Instagram Overtakes Facebook in EU Meta User Numbers

Instagram has now overtaken Facebook in monthly active users (MAUs) within the European Union, according to recent user data shared by Meta. As of the latest count, Instagram leads with 269.1 million MAUs, slightly ahead of Facebook’s 260.6 million. While this is partially based on speculation, due to Meta no longer openly sharing reports of Facebook’s user numbers, their last report on the platform showed a declining user base alongside Instagram’s growing audience.

This development highlights a trend where younger European audiences appear to favour Instagram’s image and video-focused format over Facebook’s more traditional platform. Notably, while Facebook remains popular in the EU with a significant user base, it trails Instagram, potentially due to data privacy concerns and the perception that Facebook is now “outdated” compared to newer platforms.

This is likely due to how different the platforms are, and how Facebook is one of the oldest social platforms that still sees regular use. While it has obviously gotten updates and tweaks throughout the years, platforms like Instagram are tailored specifically around more recent trends and audiences.

While Meta stopped sharing Facebook’s standalone MAU counts globally, the EU’s data suggests this trend is regional rather than universal. The U.S. shows similar signs of stagnation, but Meta’s “Family of Apps” metric, which combines Facebook, Instagram, WhatsApp, Messenger, and Threads, still indicates a strong user base outside of Europe and North America.

This shift could signal a broader change for Meta’s platform priorities, with Instagram potentially serving as the primary app for younger and European audiences. Yet, Facebook’s continued relevance is clear, as it retains a larger EU user base than competitors like TikTok and X, which have 150 million and 66 million EU users respectively.