Instagram Live Video Statistics

15+ Key Instagram Live Statistics for 2024

Published on: October 11, 2023
Last Updated: October 11, 2023

15+ Key Instagram Live Statistics for 2024

Published on: October 11, 2023
Last Updated: October 11, 2023

Instagram Live is a wonderful platform to interact with your followers directly and create a strong bond with them. It helps to boost the visibility of your account.

According to statistics, about 70 percent of the posts on Instagram are left unseen.

So the time, effort, and money spent on most of your beautiful posts can be just a waste. Instagram stories are a good option to promote more followers to visit your account and its contents.

Apart from that, Instagram Live statistics show that it is the best option to interact with your followers and gain their love and trust.

Resource Contents show

Key Instagram Live Stats 2024

  • More than 100 million people watch Instagram live every day
  • 80% of audiences would rather watch a live stream than read a blog post
  • Among the 28% live social media viewers, 13% watches Instagram Live
  • 26% of Gen Zs and Millennials watched live streaming on Instagram
  • Instagram recorded a 70% increase in Live video streaming during March 2020
  • 14% of marketers posted live videos on Instagram Live during 2021
  • More than 500 million people use Instagram daily
  • 28% of Instagram live video investment from digital creators in 2020 marketing strategy
  • About 13% of viewers stream Instagram live video sessions over other social media platforms
  • IGTV app has achieved 7 million installs worldwide

Detailed Instagram Live Statistics

1. More than 1 Million People Watch Instagram Live Every Day

Instagram live videos are a great platform for celebrities to announce their launch events, announce something, share news or thoughts with followers, etc.

People are also more interested in watching and learning the latest updates from the live video sessions than reading blog posts.

2. 80% of Audiences Would Rather Watch a Live Stream than Read a Blog Post

Based on the social media surveys, 80 percent of people prefer to watch a live stream video rather than reading a blog post.  Instagram launched its live video setup in November 2016. 

3. Among the 28% Live Social Media Viewers, 13% Watches Instagram Live

According to the GWI Social Video Report published in 2019, 26 percent of live video viewers are interested in Facebook, while 13 percent like Instagram and Twitter.

4. 26% of Gen Zs and Millennials Watched Live Streaming on Instagram

Based on the rest of the social media platforms, Instagram enjoys the youth audience more. According to the stats, 71% of Instagram followers are aged between 18-29. 

Studies show that college students prefer Instagram over other social media platforms.

About 46 percent of Gen Zs and Millennials from the UK and US watched YouTube Livestream video content during 2020. It is followed by 28 percent of Facebook live streams, 27 percent of Zoom live, and 15 percent of Twitch Live.

5. Instagram Recorded a 70% Increase in Live Video Streaming During March 2020

The unexpected Covid-19 pandemic put people locked inside their homes for a long time. It affected many businesses and projects.

People had to depend upon virtual methods to connect with each other. Video games, Social media platforms, Digital applications are some of the few businesses that got boomed during the pandemic.

Many influencers and celebrities started utilizing the live video option provided on Instagram to connect with their fans and followers.

The live option helped them promote their works and create a better bond between them and the followers.

IG Live statistics show that during March 2020, Instagram gained a 70 percent increase in the live video stream.

6. 14% of Marketers Posted Live Videos on Instagram Live During 2021

In 2021, Instagram displayed a significant increase in live stream usage. However, Facebook live is still the dominating video marketing tool that achieved about 30 percent of all the marketing content online.

YouTube has also been a favorite social media live video platform for marketing professionals. According to the stats, 14 percent of the marketers will be using the live video streaming of Instagram and YouTube platforms by 2021.

Even though Facebook and Instagram are popular, experts said they found a decline in live video usage on these platforms compared to the 2020 stats.

According to them, Facebook has declined 38 percent, and Instagram declined from 17 percent to 14 percent.

marketers statistics

7. More than 500 Million People Use Instagram Daily

It is estimated that there are 1.393 billion active monthly users on the Instagram platform. Based on the stats, about 90 percent of the top 100 brands have an Instagram account, and there are approximately 25 million brand accounts on Instagram.

About 80 percent of users follow at least one of the business brands. More importantly, about 80 percent of Instagram users make a decision to buy a product or service based on the brand promotions they see on the Instagram platform.

8. 28% of Instagram Live Video Investment from Digital Creators in 2020 Marketing Strategy

Digital creators are trying to discover innovative methods for promoting brand marketing content.

According to the stats, 66 percent of investments are made on Instagram stories and 62 percent on newsfeed videos.

Again, the priority changes with B2B and B2C marketers. For B2B, Instagram Stories are vital, and newsfeed comes second, whereas, for B2C, the news feed is important.

Digital creators have invested in other top video marketing types for 2019-2020, including 52 percent of gifs, 28 percent live streaming, and 21 percent of IGTV.

9. About 13% of Viewers Stream Instagram Live Video Sessions Over Other Social Media Platforms

Since there are many social media platforms, Brands can advertise their products on multiple platforms. It is important to understand which audience favors which social media platform.

Almost 26 percent of viewers like Facebook, 15 percent use Snapchat, and 13 percent are interested in Instagram. Twitter is favored by 13 percent of people.

Statistics say that about 1 in 5 people learn new brands and products through various social media live streams.

