Here are the latest Instagram Live statistics and facts. Find out how many people use the live streaming feature on Instagram and what that means for marketers. Plus, we’ve included the list of the most viewed Instagram Live video streams ever. See it below. Contents Significant Instagram Live Statistics Top 10 most viewed Instagram Live streams Instagram Live Usage How many people watch Instagram Live per day? What percentage of Instagram users watch live streams? How many marketers use Instagram Live? How popular is live streaming compared to other video? How popular is Instagram Live in the US? Instagram User Demographics What generation/age group watches Instagram Live the most? Instagram Live platform popularity Significant Instagram Live Statistics Acun Ilicali holds the record for the highest number of views (3M+) in an Instagram Live stream. Instagram is the 4th most popular social media in the world, with an estimated 2 billion monthly users. Over 100 million people worldwide watch Instagram Live per day. Roughly 20% or 1 in 5 Instagram users watch an IG Live stream. 14% of marketers posted an Instagram Live video in 2021. Most people stop watching a live video stream in less than 90 seconds if it has low picture quality. Instagram users spend 11.2 hours per month on the app. Generation Z is the most prominent user of Instagram Live since they’re the biggest users of social media in general. Instagram is the 3rd most popular platform sharing the spot with Twitter among live social media viewers. The Top 10 Most Viewed Instagram Live Streams – World Rankings Here’s a table of the most viewed Instagram Live videos ever: Acun Ilicali – 3 million – Survivor 2020 info reveal – May 25th 2020 Tekashi 6ix9ine – 2 million – After prison stream – May 8th 2020 Jezzy vs. Gucci Mane – 1.8 million – Verzuz song battle – Nov 19th 2020 Brandy vs. Monica – 1.2 million – Verzuz song battle – Aug 31th 2020 Nicki Minaj & Drake – 992,000 – Chat about “Beam Me Up Scotty” – May 13th 2021 6ix9ine & Nicki Minaj – 925,000 – Before the song “Trollz” release -May 2020 BTC Jungkook and V – 922,000 – First ever Insta Live – Feb 2nd 2023 Christiano Ronaldo – 710,000 – Random live stream in sauna – Feb 2022 JuanDa – 701,000 – Influencer stream on his return – Oct 26th 2022 Elvish Yandav – 593,000 – Stream with friends – Aug 19th 2023 1. Acun Ilicali holds the record for the highest number of views in an Instagram Live stream. His streamed video on May 25th, 2020, reached 3 million views. A Turkish TV star, TV owner, and producer streamed a video revealing new information about a popular Turkish reality show, “Survivor 2020”. In the live video, he announced the changes in the survivor camps involved, which attracted a record number of people. Acun Ilicali 3 Million Instagram Live Viewers! NEW WORLD RECORD IN TURKEY 🇹🇷 2. Tekashi 6ix9ine holds the second spot in the most-viewed Instagram Live stream. The American rapper known for rainbow hair and teeth grills amassed a crowd of 2 million viewers in his May 8th, 2020, stream after being released from prison. The rapper got plenty of attention when he explained why he snitched on his criminal gang, Nine Trey Bloods. 6ix9ine Breaks IG Live Record with 2 Million Views (FULL VIDEO) King of NY, Gooba & Flexes Wealth 3. Jezzy vs. Gucci Mane participated in a Verzuz song battle. The two rappers don’t have the best relationship, which created controversy and drew viewers. During the song battle, the highest number of Insta Live viewers reached 1.8 million (as shown in the video below). Jeezy vs Gucci “Verzuz” song battle with LIVE IG Chat (Full Uncut) 4. Brandy vs. Monica Verzuz song battle The R&B icons reached a large audience at one point, counting 1.2 million viewers. The event was also remotely joined by, at the time, the Democrat vice president candidate Kamala Harris. BRANDY VS MONICA FULL VERZUZ BATTLE PART 1 5. Nicki Minaj and Drake talked about the release of the “Beam Me Up Scotty” song on May 13th, 2021. The IG Livestream reached almost a million viewers, 992k to be precise. Nicki Minaj & Drake Go Live on Instagram and Talk Re-Release of 'Beam Me Up Scotty' 6. 