Instagram Tops App Downloads in Q4, Benefiting from TikTok Ban

Instagram Reclaims Top App Download Spot Globally

Instagram has experienced a resurgence in popularity, benefiting from restrictions placed on TikTok in India. As of the fourth quarter of 2021, it has regained the leading position in worldwide app downloads.

Q4 2021 Performance

Data from Sensor Tower reveals that Instagram achieved its strongest quarter since at least 2014. App installations increased by 10% compared to the third quarter of 2021.

This marks the first time a Meta-owned application has held the No. 1 ranking in download charts since WhatsApp achieved this in Q4 2019.

TikTok's Recent Performance

Q4 2021 represented only the second instance in the last two years where TikTok did not secure the top position for worldwide downloads.

Previously, TikTok’s dominance was briefly interrupted at the onset of the COVID-19 pandemic. During Q2 2020, Zoom surpassed TikTok to become the most downloaded app.

Android User Growth Drives Instagram's Success

Instagram’s rise to the top of the global app market (excluding games) is largely attributed to increased installations from Android users.

For two consecutive quarters, Meta-owned apps have occupied both the No. 1 and No. 2 positions on the chart of top Google Play apps by worldwide downloads. Instagram led, with Facebook following closely behind. TikTok ranked third.

Apple App Store Rankings Differ

The rankings on the Apple App Store present a contrasting picture.

TikTok and YouTube continue to maintain their positions as the No. 1 and No. 2 most downloaded apps, respectively, a trend that has persisted since Q2 2020.

In Q4, TikTok exceeded 50 million App Store installations for the eighth consecutive quarter, according to Sensor Tower.

Meta Apps Dominate Top Five

The remaining spots within the top five on the Apple App Store are held by Meta’s applications: WhatsApp (No. 3), Instagram (No. 4), and Facebook (No. 5).

Notably, China’s National Anti-Fraud Center app unexpectedly secured the No. 6 position, boosted by a state-sponsored promotional campaign.

Twitter's Resurgence

Interestingly, Twitter reached the top 20 most downloaded apps on the App Store for the first time since Q1 2020. Adoption saw a 34% increase quarter-over-quarter, a growth trajectory that has largely continued.

Impact of India's TikTok Ban

While TikTok remains the leading app by downloads in both the App Store and Google Play within the U.S., its global decline can be partially linked to India’s ban of the app in June 2020. This ban was implemented due to “national security” concerns.

Sensor Tower reports that since the ban, Instagram has consistently increased its share of global downloads originating from India.

Growth in Indian Downloads

Approximately 21% of Instagram’s downloads came from India in Q2 2020. This figure rose to 39% by Q4 2021.

Over the full year, Instagram’s downloads from India accounted for around 25% in 2020, increasing to approximately 36% in 2021.

Instagram's Strategy to Compete

Instagram has actively worked to counter the threat posed by TikTok by prioritizing video content and promoting its short-form video feature, Reels.

In 2021, the company offered substantial bonuses to creators posting on Reels, with some payouts reaching as high as $10,000, in an effort to boost engagement and attract content creators.

Full Year 2021 Rankings

Despite winning the most recent quarter, Sensor Tower data indicates that TikTok was still the top app by global downloads for the entire year (2021) across both app stores. Facebook and Instagram followed.

Discrepancies in Data

Rival firm App Annie presents slightly different rankings. While also placing TikTok at the top by worldwide downloads, it lists Instagram second and Facebook third.

The difference in rankings likely stems from varying methodologies used by the two companies for estimating download figures.