Instagram Reels Stats: Users, Uploads & Trends (2025)
With over 2 billion active users worldwide, Instagram is the third most popular social media platform today. Among its various features, Instagram Reels has emerged as a significant force, capturing audiences around the globe. There are over 1.5 billion Reels available, which collectively receive more than 200 billion views per day across Instagram and Facebook.
India leads the way with 362.9 million Reels users, followed by the United States with 169 million users. On average, users spend about 17.6 million hours daily engaging with Reels, which accounts for 30% of their total time spent on the platform. This translates to an average of 29.7 minutes per user each day.
This blog explores key Reel statistics, user demographics, and engagement metrics to help you maximize your experience on the platform.
Instagram Reels In 2025 (Key Highlights)
- Instagram reels have over 2.23 billion active users
- Users watch 17.6 million hours worth of Instagram reels every day.
- Over 100 million users watch or start live videos on Instagram every day.
- Instagram Stories has 500 million daily active users.
- There are more than 200 million business profiles on Instagram.
- Over 140 billion reels are viewed on Instagram and Facebook every day.
- Reels make up 38.5% of all posts on Instagram feeds.
- 58% of Marketers prefer Instagram Reels over TikTok for influencer marketing.
- Businesses using Instagram Reels see 22% more engagement than usual posts.
- Reels make up 30% of the total time users spend on Instagram.
- Reels receive 75% higher engagement and 41% more views than photo posts.
Instagram Reels Active Users
This number of Instagram reel users is estimated to reach 2.5 billion MAUs in 2025, up by 12% from 2024. All of Instagram’s monthly active users interact with the reel feature at least once every month.
| Year | Instagram Reel Users |
| 2020 | 1.55 billion |
| 2021 | 1.84 billion |
| 2022 | 2.05 billion |
| 2023 | 2.18 billion |
| 2024 | 2.23 billion |
| 2025* | 2.5 billion |
*Data as of Q1. The final value is estimated to be different.
Source: Business of Apps
Users spend 50% of their time on Instagram watching Reels.
Instagram users collectively spend 17.6 million hours daily viewing Reels, this shows the platform’s notable engagement with short-form video content.
In addition to the hours spent on Reels, users also engage with carousel posts, Stories, and other content formats available on Instagram.
Source: Influencer Marketing Hub
India is the largest market for Instagram Reels
India has the highest number of Instagram users in the world, with 326.9 million users. The United States follows with 169 million users. India's increased engagement with Instagram Reels can be attributed to the ban on TikTok, which significantly boosted the popularity of Instagram, particularly its Reels feature
Here is the table for the countries with the highest number of reels users
| Country | Reels Users |
| India | 362.9 million |
| United States | 169.65 million |
| Brazil | 134.6 million |
| Indonesia | 100.9 million |
| Turkey | 57.1 million |
| Japan | 55.45 million |
| Mexico | 44.85 million |
| United Kingdom | 33.1 million |
| Germany | 30.35 million |
| Argentina | 27.85 million |
| Italy | 27 million |
| France | 25.9 million |
| Spain | 23.95 million |
| South Korea | 23.4 million |
| Philippines | 21.35 million |
Source: Statista
The most common age group of Instagram Reels viewers is between 25 and 34 years old.
25-34 years old is the most common among Instagram reel viewers, making up 31.6% of the audience. This age group represents both male (13.9%) and female (17.7%) users. Following closely, 8-24 years old, comprise 31.5% of users. This shows that Instagram Reels is particularly popular among young adults, especially in their late 20s to early 30s.
| Age Group | % of Users | % of Male Users | % of female users |
| 13-17 | 8.4% | 3.8% | 4.6% |
| 18-24 | 31.5% | 13.4% | 18.1% |
| 25-34 | 31.6% | 13.9% | 17.7% |
| 35-44 | 15% | 7.4% | 7.6% |
| 45-54 | 7.7% | 4.2% | 3.5% |
| 55-64 | 3.7% | 2.2% | 1.5% |
| 65+ | 2.1% | 1.2% | 0.9% |
Source: Statista
Instagram Reels Users By Gender
50.6% of Instagram Reels users are male, making it the highest percentage among genders on the platform. Meanwhile, female users comprise 49.9%.