6ix9ine and Nicki Minaj did an Instagram Live chat before the release of their single “Trollz”. It reached 925,000 viewers at some point. Check it out below: 6ix9ine and Nicki Minaj FULL INSTAGRAM LIVE VIDEO Trollz 7. BTS Jungkook and V, members of a Korean boy band, broke into the top 5 most-viewed Insta Live records on 2nd February 2023. The unexpected livestream reached 922,000 viewers at one point, beating the previously 4th most viewed Insta Live by Christiano Ronaldo. Taekook's Instagram Live that stayed till the Sunrise ft. Special guest 'Bam' 8. Christiano Ronaldo randomly started an IG Live stream when relaxing in a sauna and surprised his 530+ million followers. The live stream reached 710,000 views which points to the immense popularity of the soccer (football) player out of his prime. Ronaldo's "accidentally" goes live on Instagram 9. JuanDa, Juan David Morales, a Colombian content creator, broke the record with a live broadcast talking about his return as an influencer. His return to entertaining his audience after a 7 month’s absence was welcomed with the live stream going viral and reaching 701,000 views on IG Live. 10. Elvish Yadav, an Indian YouTuber, and Bigg Boss winner, beat the previous Indian record of MC Stan. His Instagram Live reached 593,000 concurrent viewers on August 19, 2023. Elvish Elvish Instagram Live Watching 593k Breaks All Records India | Elvish Yadav Biggest Records Previously ranked in the top 10 These Instagram streams have fallen off the list. Mark Lee of NCT K-pop band hosted Johnny and Doyoung, who wished him a happy birthday and had a funny conversation. The Insta Live was seen by 571,000 viewers. Check it below: 210802 NCT 127 Mark Johnny Doyoung Instagram Live–Chaotic, full of laugh and spoilers KSI and Logan Paul promoted their Instagram Live video as “The Last Chapter” in their boxing rivalry, where they were teasing a new reveal. They revealed the creation of a beverage company they own together, effectively becoming business partners. The Live stream reached 550,000 views at some point. KSI and Logan Paul – "The Final Chapter" – FULL INSTAGRAM LIVE – 4th January 2022. #KSI #LoganPaul MC Stan surprisingly won the Bigg Boss reality show in India and talked about it with his fans in an Instagram Live on February 16th, 2023. The stream reached 541,000 viewers at some point, as you can see from the video below (3:22). MC STAN INSTAGRAM LIVE TODAY 🔴😱 MC STAN LIVE TODAY, MC STAN BIGG BOSS 16 FACTS – @MCStanOfficial Short bio and facts about Instagram Live: Instagram Live was launched in 2016 and reached peak popularity in 2020 during the pandemic lockdowns when people craved direct human interaction. Today, Instagram is the 4th most popular social media worldwide, with an estimated 2 billion monthly users. It’s surpassed only by Meta’s Facebook in 1st, Alphabet’s YouTube in 2nd, and Meta’s WhatsApp service in 3rd spot. How much time do people spend on IG? An average user spends 11.2 hours per month on the IG mobile app. The time spent on Instagram in 2021 has grown 10% to almost 1 more hour per month from the 2020 average. While the data for the US and UK is a bit different: US 7.7 hours spent on IG per month UK 7.9 hours spent on IG per month About 70% of the posts on Instagram are left unseen, so having a good marketing strategy is a must. How Does Instagram Live (IG Live) Work? Instagram Live videos have priority on the IG newsfeed showing at 1st place, and followers get a notification of every live video when it’s happening. It enables live communication with your Instagram followers and offers a more genuine way to create content that doesn’t allow for post-production editing. It’s raw and in real-time, which doesn’t get more authentic. Instagram Live shows the video for 24 hours after going live and deletes it afterward unless you save it as a video. The time limit for a stream used to be 1 hour, but it’s now 4 hours. Instagram recognized some people want longer streams where you can host shows and events. It’s one of the best tools to create highly engaging customers and brand loyalty. The only thing you need to start is an Instagram account and a capable smartphone and you’re ready to go. Instagram Live Usage How many people watch Instagram Live per day? Over 100 million people worldwide watch Instagram Live in a day, according to Instagram data. And there are over 1 million prominent users who watch IG Live daily. With 500 million active daily Instagram users worldwide, 100 million isn’t that high yet, but the trend is positive. People are slowly adopting IG Live videos as part of a smart marketing strategy. Based on DataReportal data, around 300 million people use Instagram Live weekly. And the pandemic helped the service boost its usage. Instagram Live use surged 70% during the 2020 pandemic lockdowns in the US. There’s no data on