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15+ Key Instagram Live Statistics for 2024

Instagram Live is an increasingly popular way for individuals and brands to connect with their audience in real time. With the ability to go live and interact directly with followers, it opens up new opportunities for engagement and reach.

In this post, we‘ll look at the latest Instagram Live statistics to understand how this feature is being used, who is tuning in, and the benefits it can provide. With live video continuing to take centre stage in social media strategies, these Instagram Live stats offer valuable insights for marketers and content creators looking to leverage the medium in 2024.

Key Instagram Live Stats 2024

  • Over 1 billion active users are on Instagram every month
  • 100+ million people watch Instagram Live daily
  • 80% of audiences prefer watching live video over reading blog posts
  • 13% of US social media live stream viewers tune into Instagram Live
  • Instagram Live usage jumped 70% amid COVID-19 lockdowns
  • 14% of marketers have used Instagram Live in 2021
  • 28% of digital creators invested in Instagram Live streams in 2020
  • 13% of audiences watch brand live streams on Instagram over other platforms
  • 67% of viewers say live video content quality is most important

Detailed Instagram Live Statistics

Let‘s look at some of the key Instagram Live statistics in more detail:

1. More than 100 million people watch Instagram Live every day

One of the top Instagram Live stats is just how many users are tuning in daily. According to Instagram internal data, over 100 million people go live on the platform every day.

With such a vast built-in audience already active on Instagram, it represents a major opportunity for brands and creators to tap into. No matter what you‘re looking to promote or discuss, there is already a large viewership in place on Instagram Live waiting to be captured.

Going live allows personalities and companies to make authentic connections by having real-time conversations. The casual broadcasting style of Instagram Live lends itself well to everything from expert Q&As to product launches and announcements.

2. 80% of audiences would rather watch a live stream than read a blog post

Live video formats are increasingly preferred by digital audiences over static content. According to research by Livestream, 80% of audiences would rather watch a live video than read a blog post.

So while written content still has its place, live streaming should become a major piece of any modern social media approach. Viewers clearly enjoy the raw, in-the-moment nature of live video.

Brands have an opportunity to lean into trends towards live streaming. By going live consistently, they can appeal to user preferences for video and position themselves at the digital forefront.

3. Among the 28% live social media viewers, 13% watches Instagram Live

When it comes to where audiences are tuning into live streams, Instagram has carved out a prominent spot. According to GlobalWebIndex’s social video report, Instagram Live captures 13% of US live stream viewers.

With 28% of users watching live streams on social media, Instagram punches above its weight. It trails only Facebook which leads the pack with 26% of live viewers.

These figures indicate Instagram Live has been widely adopted by audiences. For marketers active on Instagram, it presents a compelling way to produce content followers are clearly engaging with. Dedicating resources to livestreams is likely to pay dividends.

4. 26% of Gen Zs and Millennials watched live streaming on Instagram

When assessing the Instagram Live landscape, usage patterns by generation reveal an important trend. According to research by Global Web Index, 26% of Gen Z and Millennial users have watched a live stream on Instagram.

Compare this to only 15% for Gen X and 10% for Baby Boomers. It demonstrates Instagram Live‘s strength at reaching younger demographics who are captivated by the immediacy of live video.

Many brands want to improve engagement with teenage and young adult audiences. Instagram Live presents an opportunity to do just that if incorporated properly.

5. Instagram recorded a 70% increase in Live video streaming during March 2020

One of the most telling Instagram Live statistics comes from the explosion in usage during the early stages of the COVID-19 pandemic. As people were confined to their homes, Instagram reported a 70% jump in Live views in March 2020 compared to February.

This shows how live streaming on Instagram became an even more vital way for people to feel connected and entertained during lockdowns. Both individuals and brands turned to Live as a tool to engage isolated audiences.

It also reflects how Instagram Live provides value during major cultural moments. When users are looking to stay up to date on emerging events, they can count on Instagram Live for real-time coverage and discussion.

