According to the forecast, Instagram's advertising revenue would reach around 71 billion U.S. dollars by the end of 2024. In 2022, the ad spend of the social media platform stood at 51.1 billion U.S. dollars.

This statistic provides data on Twitter's advertising revenue in the United States from 2017 to 2021. In 2018, the microblogging website earned an estimated 1.32 billion U.S. dollars with U.S. advertising and is expected to reach 1.78 billion U.S. dollars in 2021.

In 2022, Amazon reported 37.74 billion U.S. dollars revenue generated through advertising sales. A year earlier, the figure was roughly seven billion lower. This figure is expected to further grow to reach 70.8 billion U.S. dollars by 2027. The online retailer is responsible for roughly six percent of the global ad revenue.

According to the most recent market data, the newspaper industry advertising revenue in Spain amounted to 687 million euros in 2021. By the end of 2026 the revenue is expected to reach 752 million euros, growing at a CAGR of 1.8 percent.

In 2022, X (formerly Twitter) generated 4.73 billion U.S. dollars in advertising revenue. This figure is expected to drop to 2.7 billion U.S. dollars by 2027. The social platform is responsible for roughly one percent of the global ad revenue.

Social network platform in transition

Established in 2006, California-based platform X (formerly known as Twitter) ranked among the most popular social networks worldwide by number of monthly users as of late 2023. The company has undergone a profound transformation after Elon Musk's acquisition in October 2022. After the billionaire bought the platform, advertisers and marketers have closely observed every change regarding its features and policies. Due to many contradictory developments at Twitter, industry professionals have become increasingly more cautious with their investments. A prominent example was IPG - one of the world's top five advertisers - advising its customers to temporarily abstain from putting money into the platform. Another big advertiser who has also ceased ad investment in Walmart.

Social media powerhouse: Facebook

In the meantime, nearly half of the responding marketing professionals named Facebook the most important social media platform for their business. The social network giant's revenue amounted to 114 billion dollars in 2022. Although the figure was roughly 60 percent of Google's ad revenue, Meta stood further ahead of X in terms of money earned through selling ad spaces.

In 2022, Google generated 224.5billion U.S. dollars in advertising revenue. This figure is expected to further grow to reach nearly 340 billion U.S. dollars by 2027. The search engine is responsible for roughly 38 percent of the global ad revenue.

The graph presents information on gross advertising revenue of Hulu in the United States from 2017 to 2021. In 2018 the OTT video streaming platform recorded ad revenue of nearly 1.46 billion U.S. dollars, and this figure is expected to grow to 2.7 billion in 2021.

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.

Vinted, a Lithuanian C2C e-commerce platform specializing in secondhand fashion, experienced remarkable growth in revenue, reaching over 596 million euros in 2023. This represents a 61-percent increase compared to the previous year. The surge in earnings has positioned Vinted as a major player in the global e-commerce industry, reflecting the increasing consumer preference toward sustainable and secondhand apparel. Vinted in the European e-commerce landscape Vinted’s popularity went far beyond Lithuania and the Baltics, with the most app downloads recorded in the United Kingdom, Italy, and Poland. In 2023, the app was installed over 8.8 million times in the United Kingdom. Furthermore, the online marketplace achieved a 71-percent brand awareness among German secondhand apparel online shop users, with 30 percent of them actively using the platform. Moreover, the brand boasts a high customer loyalty rate, with 87 percent of its customers in Germany displaying a strong inclination to use Vinted again. Company metrics Vinted recorded substantial growth in gross merchandise volume (GMV), which surged from around 490 million U.S. dollars in 2018 to over nine billion U.S. dollars by 2023, demonstrating the platform’s ability to cater to a large consumer base across the globe. The company’s marketing initiatives have contributed to the success, and in 2024, Vinted's digital retail media advertising revenue in Europe was forecast to reach 26 million U.S. dollars. In 2023, Vinted had a monthly average of 1,743 employees, almost double the 2021’s figure.

