row_id,metric,value,unit,as_of_date,geography,segment,source_org,source_document,source_url,retrieved_date,is_primary,bfb_calculated,method_note
I001,meta_family_dap,3640000000,people,2026-09-30,World,"Family of Apps (Facebook, Instagram, Messenger, WhatsApp)","Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Average for September 2026; counts unique people using at least one app; not Instagram-only
I002,meta_family_dap_yoy_change,3,percent,2026-09-30,World,Family of Apps,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Printed as 3%
I003,meta_dap_margin_of_error,3,percent,2026-09-30,World,Family of Apps,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Meta: margin generally approximately 3% of worldwide DAP
I004,meta_ad_impressions_yoy_change,10,percent,2026-09-30,World,Family of Apps,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2026-09-30
I005,meta_avg_price_per_ad_yoy_change,14,percent,2026-09-30,World,Family of Apps,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2026-09-30
I006,meta_arpp_worldwide,17.72,usd,2026-09-30,World,Family of Apps,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2026-09-30
I007,meta_arpp_yoy_change,23,percent,2026-09-30,World,Family of Apps,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2026-09-30
I008,meta_total_revenue,64601,usd_million,2026-09-30,World,all segments,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2026-09-30
I009,meta_total_revenue,51242,usd_million,2025-09-30,World,all segments,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2025-09-30
I010,meta_advertising_revenue,63061,usd_million,2026-09-30,World,Family of Apps,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2026-09-30
I011,meta_advertising_revenue,50082,usd_million,2025-09-30,World,Family of Apps,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2025-09-30
I012,meta_revenue_by_user_geography,26217,usd_million,2026-09-30,United States and Canada,total revenue,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,By customer address; Europe includes Russia and Turkey; quarter ended 2026-09-30
I013,meta_revenue_by_user_geography,19708,usd_million,2025-09-30,United States and Canada,total revenue,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2025-09-30
I014,meta_revenue_by_user_geography,14023,usd_million,2026-09-30,Europe,total revenue,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,By customer address; Europe includes Russia and Turkey; quarter ended 2026-09-30
I015,meta_revenue_by_user_geography,11566,usd_million,2025-09-30,Europe,total revenue,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2025-09-30
I016,meta_revenue_by_user_geography,16993,usd_million,2026-09-30,Asia-Pacific,total revenue,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,By customer address; Europe includes Russia and Turkey; quarter ended 2026-09-30
I017,meta_revenue_by_user_geography,14304,usd_million,2025-09-30,Asia-Pacific,total revenue,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2025-09-30
I018,meta_revenue_by_user_geography,7368,usd_million,2026-09-30,Rest of World,total revenue,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,By customer address; Europe includes Russia and Turkey; quarter ended 2026-09-30
I019,meta_revenue_by_user_geography,5664,usd_million,2025-09-30,Rest of World,total revenue,"Meta Platforms, Inc. (SEC filing)","Form 10-Q, quarter ended 2026-09-30",https://www.sec.gov/Archives/edgar/data/0001326801/000162828026066773/meta-20260930.htm,2026-11-03,TRUE,FALSE,Quarter ended 2025-09-30
I020,meta_total_revenue_yoy_change_reported,26,percent,2026-09-30,World,all segments,"Meta Platforms, Inc. (newsroom, Japan edition)","Third quarter 2026 results release, 2026-10-22",https://about.fb.com/ja/news/2026/10/2026_third_quarter_result/,2026-11-03,TRUE,FALSE,As printed in the release
I021,instagram_monthly_active_users_claim,3000000000,people,2025-09-24,World,Instagram,"Thurrott.com, relaying a Meta CEO post","Instagram Crosses 3 Billion Monthly Active Users, 2025-09-24",https://www.thurrott.com/cloud/327214/instagram-crosses-3-billion-monthly-active-users,2026-11-03,FALSE,FALSE,"Company claim announced by Meta CEO; round figure; Threads primary post not fetchable (robots), so relayed"
I022,instagram_reels_time_spent_gain_from_q3_relevance_launches,4,percent,2026-09-30,World,Instagram Reels,"Social Media Today (Andrew Hutchinson), relaying Meta Q3 2026 call","Meta offers insights on individual platform growth, 2026-10-22",https://socialmediatoday.com/news/meta-offers-insights-on-individual-platform-growth/833807,2026-11-03,FALSE,FALSE,"CFO Susan Li, Q3 2026 call, quoted as 'over 4%'; relayed"
I023,instagram_recommended_reels_under_one_day_old,45,percent,2026-09-30,World,Instagram Reels,"Social Media Today (Andrew Hutchinson), relaying Meta Q3 2026 call","Meta offers insights on individual platform growth, 2026-10-22",https://socialmediatoday.com/news/meta-offers-insights-on-individual-platform-growth/833807,2026-11-03,FALSE,FALSE,Quoted as 'almost 45%'; up more than 11 percentage points from Q2; relayed
I024,instagram_eu_average_monthly_active_users,281800000,accounts,2025-06-30,EU-27,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average, 2025-01-01 to 2025-06-30; registered, logged-in accounts that visited in last 30 days; not unique people"
I025,instagram_eu_average_monthly_active_users,5200000,accounts,2025-06-30,Austria,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I026,instagram_eu_average_monthly_active_users,7600000,accounts,2025-06-30,Belgium,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I027,instagram_eu_average_monthly_active_users,2900000,accounts,2025-06-30,Bulgaria,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I028,instagram_eu_average_monthly_active_users,2100000,accounts,2025-06-30,Croatia,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I029,instagram_eu_average_monthly_active_users,1300000,accounts,2025-06-30,Cyprus,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I030,instagram_eu_average_monthly_active_users,6100000,accounts,2025-06-30,Czech Republic,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I031,instagram_eu_average_monthly_active_users,3900000,accounts,2025-06-30,Denmark,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I032,instagram_eu_average_monthly_active_users,NA,accounts,2025-06-30,Estonia,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions; printed as 'Less than 1M'"
I033,instagram_eu_average_monthly_active_users,3500000,accounts,2025-06-30,Finland,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I034,instagram_eu_average_monthly_active_users,43700000,accounts,2025-06-30,France,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I035,instagram_eu_average_monthly_active_users,47200000,accounts,2025-06-30,Germany,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I036,instagram_eu_average_monthly_active_users,6300000,accounts,2025-06-30,Greece,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I037,instagram_eu_average_monthly_active_users,4300000,accounts,2025-06-30,Hungary,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I038,instagram_eu_average_monthly_active_users,3700000,accounts,2025-06-30,Ireland,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I039,instagram_eu_average_monthly_active_users,41700000,accounts,2025-06-30,Italy,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I040,instagram_eu_average_monthly_active_users,1100000,accounts,2025-06-30,Latvia,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I041,instagram_eu_average_monthly_active_users,1400000,accounts,2025-06-30,Lithuania,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I042,instagram_eu_average_monthly_active_users,NA,accounts,2025-06-30,Luxembourg,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions; printed as 'Less than 1M'"
I043,instagram_eu_average_monthly_active_users,NA,accounts,2025-06-30,Malta,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions; printed as 'Less than 1M'"
