Instagram’s financials
Meta doesn’t report revenue specific to its apps. Instead, it breaks down revenue into two segments: Family of Apps (Instagram, Facebook, and other apps) and Reality Labs (Meta’s division that sells augmented reality and virtual reality hardware and software). According to Meta’s latest earnings report, the Family of Apps segment accounts for more than 99% of its revenue.
However, Instagram appears to be a huge profit-driver for Meta. According to research firm Emarketer, Instagram is expected to generate more than half of Meta’s U.S. ad revenue for the first time ever in 2025. The firm forecasts that Instagram’s revenue in the U.S. will climb to $32.03 billion in 2025 — a 24.4% year-over-year increase, largely driven by video Reels. The platform’s revenue is expected to hit $71 billion globally in 2025.
Emarketer estimates Instagram will generate $249.68 per U.S. user in 2025, easily surpassing other platforms like Facebook ($206.59), TikTok ($131.79), and YouTube ($39.97).
Meta reported $164.5 billion in revenue in fiscal 2024, a 22% increase from 2023. Net income was $62.3 billion, a 59% year-over-year increase. Diluted earnings per share (EPS) was $23.86 for the trailing 12 months that ended Dec. 31, 2024.
