Tech
Instagram has 3 billion users. Or does it?
Instagram has always been pretty precocious. Now, just ahead of its 15th birthday, we have a new measure of its global fame — and it is on a level far beyond the dreams of regular teenagers.
Meta CEO Mark Zuckerberg announced Wednesday that the once-humble photo-sharing app, which he had the foresight to buy for a mere $1 billion in 2012, now has more than 3 billion active users. That's an extraordinary achievement, and not just because Instagram had barely cracked 30 million monthly active users at sale time.
Three billion is nearly 37 percent of the population of Earth. If it were a country, Instagram would be larger than India (which has the largest Insta audience), China, the U.S. and the E.U. combined. The Roman Empire, the British Empire, the American whatever-this-is — they can only dream of this level of conquest.
No empire, real or virtual (and these days who can tell the difference), has ever been forged this quickly. Even Instagram's older sibling, Facebook, only just hit 3 billion users in January, at the ripe age of 21. Instagram, launched on Oct. 6, 2010, is the true prodigy of the social media family. (WhatsApp is Meta's middle child; the company says it has 3 billion users too, but your mileage may vary on whether it counts as social media.)
Based on these growth numbers, there's every reason to believe Instagram will soon overtake big brother, and become synonymous with social media in the 2020s (and maybe even 2030s) the way Facebook was in the 2010s. (TikTok is on Insta's tail, but currently eating its dust with an estimated 1.6 billion active users.)
Just as Alexander the Great was said to have wept when there was no more of the then-known world to be conquered, Zuckerberg may well lament that there are less than 5 billion smartphone users who could possibly download his app. (It's still banned in China, which Alexander couldn't reach either.)
Who counts as an Instagram 'user'?
But how does Zuckerberg's Meta count Instagram's "active users," anyway? And does it matter as much as the hype suggests?
It's an important question because Zuckerberg has been zigging and zagging on his metrics of late. In July, the company simply said that 3.48 billion people used the Meta "family of apps" — and that they did so every day. The last time Zuckerberg broke out Instagram's user number, on a quarterly call for investors and analysts in 2022, he pinned it at 2 billion monthly active users, which is the more frequently-used number. (MAUs are what we've used for TikTok and WhatsApp above.)
And Monthly Active Users (MAUs) is what Zuck meant this week, according to his Threads post. One that threw in a Breaking Bad GIF — "billions, with a b" — for extra swagger.
So why switch from monthly to daily and back again? Is counting users as simple as receiving pings from servers when they log in, or is fuzzy math involved? Are we talking across all devices and web browsers, or smartphones only? Mashable reached out to Meta and asked them to walk us through the MAU-counting process, but the company is staying tight-lipped for now.
Still, there is some evidence to suggest that a Monthly Active User ain't what they used to be — and that counting the amount of time spent on the app may be a more relevant metric.
Take me, for an extreme example. Technically, I'm a Monthly Active User of Instagram. I'm part of the three billion-strong empire! But what that means is practice is that once or twice a month, I'll look someone up via their handle. I posted a grand total of two photos in 2024, and 15 in 2023, continuing a decline since 2020. According to Screen Time on my iPhone, my Instagram usage has dropped to an average 18 seconds a day.
Why? My feed has long felt too clogged with ads and algorithmic recommendations for me to truly enjoy it (and I'm far from alone on that front, especially given the controversial feed changes of 2024). The brand new redesign, which hides the post button and prioritizes DMs and Reels, makes Insta feel less friendly (at least to this user) than ever. It's a far cry from the app I loved in the 2010s (when at least one Mashable staffer declared an Instagram addiction, and I wasn't far off myself).
Why time on Instagram may be a better metric
Meta doesn't provide any kind of time-spent-on-app data for Instagram. Estimates from multiple online data services suggest it's around 32 minutes daily per Insta user, worldwide.
That might sound like a lot, but the number hasn't shifted since 2022. Previous to that, time on Instagram was increasing year on year. Now it may have flatlined.
TikTok is ahead of Insta here. The ByteDance app may have a billion-with-a-b fewer users overall, but those users spend an estimated average of 56 minutes every day on the app.
And that particular engagement figure is only going to become more relevant as the smartphone app market becomes saturated — as every single one of us downloads both apps on our phones, basically. The MAUs will encompass more and more of us, because who doesn't look at the occasional Reel or TikTok when their friends send one?
Minutes of usage per day may not be the only metric that matters, but it is a growing part of a complicated social media picture.
For now, perhaps the clearest snapshot of the social media landscape emerges if you multiply number of billion MAUs by daily average usage minutes. Do that math for TikTok, and you get 89. Do it for Instagram, you get 96.
The 'gram still wins, but TikTok is too close for comfort — close enough to take the swag out of Zuckerberg's boast.
Today's NYT Strands hints are easy if you love to make an entrance.
