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.

Facebook probably needs no introduction; nonetheless, here is a quick history of the company. The world’s biggest and most-famous social network was launched by Mark Zuckerberg while he was a...

In 2024, Meta Platforms generated a revenue of over 164 billion U.S. dollars, up from 134 billion USD in 2023. The majority of Meta’s profits come from its advertising revenue.Meta’s total Family of Apps revenue for 2022 amounted to 114 billion U.S. dollars. Additionally, Meta’s Reality Labs, the company’s VR division, generated around 2.1 billion dollars. Meta’s marketing expenditure for 2022 amounted to just over 15 billion U.S. dollars, up from 14 billion U.S. dollars in the previous year. Increasing audience base despite privacy misgivings Meta’s user numbers have continued to grow steadily throughout past years. In the fourth quarter of 2022, there was a total of 3.74 billion worldwide users across all of Meta’s platforms. For this same time frame, the company recorded 407 million monthly active users across Europe. Downloads of Meta’s app Oculus, for which virtual reality headsets are required, increased greatly from 2020 to 2021, reaching a total of 10.62 million downloads by the end of last year. Up until 2021, downloads had grown in a steady manner but from 2020 to 2021, they more than doubled.User numbers have increased despite data security issues and past controversy such as the Cambridge Analytica scandal in 2018. There remains skepticism surrounding the idea of the metaverse in which Meta aims to immerse itself. Of surveyed adults in the United States, the majority said that they were concerned about their privacy if Meta were to succeed in creating the metaverse.

Meta Platforms continues to dominate the digital landscape, with its Family of Apps segment generating a remarkable 162.4 billion U.S. dollars in revenue for 2024. This figure underscores the company's ability to monetize its vast user base across platforms like Facebook, Instagram, Messenger, and WhatsApp, despite facing challenges in recent years. Advertising fuels growth amid market fluctuations Despite experiencing its first-ever year-on-year decline in 2022, Meta rebounded strongly in 2024, with total annual revenue reaching 164.5 billion U.S. dollars. This resilience showcases Meta's adaptability in the face of market changes and its continued appeal to advertisers seeking to reach a global audience. Expanding reach and engagement Facebook was the first social network to surpass one billion registered accounts and currently sits at more than three billion monthly active users. Additionally, 2024 saw an astounding 138.9 million Reels played on Facebook and Instagram every 60 seconds.

In the third quarter of 2025, Meta's net income amounted to 2.7 billion U.S. dollars, down from 18.3 billion when compared to the previous quarter. Facebook company information Facebook is the biggest social network worldwide. The platform generates the vast majority of its revenues through advertising—as of March 2020, 98 percent of Facebook’s revenues were derived from ad sales, making the company highly dependent on market regulations regarding digital ad sales. In 2019, Facebook was second only to Google in terms of digital advertising revenues. The company’s ad revenue during this period amounted to 69.7 billion U.S. dollars. Facebook is still among the fastest-growing tech companies in the world. In 2024, the company increased its revenue to 164.5 billion U.S. dollars compared to the previous year. Facebook founder Mark Zuckerberg also ranks among the richest internet billionaires with a personal net worth of roughly 64 billion U.S. dollars.

Meta Platforms's annual revenue was $164.50 B in fiscal year 2024. The annual revenue increased $29.60 B from $134.90 B (in 2023) to $164.50 B (in 2024), representing a 21.94% year-over-year growth.

In 2024, Meta's annual net income was 62 billion U.S. dollars, up from 39 billion USD in 2023. Meta's net income increased from 18.4 billion U.S. dollars in 2018 to 29.1 billion U.S. dollars in 2020, following the COVID-19 pandemic, subsequent lockdowns, and increased social media and internet usage. Overall, Meta's 2022 net income was closer to pre-pandemic figures.

In 2024, Facebook Messenger generated a global revenue of approximately **** million U.S. dollars, marking a decline of ** percent compared to the **** million U.S. dollars recorded in the previous year. Despite the decrease in revenue, Facebook Messenger remained among the most popular social networks worldwide, with over *** million monthly active users (MAU) as of February 2025.