I044,instagram_eu_average_monthly_active_users,11900000,accounts,2025-06-30,Netherlands,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I045,instagram_eu_average_monthly_active_users,18600000,accounts,2025-06-30,Poland,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I046,instagram_eu_average_monthly_active_users,8900000,accounts,2025-06-30,Portugal,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I047,instagram_eu_average_monthly_active_users,8700000,accounts,2025-06-30,Romania,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I048,instagram_eu_average_monthly_active_users,2500000,accounts,2025-06-30,Slovakia,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I049,instagram_eu_average_monthly_active_users,1000000,accounts,2025-06-30,Slovenia,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I050,instagram_eu_average_monthly_active_users,37500000,accounts,2025-06-30,Spain,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I051,instagram_eu_average_monthly_active_users,8000000,accounts,2025-06-30,Sweden,Instagram,Meta Platforms Ireland (DSA transparency report),"DSA Transparency Report, Instagram, 29 Aug 2025 (period 2025-01-01 to 2025-06-30)",https://transparency.meta.com/sr/dsa-transparency-report-aug2025-instagram,2026-11-03,TRUE,FALSE,"Six-month average to 2025-06-30, printed in millions"
I052,instagram_eu_average_monthly_active_users,296800000,accounts,2026-06-30,EU-27,Instagram,"eMarketer, relaying Meta DSA report",Instagram pulls further ahead of Facebook in EU battle for user attention (undated page),https://www.emarketer.com/content/instagram-pulls-further-ahead-of-facebook-eu-battle-user-attention,2026-11-03,FALSE,FALSE,H1 2026; relayed; Meta primary page not fetchable
I053,instagram_eu_average_monthly_active_users_rounded,297000000,accounts,2026-06-30,EU-27,Instagram,"Social Media Today (Andrew Hutchinson), relaying Meta DSA report","Instagram growth continues to outpace Facebook in EU, 2026-08-30",https://www.socialmediatoday.com/news/instagram-growth-continues-to-outpace-facebook-in-eu/829134/,2026-11-03,FALSE,FALSE,H1 2026; relayed as 297 million; Meta primary page not fetchable
I054,facebook_eu_average_monthly_active_users_rounded,264000000,accounts,2026-06-30,EU-27,Facebook,"Social Media Today (Andrew Hutchinson), relaying Meta DSA report","Instagram growth continues to outpace Facebook in EU, 2026-08-30",https://www.socialmediatoday.com/news/instagram-growth-continues-to-outpace-facebook-in-eu/829134/,2026-11-03,FALSE,FALSE,H1 2026; relayed
I055,eu_population,452000000,people,2026-01-01,EU-27,all ages,Eurostat,"EU population on 1 January 2026, news item 2026-07-10",https://ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20260710-3,2026-11-03,TRUE,FALSE,Printed as 452.0 million
I056,us_resident_population,341784857,people,2025-07-01,US,all ages,U.S. Census Bureau (Vintage 2025; copy on State of Hawaii DBEDT site),"SCPRC-EST2025-18+POP, July 1, 2025 estimates",https://files.hawaii.gov/dbedt/census/popestimate/2025/state-pop/SCPRC-EST2025-18+POP.pdf,2026-11-03,TRUE,FALSE,Vintage 2025
I057,us_resident_population_18plus,269763509,people,2025-07-01,US,18+,U.S. Census Bureau (Vintage 2025; copy on State of Hawaii DBEDT site),"SCPRC-EST2025-18+POP, July 1, 2025 estimates",https://files.hawaii.gov/dbedt/census/popestimate/2025/state-pop/SCPRC-EST2025-18+POP.pdf,2026-11-03,TRUE,FALSE,78.9% of residents
I058,instagram_use_share_us_adults,50,percent,2025-06-18,US,adults 18+,Pew Research Center,"Americans' Social Media Use 2025 (2025-11-20); NPORS n=5,022, Feb 5-Jun 18, 2025",https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/,2026-11-03,TRUE,FALSE,"NPORS, fieldwork Feb 5-Jun 18, 2025; as_of = last field day; no margin of error printed on page"
I059,tiktok_use_share_us_adults,37,percent,2025-06-18,US,adults 18+,Pew Research Center,"Americans' Social Media Use 2025 (2025-11-20); NPORS n=5,022, Feb 5-Jun 18, 2025",https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/,2026-11-03,TRUE,FALSE,Same survey; comparator
I060,facebook_use_share_us_adults,71,percent,2025-06-18,US,adults 18+,Pew Research Center,"Americans' Social Media Use 2025 (2025-11-20); NPORS n=5,022, Feb 5-Jun 18, 2025",https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/,2026-11-03,TRUE,FALSE,Same survey; comparator
I061,youtube_use_share_us_adults,84,percent,2025-06-18,US,adults 18+,Pew Research Center,"Americans' Social Media Use 2025 (2025-11-20); NPORS n=5,022, Feb 5-Jun 18, 2025",https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/,2026-11-03,TRUE,FALSE,Same survey; comparator
I062,instagram_use_share_us_adults_oct2026_page,51,percent,2026-10-19,US,adults 18+,Pew Research Center,1 in 5 Americans Regularly Get News on TikTok (2026-10-19),https://www.pewresearch.org/short-reads/2026/10/19/1-in-5-americans-regularly-get-news-on-tiktok/,2026-11-03,TRUE,FALSE,"Sentence on Pew's TikTok news page; survey and year not named there (page's chart note cites Aug 24-30, 2026); read as an unlabeled update"
I063,instagram_use_share_us_teens_parent_reported,58,percent,2025-10-09,US,teens 13-17,Pew Research Center,"Teens cross-platforms topline (2026-04-15); parent-reported, n=1,458, Sep 25-Oct 9, 2025",https://www.pewresearch.org/wp-content/uploads/sites/20/2026/04/PI_2026.04.15_Teens-Cross-Platforms_TOPLINE.pdf,2026-11-03,TRUE,FALSE,"Parent-reported 'ever use'; fieldwork Sep 25-Oct 9, 2025"
I064,tiktok_use_share_us_teens_parent_reported,63,percent,2025-10-09,US,teens 13-17,Pew Research Center,"Teens cross-platforms topline (2026-04-15); parent-reported, n=1,458, Sep 25-Oct 9, 2025",https://www.pewresearch.org/wp-content/uploads/sites/20/2026/04/PI_2026.04.15_Teens-Cross-Platforms_TOPLINE.pdf,2026-11-03,TRUE,FALSE,Same item
I065,snapchat_use_share_us_teens_parent_reported,51,percent,2025-10-09,US,teens 13-17,Pew Research Center,"Teens cross-platforms topline (2026-04-15); parent-reported, n=1,458, Sep 25-Oct 9, 2025",https://www.pewresearch.org/wp-content/uploads/sites/20/2026/04/PI_2026.04.15_Teens-Cross-Platforms_TOPLINE.pdf,2026-11-03,TRUE,FALSE,Same item
I066,instagram_ad_reach_global,1690000000,people,2024-10-31,World,"potential reach, all ages as reported","Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 630","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in billions to 2 decimals; potential reach, not unique people"
I067,instagram_ad_reach_global,1740000000,people,2025-01-31,World,"potential reach, all ages as reported","Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 630","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in billions to 2 decimals; potential reach, not unique people"
I068,instagram_ad_reach_global,1840000000,people,2025-04-30,World,"potential reach, all ages as reported","Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 630","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in billions to 2 decimals; potential reach, not unique people"
I069,instagram_ad_reach_global,1880000000,people,2025-07-31,World,"potential reach, all ages as reported","Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 630","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in billions to 2 decimals; potential reach, not unique people"
I070,instagram_ad_reach_global,1910000000,people,2025-10-31,World,"potential reach, all ages as reported","Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 630","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in billions to 2 decimals; potential reach, not unique people"
I071,instagram_ad_reach_global,1960000000,people,2026-01-31,World,"potential reach, all ages as reported","Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 630","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in billions to 2 decimals; potential reach, not unique people"
I072,instagram_ad_reach_global,1990000000,people,2026-04-30,World,"potential reach, all ages as reported","Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 630","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in billions to 2 decimals; potential reach, not unique people"
I073,instagram_ad_reach_global,2030000000,people,2026-07-31,World,"potential reach, all ages as reported","Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 630","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in billions to 2 decimals; potential reach, not unique people"
I074,instagram_ad_reach_global,1960000000,people,2026-10-31,World,"potential reach, all ages as reported","Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 630","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in billions to 2 decimals; potential reach, not unique people"
I075,instagram_ad_reach_qoq_change,-3.7,percent,2026-10-31,World,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 629","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Printed -3.7%
