Advertising remained the main revenue-generating segment for Google in 2024. During the examined year, 77.8 percent of Google’s revenue came from advertising on Google properties and YouTube. The Google Cloud revenue segment generated 10.8 percent of the company's revenues, up from 4.3 percent in 2018.

In the first quarter of 2025, Google's revenue amounted to over 89.52 billion U.S. dollars, up from the 79.97 billion U.S. dollars registered in the same quarter a year prior. The company amounted to an annual revenue of 348.16 billion U.S. dollars throughout 2024, its highest value to date, with most of its earnings being powered by advertising through Google sites and its network. Google advertising The foundations of Google's earnings are its advertising revenues, generated through its Google Ads platform, which enables advertisers to display ads, product listings, and service offerings across its extensive network (properties, partner sites, and apps) to web users via programs like AdSense or AdSearch. In 2024, Google accounted for most of its parent company Alphabet's annual revenues with 234.2 billion U.S. dollars in Google website ad revenues alone. Other sources of revenue Google's multitude of income sources also includes digital content products and apps sold through the digital content distribution platform Google Play, as well as hardware including Chromecast devices and smartphones. Geographically, the biggest single country share of Alphabet’s revenue comes from the United States, and close to 30 percent of revenues originate from the EMEA region.

In the most recently reported fiscal year, Google's revenue amounted to 348.16 billion U.S. dollars. Google's revenue is largely made up by advertising revenue, which amounted to 264.59 billion U.S. dollars in 2024. As of October 2024, parent company Alphabet ranked first among worldwide internet companies, with a market capitalization of 2,02 billion U.S. dollars. Google’s revenue Founded in 1998, Google is a multinational internet service corporation headquartered in California, United States. Initially conceptualized as a web search engine based on a PageRank algorithm, Google now offers a multitude of desktop, mobile and online products. Google Search remains the company’s core web-based product along with advertising services, communication and publishing tools, development and statistical tools as well as map-related products. Google is also the producer of the mobile operating system Android, Chrome OS, Google TV as well as desktop and mobile applications such as the internet browser Google Chrome or mobile web applications based on pre-existing Google products. Recently, Google has also been developing selected pieces of hardware which ranges from the Nexus series of mobile devices to smart home devices and driverless cars. Due to its immense scale, Google also offers a crisis response service covering disasters, turmoil and emergencies, as well as an open source missing person finder in times of disaster. Despite the vast scope of Google products, the company still collects the majority of its revenue through online advertising on Google Site and Google network websites. Other revenues are generated via product licensing and most recently, digital content and mobile apps via the Google Play Store, a distribution platform for digital content. As of September 2020, some of the highest-grossing Android apps worldwide included mobile games such as Candy Crush Saga, Pokemon Go, and Coin Master.

In 2023, Google's ad revenue amounted to 264.59 billion U.S. dollars. The company generates advertising revenue through its Google Ads platform, which enables advertisers to display ads, product listings and service offerings across Google’s extensive ad network (properties, partner sites, and apps) to web users. Google advertising Advertising accounts for the majority of Google’s revenue, which amounted to a total of 305.63 billion U.S. dollars in 2023. The majority of Google's advertising revenue comes from search advertising. Google market share These revenue figures come as no surprise, as Google accounts for the majority of the online and mobile search market worldwide. As of September 2023, Google was responsible for more than 84 percent of global desktop search traffic. The company holds a market share of more than 80 percent in a wide range of digital markets, having little to no domestic competition in many of them. China, Russia, and to a certain extent, Japan, are some of the few notable exceptions, where local products are more preferred.

In the first quarter of 2025, Alphabet's revenue amounted to over 90.23 billion U.S. dollars, up from 80.53 billion U.S. dollars during the same quarter a year prior. The company's main revenue source is advertising through Google Sites and online products. Alphabet's Other Bets segment also includes businesses such as Access/Google Fiber, Calico, Nest, Verily, GV, Google Capital, X, and other ventures.

In 2024, Alphabet's revenue from Google websites (including YouTube advertising) amounted to around 234.23 billion U.S. dollars, up from 206.5 billion U.S. dollars in the previous year. Google Search is by far the biggest revenue segment of Alphabet. Alphabet Inc. is an American multinational conglomerate created in 2015 as the parent company of Google and several other companies previously owned by or tied to Google.