Strands, the New York Times' elevated word-search game, requires the player to perform a twist on the classic word search. Words can be made from linked letters — up, down, left, right, or diagonal, but words can also change direction, resulting in quirky shapes and patterns. Every single letter in the grid will be part of an answer. There's always a theme linking every solution, along with the "spangram," a special, word or phrase that sums up that day's theme, and spans the entire grid horizontally or vertically.
By providing an opaque hint and not providing the word list, Strands creates a brain-teasing game that takes a little longer to play than its other games, like Wordle and Connections.
If you're feeling stuck or just don't have 10 or more minutes to figure out today's puzzle, we've got all the NYT Strands hints for today's puzzle you need to progress at your preferred pace.
NYT Strands hint for today’s theme: Knock, knock!
The words are related to passageways.
Today’s NYT Strands theme plainly explained
These words describe gateways.
NYT Strands spangram hint: Is it vertical or horizontal?
Today's NYT Strands spangram is horizontal.
NYT Strands spangram answer today
Today's spangram is Let Me In.
NYT Strands word list for November 8
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Entrance
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Portal
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Gate
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Let Me In
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Doorways
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Threshold
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Ingress
Looking for other daily online games? Mashable's Games page has more hints, and if you're looking for more puzzles, Mashable's got games now!
Check out our games hub for Mahjong, Sudoku, free crossword, and more.
Not the day you're after? Here's the solution to yesterday's Strands.
Today's Wordle answer should be easy to solve if you're an early riser.
If you just want to be told today's word, you can jump to the bottom of this article for today's Wordle solution revealed. But if you'd rather solve it yourself, keep reading for some clues, tips, and strategies to assist you.
Where did Wordle come from?
Originally created by engineer Josh Wardle as a gift for his partner, Wordle rapidly spread to become an international phenomenon, with thousands of people around the globe playing every day. Alternate Wordle versions created by fans also sprang up, including battle royale Squabble, music identification game Heardle, and variations like Dordle and Quordle that make you guess multiple words at once.
Wordle eventually became so popular that it was purchased by the New York Times, and TikTok creators even livestream themselves playing.
What's the best Wordle starting word?
The best Wordle starting word is the one that speaks to you. But if you prefer to be strategic in your approach, we have a few ideas to help you pick a word that might help you find the solution faster. One tip is to select a word that includes at least two different vowels, plus some common consonants like S, T, R, or N.
What happened to the Wordle archive?
The entire archive of past Wordle puzzles was originally available for anyone to enjoy whenever they felt like it, but it was later taken down, with the website's creator stating it was done at the request of the New York Times. However, the New York Times then rolled out its own Wordle Archive, available only to NYT Games subscribers.
Is Wordle getting harder?
It might feel like Wordle is getting harder, but it actually isn't any more difficult than when it first began. You can turn on Wordle's Hard Mode if you're after more of a challenge, though.
Here's a subtle hint for today's Wordle answer:
To get up.
Does today's Wordle answer have a double letter?
There are no recurring letters.
Today's Wordle is a 5-letter word that starts with…
Today's Wordle starts with the letter A.
The Wordle answer today is…
Get your last guesses in now, because it's your final chance to solve today's Wordle before we reveal the solution.
Drumroll please!
The solution to today's Wordle is…
ARISE
Don't feel down if you didn't manage to guess it this time. There will be a new Wordle for you to stretch your brain with tomorrow, and we'll be back again to guide you with more helpful hints.
Are you also playing NYT Strands? See hints and answers for today's Strands.
Reporting by Chance Townsend, Caitlin Welsh, Sam Haysom, Amanda Yeo, Shannon Connellan, Cecily Mauran, Mike Pearl, and Adam Rosenberg contributed to this article.
If you're looking for more puzzles, Mashable's got games now! Check out our games hub for Mahjong, Sudoku, free crossword, and more.
Not the day you're after? Here's the solution to yesterday's Wordle.
Rent or Buy on Prime Video
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Max Standard
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HBO Max Student
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HBO Max Basic With Ads
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HBO Max Basic With Ads
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Disney+, Hulu, and HBO Max
(save up to 41%)
In 2023, Celine Song made a name for herself as an emerging queen of relationship dramas with her Academy Award-nominated debut feature Past Lives. In 2025, her second movie, Materialists, has audiences swooning over yet another love triangle. This time around, we're given a cast that the internet is already obsessed with in Pedro Pascal, Chris Evans, and Dakota Johnson.
A24 gave us a masterclass in marketing over the summer with Materialists, which made it a surprising box office hit. If you missed the star-studded rom-com in theaters, it's now officially streaming. Here's what you need to know to tune in — including where and when to watch it, and the cheapest way to do so.
What is Materialists about?
The logline from A24 teases: "A young, ambitious New York City matchmaker finds herself torn between the perfect match and her imperfect ex." Lucy (Johnson) is the matchmaker who helps other couples find their happily ever after, while dubbing herself an "eternal bachelorette." Of course, that's about to change when two potential suitors crash into her life: Harry (Pascal), a rich and attractive bachelor looking to sweep her off her feet, and John (Evans), Lucy's equally attractive ex-boyfriend, looking to give it another go.