I076,instagram_ad_reach_qoq_change_people,-76000000,people,2026-10-31,World,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 629","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Printed -76 million
I077,instagram_ad_reach_yoy_change,2.5,percent,2026-10-31,World,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 629","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Printed +2.5%
I078,instagram_ad_reach_yoy_change_people,48000000,people,2026-10-31,World,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 629","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Printed +48 million
I079,instagram_ad_reach_vs_total_population,23.5,percent,2026-10-31,World,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 629","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,
I080,instagram_ad_reach_vs_internet_users,31.8,percent,2026-10-31,World,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 629","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,
I081,instagram_adult_ad_reach_vs_population_18plus,30,percent,2026-10-31,World,female,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 629","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,
I082,instagram_adult_ad_reach_vs_population_18plus,34.1,percent,2026-10-31,World,male,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 629","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,
I083,instagram_ad_reach_gender_share_18plus,46.6,percent,2026-10-31,World,female,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 629","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Shares do not sum to 100%
I084,instagram_ad_reach_gender_share_18plus,52.5,percent,2026-10-31,World,male,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 629","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Shares do not sum to 100%
I085,instagram_ad_audience_regional_share,10.3,percent,2026-10-31,Northern America,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I086,instagram_ad_audience_regional_share,28.6,percent,2026-10-31,Southern Asia,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I087,instagram_ad_audience_regional_share,10.3,percent,2026-10-31,South-Eastern Asia,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I088,instagram_ad_audience_regional_share,12.7,percent,2026-10-31,Southern America,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I089,instagram_ad_audience_regional_share,7.3,percent,2026-10-31,Western Asia,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I090,instagram_ad_audience_regional_share,5.7,percent,2026-10-31,Eastern Asia,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I091,instagram_ad_audience_regional_share,3.9,percent,2026-10-31,Western Europe,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I092,instagram_ad_audience_regional_share,3.8,percent,2026-10-31,Southern Europe,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I093,instagram_ad_audience_regional_share,3.7,percent,2026-10-31,Central America,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I094,instagram_ad_audience_regional_share,3,percent,2026-10-31,Northern Africa,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I095,instagram_ad_audience_regional_share,2.6,percent,2026-10-31,Northern Europe,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I096,instagram_ad_audience_regional_share,2.2,percent,2026-10-31,Eastern Europe,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I097,instagram_ad_audience_regional_share,1.9,percent,2026-10-31,Central Asia,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I098,instagram_ad_audience_regional_share,1,percent,2026-10-31,Oceania,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I099,instagram_ad_audience_regional_share,0.9,percent,2026-10-31,Eastern Africa,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I100,instagram_ad_audience_regional_share,0.8,percent,2026-10-31,Western Africa,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I101,instagram_ad_audience_regional_share,0.5,percent,2026-10-31,Caribbean,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I102,instagram_ad_audience_regional_share,0.5,percent,2026-10-31,Southern Africa,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I103,instagram_ad_audience_regional_share,0.2,percent,2026-10-31,Middle Africa,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 631","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges; may not sum to 100%
I104,instagram_ad_audience_share_by_age_gender,12.1,percent,2026-10-31,World,female 18-24,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I105,instagram_ad_audience_share_by_age_gender,14.6,percent,2026-10-31,World,male 18-24,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I106,instagram_ad_audience_share_by_age_gender,15.1,percent,2026-10-31,World,female 25-34,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I107,instagram_ad_audience_share_by_age_gender,18.8,percent,2026-10-31,World,male 25-34,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I108,instagram_ad_audience_share_by_age_gender,8,percent,2026-10-31,World,female 35-44,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I109,instagram_ad_audience_share_by_age_gender,8.9,percent,2026-10-31,World,male 35-44,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I110,instagram_ad_audience_share_by_age_gender,5.1,percent,2026-10-31,World,female 45-54,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I111,instagram_ad_audience_share_by_age_gender,4.6,percent,2026-10-31,World,male 45-54,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I112,instagram_ad_audience_share_by_age_gender,3.1,percent,2026-10-31,World,female 55-64,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I113,instagram_ad_audience_share_by_age_gender,2.5,percent,2026-10-31,World,male 55-64,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I114,instagram_ad_audience_share_by_age_gender,2.2,percent,2026-10-31,World,female 65+,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I115,instagram_ad_audience_share_by_age_gender,1.7,percent,2026-10-31,World,male 65+,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 632","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Share of Instagram's advertising audience
I116,instagram_ad_reach_country,514700000,people,2026-10-31,India,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I117,instagram_ad_reach_country_qoq_change,-4.9,percent,2026-10-31,India,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I118,instagram_ad_reach_country,179900000,people,2026-10-31,United States,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I119,instagram_ad_reach_country_qoq_change,-2.1,percent,2026-10-31,United States,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I120,instagram_ad_reach_country,144000000,people,2026-10-31,Brazil,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I121,instagram_ad_reach_country_qoq_change,-6.7,percent,2026-10-31,Brazil,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I122,instagram_ad_reach_country,116200000,people,2026-10-31,Indonesia,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I123,instagram_ad_reach_country_qoq_change,-2.3,percent,2026-10-31,Indonesia,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I124,instagram_ad_reach_country,63450000,people,2026-10-31,Japan,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I125,instagram_ad_reach_country_qoq_change,-1.6,percent,2026-10-31,Japan,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I126,instagram_ad_reach_country,60200000,people,2026-10-31,Turkey,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I127,instagram_ad_reach_country_qoq_change,-3.3,percent,2026-10-31,Turkey,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I128,instagram_ad_reach_country,57350000,people,2026-10-31,Mexico,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I129,instagram_ad_reach_country_qoq_change,-1.6,percent,2026-10-31,Mexico,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I130,instagram_ad_reach_country,33700000,people,2026-10-31,United Kingdom,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I131,instagram_ad_reach_country_qoq_change,-3.2,percent,2026-10-31,United