This topic discusses Meta Platform’s user trends such as daily active users and engagement.
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CFO Susan Li said growth near saturation in developed markets
CFO Susan Li said at the Goldman Sachs 2025 Communacopia and Technology Conference that they are approaching saturation in developed markets but significant headroom for growth remains in select markets that are not close to saturation (min 8:08).
Goldman Sachs 2025 Communacopia and Technology Conference Webcast
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Instagram now has 3 billion monthly active users, up from 2 billion in 2022
Mark Zuckerberg and Instagram head Adam Mosseri said Instagram now has 3 billion monthly active users, driven by messaging, reels and recommendations.
”Messaging, reels, and recommendations have driven most of our recent growth. So, over the next few months, we’re going to better organize the app around those features,” Mosseri said.
Meta last disclosed the Instagram user number in 2022 when it said it had 2 billion monthly active users.
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OpenAI’s TikTok-like Sora threatens social media but Meta’s strong network effects limit near-term risk
- On September 30, OpenAI launched Sora 2, a TikTok-like app that enables users to generate up to 15 seconds of AI video, share the videos and remix other creators’ videos into original content.
- The app quickly gained traction, now topping Apple app store and commanding more than 1 million downloads despite being invite-only and only available to US and Canada users.
- We currently think the impact to Meta Platform’s user engagement is low given the company’s strong network effects but we will be monitoring it closely.
Threat from OpenAI’s TikTok-like Sora (Notion)
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71% of U.S. adults use Facebook, 50% use Instagram and 32% use WhatsApp, Pew survey of 5,022 U.S. adults finds
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A survey of 5,022 U.S. adults conducted between February 5 and June 18, 2025 finds that 71% of U.S. adults use Facebook, 50% use Instagram, 32% use WhatsApp and 37% use TikTok.
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Instagram’s number of users is on par with last year and up from 40% in 2021 while TikTok’s number of users is slightly up from last year and up from 21% in 2021.
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WhatsApp’s number of users is up from 23% in 2021.
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Sora’s android app achieved 470,000 downloads on its first day on Google Play Store
- Sora’s android app achieved 470,000 downloads on its first day on Google Play Store, exceeding Sora iOS app which had achieved 360,000 downloads-according to AppFigures estimates.
- However, unlike Sora iOS app which was first launched in U.S. and Canada was invite-only, Sora android app is available in the U.S., Canada, Japan, South Korea, Taiwan, Thailand, and Vietnam and can be access by anyone.
- Sora currently ranks fourth on the U.S. App Store’s iPhone Top Free Charts.
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Reels accounted for 46% of time spent on the Instagram app in 2025, up from 37% in 2024 while time spent on YouTube shorts was flat in 2025, Sensor Tower reported
- Sensor Tower said Reels accounted for 46% of time spent on the Instagram app in 2025, up from 37% in 2024 while time spent on YouTube shorts was flat in 2025, CNBC reported.
- Instagram daily active users (DAUs) rose 2% y/y in 2025 while that of YouTube rose 3% y/y.
- Time spent on TikTok was 81 minutes per day versus 80 minutes on YouTube and 55 minutes on Instagram.
- The Wall Street Journal recently reported (citing Sensor Tower) that time spent on Instagram Reels per day is 27 minutes versus 44 minutes on TikTok and 21 minutes on YouTube Shorts (Meta Platforms/Social Media user trends and engagement (Notion))
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