Check out the gorgeous love triangle in the official trailer:
Is Materialists worth watching?
"On paper, Materialists is perfection," Mashable's Kristy Puchko writes in her review. "It's a love triangle romantic comedy, headlined by three movie stars with which the internet is absolutely obsessed: Chris Evans, Dakota Johnson, and Pedro Pascal." If you're a fan of those three, that's reason enough to tune in. However, as Puchko notes, it's hard to divorce the actors' larger-than-life personas from the characters they're trying to portray. "As grounded and real as Materialists aims to be, it's hard to overlook its big, shining stars to see that gritty authenticity," she writes.
Materialists did well at the worldwide box office, likely due to its star-studded cast, and the reviews are largely positive. On Rotten Tomatoes, it holds a 78 percent critic rating and 66 percent audience rating, with a consensus that Song is a "modern master of relationship dramas."
Check out Mashable's full review of Materialists.
How to watch Materialists at home
Credit: A24
The A24 rom-com made its at-home debut via digital video-on-demand platforms like Prime Video and Fandango at Home back in July, following a successful summer theatrical run. After a few months of waiting, it's now made its streaming debut on HBO Max. See all the details below.
Buy or rent on digital
Materialists is available on digital video-on-demand platforms as of July 22. You can either buy the movie for your digital library or rent it for 30 days. Just note that although you'll have 30 days to watch, you'll only have 48 hours to finish watching once you begin.
You can purchase and rent the film at the following retailers:
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Prime Video — buy for $12.99, rent for $5.99
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Apple TV — buy for $12.99, rent for $5.99
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Fandango at Home (Vudu) — buy for $19.99, rent for $5.99
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YouTube — buy for $19.99, rent starting at $4.99
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Google Play — buy for $19.99, rent starting at $4.99
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Stream it on HBO Max
A24 has a multi-year output deal with Warner Bros. Discovery, which means new A24 theatrical releases exclusively stream on HBO Max before anywhere else. Materialists is no different. It made its streaming debut on HBO Max on Nov. 7, 2025.
HBO Max subscriptions now start at $10.99 per month (thanks to a recent price hike), but there are a few different ways to save some money on your plan. Check out the best HBO Max streaming deals below.
The best HBO Max streaming deals
Best for most people: Save 16% on HBO Max Basic annual subscription
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HBO Max Basic plans with ads usually cost $10.99 per month, but if you pay for an entire year upfront, that price drops down to just $9.17. You'll have to pay the full $109.99 all at once, but it ends up saving you about 16% compared to paying each month.
Best Max deal with no ads: Save up to 16% on HBO Max Standard annual subscription
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For those who need an ad-free viewing experience, the annual HBO Max Standard or Premium plans will also save you about 16% over the monthly plans. The Standard tier is $18.49 month-by-month or $184.99 per year, which breaks down to only $15.42 per month. Meanwhile, the Premium tier costs either $22.99 per month or $229.99 per year. That breaks down to just $19.17 per month. Both tiers will give you an ad-free experience, but the Premium tier also adds 4K Ultra HD video quality, Dolby Atmos immersive audio, and the ability to download more offline content.
Get HBO Max for free: Get the Cricket Supreme Unlimited plan
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One way to get HBO Max for free in 2025 is by switching your phone plan to Cricket's $60 per month Supreme Unlimited plan. It includes HBO Max Basic with ads at no extra cost — that's a $10.99 per month value. When you open up the HBO Max app or website, you'll just choose Cricket as your provider and use your credentials to log in.
Get HBO Max for free: Sign up for DashPass annual plan
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Here's another way to get HBO Max for free in 2025: Sign up for the DoorDash DashPass annual plan for $96 per year ($8 per month). A DashPass membership includes $0 delivery fees and reduced service fees on eligible DoorDash orders all year long, plus a complimentary HBO Max subscription (with ads). That means you'll pay just $8 per month for both DashPass and HBO Max, which is cheaper than a typical HBO Max with ads monthly subscription on its own.
Best HBO Max deal for students: Save 50% on HBO Max Basic with ads
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College students can get an entire year of HBO Max with ads for half price. Just verify your student status through UNiDAYS and retrieve the unique discount code to drop the price from $10.99 to $5.49 per month for 12 months.
Best bundle deal: Get HBO Max, Disney+, and Hulu for up to 41% off
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Even with the rising costs, Disney's bundle deals are still the best streaming deals around. You can get Disney+, Hulu, and HBO Max for just $19.99 per month with ads. That lineup of streamers separately would cost you $34.97, so you'll keep an extra $15 in your pocket each month by bundling them together. If you want to go ad-free, it'll cost you $32.99 per month for the bundle as opposed to paying $56.47 separately. That's up to 41% in savings for access to all three streaming libraries.
NYT Strands hints, answers for November 8, 2025
Helena City Commission Candidate That Left THREATENING Voicemail for GOP Senator Loses Race
Wordle today: Answer, hints for November 8, 2025
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