5m videos were uploaded to Instagram in the first 24 hours after the functionality became available last week.
After just eight hours, reported CNET, the amount of videos uploaded would have taken a year to watch back-to-back.
At peak times following the launch – climaxing following Miama Heat's victory in the NBA Finals – users uploaded 40 hours of video per minute to the service.
The obvious comparison is Twitter's Vine, a micro-video sharing service, which gained 13m users in just five months. But Instagram video is seemingly outperforming its rival by a factor of 100 – a couple of weeks after launch, Vine was seeing 50,000 videos being posted on Saturdays and Sundays.