Kingdom,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I132,instagram_ad_reach_country,31200000,people,2026-10-31,Argentina,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I133,instagram_ad_reach_country_qoq_change,-1.1,percent,2026-10-31,Argentina,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I134,instagram_ad_reach_country,29750000,people,2026-10-31,Philippines,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I135,instagram_ad_reach_country_qoq_change,0.7,percent,2026-10-31,Philippines,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I136,instagram_ad_reach_country,28950000,people,2026-10-31,Germany,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I137,instagram_ad_reach_country_qoq_change,-7.4,percent,2026-10-31,Germany,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I138,instagram_ad_reach_country,28200000,people,2026-10-31,Italy,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I139,instagram_ad_reach_country_qoq_change,-8.1,percent,2026-10-31,Italy,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I140,instagram_ad_reach_country,27400000,people,2026-10-31,France,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I141,instagram_ad_reach_country_qoq_change,-6.8,percent,2026-10-31,France,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I142,instagram_ad_reach_country,26250000,people,2026-10-31,South Korea,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I143,instagram_ad_reach_country_qoq_change,-1.3,percent,2026-10-31,South Korea,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I144,instagram_ad_reach_country,25600000,people,2026-10-31,Spain,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I145,instagram_ad_reach_country_qoq_change,-9.1,percent,2026-10-31,Spain,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I146,instagram_ad_reach_country,24250000,people,2026-10-31,Pakistan,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I147,instagram_ad_reach_country_qoq_change,-0.6,percent,2026-10-31,Pakistan,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I148,instagram_ad_reach_country,22450000,people,2026-10-31,Colombia,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I149,instagram_ad_reach_country_qoq_change,0.2,percent,2026-10-31,Colombia,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I150,instagram_ad_reach_country,22000000,people,2026-10-31,Egypt,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I151,instagram_ad_reach_country_qoq_change,0.2,percent,2026-10-31,Egypt,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I152,instagram_ad_reach_country,21650000,people,2026-10-31,Iraq,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I153,instagram_ad_reach_country_qoq_change,-2.5,percent,2026-10-31,Iraq,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I154,instagram_ad_reach_country,21350000,people,2026-10-31,Canada,total reach,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Midpoints of published ranges
I155,instagram_ad_reach_country_qoq_change,-1.4,percent,2026-10-31,Canada,,"Meta advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 634","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Published quarter-on-quarter change in total reach
I156,instagram_adult_ad_reach_rate,93.3,percent,2026-10-31,United Arab Emirates,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I157,instagram_adult_ad_reach_rate,89.1,percent,2026-10-31,Turkey,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I158,instagram_adult_ad_reach_rate,88.2,percent,2026-10-31,Argentina,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I159,instagram_adult_ad_reach_rate,85.5,percent,2026-10-31,Brazil,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I160,instagram_adult_ad_reach_rate,85,percent,2026-10-31,Chile,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I161,instagram_adult_ad_reach_rate,77.4,percent,2026-10-31,Israel,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I162,instagram_adult_ad_reach_rate,72.3,percent,2026-10-31,Australia,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I163,instagram_adult_ad_reach_rate,70.7,percent,2026-10-31,Saudi Arabia,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I164,instagram_adult_ad_reach_rate,69.5,percent,2026-10-31,Portugal,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I165,instagram_adult_ad_reach_rate,69,percent,2026-10-31,Singapore,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I166,instagram_adult_ad_reach_rate,63.8,percent,2026-10-31,United States,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I167,instagram_adult_ad_reach_rate,63.3,percent,2026-10-31,Spain,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I168,instagram_adult_ad_reach_rate,63,percent,2026-10-31,Taiwan,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I169,instagram_adult_ad_reach_rate,62.9,percent,2026-10-31,Canada,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I170,instagram_adult_ad_reach_rate,62.8,percent,2026-10-31,Serbia,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I171,instagram_adult_ad_reach_rate,62.6,percent,2026-10-31,New Zealand,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I172,instagram_adult_ad_reach_rate,61.3,percent,2026-10-31,Sweden,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I173,instagram_adult_ad_reach_rate,61.2,percent,2026-10-31,Hong Kong,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I174,instagram_adult_ad_reach_rate,60.4,percent,2026-10-31,United Kingdom,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I175,instagram_adult_ad_reach_rate,59.6,percent,2026-10-31,Ireland,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I176,instagram_adult_ad_reach_rate,59.1,percent,2026-10-31,Mexico,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I177,instagram_adult_ad_reach_rate,57.5,percent,2026-10-31,Morocco,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I178,instagram_adult_ad_reach_rate,57.4,percent,2026-10-31,Japan,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I179,instagram_adult_ad_reach_rate,56.9,percent,2026-10-31,Norway,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I180,instagram_adult_ad_reach_rate,56.7,percent,2026-10-31,South Korea,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I181,instagram_adult_ad_reach_rate,56.4,percent,2026-10-31,Malaysia,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I182,instagram_adult_ad_reach_rate,56,percent,2026-10-31,Italy,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I183,instagram_adult_ad_reach_rate,54.6,percent,2026-10-31,Indonesia,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I184,instagram_adult_ad_reach_rate,54.2,percent,2026-10-31,Colombia,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I185,instagram_adult_ad_reach_rate,53.2,percent,2026-10-31,Denmark,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I186,instagram_adult_ad_reach_rate,52.9,percent,2026-10-31,Greece,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I187,instagram_adult_ad_reach_rate,52.4,percent,2026-10-31,Belgium,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I188,instagram_adult_ad_reach_rate,51.1,percent,2026-10-31,France,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I189,instagram_adult_ad_reach_rate,50.9,percent,2026-10-31,Netherlands,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I190,instagram_adult_ad_reach_rate,48.6,percent,2026-10-31,Switzerland,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I191,instagram_adult_ad_reach_rate,48.5,percent,2026-10-31,Finland,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I192,instagram_adult_ad_reach_rate,47.2,percent,2026-10-31,Croatia,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I193,instagram_adult_ad_reach_rate,47.1,percent,2026-10-31,Peru,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I194,instagram_adult_ad_reach_rate,47.1,percent,2026-10-31,India,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I195,instagram_adult_ad_reach_rate,43,percent,2026-10-31,Czechia,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I196,instagram_adult_ad_reach_rate,41.6,percent,2026-10-31,Austria,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I197,instagram_adult_ad_reach_rate,41.5,percent,2026-10-31,Germany,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I198,instagram_adult_ad_reach_rate,37.1,percent,2026-10-31,Philippines,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I199,instagram_adult_ad_reach_rate,36.1,percent,2026-10-31,Romania,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I200,instagram_adult_ad_reach_rate,36.1,percent,2026-10-31,Poland,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I201,instagram_adult_ad_reach_rate,35.6,percent,2026-10-31,Thailand,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I202,instagram_adult_ad_reach_rate,34.6,percent,2026-10-31,Bulgaria,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I203,instagram_adult_ad_reach_rate,34.1,percent,2026-10-31,Hungary,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I204,instagram_adult_ad_reach_rate,32.3,percent,2026-10-31,World,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I205,instagram_adult_ad_reach_rate,28.5,percent,2026-10-31,Egypt,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I206,instagram_adult_ad_reach_rate,19.1,percent,2026-10-31,South