**Meta Platforms Family Daily Active People (Google Sheet)** | **Meta Platforms User Trends**

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Overview

• Meta is approaching saturation in terms of users in developed markets (Europe and USA & Canada) but still has room to grow in developing markets.
  • Meta active users per region
• Meta Platforms has 3.45 billion daily active people (as at Q2 2025) and Instagram currently has 3 billion monthly active users (Forum)
• Reels make up 50% of the time that is spent on Instagram (page 4 of Q1 2024 Earnings Call Transcript) and Instagram video time is growing 50% y/y globally. </aside>

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Investor Takeaway

• While user growth in developed markets is nearing saturation, Meta is expanding engagement on Instagram— Reels now accounts for 50% of Instagram time and is driving faster time-spent growth than peers. </aside>

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Prediction

• 3%-5% growth in Meta’s Family Daily Active People (DAP) in the medium-term.
• Instagram to continue gaining share of user engagement in the medium-term.
• Facebook share of user engagement will remain stable in the medium-term. </aside>

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Competitive ranking based on monthly active users (MAUs)

• Meta Platforms (around 3.5 billion MAUs)
• TikTok (around 1.2 billion users)
• Snapchat (around 900 million users)
• Pinterest (around 450 million users)
• Third-party ranking </aside>

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Competitive ranking based on user engagement

Competitive ranking based on user engagement

• TikTok
• YouTube (55min a day)
• Instagram (28min a day)
• Facebook
• Snapchat
• Third-party ranking
• Personal observations of members
• Reviews

Last checked for new data 15.10.2025

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Structural Product positioning- key unique selling points (USP)

-developed by Moritz

1. YouTube
   1. App shows shorts on top when opening it
   2. You can select the shorts you are interested in - not only algorithmic discovery
   3. You have way more content of shows like Star Wars, Two and a half men due to better right policies
   4. A massive YouTuber content creator community is producing for the platform
   5. It can be ad free if you pay for premium
2. Instagram
   1. The only place where you can get content of your friends & people you know
   2. You can message with your friends + sent reels within the app
   3. Massive influencer/content creator community producing for it
   4. Most celebrities use it to - place to connect with fans
   5. Different modes e.g. reels, stories, timelines
   6. Exploring local content e.g. restaurants, small businesses, maps
   7. Ad load started to become very high
   8. Strength in monetization: Metas knows way more about you based on what you save, sent, like, location etc. than YouTube.
   9. The algorithm is still superior than YT and also TikTok (?)
3. TikTok
   1. Used to have the best algorithm
   2. Appears to fall behind due to no very clear unique selling points (?)

Note: While many creators publish on all platforms some of their very distinct audiences on one of them which ties them to the platform

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Growth Drivers

• Strong growth in user engagement in Instagram, with growth in time spent on the platform outpacing peers.
• Changes to TikTok’s algorithm as part of divestiture could reduce its efficiency, helping Instagram gain more share of user engagement.
• Highly personalized AI will likely boost engagement across Meta Platforms. </aside>

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Key Downsides

• According to Sensor Tower data, short-form video is getting saturated and digital fatigue is growing.
  • Sensor Tower data on short-form video saturation
• User saturation in developed markets. </aside>

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