Instagram statistics for 2026 may cover users, potential advertising reach or actions on posts. These figures do not mean the same thing. So first check what a number counts, which country it covers and when it was measured. Want to know what you should post? Compare the results of your own posts above all.
Below, you’ll read how to distinguish the figures and use them for your next photo or video.
Which Instagram figures do you need?
The total number of Instagram users does not tell you how many people will see your photo. The figure you need depends on your question.
| Your question | Which figure helps? | What should you look for? |
|---|---|---|
| How large is Instagram in my country? | A national survey of users | Which ages are included and what the source means by usage |
| How many people could an advertisement potentially reach? | Estimated advertising reach | Country, target audience and date of the estimate |
| How many accounts saw my post? | Accounts reached | Compare the same period after posting |
| What did people do with my post? | Likes, comments and other individual actions | The number of actions is not the same as the number of people |
Are you creating an infographic, an image with figures and explanations? For each figure, state when and where it was measured and what was counted. ‘Instagram 2026’ above the image alone does not provide enough information.
How many Instagram users do the Netherlands and Belgium have in 2026?
This overview does not contain an exact, confirmed number of Instagram users for the Netherlands or Belgium in 2026. A useful total must make clear who is included and what counts as usage.
Want to compare the countries? Preferably use the same source and measurement period. Otherwise, you might be comparing daily usage in the Netherlands with potential advertising reach in Belgium.
| Check | The Netherlands | Belgium |
|---|---|---|
| Confirmed total for 2026 in this overview | Not available | Not available |
| Area you want to compare | The whole of the Netherlands | The whole of Belgium, not just Flanders |
| Needed for a fair comparison | The same ages and meaning of usage | The same ages and meaning of usage |
A nationwide total shows how large the platform is. For your own Dutch language video, you also want to know who you reach. For example, the number of users in Belgium does not tell you which language they speak.
What do Instagram advertising reach and active recipients mean?
Estimated advertising reach indicates the size of the audience you could potentially reach with advertising. It therefore does not count how many people have already seen your post. Nor does it say how much attention they will give it.
Monthly active recipients is a term from reports that platforms are required to produce by law. Check who is included and which area is covered. This number is not automatically the same as the number of individual people with an Instagram account.
According to the European Commission online platforms must update their own estimate of monthly users in the EU every six months under the DSA. The DSA is European legislation for digital services.
An EU total does not tell you how many users the Netherlands or Belgium has. You also cannot simply divide that total based on the number of residents.
Why do Instagram figures differ by source?
Two different figures can both be correct. For example, one source may count daily usage, while the other estimates monthly usage. The ages of the group studied and the measurement month may also differ.
Are you looking at the Instagram statistics for 2026 from Searchlab? Then check for each figure where it originally came from and when it was measured. A year in the title does not mean that all figures are from that year.
Note these five points before adopting a figure:
- Area: does it concern the Netherlands, Belgium, the EU or the whole world?
- Period: when was it measured? This may be earlier than the publication date.
- Group: are all ages included or only certain ages?
- What was counted: does it concern people, accounts, views or actions?
- How it was measured: does the figure come from research, an estimate or a count within Instagram?
If an important point is missing, do not use the figure as firm evidence that Instagram is growing or shrinking.
How do you compare your own Instagram statistics?
Want to choose what your next photo or video will be? Your own results are often more useful for this than a national total. You can use them for your content plan: your plan for what you post and when.
- Choose one question. For example, does a short cooking video get more comments than a photo of the dish?
- Record the same data each time. For each post, write down the date, the type of post, the number of accounts reached and the selected actions.
- Give every post the same amount of time. For example, always compare the results from the first seven days.
- Repeat the comparison. One post with lots of comments does not yet mean that this type of post always works better.
Can’t find the figures? Read how to view your Instagram statistics.
Worked example: actions per account reached
Suppose your post reaches 800 accounts and receives 48 likes and 12 comments. In this fictional example, you count only likes and comments.
48 + 12 = 60 actions.
60 ÷ 800 × 100 = 7,5%.
That is 7,5 actions per 100 accounts reached. It does not mean that 7,5% of people responded. One account can perform multiple actions.
You can also use the tool to calculate Instagram engagement Here, engagement means actions such as likes and comments. Compare results only when you count the same types of actions. The number you divide by must also be the same type of number: for example, always reach, not reach one time and followers the next.
How do you measure Instagram growth?
Keep your number of followers separate from your reach and comments. More followers does not automatically mean that more people see or comment on your posts.
Are you considering buying Instagram followers? Keep an increase resulting from that purchase separate from growth after posting your content. Purchased numbers do not prove genuine attention, customers or organic reach: reach without advertising. To compare quantities and prices, explore our Instagram services, including packages for followers and likes.
Want to know which posting time works better? Keep your subject and type of video roughly the same. If you change everything at once, you will not know which change made a difference. Read more about the best time to post Reels.
Not sure whether you want to post a video on Instagram or TikTok? Then view the comparison between Instagram Reels and TikTok. Then test a few similar posts. Use what your own audience does to make your next choice.