how many users in the US alone use IG Live, but Americans don’t represent the largest user base. Instagram number of users by top 3 countries in 2022: Country# of Instagram usersIndia230 millionUnited States159.75 millionBrazil119.45 million Related: See the number of Patreon users. What percentage of Instagram users watch live video streams? Roughly 20% or 1 in 5 Instagram users watch an IG Live stream. While the feature isn’t as popular as stories or reels. Stories are watched by every Instagram user as more than 500 million watch them daily. And IG Reels aren’t far behind, with 91% of users saying they watch videos weekly, which means roughly 455 million. Source: Digital 2022 Global Overview, BusinessInsider, Instagram, Meta Earnings Call Find source links at the bottom. How many marketers use Instagram Live? 14% of marketers posted an Instagram Live video in 2021. The estimate is that roughly over 415,000 live videos were posted in 2021 for marketing purposes. 28% of marketers use Instagram for marketing, so the fact that 14% use IG Live means 50% of marketers who use Instagram also use IG Live videos to reach their audience. Live videos are guaranteed to be the latest and most authentic announcements for any brand or personality. This is why many people trust and like them more than regular posts that can be scheduled and heavily edited. Digital creators are investing 28% of their budget for live streaming. Influencers recognize the value of live video and directly connecting with their fans, as almost a third of their budget is spent on live video. 82% of people would rather watch a live video from a brand than an average social post. This means more engagement and better audience reach for marketers who employ IG live video streaming as part of their campaign. It’s estimated that almost 3 million marketers worldwide use Instagram, and 1.5 million use IG Live video streaming to reach their audience. Here’s more data on video streaming. On average social media live streaming reaches from 5% to 14% more people than live-stream gaming. While game streaming is hugely popular among a smaller group of people, social media streaming reaches a larger audience overall. Most people stop watching a live video stream in less than 90 seconds if it has low picture quality. Low-quality streams are a big mistake that can cost businesses a lot of money. Sound quality is important too, so get a good microphone. 67% of viewers say stream quality is the most important factor when watching a live video. Reasons why brands should use Instagram for advertising: 90% of people follow a brand on Instagram 2 in 3 say Instagram helps interaction with brands 50% are more interested in a brand when they see ads for it on Instagram Instagram has almost 30% (29.9%) ad reach of the total number of internet users. In other words, IG ads can potentially reach 1.48 billion people. That is 18.7% of the global population if you include non-internet users. Related: What’s the average internet data usage How popular is live streaming compared to other video? Live video streaming is the 4th most popular video content type. When asking worldwide internet users aged 16-64 years what type of video content they watch weekly, video live streams came up 4th. Weekly usage reach of video content types: Type of video contentPopularityMusic video51%Comedy, meme, viral video36.7%Tutorial or how-to video30.6%Video live stream29.5%Educational video28.9%Product review video27.4%Gaming video27.1%Sports clip, highlight video26.3%Influencer or vlog videos25.6% Source: Instagram, GWI Live Streaming report, Livestream, Business Instagram, Statista, Digital 2022: April Global Statshot How popular is Instagram Live in the US? Instagram Live is the 2nd most popular platform among US live stream viewers. 43% of US live stream viewers aged 18 -34 said they use Instagram Live in a 2021 survey. While IG Live is popular, it’s not the most popular according to the 2022 survey of 1098 adult respondents. YouTube Live is more popular, with 45% of live stream viewers in the US saying they watch it. Live news and sports are the most common content for streaming outside gaming. New content types have emerged during the pandemic, including live concerts, some even streamed in the metaverse, and “shoppertainment” events (a combination of a shopping and entertainment event). Source: Statista 2, Statista 3 Instagram User Demographics What generation/age group watches Instagram Live the most? While there’s no data specific for IG Live, we can assume it’s similar to the social video engagement demographics: 61% of women and 59% of men watch live videos on IG. Women use IG Live a bit more contrary to the general audence which include more men than women. More on that later. 