Facebook’s efforts to monetize its users have vastly differing results across global regions. In the fourth quarter of 2023, Facebook's average revenue per user (ARPU) in the Asia Pacific region was 5.52 U.S. dollars. This result pales in comparison to the combined U.S. and Canada market, where Facebook’s APRU amounted to 68.44 U.S. dollars. Facebook revenue Facebook accumulated an impressive 69.66 billion U.S. dollars in annual ad revenues in 2019. The social network generates the majority of its revenues via social media marketing and advertising. Almost all of Facebook's ad revenue is generated via mobile – a staggering 92 percent in 2018. Facebook is the biggest social media platform worldwide and the platform’s annual revenue in 2019 amounted to 70.7 billion U.S. dollars. Despite Facebook’s impressive growth, the company still lags behind other online companies in terms of total revenue. The company stated in its 2018 10K filing that it was dependent on the retention and engagement of its users, which has become increasingly difficult in the North American market. Facebook usage concerns in North America With various user data controversies such as the Cambridge Analytics scandal in early spring, Facebook had a tumultuous 2018. A significant portion of U.S. Facebook users have come to rethink their Facebook usage. An April 2018 survey of adults in the United States that almost a third of respondents planned on using Facebook much less in the future. It is estimated that the average daily time spent on Facebook will stagnate at around 38 to 37 minutes per day. In comparison, Facebook-owned photo sharing app Instagram is projected to increase daily user engagement to 29 daily minutes in 2021.

In 2024, Facebook was the leading social media platform in most of the Southeast Asian countries in terms of traffic generation to other websites, with the highest share in Timor-Leste at around 97 percent. YouTube, X (Twitter), Instagram, and Pinterest were other platforms that had significant social media traffic shares in Southeast Asian markets that year. Social media advertising and web traffic referrals Traffic referrals from social media are crucial in social media advertising. Links shared on platforms like Facebook, Instagram, and Twitter help direct potential customers to a brand’s website or landing page. This increases exposure, website visits, and conversions, such as sales or leads, which are key benefits of social media marketing according to marketers. Traffic referrals also serve as an important tool for advertisers to measure the effectiveness of their campaigns. Furthermore, by analyzing which platforms and content generate the most traffic, businesses can refine their strategies to focus on the highest-performing channels. Social media advertising – a multibillion-dollar business Revenue from social media advertising has continued to rise rapidly. This growth was driven by the ability to track user behavior, refine ad targeting, and deliver highly personalized content. Social media platforms like Facebook, Instagram, and TikTok generate billions of dollars of ad revenue annually. The owner of Facebook and Instagram, Meta Platforms’s annual advertising revenue exceeded 160 billion U.S. dollars in 2024. Countries such as China, Japan, and Australia are among the largest social media advertising markets in the Asia-Pacific region, with China’s projected social media ad spend reaching nearly 97 billion U.S. dollars in 2025.

According to Cognitive Market Research, the global Online Advertising market size was USD 236.90 billion in 2024 and will expand at a compound annual growth rate (CAGR) of 15.7% from 2024 to 2031. Market Dynamics of Online Advertising Market

Key Drivers for Online Advertising Market

Increasing internet and smartphone penetration is driving growth in the online advertising market

One of the most significant drivers of growth in the online advertising market is increasing internet penetration and the rising usage of mobile phones, due to growing digital dependency. With over 7 billion people worldwide using mobile phones, smartphones have become an essential part of daily life. This surge in mobile connectivity has transformed consumer behavior with individuals increasingly relying on smartphones for daily activities like shopping, entertainment and financial transactions. The convenience and portability of mobile devices have them a preferred medium for tapping into digital services which has led businesses to adopt mobile-first strategies to engage with consumers. This shift has led to an increase in mobile ad spending. Advertisers are no focusing on campaigns designed for smaller screens and shorter attention spans to reach a wider audience.

Advertisers are responding to this trend with mobile-first strategies, using vertical format videos, personalized in-app ads and location-based targeting to maximize engagement. The combination of high-screen time, constant connectivity, and real time data access makes mobile advertising one of the most effective tools in the global online advertising market.

Social Media Influence is fueling growth for online advertising

Social media platforms have become prominent channels of advertising, allowing business to reach specific target audiences and promote their products and services. Social media platforms such as Facebook, Instagram, Twitter have become major hubs for online advertising.

The rise of in-app advertising across these platforms with the growing popularity of video and interactive ad formats has further fueled the market growth. Such advertising also leverages data to optimize targeting and engagement, leading to more effective campaigns. Paid ads now dominate social feeds.

Key Restraints in the Market

Data privacy concerns to hinder growth in online advertising market

Mobile phones and other internet using devices have become a personal hub for information. With the increasing amount of sensitive data stored on these devices, privacy concerns have emerged as one of the most pressing issues. These concerns significantly hinder online advertising by leading to consumer distrust, ad avoidance and increased regulations that impact the effectiveness and reach of ad campaigns.

