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...

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 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.

Over the period presented, Facebook generated over *** thousand U.S. dollars in revenues in Poland. The app reached its highest revenue in March 2022, accounting for over ** thousand U.S. dollars.

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, 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.

In the third quarter of 2021, Facebook's total advertising revenue amounted to roughly 28.3 billion U.S. dollars. Other revenue streams generated 734 million U.S. dollars in revenues. At the end of 2021, Facebook renamed and rebranded as Meta Platforms. In the first quarter of 2022, Meta's total Family of Apps segment revenue amounted to roughly 27.21 billion U.S. dollars, of which advertising still generated the majority of revenues.

Between May 9 and July 14, 2024, cost-per-mille (CPM) on Facebook and Instagram in the United Kingdom (UK) oscilated between **** U.S. dollars and **** U.S. dollars. UK to emerge as third largest market As of 2022, the UK was the third largest market globally - behind the United States and China - for social media advertising. By the end of 2023, the industry is expected to generate approximately ** billion U.S. dollars. Furthermore, the United Kingdom and Germany were two European markets to be featured in the top five within the industry globally. Mobile advertising takes the lead Annual revenue growth has also been forecast for the industry until 2027. The average revenue generated per internet user for social media ads in the UK was recorded at nearly *** U.S. dollars in 2022. By 2027, this is expected to reach approximately *** U.S. dollars. Most of this will be generated through mobile advertising, which is forecast to make up a significantly larger share of advertising each year over desktop.

In 2022, X (formerly Twitter) generated **** billion U.S. dollars in advertising revenue. This figure is expected to drop to *** 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 *** billion dollars in 2022. Although the figure was roughly ** percent of Google's ad revenue, Meta stood further ahead of X in terms of money earned through selling ad spaces.

Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users, although there is rapid uptake among older age groups. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the last few years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform reported that it averaged revenue growth of over 450% between 2019 and 2022. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers have pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. Revenue is expected to grow by 14.3% in 2024-25, constrained by a slowdown in user growth for most major social media platforms. Over the five years through 2024-25, revenue is forecast to expand at a compound annual rate of 32.8% to reach £9.8 billion. Looking forward, regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The rising prominence of AI will require the introduction of adequate regulations. The Online Safety Bill sets out new guidelines for social media platforms to abide by, with hefty fines in store for those who do not. Operating costs will swell as platforms look to meet consumers’ expectations, weighing on profit. Over the five years through 2029-30, social media platforms' revenue is projected to climb at an estimated 9.4% to reach £15.4 billion.

Meta Platforms net profit margin for the quarter ending March 31, 2025 was 39.11%. Meta Platforms average net profit margin for 2024 was 34.97%, a 56.47% increase from 2023. Meta Platforms average net profit margin for 2023 was 22.35%, a 13.77% increase from 2022. Meta Platforms average net profit margin for 2022 was 25.92%, a 27.09% decline from 2021. Net profit margin can be defined as net Income as a portion of total sales revenue.

In 2022, TikTok generated four billion U.S. dollars in advertising revenue. This figure is expected to double by 2024 and more nearly quadruple by 2026.

TikTok marketers are digging into their pockets

TikTok was the most downloaded mobile app worldwide in 2021, and the massive appeal of the short-form video platform has not gone unnoticed by advertisers. Over the last few years, more brands have started leveraging TikTok’s impressive reach and engagement figures to boost brand awareness and foster relationships with young, mostly Gen Z, customers. And even though the new kid on the block cannot yet match Facebook’s advertising revenues, it is becoming more appealing each year. As of 2021, TikTok’s revenue in the U.S. amounted to 2.1 billion U.S. dollars, which translated to roughly one percent of total digital ad spending in the country. This share is expected to increase steadily over the next few years.

Brands on TikTok

Advertising on TikTok can open many doors for companies, especially those wanting to reach young (and previously hard to target) audiences. Videos posted on the app can go viral overnight and reach millions of online users, which is something that other social media apps are unable to deliver. In 2021, Netflix was the most talked about brand on TikTok, with more than 4.5 thousand influencers mentioning it. In addition to posting videos and teasers for their upcoming releases, the streaming giant frequently partners with creators and launches challenges on the app.

Meta stock price, live market quote, shares value, historical data, intraday chart, earnings per share and news.