This gender parity indicates that Instagram Reels appeals to both males and females almost equally, offering a diverse and inclusive space for content consumption and creation.
Here is a table showing the gender distribution of Instagram Reels users
| Gender | Share of Users |
| Male | 50.6% |
| Female | 49.9% |
Source: Statista
Instagram Reels User's Traffic by Device
55% of Instagram Reels traffic comes from Android smartphones, making them the most popular device for watching short-form videos. 35% of users access Reels on iOS smartphones, showing the strong presence of Apple users on the platform. Meanwhile, only 3% of Reels traffic comes from desktops, as Instagram remains a mobile-first platform. These numbers highlight how Reels is primarily consumed on smartphones, allowing users to engage with entertaining content anytime, anywhere.
| Device Type | % Traffic |
| Android Smartphones | 55% |
| iOS Smartphones | 35% |
| Tablets (Android/iOS) | 7.5% |
| Desktop | 3% |
Source: Sendshort
What is the Optimal Length of an Instagram Reel
Instagram reels perform best when they are between 7 and 15 seconds long. However, depending on your specific needs and content goals, Instagram allows you to adjust the reel length limits to 30, 60, and even 90 seconds.
What is the Ideal Instagram Reels Length for Maximum Engagement?
For optimal engagement and capturing audience attention on Instagram, it’s recommended to keep your reels between 2 to 10 seconds in length.
This duration allows for concise and impactful content that resonates well with viewers scrolling through their feeds.
Source: Socialbu
What is the Best Instagram Reels Duration to get maximum shares?
To enhance the visibility of your content, aim for Reels that are shorter in length as they are more likely to be shared. The optimal length for encouraging sharing across the platform is typically around 15 to 18 seconds.
Source: Socialbu, Filipkonecny
Average reach of Instagram Reels based on the number of followers
In 2023, Instagram accounts saw a noticeable decline in the average reach of Reels across different follower ranges.
Accounts with 50,000 to 45 million followers saw their Reels reach drop by 47,851, nearly a 50% decrease. Similarly, accounts with 10,000 to 50,000 followers experienced a sharp drop in their Reels reach by over 10,557 followers.
Likewise, accounts with 2,000 to 10,000 followers saw their Reels reach decrease by 1,674 followers.
Source: Statista
What is the Average Watch Time for Instagram Reels
Typically, viewers spend an average of 10 to 15 seconds watching reels before scrolling to the next piece of content. This brief window highlights the importance of creating captivating and concise reels that quickly grab attention and convey key messages effectively.
People watch 140 billion reels across Facebook and Instagram every day
Every day, over 140 billion Reels are viewed on Facebook and Instagram combined, which is a 40% increase from a year ago when the company reported 100 billion daily Reels plays.
Source: Instagram For Business.
Reels make up 38.5% of all posts in Instagram feeds
38.5% of Instagram's main feed is made up of videos and Reels, making it the second-highest content type. Photos are the highest, comprising 39.8% of posts. Carousel posts represent 21.6% of the feed. This data shows a growing trend towards video content on Instagram.
Source: InfluencerMarketingHub
How Many Reels Are There on Instagram
There are over 1.5 billion reels on Instagram as of 2024. Instagram has over 500 million daily active users and 95% have at least one reel on their profile. Considering many have multiple reels uploaded, the count rises to over 1.5 billion.
How Many Reels are Uploaded on Instagram Per Day
Instagram accounts with over 50,000 followers post roughly one reel, every two days, which averages to about 0.55 Reels per day. Accounts with a following of 10,001 and 50,000 followers, these accounts post about 0.3 reels per day. Similarly, accounts with less than 100 followers posted a reel every 5 days, which is like 0.18 reels per day.