In 2024, 49 percent of Alphabet's revenue was generated in the United States and 29 percent in Europe, the Middle East, and Africa. Among all the presented regions, the least share of revenue company's revenue came from Latin America. Alphabet Inc. is an American multinational conglomerate created in 2015 as the parent company of Google and several other companies previously owned by or tied to Google.

As of the most recent fiscal quarter ending March 2025, **** percent of Meta's revenue was generated through advertising. Approximately **** percent of Apple's revenue came from a single device, the iPhone. Amazon had the relatively speaking more diverse product portfolio, as only **** percent of revenue came from it's strongest performing segment, Online Store Sales.

In 2024, YouTube's advertising revenue accounted for approximately 13.66 percent of Google's total revenue. That year, the video platform's annual ad revenues amounted to 36.1 billion U.S. dollars, up from the 31.5 billion U.S. dollars in the previous year. YouTube creators Video content creators on YouTube have been evolving with the platform since its creation. In 2020, it was estimated that YouTube supported over 800 thousand jobs worldwide, almost half of which referred to creators located in the United States. Apart from sharing a portion of YouTube advertising revenues, the most popular video creators can decide to license their existing content libraries for a limited amount of time in exchange for their advertising revenues. As YouTube ranked among the leading ad-selling companies worldwide in 2021, the recent success of financing companies focusing on user-generated video content does not come as a surprise. Digital video ads In 2021, global spending for online video advertisement surpassed 61 million U.S. dollars and is expected to reach approximately 90 million U.S. dollars by 2024. Video ads can engage users across multiple devices, with a 2021 survey of app developers worldwide seeing over 40 percent of respondents considering full-screen videos the most effective ad format to acquire new app users.

Context

Form 990 (officially, the "Return of Organization Exempt From Income Tax"1) is a United States Internal Revenue Service form that provides the public with financial information about a nonprofit organization. It is often the only source of such information. It is also used by government agencies to prevent organizations from abusing their tax-exempt status. Source: https://en.wikipedia.org/wiki/Form_990

Content

Form 990 is used by the United States Internal Revenue Service to gather financial information about nonprofit/exempt organizations. This BigQuery dataset can be used to perform research and analysis of organizations that have electronically filed Forms 990, 990-EZ and 990-PF. For a complete description of data variables available in this dataset, see the IRS’s extract documentation: https://www.irs.gov/uac/soi-tax-stats-annual-extract-of-tax-exempt-organization-financial-data.

Update Frequency: Annual

Fork this kernel to get started with this dataset.

Acknowledgements

https://bigquery.cloud.google.com/dataset/bigquery-public-data:irs_990

https://cloud.google.com/bigquery/public-data/irs-990

Dataset Source: U.S. Internal Revenue Service. This dataset is publicly available for anyone to use under the following terms provided by the Dataset Source - http://www.data.gov/privacy-policy#data_policy - and is provided "AS IS" without any warranty, express or implied, from Google. Google disclaims all liability for any damages, direct or indirect, resulting from the use of the dataset.

Banner Photo by @rawpixel from Unplash.

Inspiration

What organizations filed tax exempt status in 2015?

What was the revenue of the American Red Cross in 2017?

In the most recently reported fiscal year, Alphabet's revenue amounted to 350 billion U.S. dollars, up from 307.3 billion U.S. dollars in the previous year. Alphabet Inc. is an American multinational conglomerate created in 2015 as the parent company of Google, along with several other companies previously owned by or tied to Google. Alphabet business segments Alphabet has several operating segments, including Google and Other Bets. Google is the only reportable segment, as none of the other segments meet the quantitative revenue thresholds to qualify as reportable segments. In 2024, Google segment revenue amounted to 348.1 billion U.S. dollars. During the same fiscal period, the Other Bets segment revenue amounted to 1.64 billion U.S. dollars in total. According to the company, the Google product segment includes “revenues from the company’s main products Ads, Android, Chrome, Google Cloud, Google Maps, digital content distribution platform Google Play, Hardware, Search and YouTube. Google generates revenues primarily from advertising; sales of apps, in-app purchases, digital content products, and hardware; and licensing and service fees, including fees received for Google Cloud offerings.” Alphabet’s Other Bets segment mainly generates revenues through the sales of TV and internet services through Access, in addition to R&D services and licensing through Verily. Alphabet businesses Calico, CapitalG, GV, Waymo and X are also included in this segment.

