A developing device includes a developer carrying member, a first chamber for feeding developer to the developer carrying member, a second chamber for collecting developer from the developer carrying member, and a feeding member provided rotatably in the first chamber for feeding the developer. The feeding member includes a rotation shaft and a spiral blade wound helically in a developer feeding direction. The feeding member includes a first region corresponding to a developer coating region of the developer carrying member, a second region provided downstream of the first region with respect to a feeding direction of the feeding member, and a third region provided upstream of the first region. An average feeding power per unit driving time of the feeding member is set at a smaller value in the first region than in the second region and in the third region.