16 to 24-year-olds are the biggest group, with 70% of them watching. That means Generation Z is the most prominent user of Instagram Live since they’re the biggest users of social media in general. Here’s a table of social video engagement by age groups: Age groupSocial video engagement16-24 years70%25-34 years64%35-44 years59%45-54 years51%55-64 years42% What are the Instagram demographics in general? For the first time in history, there are more males than females using Instagram, 50.7% male and 49.3% female. The reason for this change is a major influx of new users from Asia who are predominantly male. 25–34-year-olds are the biggest group representing 31.5% of the IG audience. It’s followed closely by users aged 18-24 with a 30.1% share. AgeFemaleMale13-17 years3.9%4.6%18-24 years old13.7%16.4%25-34 years old15.1%16.4%35-44 years old8.6%7.5%45-54 years old4.5%3.5%55-64 years old2.2%1.4%65+ years old1.2%0.9%Instagram demographics: April 2022 Source: GWI Social Flagship report, DataReportal 2022 Instagram, Statista 4, Digital 2022: April Global Statshot How many Americans use Instagram? Around 40% of US adults say they use IG. This number is below the usage rates for YouTube, which is used by 81% of American adults, and Facebook at 69%. 59% of users log in to Instagram daily: 38% multiple times, 21% about once per day, and 41% less frequently. Here’s a table about it: % of IG usersLogins per day38%Multiple times21%About once per day41%Less frequently Live streaming video is the 3rd most engaging content on Instagram. The most engaging are short form video-reels at 66%, followed closely by images at 61% of users reporting high engagement for the content types. In 3rd place, 37% of users report live video streaming to be the most engaging. Type of content on IGEngagementShort-form video-reels66%Images61%Live video (Instagram Live)37%Gifs/memes32%text posts32%User-generated content26%Long-form video24%Audio13%Links/other content11% The engagement rate for types of Instagram posts: Type of Instagram postsEngagement rateCarousel posts (pics & video)3.15%Video posts1.5%Photo posts1.18%Average for all1.94% A survey found that 93% of responding marketers in America have plans to use influencer marketing on Instagram. 83% of those want to use stories, and 36% want to use short-form IG Reels. Instagram Live platform popularity Instagram is the 3rd most popular platform sharing the spot with Twitter among live social media viewers. In a GWI Social Video report, they published the results of a survey asking live video viewers which platform they prefer. Here are the results: Most popular live streaming platforms according to live video viewers survey: Live video platformsPopularityMultiple platforms28%Facebook26%Snapchat15%Instagram13%Twitter13% This survey included only live video social media users and not the general population. Source: PewResearch, SproutSocial, Statista 5, GWI Social Video report Read more: Shocking Social Media Addiction Statistics Conclusion: Instagram Live Stats These were the Instagram Live statistics. The data is limited at the moment and we couldn’t find the answers to all of the questions we had. But the conclusion is clear, IG Live is another feature you should use if you plan on getting more followers, but as a 2nd or 3rd tool in your arsenal. We’ll update the article with future updates to keep it up to date. What do you think about IG Live? Do you think it will stick like IG Stories and Reels and become a powerful marketing tool or always stay a secondary feature. Let us know in the comments. Source: Digital 2022 Global Overview, BusinessInsider, Instagram, Meta Earnings Call, GWI Live Streaming report, Livestream, Business Instagram, Statista, Digital 2022: April Global Statshot, Statista 2, Statista 3, GWI Social Flagship report, DataReportal 2022 Instagram, Statista 4, Digital 2022: April Global Statshot, PewResearch, SproutSocial, Statista 5, GWI Social Video report Matija FerjanEnthusiastically writing about headphones and audio technology since 2015. Tested and tried hundreds of headphones. A true nitpicker, always looking for the “best-value-for-money” headphones. Today, he’s mostly dealing with back-end content production and technical issues.