eMarketer Pegs Instagram U.S. User Growth in Single-Digits for First Time Ever

The researcher believes ads in Explore and shoppable ads will continue driving ad revenue

eMarketer said older age groups are not joining Instagram as quickly as it originally anticipated grinvalds/iStock

Competition from Snapchat and TikTok is taking a bite out of U.S. user growth for Instagram, which fell to single-digits in 2019 for the first time ever, according to eMarketer.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.