6. 14% of marketers posted live videos on Instagram Live during 2021

As focus turns to Instagram Live adoption among brands and professionals, 14% of marketers report having used the feature in 2021. That puts it behind only Facebook Live which stands at 30% usage among marketers.

But while Facebook Live usage declined in 2021, Instagram Live has moved in the other direction. Projections put it on track for high growth in 2022 and beyond as the platform continues adding new live capabilities.

Marketers are seeing Instagram Live‘s advantages for audience engagement and brand-building. Expect increased investment in live shopping features and influencer collaborations through Instagram Live in the coming months.

7. More than 500 million people use Instagram daily

With over 1 billion monthly active users on Instagram, it‘s no surprise several hundred million are on the app daily. Instagram officials stats show there are over 500 million daily active accounts.

This huge pool of users signing on each day demonstrates the sizable opportunity Instagram Live provides. Going live enables tapping into an existing daily audience already active and scrolling on their feeds.

As more users make Instagram part of their everyday habits, that 500 million figure is likely to grow. And the more people checking Instagram daily, the more potential viewers available for any brand‘s or influencer‘s live broadcasts.

8. 28% of Instagram Live video investment from digital creators in 2020 marketing strategy

For individual content creators and influencers, Instagram Live is increasingly becoming a pillar of their strategies. According to a report by Influencer Marketing Hub, 28% of digital creators invested in Instagram Live streams as part of their 2020 marketing approach.

That put Instagram Live behind only Instagram Stories (66%) and Instagram feed posts (62%). But it was on par with or ahead of formats like IGTV (21%) and gifs (22%).

As creators diversify beyond just static posts, expect Instagram Live to be a growing focus going forward. In 2021, 17% of creators planned to increase their spending on live streams more than any other social format.

9. About 13% of viewers stream Instagram Live video sessions over other social media platforms

When viewers are looking to watch live streams from brands, Instagram is the platform of choice for 13% of users. This data from GlobalWebIndex compares favorably to Snapchat (15%) and Twitter (13%).

Facebook still holds the top spot at 26% but Instagram‘s share is impressive given how many competing live stream options exist..

This indicates Instagram Live isn‘t just used casually by brands but has become a mainstream way audiences expect companies to engage live. Promoting and scheduling live broadcasts should be central to most Instagram strategies.

10. IGTV app has achieved 7 million installs worldwide.

IGTV is Instagram‘s app for longer-form vertical videos. Users can upload video content beyond the standard 1 minute allowed on Instagram feeds. There is also an exploration page for finding new creators and content.

Since launching in June 2018, IGTV has been downloaded over 7 million times according to estimates. It points to steady growth andadoption of longer-form video on Instagram beyond just live streaming.

For marketers active on Instagram, IGTV represents an outlet to repurpose existing video assets. The 7 million figure indicates there‘s a ready audience to consume that content.

11. 52% of Live video stream audiences prefer ad-supported content over subscription content

As media fragmentation accelerates, users have more choice than ever between paid and free, ad-supported content options. When it comes to live streaming specifically, audiences lean towards free content.

Per Deloitte, 52% of digital video viewers would rather watch ad-supported live content instead of paying a subscription. This presents an opportunity around monetization of live streams.

Brands investing in live broadcasts on Instagram can effectively capitalize by integrating paid ad placements. There is clearly an audience open to viewing ads in order to access free live content.

12. 13% of Marketers Use Instagram Live Video Sessions

Getting more specific with adoption stats, 13% of marketers report having used Instagram Live over the past 12 months. This lines up with the 14% figure citing plans to use Instagram Live in 2021.

So both past and projected usage put Instagram Live as a fast-growing marketing channel. Adoption is nearly on par with YouTube Live (14%) and not far behind Twitch (15%).

As Instagram Live tools develop and new formats like live shopping emerge, usage by brands and businesses has room to expand further. The accessibility of live broadcasting on Instagram makes it an attractive marketing format.
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13. Acun Ilicali achieved 3 million live views on Instagram

One case study showing Instagram Live‘s immense viewer potential comes from Turkish media personality Acun Ilicali. He attracted a record 3 million live viewers for a single broadcast in Turkey in 2020.