In 2019, social network advertising revenue in the United States amounted to 36.14 billion U.S. dollars. This figure is projected to further grow and surpass 50 billion U.S. dollars by the end of 2021.

Spotify generated an estimated 1.5 billion U.S. dollars in advertising revenue in 2022. Based on the latest calculations, this figure will reach 2.2 billion U.S. dollars by 2027.

Why advertise on Spotify?

One of the main reasons for Spotify's appeal as an advertising destination is its reach. Company reports indicated that the number of Spotify's monthly active users (MAUs) hit a record high of 433 million in 2022, nearly twice the audience size recorded in 2019. By comparison, Apple Music has yet to reach the 100-million-subscriber mark, highlighting Spotify's pole position among the world's most popular paid music streaming services. Another factor distinguishing the Swedish streaming giant from international competitors is its two-tier subscription model. In addition to its Premium model, Spotify offers a free, ad-supported option that serves audio and video ads between songs.

Spotlight on podcast advertising

Podcasts have become essential contributors to the success of digital audio streaming platforms like Spotify. Data showed that Spotify amassed over 32 million monthly podcast listeners in the United States in 2022 and outperformed Apple Podcasts by some four million listeners. Not only that, but Spotify's podcast advertising revenue has also skyrocketed in recent years, jumping from just over 25 million in 2020 to almost 192 million in 2022. Industry sources expect this figure to surpass 400 million by the year 2024, highlighting the ever-increasing contribution of podcast content to Spotify's financial future.

In 2023, search-based advertising contributed 52 percent of all revenue derived from mobile advertising in South Korea. Display advertising contributed the rest of the revenue. That type of advertising has traditionally contributed the larger share. This was forecast to hold over the next two years.

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.

China's online advertising market recorded a total revenue of 651 billion yuan in 2024, representing a 13.6 percent year-on-year growth. E-commerce, video, and search advertising were the industry drivers.

It was reported that the medium with the highest advertising revenue in Spain in 2021 was the internet, with 3.9 billion euros spent on this medium that year. It was estimated that the annual revenue from internet advertising in Spain would grow to over five billion by 2026.

In 2023, press advertising revenue in France stood at 1.75 billion euros. However, the pre-pandemic levels of over two billion still have not been reached.

Meta Platforms, formerly known as Facebook Inc., continues to dominate the digital landscape with impressive financial growth. In 2024, the company's annual revenue reached a staggering 164.5 billion U.S. dollars, marking a significant increase from 134.9 billion U.S. dollars in the previous year. This upward trajectory reflects Meta's ability to monetize its vast user base across multiple platforms, solidifying its position as a tech giant. Advertising remains the primary revenue driver The bulk of Meta's revenue stems from its advertising operations, particularly within its Family of Apps segment. In 2024, this segment, which includes Facebook, Instagram, Messenger, and WhatsApp, generated 162 billion U.S. dollars. Despite a slight dip in 2022, Meta's advertising revenue has shown remarkable resilience and growth potential. User engagement and global reach The company's global influence is further illustrated by the fact that every minute, 138.9 million Reels are played on Facebook and Instagram, showcasing the ongoing evolution of user engagement within the Meta ecosystem.

In 2022, Snapchat generated 4.6 billion U.S. dollars in advertising revenue. This figure is expected to further grow to reach 8.34 billion U.S. dollars by 2027. The instant messaging app is responsible for roughly 2.4 percent of the global ad revenue.

In 2018, Alibaba Group's mobile ad revenue surpassed 20 billion U.S. dollars for the first time, representing an annual growth of 38.9 percent. The figure was projected to reach 35.29 billion U.S. dollars by 2021. On the Singles' Day in 2019, the Chinese e-commerce giant generated over 38 billion U.S. dollars, more than the U.S. sales of Black Friday and Cyber Monday combined.

According to the source, it was estimated that the annual revenue from radio advertising in Spain would increase by 60 million euros between 2021 to 2026. In 2022 radio ad revenue in the country was estimated to reach 496 million euros.