In 2024, Meta (formerly Facebook Inc) generated over 160 billion U.S. dollars in ad revenues. Advertising accounts for the vast majority of the social network's revenue. Facebook advertising revenue – additional information Facebook’s business model heavily relies on ads, as the majority of social network’s revenue comes from advertising. In 2020, about 97.9 percent of Facebook's global revenue was generated from advertising, whereas only around two percent was generated by payments and other fees revenue. Facebook ad revenue stood at close to 86 billion U.S. dollars in 2020, a new record for the company and a significant increase in comparison to the previous years. For instance, the social network generated almost seven billion U.S. dollars in ad revenue in 2013, about 10 billion less than the 2015 figure. Facebook's average revenue per user also significantly increased in the same time span, going from 6.81 U.S. dollars in 2013 to 32.03 U.S. dollars in 2020. The U.S. and Canada are important markets for Facebook, considering the average revenue per user (ARPU) in these two countries is far above the global average. Facebook’s ARPU in the U.S. and Canada was 41.41 U.S. dollars in the last quarter of 2019, while the global average was 8.52 U.S. dollars. In Europe, Facebook’s average revenue per user was 13.21 U.S. dollars during the same time period. In terms of segments, mobile is the most promising advertising form for the company. In 2018, Facebook’s mobile advertising revenue already accounted for 92 percent of the social network’s total advertising revenue. Facebook’s mobile advertising revenue grew from an estimate of 13 billion U.S. dollars in 2015 to 50.6 billion U.S. dollars in 2018.

In 2022, Google was the largest media company worldwide, with advertising revenues of 224.5 billion U.S. dollars. Amazon's ad revenue amounted to roughly 38 billion dollars, placing the company in the third spot in the global ranking. Bytedance - the owner of TikTok - had estimated earnings of over 31.6 billion dollars with advertising.

In 2023, ****** accounted for an estimated **** percent of the total digital advertising revenue generated in the United States and was the largest digital ad publisher in the country. ******** and ****** followed, with **** and **** percent, respectively.

As of early 2018, the average CPC for legal AdWords on Google Display Network amounted to 0.72 U.S. dollars, whereas the same keywords on search cost 6.75 U.S. dollars per click, becoming the most expensive keyword on Google Search Network in the measured period. In comparison, the second spot belonged to finance & insurance keyword which cost half as much. How much does Google make on advertising? Google search advertising is the largest source of revenue for the company as it accounts for roughly 70 percent of total profits. In 2018, Google generated more than 96 billion U.S. dollars through its search properties. In the same period, Google network properties, including AdMob, AdSense and AdManager generated close to 20 billion U.S dollars, bringing in total ad revenues of 116 billion in 2018. It makes for quite an impressive result taking into account that the entire Google segment of Alphabet brought in slightly over 136 billion dollars in total revenue that year.

In 2023, Google's share of digital advertising revenues worldwide was projected to amount to ** percent. Facebook followed with a projected digital ad revenue share of ** percent, while Amazon came in third with an expected ***** percent. The player from Asia with the highest share is TikTok, with ***** percent, followed by *****, ******, as well as *******, all three with *** percent.

In the fiscal year that ended December 31, 2023, Google UK Limited reported tax expenses of 128.56 million British pounds. In its previous financial year, the British subsidiary reported around 59.13 million British pounds in tax charges, little less than half of the latest announced values. Google Ads is Alphabet's main source of revenue Alphabet, Google's parent company, has seen an increase in global revenue each year since 2017. By 2024, this had reached a total of 348.16 billion U.S. dollars, with the majority of profit being made through Google advertising. Through its in-house advertising platform Google Ads, Google enables advertisers to bid for advertising spots on its search engine and apps. A closer look at the brand's year-on-year advertising revenue shows that it has been in constant growth since 2001, and is likely to remain on this upward trajectory. Global alternatives to Google Search The recent tech boom has also raised concerns regarding privacy and data collection, with an increasing number of internet users opting for alternative search engines, messaging apps and email services. DuckDuckGo and Ecosia are two search engine alternatives that have come to light in recent years for their focus on user privacy. The former in particular has seen an increased uptake in the United States since mid 2020. While Google still dominates globally, Microsoft's Bing and Yahoo! Search have consistently held their share of the market over the last ten years and remain longest-standing alternatives to Google Search.