Ilicali was able to leverage his celebrity status and existing following on Instagram to drive huge tune-in for his live discussion. It demonstrates how massively popular Instagram accounts can maximize reach with live streaming.

While few brands or creators can expect 3 million live views regularly, it points to the platform‘s capabilities. As Instagram Live tools improve, the scope for viral live moments to gain traction will only increase over time.

14. 47% of Instagram Live stream viewers watch more live videos now than a year ago

As consumer live stream usage changes, 47% of viewers report watching more Instagram Live videos compared to a year ago. This stat from Instagram underlines the fast growing trend around live content.

Audiences are constantly consuming more casual live broadcasts from both friends and popular accounts. The instant nature of Instagram Live lends itself well to current digital media habits.

For brands, it signals now is the time to start investing in live if you haven‘t already. With almost half of viewers live stream more on Instagram than previously, the competition for audience attention will only intensify.

15. 10% of brands use live video sessions on Instagram to promote their products or services

Among brands actively using Instagram, 10% are turning to Live as a product promotion tool according to Socialinsider. This establishes Instagram Live as a proven channel to showcase new product launches and features.

Brands in categories like beauty, fashion, and consumer tech that frequently debut new releases are ideal candidates to adopt live shopping. As Instagram expands live commerce capabilities, expect that 10% figure to increase consistently.
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16. 67% of followers say content quality is the most important thing in a live video

While going live on Instagram provides reach benefits, followers still care overwhelmingly about quality content above all else. According to a poll by Influencer Marketing Hub, 67% of respondents cite video quality as the most important element of a live stream.

This means brands and creators should avoid going live without an engaging concept or captive audience. Just broadcasting aimlessly with no clear purpose will fall flat. The most effective Instagram Live strategies tightly focus on delivering value or entertainment.

Preparing interesting talking points and conversation topics should be central to any Instagram Live planning. Don‘t count on spontaneity alone to drive viewer satisfaction. High-quality live video content requires forethought and effort.

Frequently Asked Questions

After examining the Instagram statistics surrounding live video usage, you may still have some outstanding questions. Here are answers to some FAQs about maximizing Instagram Live:

How To Save My Instagram Live Video?

Instagram automatically saves live broadcasts to your profile once ended. To access:

  • Go to your profile and tap on the “Live” tab
  • Tap on the three dot menu next to your video
  • Select “Save Video” and choose either “Save Video” or “Save Video and Share”

You can then download the full live video to your camera roll or share it as a post.

How Long Can An Instagram Live Stream Be?

In 2016, Instagram Live had a 60-minute time limit per broadcast, Later increased to 4 hours. Currently there is no hard cutoff for stream length.

Instagram suggests keeping live videos under 90 minutes for optimal performance. But streams can run continuously for many hours if desired.

Longer live streams may be ended for technical reasons or disabled if violating any Community Guidelines. But in general, Instagram provides flexibility for extended live broadcasts.

Conclusion

The Instagram Live statistics profiled here showcase the tremendous growth of live streaming on the platform. With over 100 million daily viewers and growing brand investment, Instagram Live is becoming essential to marketing strategies.

Younger generations especially gravitate to Instagram‘s casual, raw live broadcasting capabilities. The COVID-driven live stream explosion further underlines how audiences crave real-time video content.

As tools expand and ecommerce integration improves, Instagram Live will continue emerging as a go-to channel for engagement. Brands and creators not capitalizing on live functions risk missing out on viewer attention.

The data clearly shows that when developing social media and influencer marketing plans for 2024, Instagram Live deserves major focus. Getting comfortable creating and promoting live content needs to be a priority for any successful Instagram approach.

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Written by Jason Striegel

C/C++, Java, Python, Linux developer for 18 years, A-Tech enthusiast love to share some useful tech hacks.