Since Instagram doesn’t release how many reels are uploaded on the platform, we took the above numbers and made some calculations to come up with a tentative answer to this query.
As per our findings, Instagram users collectively post around 370 million reels on the platform every year, which accounts to roughly 30.8 million reels every day.
The frequency of reel posting varies among different users:
| No.of followers on Instagram | Frequency of posting Reels on Instagram |
| Over 50,000 followers | 1 reel is posted every 2 days |
| 10,001 to 50,000 followers | 1 reel in every 3 days |
| 1,001 to 10,000 followers | 1 reel in every 4 days |
| 100 to 1,000 followers | 1 reel in every 5 days |
| Less than 100 followers | 1 reel in every 5 days |
More than 80% of Reels are watched with sound
Approximately 80% of Instagram users prefer to watch Reels with the sound on, showing that most viewers enjoy the added impact of audio elements like music, voiceovers, and sound effects.
Meanwhile, about 20% of users choose to watch Reels with the sound off, which may be due to viewing in quieter environments or personal preference.
Source: Instagram
Posting 5 to 7 reels a week can boost your growth exponentially
Posting 5 to 7 Instagram Reels per week can significantly boost your growth on the platform. By doing so, your regular posts can receive up to 100-200 likes. Also, consistent Reel posting can enhance your engagement to 300-400 likes per post.
- Your account reach can grow by over 2,000%.
- There could be a significant increase in direct messages received.
- Posting Reels daily resulted in a net gain of about 1,500 followers.
Consistent Reel activity enhances engagement metrics such as likes and views, expands your reach, and attracts a broader audience, fostering substantial increases in follower count and overall visibility.
Source: Heyjessica
77% of people have purchased a product they saw in Reels
77% of Instagram users have purchased after discovering a product through Instagram Reels. This underscores the significant impact that Reels have on consumer behavior and demonstrates how engaging content can drive sales effectively
Source: Pathsocial
Instagram Reels typically have an average reach rate of 30.81%
Reels on Instagram have an impressive average reach rate of about 30.81%, which is more than double the reach of other post types. This makes Reels the most effective format for gaining visibility. In comparison, Carousels have a reach rate of 14.45%, and images have an even lower rate of 13.14%.
Source: adamconnell
Reels receive 35% more likes than any other type of content on Instagram
Reels on Instagram receive 35% more likes compared to any other content type. Image posts follow with approximately 24.6% of the likes, closely trailed by carousel posts at 24.2%.
Video posts receive the least likes, comprising only 15.6% of the total. This data underscores the significant preference and engagement users have towards Reels.
Share of Likes for Different Instagram Posts
| Content Type on Instagram | % of Total Likes |
| Reels | 35.4% |
| Posts | 24.6% |
| Carousel | 24.2% |
| Video | 15.6% |
Source: InfluencerMarketingHub
The number of Instagram Reel posts has increased by 46.7%
Brands are increasingly prioritizing Reels over single images, marking a substantial 46% year-on-year increase in reel volume. This shift underscores a growing preference among audiences for dynamic, short-form video content that captures attention and drives interaction more effectively than static imagery.
Looking ahead to 2025, this trend is expected to escalate significantly, surpassing both images and carousels in popularity and engagement on digital platforms.
Source: Socialinsider
The usage of Instagram Reels by brands has increased by 57.4% year-over-year
In 2023, there was a significant 57.4% year-over-year increase in the usage of Instagram Reels, marking a notable jump from the previous year when only 19.67% of the surveyed brands were utilizing Reels.
Source: Influencer Marketing Hub
70% of brands are likely to use Instagram reels in their social media strategy
70% of brands are expected to incorporate Instagram Reels into their social media strategies. This shows how important Reels are becoming for brands to engage with their audience and boost their visibility with fun and creative content.