Africa,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I207,instagram_adult_ad_reach_rate,16.3,percent,2026-10-31,Vietnam,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I208,instagram_adult_ad_reach_rate,16,percent,2026-10-31,Pakistan,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I209,instagram_adult_ad_reach_rate,14.5,percent,2026-10-31,Kenya,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I210,instagram_adult_ad_reach_rate,10.2,percent,2026-10-31,Ghana,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I211,instagram_adult_ad_reach_rate,9,percent,2026-10-31,Bangladesh,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I212,instagram_adult_ad_reach_rate,6.4,percent,2026-10-31,Nigeria,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I213,instagram_adult_ad_reach_rate,0.4,percent,2026-10-31,China,reach 18+ vs population 18+,"Meta advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 633","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Bar chart label; may exceed true adoption; Brazil, Turkey, Argentina, Chile, Israel and UAE also match the slide 635 table"
I214,social_platform_ad_reach_total,2770000000,people,2026-10-31,World,YouTube,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I215,social_platform_ad_reach_total,2330000000,people,2026-10-31,World,TikTok,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I216,social_platform_ad_reach_total,2320000000,people,2026-10-31,World,Facebook,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I217,social_platform_ad_reach_total,1960000000,people,2026-10-31,World,Instagram,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I218,social_platform_ad_reach_total,1550000000,people,2026-10-31,World,LinkedIn,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I219,social_platform_ad_reach_total,821000000,people,2026-10-31,World,Reddit,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I220,social_platform_ad_reach_total,749000000,people,2026-10-31,World,Snapchat,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I221,social_platform_ad_reach_total,621000000,people,2026-10-31,World,Pinterest,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I222,social_platform_ad_reach_total,433000000,people,2026-10-31,World,X,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I223,social_platform_ad_reach_total,276000000,people,2026-10-31,World,Threads,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I224,social_platform_ad_reach_total,235000000,people,2026-10-31,World,WhatsApp,"platforms' advertising resources, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 524","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Reach definitions differ by platform (YouTube and others report selected geographies; TikTok 18+ only)
I225,tiktok_adult_ad_reach_rate,54.1,percent,2026-10-31,United States,reach 18+ vs population 18+,"TikTok advertising resources, UN, Manochi analysis, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 650 (PDF p.560)","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Comparator for Instagram
I226,tiktok_ad_reach_growth_to_survey_growth_ratio,10,ratio,2026-10-31,World,TikTok,BitsFromBytes Research (TikTok statistics page),"tiktok-statistics page, Key Finding 2",https://bitsfrombytes.com/tiktok-statistics/,2026-11-03,FALSE,TRUE,"Same method as the Instagram ratio, published on the TikTok page 2026-11-03"
I227,instagram_use_past_month_internet_users_16plus,54.9,percent,2024-06-30,"World (GWI markets, Russia removed)",,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 620","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Online survey of internet users 16+ in a subset of markets; Q2 2026 wave removed Russia from all periods
I228,instagram_use_past_month_internet_users_16plus,55.1,percent,2024-09-30,"World (GWI markets, Russia removed)",,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 620","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Online survey of internet users 16+ in a subset of markets; Q2 2026 wave removed Russia from all periods
I229,instagram_use_past_month_internet_users_16plus,55.3,percent,2024-12-31,"World (GWI markets, Russia removed)",,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 620","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Online survey of internet users 16+ in a subset of markets; Q2 2026 wave removed Russia from all periods
I230,instagram_use_past_month_internet_users_16plus,55.4,percent,2025-03-31,"World (GWI markets, Russia removed)",,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 620","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Online survey of internet users 16+ in a subset of markets; Q2 2026 wave removed Russia from all periods
I231,instagram_use_past_month_internet_users_16plus,56.1,percent,2025-06-30,"World (GWI markets, Russia removed)",,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 620","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Online survey of internet users 16+ in a subset of markets; Q2 2026 wave removed Russia from all periods
I232,instagram_use_past_month_internet_users_16plus,56.4,percent,2025-09-30,"World (GWI markets, Russia removed)",,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 620","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Online survey of internet users 16+ in a subset of markets; Q2 2026 wave removed Russia from all periods
I233,instagram_use_past_month_internet_users_16plus,55.6,percent,2025-12-31,"World (GWI markets, Russia removed)",,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 620","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Online survey of internet users 16+ in a subset of markets; Q2 2026 wave removed Russia from all periods
I234,instagram_use_past_month_internet_users_16plus,56.3,percent,2026-03-31,"World (GWI markets, Russia removed)",,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 620","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Online survey of internet users 16+ in a subset of markets; Q2 2026 wave removed Russia from all periods
I235,instagram_use_past_month_internet_users_16plus,56.6,percent,2026-06-30,"World (GWI markets, Russia removed)",,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 620","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Online survey of internet users 16+ in a subset of markets; Q2 2026 wave removed Russia from all periods
I236,instagram_use_past_month_internet_users_16plus,59.5,percent,2026-06-30,United States,,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 621","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Bar chart label
I237,internet_users_yoy_change,0.9,percent,2026-10-31,World,,Kepios/DataReportal (Digital Growth slide),"Digital 2026 October statshot, printed slide 11, supplied PDF","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Printed +0.9%
I238,instagram_use_past_month_internet_users,71.7,percent,2026-06-30,World,female 16-24,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I239,instagram_use_past_month_internet_users,68.1,percent,2026-06-30,World,male 16-24,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I240,instagram_use_past_month_internet_users,64.0,percent,2026-06-30,World,female 25-34,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I241,instagram_use_past_month_internet_users,62.9,percent,2026-06-30,World,male 25-34,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I242,instagram_use_past_month_internet_users,54.9,percent,2026-06-30,World,female 35-44,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I243,instagram_use_past_month_internet_users,51.7,percent,2026-06-30,World,male 35-44,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I244,instagram_use_past_month_internet_users,53.0,percent,2026-06-30,World,female 45-54,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I245,instagram_use_past_month_internet_users,49.5,percent,2026-06-30,World,male 45-54,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I246,instagram_use_past_month_internet_users,46.0,percent,2026-06-30,World,female 55-64,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I247,instagram_use_past_month_internet_users,40.2,percent,2026-06-30,World,male 55-64,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I248,instagram_use_past_month_internet_users,39.6,percent,2026-06-30,World,female 65+,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I249,instagram_use_past_month_internet_users,30.6,percent,2026-06-30,World,male 65+,"GWI, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 622","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,65+ data not available in all countries