The online advertising market, valued at $257.97 million in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 10.85% from 2025 to 2033. This expansion is fueled by several key drivers. The increasing penetration of smartphones and internet access globally is significantly broadening the audience reach for advertisers. Moreover, the evolution of sophisticated targeting technologies allows for more precise and effective ad delivery, maximizing return on investment (ROI) for businesses. The rise of programmatic advertising, automating the buying and selling of ad inventory, further streamlines the process and enhances efficiency. Growing user engagement on social media platforms and the continued dominance of search engine marketing contribute significantly to the market's expansion. While data privacy concerns and increasing ad-blocking software present challenges, the overall market trajectory remains positive, driven by innovation in advertising formats and platforms. Segment-wise, mobile advertising is expected to dominate, owing to the widespread adoption of mobile devices. Within advertising formats, social media and video advertising are likely to witness the highest growth, reflecting changing consumer behavior and media consumption patterns. The retail, automotive, and BFSI (Banking, Financial Services, and Insurance) sectors are key end-user verticals driving demand, followed by the growing information technology sector. Geographically, North America and Asia Pacific are poised to be the leading regions, given their high internet penetration and robust digital economies. Competition is intense, with major players like Google, Facebook, and Amazon vying for market share through continuous innovation and strategic acquisitions. The market is expected to see further consolidation in the coming years, with larger players potentially absorbing smaller firms. Overall, the online advertising market presents a promising outlook, underpinned by technological advancements, evolving consumer preferences, and the ever-increasing reliance on digital channels for marketing and branding. Recent developments include: June 2022 - InMobi, a leading provider of content, marketing, and monetization technologies that help businesses fuel growth, announced an expansion of its partnership with Microsoft Advertising to support enterprise and strategic advertisers in Southeast Asia, the Middle East, and Africa. InMobi will offer marketers an integrated solution to power their campaigns built on the search and native display capabilities of Microsoft Advertising and the mobile ad tech capability of InMobi's advertising platforms., May 2022 - Skai, an intelligent marketing platform, announced that it had achieved advanced partner status within Amazon Ads Partner Network. Skai has earned this recognition by demonstrating strong growth for its advertising clients, expertise, and engagement with Amazon Ads products.. Key drivers for this market are: Ongoing shift from Traditional to Online Advertising, Increasing Use of Mobile Devices and Consumption of Digital Content; Emergence of Novel Advertising Techniques Coupled with Growing Trend of Mobile Apps-based Advertising. Potential restraints include: Ongoing shift from Traditional to Online Advertising, Increasing Use of Mobile Devices and Consumption of Digital Content; Emergence of Novel Advertising Techniques Coupled with Growing Trend of Mobile Apps-based Advertising. Notable trends are: Increasing Use of Mobile Devices and Consumption of Digital Content is Expected to Drive the Market Growth.

The digital advertising industry across India grew to a market size of just under *** billion Indian rupees in the year 2024, a considerable leap from the market size in 2016. Owing to the progressive growth of the digital media market in India, digital advertising was projected to expand to well over *** billion Indian rupees by 2026, reflecting the rising trend that developed over the past years. Social media advertising As internet accessibility in India continues to expand, content consumption has seen a significant shift toward online platforms. Notably, India boasts the highest number of YouTube users worldwide. Given the potential of social media to reach a wider audience, it is expected to remain a prevailing trend in India’s digital advertising landscape. In March 2023, YouTube emerged as a frontrunner, with an advertising reach of around *** million users across the country. Meta platforms such as Facebook and Instagram also demonstrated substantial reach. Digital advertising revenue In 2022, the revenue from digital advertising in India surged to almost half a trillion Indian rupees and is expected to continue growing in the future. This can be attributed to businesses' increasing dependence on digital advertising to connect with their target audiences and capitalize on technology and data-driven strategies. Some of the leading industries that invest heavily in digital advertising include the FMCG and e-commerce sectors.

During the fourth quarter of 2023, the number of daily active users on Facebook reached 2.1 billion, a minor increase on the previous quarter. When compared with the number of daily active users in the final quarter of 2022, the platform has gained around 100 million users. Facebook’s penetration rate for the United States in 2023 was 72.13 percent, up from 71.43 percent in 2022. The social network’s audience reach is projected to stand at 75.79 percent by 2027.

Most popular social media websites

As of May 2021, Facebook was the most used social media site in the United States, accounting for 71.8 percent of all social media visits. Ranking in second place was Pinterest with 12.4 percent, followed by Twitter and Instagram, with 9.15 percent and 3.82 percent, respectively. Although other sites remain popular, Facebook’s number of visits made it undoubtably the leading social media platform in terms of social media site visits.

For Generation Z and Millennials in the United States, Facebook was one of the least popular platforms used to connect with others. Gen Z and Millennials preferred video sharing platforms, specifically Snapchat, TikTok and YouTube.

Meta’s revenue

Facebook Inc was renamed as Meta in 2021, in a strategic step toward the metaverse. Meta Platforms is now the parent company of Facebook, Instagram, Facebook Messenger and WhatsApp amongst others, together being known as Meta’s Family of Apps.

Meta’s annual revenue for 2021 was 117.92 billion U.S. dollars, up from 85.97 billion in 2020. Within a decade, the company has increased its annual revenue by approximately 114 billion U.S. dollars. In the most recent fiscal year, Meta’s Family of Apps were responsible for over 115 billion U.S. dollars’ worth of Meta’s 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.

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, 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.

Facebook's advertising revenue in the United States amounted to ***** billion U.S. dollars in 2021, marking a ** percent increase from the previous year. The revenue was projected to record a drop in 2022 and bounce back a year later, to reach ** billion by 2024.