Source: Gitnux
30% of the most viewed Reels are centered on product promotion
30% of the most viewed Instagram Reels focus on product promotion. This highlights how effective Reels can be for marketing, as they capture the audience’s attention and drive engagement, making them a valuable tool for businesses to showcase their products and boost sales.
Source: Gitnux
58% of Marketers prefer Instagram Reels over Tiktok for influencer marketing
In 2023, 58.2% of marketers preferred using Instagram Reels for their influencer marketing campaigns, which was an increase from 53.7% in the previous year. During the same period, TikTok usage for influencer marketing campaigns was at 54%, up from 50% in the previous year.
Additionally, it is predicted that by 2025, approximately 62% of marketers will choose Reels for their campaigns, while 57.7% will opt for TikTok.
Source: EMarketer
Instagram Reels have a higher impression rate than carousels and images
Reels have proven to generate more impressions than carousels and single images across a wide range of accounts.
Whether an account has 1,000 followers or 1 million, Reels consistently deliver superior performance metrics. The performance consistency of Reels highlights its ability to attract attention and drive engagement, irrespective of follower count.
Source: Socialinsider
Instagram Reels Receive More Saves Than Carousels and Images
Reels stand out as the most engaging content type, particularly for accounts with a large follower base of 100k to 1M, where they achieve nearly 400 median saves, surpassing other content types like carousels and images.
For smaller accounts with 1k-5k and 5k-10k followers, while the median sales remain low across all content types, Reels still maintain a slight edge. The data shows the importance of utilizing Reels for maximizing engagement on Instagram, especially as your follower count grows.
Source: Socialinsider
The average Instagram Reel receives 243 likes
On average, an Instagram Reel receives 243 likes, making it an effective way for users to engage and interact with content. In addition to likes, the typical Reel garners around 8 comments. Furthermore, Reels are saved approximately 28 times on average.
Source: AdamConnell
The average Instagram account posts a Reel every 2 to 5 days
Large accounts with 50k+ followers post a new Reel every 2 days on average, while medium accounts with 10k-50k followers share a Reel every 3-4 days. Small accounts with fewer than 500 followers post Reels every 5 days on average.
Source: AdamConnell
User Engagement of Instagram Reels Vs Tiktok
TikTok demonstrates stronger engagement rates than Instagram Reels among users in the United States.
The Below graph shows that for users with over 10 million followers, TikTok averaged a 10.52% engagement rate, surpassing Instagram Reels’ 8.77%.
Similarly, users with 100k to 500k followers saw a 9.74% engagement rate on TikTok, while Instagram Reels recorded a lower rate of 6.59% for the same follower range.
Source: EMarketer
Instagram Reels vs YouTube Shorts
Here are some interesting comparisons for Instagram Reels and YouTube Shorts. From engagement rates and user demographics to posting frequencies, and more.
Engagement Rate (By Views)
- Instagram Reels demonstrate a superior engagement rate of 4.36% in contrast to YouTube Shorts.
- Meanwhile, YouTube Shorts maintains an average engagement rate of 3.80%.
Watch Rate
- Instagram Reels has an average watch rate of 13.09%, highlighting their strong viewer engagement.
- YouTube Shorts, in comparison, has an average watch rate of 2.52% on the platform.
Monthly Active Users
- YouTube boasts a massive user base of over 2.5 billion monthly active users, making it second most popular social media channel globally.
- Instagram attracts over 2 billion active monthly users, making it the third most popular social media network.
Users By Age
- 32% of Instagram users are aged 18-24, indicating strong youth engagement on the platform.
- 21.3% of YouTube users are aged 25-34, pointing to a substantial adult viewership demographic.
Gender Distribution
- 48.2% of Instagram users are female, while 51.8% are male, highlighting a relatively balanced gender distribution on the platform.