I250,instagram_app_mau_index,100,index,2024-08-31,World,Aug 2024 = 100,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 626","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Android and iOS apps; excludes data not available for all markets
I251,instagram_app_mau_index,97.2,index,2024-11-30,World,Aug 2024 = 100,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 626","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Android and iOS apps; excludes data not available for all markets
I252,instagram_app_mau_index,98.5,index,2025-02-28,World,Aug 2024 = 100,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 626","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Android and iOS apps; excludes data not available for all markets
I253,instagram_app_mau_index,99,index,2025-05-31,World,Aug 2024 = 100,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 626","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Android and iOS apps; excludes data not available for all markets
I254,instagram_app_mau_index,96.5,index,2025-08-31,World,Aug 2024 = 100,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 626","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Android and iOS apps; excludes data not available for all markets
I255,instagram_app_mau_index,97.1,index,2025-11-30,World,Aug 2024 = 100,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 626","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Android and iOS apps; excludes data not available for all markets
I256,instagram_app_mau_index,95.8,index,2026-02-28,World,Aug 2024 = 100,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 626","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Android and iOS apps; excludes data not available for all markets
I257,instagram_app_mau_index,99.3,index,2026-05-31,World,Aug 2024 = 100,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 626","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Android and iOS apps; excludes data not available for all markets
I258,instagram_app_mau_index,102.5,index,2026-08-31,World,Aug 2024 = 100,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 626","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Android and iOS apps; excludes data not available for all markets
I259,social_app_daily_time_per_active_user,115,minutes,2026-08-31,World,TikTok,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 526","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Printed as h:mm; excludes China (TikTok excludes Douyin)
I260,social_app_daily_time_per_active_user,100,minutes,2026-08-31,World,Instagram,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 526","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Printed as h:mm; excludes China (TikTok excludes Douyin)
I261,social_app_daily_time_per_active_user,88,minutes,2026-08-31,World,YouTube,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 526","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Printed as h:mm; excludes China (TikTok excludes Douyin)
I262,social_app_daily_time_per_active_user,64,minutes,2026-08-31,World,WhatsApp,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 526","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Printed as h:mm; excludes China (TikTok excludes Douyin)
I263,social_app_daily_time_per_active_user,59,minutes,2026-08-31,World,Facebook,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 526","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,Printed as h:mm; excludes China (TikTok excludes Douyin)
I264,social_app_daily_sessions_per_active_user,20.7,sessions_per_day,2026-08-31,World,WhatsApp,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 528","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,
I265,social_app_daily_sessions_per_active_user,14.8,sessions_per_day,2026-08-31,World,Instagram,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 528","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,
I266,social_app_daily_sessions_per_active_user,13.2,sessions_per_day,2026-08-31,World,TikTok,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 528","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,
I267,social_app_daily_sessions_per_active_user,9.6,sessions_per_day,2026-08-31,World,Facebook,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 528","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,
I268,social_app_daily_sessions_per_active_user,6.1,sessions_per_day,2026-08-31,World,YouTube,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 528","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,
I269,social_app_session_duration,869,seconds,2026-08-31,World,YouTube,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 529","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in minutes and seconds, converted"
I270,social_app_session_duration,521,seconds,2026-08-31,World,TikTok,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 529","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in minutes and seconds, converted"
I271,social_app_session_duration,405,seconds,2026-08-31,World,Instagram,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 529","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in minutes and seconds, converted"
I272,social_app_session_duration,367,seconds,2026-08-31,World,Facebook,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 529","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in minutes and seconds, converted"
I273,social_app_session_duration,186,seconds,2026-08-31,World,WhatsApp,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 529","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,"Printed in minutes and seconds, converted"
I274,social_app_total_user_time_index,100,index,2026-08-31,World,YouTube,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 525","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,YouTube = 100; sum of daily time across all active users
I275,social_app_total_user_time_index,96.3,index,2026-08-31,World,WhatsApp,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 525","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,YouTube = 100; sum of daily time across all active users
I276,social_app_total_user_time_index,96.2,index,2026-08-31,World,Instagram,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 525","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,YouTube = 100; sum of daily time across all active users
I277,social_app_total_user_time_index,79.8,index,2026-08-31,World,TikTok,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 525","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,YouTube = 100; sum of daily time across all active users
I278,social_app_total_user_time_index,61.9,index,2026-08-31,World,Facebook,"Similarweb App Intelligence, relayed by Kepios/DataReportal","Kepios/DataReportal Digital 2026 October statshot (We Are Social/Meltwater slides), supplied PDF, printed slide 525","NA (supplied PDF, no public URL)",2026-11-03,FALSE,FALSE,YouTube = 100; sum of daily time across all active users
I279,instagram_claim_minus_ad_reach,1090000000,people,2025-10-31,World,claim 2025-09-24 minus ad reach Oct 2025,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I021, I070",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,3.0B claim minus 1.91B reach; dates differ by 5 weeks
I280,instagram_ad_reach_share_of_claim,63.7,percent,2025-10-31,World,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I021, I070",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach / claim x 100
I281,instagram_claim_share_not_in_ad_reach,36.3,percent,2025-10-31,World,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I021, I070",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,(claim - reach) / claim x 100
