According to AppData, Instagram's daily usage counts diminished from 16 million to 12.4 million on Christmas. Many feel this drop was due to Instagram's controversial ToS agreement, which the company later reversed course on.
An Instagram spokesperson disagreed with the negative assessment, saying, "This data is inaccurate. We continue to see strong and steady growth in both registered and active users of Instagram."
“AppData reflects only Facebook-connected users of the Instagram app. Though the terms of service change spurred a lot of negative media attention and complaints from users, the decline in Facebook-connected daily active users began closer to Christmas, not immediately after the proposed policy changes,” later AppData qualified. “The drop between Dec. 24 and 25 seems likely to be related to the holiday, during which time people are traveling and otherwise have different routines than usual. A number of other apps saw similar trends, including Skype, Pandora, Pinterest and Yelp. The original statement issued by the NY Post was not approved for citation by AppData.”