- 54.4% of YouTube users are male, indicating a majority male viewership, with 45.6% being female.
Posting Frequency
- Each month, an average of 9 Instagram reels are posted, which indicates its active engagement and regular updates on the platform.
- YouTube sees an average of 7 shorts posted monthly, which is also indicating its active participation in short-form video production.
Source: Socialinsider, Planable
Instagram Reels vs TikTok
Instagram Reels and TikTok are both popular platforms for short-form video content. Both platforms offer unique opportunities for creators and brands to reach wide audiences through creative and engaging short videos. To know more about the platforms.
Here are some interesting comparisons of the platform’s capabilities, features, and more.
Video Length
- TikTok initially allowed 15-second clips, but over time, the platform increased its maximum duration to 10 minutes.
- Instagram launched Reels with a 15-second limit, which was later expanded to 30 seconds and then to 60 seconds. By 2023, the maximum duration for Instagram Reels had increased to 90 seconds.
Age Distribution
- 25% of TikTok users are aged 10-19, showing a strong presence among young audiences.
- 31.7% of Instagram’s users are aged 25-34, representing the largest demographic within its audience.
Engagement Rate
- TikTok influencers achieved about 18% higher engagement rates compared to other social media platforms.
- Meanwhile, Instagram Reels recorded a significant 22% engagement rate compared to other forms of content on the platform.
Watch Time
- Instagram Reels has an impressive average watch rate of 13.08%, indicating robust viewer engagement on the platform.
- TikTok has an average watch rate of 9.06%, highlighting its significant but slightly lower viewer engagement compared to Instageram Reels.
Video Lenght
- Instagram Reels enable video recordings with a duration limit of 30 seconds, extendable to a maximum of 90 seconds.
- TikTok allows users to record videos up to 3 minutes long, with the option to extend up to a maximum of 10 minutes.
Posting Frequency
- Monthly, Instagram users upload an average of 9 Reels.
- TikTok surpasses this with 16 Reels posted monthly, demonstrating its widespread use and engagement.
Source: Planable, ClickUp, Metricool
Which is the Most Viewed Instagram Reel
Hardik Pandya, the well-known Indian cricketer with the Instagram handle @hardikpandya93, achieved a significant milestone when his reel, uploaded on September 21, 2023, amassed over 1.6 billion views within 9 months. This reel now stands as the most viewed on Instagram to date.
This popular reel captures Hardik’s highly anticipated debut in Battlegrounds Mobile India (BGMI). In the video, Hardik enthusiastically showcases his entry into the world of eSports, reflecting his passion for gaming.
Source: Instagram
Most Viewed Instagram Reel within a Short Span of Time
Muhammad Riswan, who goes by @riswan_freestyle on Instagram, reached a major milestone with his video. Posted on June 20, 2024, his 30-second clip quickly gained over 489 million views in just 6 days, setting a new record as the most-watched Instagram reel ever. This achievement also earned him a Guinness World Record.
Riswan demonstrates his freestyle football skills in the reel by kicking a ball toward a waterfall. His genuine surprise adds to the video’s charm when the ball disappears into the waterfall.
Source: Instagram
Which is the Most Liked Instagram Reel
The most liked Instagram reel is from Leomessi which has gained over 23.9 million likes. In the reel, Leomessi reflects on his 30-year journey from local beginnings to winning the Qatar World Cup.
The reel features footage of his football journey over the years, highlighting significant winning moments that shaped his path to glory.
Source: Instagram
Key Takeaways
Instagram Reels have become an essential tool for Instagram marketing, over 2 billion users engaging with them and spend a collective 530 million hours every month, which account for 30% of their total time on Instagram.
These short-form videos receive 75% higher engagement and 41% more views than photo posts, making them a powerful marketing medium. Brands that incorporate Reels into their social media strategies can anticipate higher engagement rates and expanded reach. So if you're still missing out on reels, you'll be missin out on millions of opportunities.