I282,instagram_claim_to_ad_reach_multiple,1.53,ratio,2026-10-31,World,claim 2025-09-24 over reach Oct 2026,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I021, I074",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,claim / reach
I283,instagram_survey_implied_user_growth_yoy,1.8,percent,2026-06-30,World,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I231, I235, I237",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,(56.6/56.1) x 1.009 - 1; GWI subset of markets
I284,instagram_ad_reach_growth_to_survey_growth_ratio,1.4,ratio,2026-10-31,World,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I077, I283",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,2.5 / unrounded survey-implied growth; TikTok page value was 10.0
I285,instagram_app_mau_index_yoy_change,6.2,percent,2026-08-31,World,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I254, I258",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,102.5/96.5 - 1
I286,instagram_eu_mau_h1_2026_vs_h1_2025,5.3,percent,2026-06-30,EU-27,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I024, I052",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,296.8/281.8 - 1; H1 2026 relayed
I287,instagram_eu_mau_h1_2026_vs_h1_2025_change,15000000,accounts,2026-06-30,EU-27,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I024, I052",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,296.8M - 281.8M
I288,instagram_growth_readings_spread,3.5,ratio,2026-10-31,World,highest over lowest of five readings,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I283, I285, I286, I077, I002",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"max/min of 1.8, 2.5, 3, 5.3, 6.2 using unrounded values for computed ones"
I289,instagram_eu_mau_share_of_eu_population,65.7,percent,2026-06-30,EU-27,all ages,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I052, I055",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"296.8M / 452.0M; accounts, not people; population date 2026-01-01"
I290,instagram_minus_facebook_eu_mau,33000000,accounts,2026-06-30,EU-27,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I053, I054",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"297M - 264M, both relayed"
I291,instagram_dsa_h1_2025_to_ad_reach_oct2026_ratio,1.63,ratio,2026-10-31,Germany,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I035, I136",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,DSA accounts / ad reach; dates 16 months apart
I292,instagram_dsa_h1_2025_to_ad_reach_oct2026_ratio,1.59,ratio,2026-10-31,France,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I034, I140",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,DSA accounts / ad reach; dates 16 months apart
I293,instagram_dsa_h1_2025_to_ad_reach_oct2026_ratio,1.48,ratio,2026-10-31,Italy,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I039, I138",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,DSA accounts / ad reach; dates 16 months apart
I294,instagram_dsa_h1_2025_to_ad_reach_oct2026_ratio,1.46,ratio,2026-10-31,Spain,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I050, I144",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,DSA accounts / ad reach; dates 16 months apart
I295,instagram_dsa_h1_2025_four_countries,170100000,accounts,2025-06-30,DE+FR+IT+ES,,BitsFromBytes Research calculation,BitsFromBytes Research from rows DSA rows for four countries,https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum
I296,instagram_ad_reach_oct2026_four_countries,110150000,people,2026-10-31,DE+FR+IT+ES,,BitsFromBytes Research calculation,BitsFromBytes Research from rows ad reach rows for four countries,https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum
I297,instagram_dsa_to_ad_reach_ratio_four_countries,1.54,ratio,2026-10-31,DE+FR+IT+ES,,BitsFromBytes Research calculation,BitsFromBytes Research from rows sum rows,https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum DSA / sum ad reach
I298,instagram_four_countries_share_of_eu_dsa_total,60.4,percent,2025-06-30,DE+FR+IT+ES,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows sum row, I024",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,170.1M / 281.8M
I299,instagram_ad_reach_implied_qoq_change_people,-26519769,people,2026-10-31,India,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I116, I117",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I300,instagram_ad_reach_implied_qoq_change_people,-3858938,people,2026-10-31,United States,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I118, I119",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I301,instagram_ad_reach_implied_qoq_change_people,-10340836,people,2026-10-31,Brazil,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I120, I121",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I302,instagram_ad_reach_implied_qoq_change_people,-2735517,people,2026-10-31,Indonesia,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I122, I123",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I303,instagram_ad_reach_implied_qoq_change_people,-1031707,people,2026-10-31,Japan,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I124, I125",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I304,instagram_ad_reach_implied_qoq_change_people,-2054395,people,2026-10-31,Turkey,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I126, I127",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I305,instagram_ad_reach_implied_qoq_change_people,-932520,people,2026-10-31,Mexico,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I128, I129",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I306,instagram_ad_reach_implied_qoq_change_people,-1114050,people,2026-10-31,United Kingdom,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I130, I131",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I307,instagram_ad_reach_implied_qoq_change_people,-347017,people,2026-10-31,Argentina,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I132, I133",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I308,instagram_ad_reach_implied_qoq_change_people,206802,people,2026-10-31,Philippines,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I134, I135",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I309,instagram_ad_reach_implied_qoq_change_people,-2313499,people,2026-10-31,Germany,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I136, I137",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I310,instagram_ad_reach_implied_qoq_change_people,-2485528,people,2026-10-31,Italy,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I138, I139",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I311,instagram_ad_reach_implied_qoq_change_people,-1999142,people,2026-10-31,France,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I140, I141",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I312,instagram_ad_reach_implied_qoq_change_people,-345745,people,2026-10-31,South Korea,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I142, I143",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I313,instagram_ad_reach_implied_qoq_change_people,-2562816,people,2026-10-31,Spain,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I144, I145",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I314,instagram_ad_reach_implied_qoq_change_people,-146378,people,2026-10-31,Pakistan,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I146, I147",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I315,instagram_ad_reach_implied_qoq_change_people,44810,people,2026-10-31,Colombia,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I148, I149",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I316,instagram_ad_reach_implied_qoq_change_people,43912,people,2026-10-31,Egypt,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I150, I151",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I317,instagram_ad_reach_implied_qoq_change_people,-555128,people,2026-10-31,Iraq,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I152, I153",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I318,instagram_ad_reach_implied_qoq_change_people,-303144,people,2026-10-31,Canada,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I154, I155",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,reach - reach/(1+qoq); from rounded published values
I319,instagram_ad_reach_implied_qoq_change_people,-59350604,people,2026-10-31,Top 20 countries,sum,BitsFromBytes Research calculation,BitsFromBytes Research from rows 20 chg rows,https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum of 20 implied changes
