Digital 2026: Instagram dominates among young users

Digital Report 2026: Instagram emerges as users' favorite network

The Digital Report 2026, published by We Are Social in partnership with Meltwater, has just revealed impressive figures on the state of digital worldwide. With more than 6 billion people online, social media confirms its dominance... and Instagram stands out clearly.

Instagram: figures that confirm its strategic position

Instagram reaches 55% of connected adults, positioning it just behind Facebook (57%) and YouTube (55.4%). But it's on other metrics that Instagram truly shines.

The favorite network of younger generations

Among 16-34 year-olds, Instagram dominates as the favorite platform, ahead of all its competitors. With 2 billion monthly active users worldwide, the platform represents a massive and particularly engaged audience. A strategic position that makes it a must for brands targeting this young, connected, high-purchasing-power audience. In France, more than 25 million users are active on Instagram every month, confirming its place in everyday digital habits.

An exceptional platform for engagement

Beyond user numbers, it's the attachment to the platform that makes the difference. Instagram is among the world's favorite social networks, alongside WhatsApp and Facebook, reflecting deep engagement from its users. Users spend an average of 30 minutes a day on Instagram, spread across several short but frequent sessions throughout the day.

A format that favors interaction

What sets Instagram apart from other platforms is the quality of interaction between creators and audience. Unlike TikTok, where users consume content for an average of 1h37 without necessarily interacting, Instagram favors exchanges: comments, DM shares, Story reactions... This dynamic builds tighter, more loyal communities, essential for any brand or content strategy.

Other key findings from the report

The Digital Report 2026 also reveals that:

- Users are present on an average of 6.75 different platforms each month

- TikTok logs the longest sessions, with 1h37 a day on average

- Facebook and Instagram show more fragmented usage, with shorter but more regular sessions

- 61% of internet users worldwide use social media to follow brands and discover products

Generative AI is reshaping usage

More than a billion people now use generative AI platforms every month, with ChatGPT leading at around 800 million monthly users. A trend that could profoundly reshape information-seeking habits, even as social media remains the top content-discovery channel for 54% of users.

What this means for your Instagram strategy

These figures confirm that Instagram isn't just a sharing platform: it's an ecosystem where users are particularly engaged and loyal. For creators and brands, that's a considerable opportunity.

The fragmented usage pattern (short but frequent sessions) means your content needs to capture attention quickly and consistently. With an average of 30 minutes spent daily on the platform, every post counts. That's exactly where Propulse comes in: by helping you build a qualified, engaged audience, we maximize the impact of every post on a platform where user engagement is at its peak.

Why bet on Instagram in 2026?

The Digital Report 2026 data is clear: Instagram remains the platform where engagement is the most qualified. With 55% reach among connected adults and dominance among 16-34 year-olds, it's the ideal ground for building a lasting digital presence. The platform keeps innovating with new features like the Friend Map recently launched in France, offering ever more visibility opportunities.

Whether you're a content creator, a brand, or an entrepreneur, Instagram is no longer optional: it's a strategic necessity. And with the right tools like Propulse, you can turn this massive audience into a loyal, engaged community that will grow your business.