Datapods|Insights

Instagram News Consumption by Age Group

Results as of

Review Apr – Jul 2026: 18–24 and 45+ Instagram users show the highest news-feed share at 7.6–7.7%, outpacing the 25–44 cohort at 5.9–6.7%

Instagram News Consumption by Age GroupGrouped bar chart comparing the share of organic feed impressions from news-classified accounts on Instagram and Facebook, broken down by age group (18–24, 25–34, 35–44, 45+). Instagram shows a U-shaped pattern with 18–24 and 45+ at roughly 7.6–7.7% and 25–44 at 5.9–6.7%; Facebook bars are near zero across all age groups.Grouped bar chart comparing the share of organic feed impressions from news-classified accounts on Instagram and Facebook, broken down by age group (18–24, 25–34, 35–44, 45+). Instagram shows a U-shaped pattern with 18–24 and 45+ at roughly 7.6–7.7% and 25–44 at 5.9–6.7%; Facebook bars are near zero across all age groups.
Grouped bar chart comparing the share of organic feed impressions from news-classified accounts on Instagram and Facebook, broken down by age group (18–24, 25–34, 35–44, 45+). Instagram shows a U-shaped pattern with 18–24 and 45+ at roughly 7.6–7.7% and 25–44 at 5.9–6.7%; Facebook bars are near zero across all age groups.
Info
Sample size
n = 9,727
Data date
Apr – Jul 2026
Segment
16-24, 25-34, 35-44, 45-54, 55+
Platform
Browsing
Market
Germany

Analysis

The distribution of news-account impressions on Instagram follows a U-shape across age groups: the youngest adults (18–24) and users aged 45 and over each see roughly 7.6–7.7% of their feed from news sources, while the 25–44 bracket sits noticeably lower at 5.9–6.7%. On Facebook, news shares are marginal across all ages and show no comparable age pattern.

Two different pathways to news on Instagram

The Reuters Institute Digital News Report 2026 found that 52% of German 18- to 24-year-olds use Instagram for news, the highest share of any age group on any platform. For this cohort, Instagram is increasingly their primary news surface — the 2026 report noted that social media is the sole news touchpoint for 17% of young adults. The elevated share among 45+ users is a more recent signal: this group has historically favoured Facebook and public TV, but as Facebook's German user base contracts, older audiences appear to be shifting engagement toward Instagram, where broadcaster accounts are active. The middle cohort's lower share likely reflects heavier lifestyle and commerce usage diluting news impressions rather than any disinterest in news.

This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.

Methodology

News-account feed impressions on Instagram (April–July 2026) and Facebook (November 2025–July 2026) were segmented by the age group of the account holder, derived from birth year relative to 2026. The news-share figure for each age group reflects the proportion of that group's total organic feed impressions that came from news-classified accounts. Results represent German-market users active on each platform during the respective window.

These insights are based on the Datapods Panel. Our data comes exclusively from users who are compensated for their anonymity. Become part of the panel & earn from your data