I320,instagram_top20_share_of_global_qoq_decline,78.1,percent,2026-10-31,Top 20 countries,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows chg_tot, I076",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum / -76M
I321,instagram_ad_reach_implied_qoq_change_people,-36860605,people,2026-10-31,India+Brazil,sum,BitsFromBytes Research calculation,"BitsFromBytes Research from rows India, Brazil chg rows",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum
I322,instagram_india_brazil_share_of_global_qoq_decline,48.5,percent,2026-10-31,India+Brazil,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows India+Brazil, global",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum / -76M
I323,instagram_ad_reach_implied_qoq_change_people,-9360985,people,2026-10-31,DE+FR+IT+ES,sum,BitsFromBytes Research calculation,BitsFromBytes Research from rows four chg rows,https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum
I324,us_ad_reach_rate_to_pew_use_ratio,1.28,ratio,2026-10-31,US,Instagram,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I166, I058",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,63.8 / 50
I325,us_ad_reach_rate_to_pew_use_ratio,1.46,ratio,2026-10-31,US,TikTok,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I225, I059",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,54.1 / 37
I326,pew_implied_us_adult_instagram_users,134881754,people,2025-07-01,US,at 50%,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I058, I057",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"50% x 269,763,509"
I327,pew_implied_us_adult_instagram_users,137579390,people,2025-07-01,US,at 51%,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I062, I057",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"51% x 269,763,509"
I328,instagram_minus_tiktok_use_share_us_adults,13,percentage_points,2025-06-18,US,adults,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I058, I059",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,50 - 37
I329,instagram_minus_tiktok_use_share_us_teens,-5,percentage_points,2025-10-09,US,teens,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I063, I064",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,58 - 63; parent-reported
I330,instagram_use_female_minus_male_gwi,3.6,percentage_points,2026-06-30,World,16-24,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I238, I239",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,female - male
I331,instagram_use_female_minus_male_gwi,1.1,percentage_points,2026-06-30,World,25-34,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I240, I241",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,female - male
I332,instagram_use_female_minus_male_gwi,3.2,percentage_points,2026-06-30,World,35-44,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I242, I243",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,female - male
I333,instagram_use_female_minus_male_gwi,3.5,percentage_points,2026-06-30,World,45-54,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I244, I245",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,female - male
I334,instagram_use_female_minus_male_gwi,5.8,percentage_points,2026-06-30,World,55-64,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I246, I247",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,female - male
I335,instagram_use_female_minus_male_gwi,9,percentage_points,2026-06-30,World,65+,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I248, I249",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,female - male
I336,instagram_ad_audience_share_female_18_34,27.2,percent,2026-10-31,World,female 18-34,BitsFromBytes Research calculation,"BitsFromBytes Research from rows aud rows 18-24, 25-34",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum
I337,instagram_ad_audience_share_male_18_34,33.4,percent,2026-10-31,World,male 18-34,BitsFromBytes Research calculation,"BitsFromBytes Research from rows aud rows 18-24, 25-34",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum
I338,instagram_ad_audience_share_18_34,60.6,percent,2026-10-31,World,both genders,BitsFromBytes Research calculation,BitsFromBytes Research from rows aud rows,https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,sum
I339,time_intensity_index_per_billion_reach,49.1,index_per_billion,2026-10-31,World,Instagram,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I276, I217",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,time index / ad reach in billions; mixes Similarweb app time with ad-tool reach
I340,time_intensity_index_per_billion_reach,34.2,index_per_billion,2026-10-31,World,TikTok,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I277, I215",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,time index / ad reach in billions; mixes Similarweb app time with ad-tool reach
I341,time_intensity_index_per_billion_reach,26.7,index_per_billion,2026-10-31,World,Facebook,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I278, I216",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,time index / ad reach in billions; mixes Similarweb app time with ad-tool reach
I342,instagram_to_tiktok_time_intensity_ratio,1.44,ratio,2026-10-31,World,,BitsFromBytes Research calculation,BitsFromBytes Research from rows ti rows,https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,Instagram / TikTok
I343,instagram_to_facebook_time_intensity_ratio,1.84,ratio,2026-10-31,World,,BitsFromBytes Research calculation,BitsFromBytes Research from rows ti rows,https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,Instagram / Facebook
I344,instagram_minutes_implied_by_sessions_and_duration,99.9,minutes,2026-08-31,World,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I265, I271",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,14.8 sessions x 405 s / 60; published 100
I345,meta_advertising_revenue_yoy_change,25.9,percent,2026-09-30,World,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I010, I011",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"63,061/50,082 - 1"
I346,meta_impressions_times_price_yoy_change,25.4,percent,2026-09-30,World,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I004, I005",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,1.10 x 1.14 - 1
I347,meta_ad_impressions_per_dap_yoy_change,6.8,percent,2026-09-30,World,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I004, I002",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,1.10 / 1.03 - 1; Family-wide
I348,meta_revenue_by_user_geography_yoy_change,33,percent,2026-09-30,United States and Canada,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I012, I013",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"reported USD, not constant currency"
I349,meta_revenue_by_user_geography_yoy_change,21.2,percent,2026-09-30,Europe,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I014, I015",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"reported USD, not constant currency"
I350,meta_revenue_by_user_geography_yoy_change,18.8,percent,2026-09-30,Asia-Pacific,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I016, I017",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"reported USD, not constant currency"
I351,meta_revenue_by_user_geography_yoy_change,30.1,percent,2026-09-30,Rest of World,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I018, I019",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"reported USD, not constant currency"
I352,meta_revenue_share_us_canada,40.6,percent,2026-09-30,United States and Canada,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I012, I008",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"26,217/64,601"
I353,instagram_us_canada_share_of_ad_reach,10.3,percent,2026-10-31,United States and Canada,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I118, I154, I074",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,(179.9M+21.35M)/1.96B; matches Northern America 10.3%
I354,us_canada_revenue_share_to_instagram_audience_share,3.9,ratio,2026-09-30,United States and Canada,,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I352, I353",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,"40.6 / 10.3; Meta revenue is all apps, audience is Instagram only"
I355,instagram_ad_reach_two_year_change,16,percent,2026-10-31,World,Oct 2024 to Oct 2026,BitsFromBytes Research calculation,"BitsFromBytes Research from rows I066, I074",https://bitsfrombytes.com/instagram-statistics/,2026-11-03,FALSE,TRUE,1.96/1.69 - 1 on rounded values