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.
TL;DR: Live stream Boston Bruins vs. Tampa Bay Lightning in the NHL for free on ITVX. Access this free streaming platform from anywhere in the world with ExpressVPN.
A number of interesting NHL fixtures are taking place this weekend, including Boston Bruins vs. Tampa Bay Lightning. Both sides are well positioned in the Atlantic Division, but both need a win to end a concerning run of losses. We're expecting a evenly-matched contest at TD Garden.
If you want to watch Boston Bruins vs. Tampa Bay Lightning in the NHL from anywhere in the world, we have all the information you need.
When is Boston Bruins vs. Tampa Bay Lightning?
Boston Bruins vs. Tampa Bay Lightning in the NHL starts at 12:30 p.m. ET on April 11. This fixture takes place at TD Garden.
How to watch Boston Bruins vs. Tampa Bay Lightning for free
Boston Bruins vs. Tampa Bay Lightning in the NHL is available to live stream for free on ITVX.
ITVX is geo-restricted to the UK, but anyone can access this free streaming platform with a VPN. These tools can hide your real IP address (digital location) and connect you to a secure server in the UK, meaning you can unblock ITVX to live stream the NHL for free from anywhere in the world.
Live stream Boston Bruins vs. Tampa Bay Lightning in the NHL for free by following these simple steps:
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Subscribe to a streaming-friendly VPN (like ExpressVPN)
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Download the app to your device of choice (the best VPNs have apps for Windows, Mac, iOS, Android, Linux, and more)
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Open up the app and connect to a server in the UK
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Visit ITVX
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Watch Boston Bruins vs. Tampa Bay Lightning for free from anywhere in the world
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The best VPNs for streaming are not free, but most do offer free-trials or money-back guarantees. By leveraging these offers, you can access free live streams of the NHL without actually spending anything. This obviously isn't a long-term solution, but it does give you enough time to stream Boston Bruins vs. Tampa Bay Lightning in the NHL (plus more NHL fixtures) before recovering your investment.
What is the best VPN for ITVX?
ExpressVPN is the best choice for bypassing geo-restrictions to stream live sport on ITVX, for a number of reasons:
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Servers in 105 countries including the UK
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Easy-to-use app available on all major devices including iPhone, Android, Windows, Mac, and more
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Strict no-logging policy so your data is secure
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Fast connection speeds free from throttling
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Up to 10 simultaneous connections
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30-day money-back guarantee
A two-year subscription to ExpressVPN is on sale for $78.18 and includes an extra four months for free — 78% off for a limited time. This plan includes a year of free unlimited cloud backup and a generous 30-day money-back guarantee. Alternatively, you can get a one-month plan for just $12.99 (with money-back guarantee).
Watch Boston Bruins vs. Tampa Bay Lightning in the NHL for free with ExpressVPN.
TL;DR: Score a free iPhone 17e when signing up for a T-Mobile plan with no trade-in required. Alternatively, you can get the iPhone 17 for free from T-Mobile when signing up for an Experience More plan and trading in an eligible device.
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In the mobile world, the word "free" is usually followed by a list of caveats that make you wish you never started looking for a deal. You usually need to sign up for the most expensive plan or trade-in a premium phone to get your hands on what you really want. But that's not the case with the latest T-Mobile offer.
T-Mobile is offering a rare deal on the newly-released Apple iPhone 17e. For a limited time, you can pick up this A19-powered device for free by simply opening a new line.
You’ll need to activate a new line on T-Mobile’s Experience Beyond or Experience More plans to get the iPhone 17e. The phone’s full retail price is covered via 24 monthly bill credits, and since you aren't trading in your old phone, you can keep it as a backup, give it to a kid, or sell it on a third-party site to actually make money on this deal. We did say this was a rare opportunity to save.
Mashable's Stan Shroeder got his hands on the iPhone 17e and said "The combination of having Apple's latest chip and a decent amount of storage means this phone will be relevant for at least four to five years." That's an impressive lifespan for a budget-friendly phone, particularly when it's free.
If you need something a little more powerful, you can also pick up the iPhone 17 for free from T-Mobile when signing on for 24 months of an Experience More plan and trading in an eligible phone. That gets you unthrottled 5G data, 4K streaming, and enough international roaming for even the most adventurous of travellers.
It's important to note that T-Mobile will charge taxes on these free deals and a $35 device connection fee. Is this really "free" when you need to sign up to something or pay an upfront fee? It's a gray area, OK? We're doing our best.
Score an iPhone 17 for free this weekend with T-Mobile.
Today's Connections: Sports Edition will be easy if you love golf and its history.
As we've shared in previous hints stories, this is a version of the popular New York Times word game that seeks to test the knowledge of sports fans.
Like the original Connections, the game is all about finding the "common threads between words." And just like Wordle, Connections resets after midnight and each new set of words gets trickier and trickier — so we've served up some hints and tips to get you over the hurdle.
If you just want to be told today's puzzle, you can jump to the end of this article for the latest Connections solution. But if you'd rather solve it yourself, keep reading for some clues, tips, and strategies to assist you.
What is Connections: Sports Edition?
The NYT's latest daily word game has launched in association with The Athletic, the New York Times property that provides the publication's sports coverage. Connections can be played on both web browsers and mobile devices and require players to group four words that share something in common.
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Each puzzle features 16 words, and each grouping of words is split into four categories. These sets could comprise anything from book titles, software, country names, etc. Even though multiple words will seem like they fit together, there's only one correct answer.
If a player gets all four words in a set correct, those words are removed from the board. Guess wrong and it counts as a mistake — players get up to four mistakes before the game ends.
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Players can also rearrange and shuffle the board to make spotting connections easier. Additionally, each group is color-coded with yellow being the easiest, followed by green, blue, and purple. Like Wordle, you can share the results with your friends on social media.
Here's a hint for today's Connections: Sports Edition categories
Want a hint about the categories without being told the categories? Then give these a try:
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Yellow: Oh, the places you'll go!
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Green: The bare necessities
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Blue: All-time greats
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Purple: Amen corner
Here are today's Connections: Sports Edition categories
Need a little extra help? Today's connections fall into the following categories:
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Yellow: Areas on a golf course
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Green: Found in a golf bag
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Blue: Masters winners
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Purple: Augusta National Hole Names
Looking for Wordle today? Here's the answer to today's Wordle.
Ready for the answers? This is your last chance to turn back and solve today's puzzle before we reveal the solutions.
Drumroll, please!
The solution to today's Connections: Sports Edition #564 is…
What is the answer to Connections: Sports Edition today?
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Areas on a golf course — BUNKER, FAIRWAY, GREEN, ROUGH
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Found in a golf bag — BALLS, CLUBS, TEES, TOWELS
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Masters winners — COUPLES, FALDO, PLAYER, RAHM
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August National hole names — AZALEA, GOLDEN BELL, HOLLY, REDBUD
Don't feel down if you didn't manage to guess it this time. There will be new sports Connections 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.
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 Connections.
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