Meta captures 70% of social media ad revenue as Facebook, Instagram dominate market

Meta Platforms Inc. commands 70 percent of global social media advertising revenue, according to new research from Omdia presented at the StreamTV Europe conference in Lisbon. Facebook, Instagram, YouTube and TikTok together capture over 90 percent of social media ad spending, with Meta's two flagship platforms accounting for the overwhelming majority. The findings highlight the extreme concentration of digital advertising dollars among a handful of tech giants. Social media advertising is projected to grow 19 percent this year, far outpacing the 9 percent growth forecast for non-social online ads. Overall online advertising is expected to reach nearly $1.5 trillion by 2030, up from $935 billion in 2025, with total ad revenue surpassing $1.6 trillion unless geopolitical conflicts impact the forecast. "Social over-indexes in terms of ad spend per hour," said Maria Rua Aguete, head of media and entertainment at Omdia. "And most of this spend is going to a very small number of players." The research also forecasts significant shifts in television advertising. Social video ads will account for 40 percent of global TV and video revenue by 2030, while traditional broadcasters continue to lose market share. Connected TV advertising is expected to overtake linear TV revenue in the 2030s, with Amazon, Netflix and Google already controlling about 20 percent of that market. By 2030, Omdia predicts those three companies will capture 40 percent of connected TV ad revenue, while traditional broadcasters' share will decline to 25 percent from 43 percent in 2020.