximately 50% of all Instagram usage time is now spent watching Reels, with the remaining 50% split between Feed, Stories, and other features (AWISEE, 2025). Globally, users watch 17.6 million hours of Reels per day (Cropink, 2025).

What is the average Instagram session length?

While Instagram doesn't publish official session length data, industry estimates based on 33.1 minutes daily usage and typical user behavior suggest sessions average 10-15 minutes, with users opening the app multiple times per day. The 500 million daily Stories users and Reels' autoplay feature encourage longer sessions than traditional photo browsing.

What age group spends the most time on Instagram?

Gen Z (ages 18-24) spends the most time at 53 minutes per day, nearly double Gen X's 28 minutes and more than double Boomers' 20 minutes (eMarketer via AWISEE, 2025).

How many people use Instagram daily?

Approximately 60% of Instagram's 2 billion monthly users access the platform daily, translating to roughly 1.2 billion daily active users (industry estimate, 2025).

Is Instagram usage increasing or decreasing?

Instagram usage intensity is increasing. Time spent on the app grew 7% from 2020 to 2022 (Statista, 2022), and the percentage of teens using Instagram "almost constantly" rose from 8% in 2023 to 12% in 2024 (Pew Research, 2024). User growth continues at +2.0% year-over-year (DataReportal, 2025).

How does Instagram affect mental health?

37% of young adults report decreased self-esteem after viewing fitness content, with women significantly more affected than men (PMC, 2024). Research links higher Instagram use to increased depression and anxiety symptoms, particularly around body image issues. However, limiting use to 30 minutes daily can significantly reduce these negative effects (Hunt et al., 2018).

How can I check my Instagram screen time?

Go to your profile → three-line menu (top right) → Your Activity → Time. Instagram shows your daily average, time spent today, and lets you set daily reminders or Quiet Mode schedules.

What country uses Instagram the most?

By total time spent, Turkey leads at 21.24 hours per month (Statista, 2022). By user count, specific data varies, but Turkey, Argentina, Indonesia, and Brazil all show significantly higher usage than the USA's 7.7 hours per month.

How do I reduce my Instagram screen time?

Set daily limits in Your Activity → Time, disable notifications, remove Instagram from your home screen (keeps it installed but adds friction), use iOS Screen Time limits with a passcode held by someone else, and unfollow accounts that trigger negative emotions or excessive scrolling. Research shows limiting to 30 minutes daily improves mental health outcomes.

Conclusion

Instagram users spend 33.1 minutes per day on the platform globally, with Gen Z spending nearly double that at 53 minutes. That generational divide reflects Instagram's dual nature: a nostalgic photo-sharing app for older users and a video-first entertainment platform for younger ones. The shift is quantifiable: 50% of all Instagram time now goes to Reels, creating direct competition with TikTok for attention.

With 2 billion monthly users and 12% of teens using it "almost constantly" (up from 8% in 2023), Instagram continues to intensify its grip on daily life. The mental health research is clear: 37% of young adults report decreased self-esteem after viewing fitness content, and the platform's visual comparison culture has measurable psychological impacts.

But screen time numbers alone don't tell the full story. Context matters. Active engagement with friends differs fundamentally from passive scrolling through algorithmic Reels. Research by Dr. Melissa Hunt shows that limiting use to 30 minutes daily produces measurable mental health benefits. For Gen Z averaging 53 minutes, that's a meaningful reduction.

Understanding Instagram's design helps users make informed choices. The algorithmic feed prioritizes Reels because video generates higher engagement rates (0.30% vs 0.24% for photos). The 20%+ of feed content now AI-recommended from unfollowed accounts keeps users scrolling. These aren't bugs. They're features optimized for attention capture.

For users looking to build healthier habits, the most effective strategies introduce friction. Removing Instagram from your home screen, disabling notifications, setting device-level limits with external accountability, or using tools like Blank Spaces that redesign the entire interface to remove visual triggers can all help. The goal isn't to eliminate Instagram but to ensure usage aligns with intentions rather than algorithmic optimization.

The question isn't whether Instagram is "good" or "bad." It's whether 33 minutes (or 53 for Gen Z) spent scrolling through filtered images and autoplay Reels serves your goals. That's a question only you can answer.

Sources

• AWISEE (2025) for global average screen time and generation breakdown
• Cropink (2025) for Reels usage data and daily viewing hours
• DataReportal (2025) for user demographics and global reach statistics
• Pew Research Center (2024) for teen usage patterns and "almost constantly" data
• PMC/Nutrients (2024) for body image and self-esteem research
• Ballard Brief/BYU (2024) for mental health and algorithm feedback loop research
• Statista (2022-2025) for country-specific usage data and content preferences
• Backlinko (2025) for US demographic breakdowns
• DemandSage (2025) for cross-platform behavior and AI recommendation data
• eMarketer (2024-2025) for comparative platform usage statistics