10. IGTV App Has Achieved 7 Million Installs Worldwide.

According to Live Instagram statistics, Instagram is the second-highest used social media platform with 84 percent engagement.

The average stats show that the Instagram business accounts with 10,000 or shorter followers have 1.5 percent or fewer engagement rates.

Experts say photos with faces perform almost 40 percent better than without faces, and posts having at least one hashtag achieved an average of 12.6 percent more engagement.

video channels

11. 52% of Live Video Stream Audiences Prefer Ad-Supported Content Over Subscription Content. 

According to statistics, almost 82 percent of the internet traffic will be live video streaming in the coming years.

It is welcome news for digital marketing agencies since 35 percent have already started using live video streams like Instagram-live video, Facebook-live, etc., to promote brands and services.

Based on the recent studies on people’s behavior of overpaid subscription and free membership on social media platforms, it was found that 52 percent of them prefer free subscription that contains advertisements rather than paying for premium accounts.

Another interesting fact is 67 percent of audiences who watch a live stream event will buy a ticket to a similar event.

12. 13% of Marketers Use Instagram Live Video Sessions.

Marketing companies are now focusing on online social media platforms to accelerate business sales.

According to statistics, 34 percent of the agencies depend upon Facebook live streaming as their main marketing technique, followed by 13 percent of Instagram live video sessions.

The marketing companies believe that currently, the social interactive video sessions are more beneficial for the growth of products and services of a business.

social media pie

13. Acun Ilicali Achieved 3 Million Live Views on Instagram

Acun Ilicali is a TV star and producer from Turkey. Even though he is not famous in the western world, he has a great reputation in his homeland.

Acun Ilicali owns 2 of the major TV channels(TV8 and TV8.5.) in Turkey. Before that, the record for most-viewed live video stream was achieved by Daniel Hernandez, better known as Tekashi 6ix9ine.

The American rapper has an aggressive singing style, rainbow hair, and controversial manners. Acun Ilicali had to spend some time in prison, and later when he got released, he put a live stream video on Instagram to share his jail life experiences, and 2 million followers viewed it!

14. 47% of Instagram Live Stream Viewers Watch More Instagram Live Videos Now than They Did a Year Ago 

Live contents are extremely capable of promoting brand content. It makes a bond between viewers and the products, due to which viewers stick to the complete live session to watch the video. 

Brands utilize the option of paid influencers to get in touch with the viewers. Later they will gain the trust of the majority audience.

The main advantage of Instagram live is that it allows people to convey their thoughts as messages and reactions.

Brands, influencers, etc., who conduct the live event can instantly understand the audience’s thoughts during the live session.

There are several significant benefits for Brands that use Instagram live streaming. Based on updated stats, Instagram live usage increased by 70 percent in 2021 compared to 2020.

15. 10% of Brands Use Live Video Sessions on Instagram to Promote Their Products or Services. 

Statistics show that almost 90 percent of the top brands regularly connect with their followers through live sessions. About 36 percent of stories posted are based on product promotion.

Interestingly, about 22 percent of live stories from brands are behind the scenes, which people love to view. Almost 14 percent of the stories are related to Influencer takeovers.

Around 10 percent of brand posts are live videos introducing a new product or service to the audience, and it is expected to grow even further. The brands now prioritize quality content to entertain people to watch social media. 

instagram stories

16. 67% of Followers Says Content Quality Is the Most Important Thing in A Live Video

Instagram live video followers feel that quality is a must no matter who conducts the live video. If you are not prepared to deliver engaging content during the live session, chances are you will lose most of the viewers.

Sometimes, even if you prepare, there are chances that you forget the ideas or topics during the event. Hence it is better to create a list of topics and points that has to be discussed during the session.

If the live video takes a while to complete, you can add some fun contests or entertaining short sessions to engage your audience.

A survey has uncovered that about 87 percent of people are interested in watching behind the scenes during a live stream.

Around 82 percent of people are interested in watching live videos from their favorite brand rather than reading boring social media posts.

So the next time you perform live, make sure that you have an entertaining script ready to engage your followers throughout the show.

Frequently Asked Questions

How To Save My Instagram Live Video?

Instagram allows its users to save the live video after the session ends.

Live videos can be shared as a short video or a long video later for people who missed your live session.

How Long Can Instagram Live Stream Be?

Earlier the duration was 60 minutes, which later changed to 4 hours by Instagram.


This article has provided insights into Instagram Live statistics, including the fact that Instagram business accounts with 10,000 or fewer followers have 1.5% or fewer engagement rates.

Instagram is the second most used social media platform with 84% engagement, making it a valuable tool for businesses.

With stats like that you’d be crazy not to have an Instagram marketing strategy in 2024.


Video ProcSprout SocialUscreen
Foundation Inc

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Written by Jason Wise

Hello! I’m the editor at EarthWeb, with a particular interest in business and technology topics, including social media, privacy, and cryptocurrency. As an experienced editor and researcher, I have a passion for exploring the latest trends and innovations in these fields and sharing my insights with our readers. I also enjoy testing and reviewing products, and you’ll often find my reviews and recommendations on EarthWeb. With a focus on providing informative and engaging content, I am committed to ensuring that EarthWeb remains a leading source of news and analysis in the tech industry.