Apple generated over 69 billion U.S. dollars in revenue from iPhone sales in the first quarter of the 2025 financial year. Apple revenue streams Apple registered its highest revenue to date in FY 2022, when the company’s revenue stood at over 394 billion U.S. dollars. Apple’s success over the years can be explained by strong brand loyalty, and the constant release of innovative products, updates and features. The iPod, for example, was one of the first successful releases of the company to the consumer market. However, according to industry experts, the increased capacity of smartphones to play and store music led to the decline of digital music devices sales, such as the iPod. Rise of Apple iPhone Since its introduction in 2007, Apple’s iPhone has gained space in the market. In the first quarter of Apple's 2025 financial year iPhone sales revenue stood at over 69 billion U.S. dollars. The increase in devices sales had a direct impact on the iPhone’s share of the company’s total revenue. In the beginning of 2009, sales of the iPhone accounted for about 25 percent of Apple’s total revenue. By the first quarter of 2025, this share was at around 55 percent. Other products and services Apple’s iPad tablet, the Mac computer and costumer services are important revenue streams as well for Apple. Together, these three revenue streams generated over 43 billion U.S. dollars for the company in the first quarter of the 2025 fiscal year. Other products such as wearables, home, and accessories generated over 11 billion U.S. dollars in the same quarter.

In June 2023, Disney+ generated approximately 70.6 million U.S. dollars in global revenues through the Google Play Store. With over 50.7 million U.S. dollars, HBO Max ranked second, while TikTok ranked third with around 38 million U.S. dollars in revenues from Android users worldwide. The majority of high-grossing apps in the measured month were gaming apps.

Google Play Store apps overview As of the first quarter of 2021, Google Play Store was the leading app store worldwide by number of available apps. In 2021, Google Play Store saw more than 111 billion app downloads, while users generated nearly 48 billion U.S. dollars in consumer spending on mobile apps on the platform. In the first quarter of 2021, the most popular category of apps on the platform were gaming apps, followed by education apps, and business apps.

App revenue There are many different monetization models for mobile apps, the most common ones are free apps with in-app purchases, paid apps, paid apps with in-app purchases, and subscriptions. From humble beginnings, the mobile gaming market has flourished: gaming apps accounted for 83 percent of gross app revenues in the Google Play Store in 2020. In comparison, social media apps only accounted for three percent of app revenues. The Apple App Store paints a similar picture with gaming apps again accounting for the lion's share of revenue, albeit to a lesser extent than in the Google Play store.

In 2024, Amazon's net revenue from subscription services segment amounted to 44.37 billion U.S. dollars. Subscription services include Amazon Prime, for which Amazon reported 200 million paying members worldwide at the end of 2020. The AWS category generated 107.56 billion U.S. dollars in annual sales. During the most recently reported fiscal year, the company’s net revenue amounted to 638 billion U.S. dollars. Amazon revenue segments Amazon is one of the biggest online companies worldwide. In 2019, the company’s revenue increased by 21 percent, compared to Google’s revenue growth during the same fiscal period, which was just 18 percent. The majority of Amazon’s net sales are generated through its North American business segment, which accounted for 236.3 billion U.S. dollars in 2020. The United States are the company’s leading market, followed by Germany and the United Kingdom. Business segment: Amazon Web Services Amazon Web Services, commonly referred to as AWS, is one of the strongest-growing business segments of Amazon. AWS is a cloud computing service that provides individuals, companies and governments with a wide range of computing, networking, storage, database, analytics and application services, among many others. As of the third quarter of 2020, AWS accounted for approximately 32 percent of the global cloud infrastructure services vendor market.