Consumers are becoming more aware of how their data is being collected and used under the context of online advertising, making them actively avoid interacting with ads and uninstalling apps they believe violate their privacy. This has also led to widespread adoption of ad-blocking technologies. This trend is largely driven by the growing desire to protect personal data. However, the same has had implications on advertisers. Regulatory development, such as the California Consumer Privacy Act, amid these concerns further add to the challenges faced by the mobile industry market. Strict data privacy laws have been implemented worldwide against the collection and use of consumer data for targeted advertising.

Opportunity

Adoption of AI as an opportunity in the mobile advertising industry

The adoption of artificial intelligence (AI) presents an opportunity for the online advertising segment by enhancing various tasks such as, campaign optimization audience targeting, creative component generation and so much more. AI-powered tools are automating tasks, enabling precise targeting and more personalized user experience, ultimately leading to effective and efficient advertising

For instance, AI powered creatives and copy ideation and generation are a game-changer in the mobile advertising landscape. The integration of AI into ad creation helps streamline the process along with enabling advertisers to conduct thorough testing. Introduction of the Online Advertising Market

Online advertising, otherwise known as digital marketing is a form of marketing that uses internet or online channels to promote products and services. It involves the creation ...

In the third quarter of 2025, social company Meta's total revenue amounted to 51.24 billion U.S. dollars, the majority of which was generated through advertising. Facebook company information It is difficult to imagine the internet without social media and social media without Facebook. With over three billion monthly active users, Facebook is the biggest social network worldwide. In fact, over two billion users access Facebook on a daily basis. Due to its immense reach, Facebook is a highly influential publisher and one of the leading platforms for influencer marketing worldwide, surpassed only by Instagram and YouTube. Brands value social media marketing for increased exposure, traffic, and leads, and it is no surprise that Facebook can deliver on these metrics in vast quantities.

In 2024, Meta's average revenue per user was 49.63 U.S. dollars, up from 44.60 USD in 2023. The social network's family of apps segment revenue (which mainly consists of advertising) in 2024 was over 162 billion U.S. dollars.

Which county has the most Facebook users?

              There are more than 378 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked third in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 193.8 million, 119.05 million, and 112.55 million Facebook users respectively.

              Facebook – the most used social media

              Meta, the company that was previously called Facebook, owns four of the most popular social media platforms worldwide, WhatsApp, Facebook Messenger, Facebook, and Instagram. As of the third quarter of 2021, there were around 3,5 billion cumulative monthly users of the company’s products worldwide. With around 2.9 billion monthly active users, Facebook is the most popular social media worldwide. With an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through advertising.

              Facebook usage by device
              As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile devices. In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile phone. Facebook is not only available through mobile browser as the company has published several mobile apps for users to access their products and services. As of the third quarter 2021, the four core Meta products were leading the ranking of most downloaded mobile apps worldwide, with WhatsApp amassing approximately six billion downloads.

In 2022, Facebook generated nearly *** billion U.S. dollars in advertising revenue. This figure is expected to further grow to exceed *** billion U.S. dollars by 2027. The social platform is responsible for roughly ** percent of the global ad revenue.

With roughly three billion monthly active users as of the second quarter of 2023, Facebook is the most used online social network worldwide. The platform surpassed two billion active users in the second quarter of 2017, taking just over 13 years to reach this milestone. In comparison, Meta-owned Instagram took 11.2 years, and Google’s YouTube took just over 14 years to achieve this landmark. As of January 2022, Facebook’s leading audience base was in India, with almost 330 million users whilst the United States ranked second with an approximate total of 179 million users. The platform also finds remarkable popularity in Indonesia and Brazil. Social Media usage in the United States In January 2021, Facebook was the platform on which users in the United States spent the most time per day. The average time spent on Facebook was 33 minutes, followed by TikTok with 32 minutes and Twitter with 31 daily minutes. Due to the COVID-19 outbreak in 2020, all major social media platforms saw an increase in daily usage, which then either plateaued or decreased in 2021. At the end of 2021, over a quarter of all Facebook users in the United States belonged to the 25 to 34 year age group and 18.2 percent of users were in the 35 to 44 year age group. In general, Facebook users were more likely to be female. Meta Platforms Meta is Facebook’s recently renamed parent company and had a grand total of 3.59 billion core product users by the final quarter of 2021. Other Meta products include Instagram, Facebook Messenger, WhatsApp and Oculus – Meta’s virtual reality subsidiary which produces VR headsets. In 2021, Meta's revenue amounted to 117 billion US dollars, up from around 86 billion U.S. dollars in the previous financial year.