In 2024, the brand value of Facebook amounted to 75.7 billion U.S. dollars. A year earlier, the value stood at 59 billion dollars, which marked an annual increase of over 28 percent.

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 the fourth quarter of 2024, Meta's net income amounted to 20.8 billion U.S. dollars, up from 15.7 billion when compared to the previous quarter.Facebook company informationFacebook 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 2020, the company increased its revenue by 21.6 percent compared to the previous year. Facebook founder Mark Zuckerberg also ranks among the richest internet billionaires with a personal net worth of roughly 97 billion U.S. dollars.

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.

Meta reported 67.32K in Employees for its fiscal year ending in December of 2023. Data for Meta | FB - Employees Total Number including historical, tables and charts were last updated by Trading Economics this last March in 2025.

Adyen’s net revenue kept increasing in H2 2023, growing by roughly 150 million euros when compared to the same period one year before. In the second half of 2023, the Amsterdam payment technology company continued its growth, as net revenue increased with around 25 percent when compared to the previous year. That same year, Adyen processed hundreds of billions in payment transactions worldwide. Adyen is one of Europe’s biggest unicorns (companies valued over one billion U.S. dollars) As of March 2018, only Spotify achieved more venture capital backing than Adyen. The payment platform was worth five billion U.S. dollars at that time, which was achieved in eight years after its founding. The company aims itself at global merchants as well as domestic, mid-market companies, and tries to connect merchants to multiple payment methods and currencies. Its portfolio includes companies such as booking.com, Vodafone, Etsy, Netflix, Facebook, Sephora and Uber, leading to an IPO valuation of 7.1 billion euros (8.3 billion U.S. dollars) in June 2018. High activity in Fintech investments in Europe Adyen got a banking license in Europe, which makes it a Fintech: a company that deals in financial technology. In 2018, investments into Fintech in Europe increased significantly. Part of this interest comes from PSD2, the European regulation which opens up banking to third-party providers. Fintech were deemed to have the technological know-how to facilitate for these rules.

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.

Key Digital Marketing Statistics

• Digital Marketing Market size is expected to be worth around USD 1,310.3 Billion by 2033, from USD 366.1 Billion in 2023.
• By the year 2023, digital advertising is anticipated to hit $602.25 billion.
• Search Advertising comprises the biggest segment, with a market volume of $202.40 billion.
• Expected to spend $232.7 billion on ads, the United States will be leading globally.
• The expected mean expenditure on social media advertising by every user in 2023, is $45.11.
• The proportion of smartphone-related advertising expenses is predicted to be 69% by 2026.
• The projected estimate for programmatic advertising contribution to digital advertising revenue is around 87% by the year 2026.
• A projection of 17 compound annual growth is expected for digital marketing. There will be a 6% decrease between 2021-2026.
• By 2023, social media advertising will exceed $230 billion.
• Facebook and Google Ads have the highest ROI rate in paid advertising.
• Digital advertising spending in 2021 was $436 billion US dollars. Traditional advertising was at $196 billion.

(Source: Statista, WordStream)

In 2023, Facebook Messenger saw a drastic decrease in revenues, by over 37.5 percent compared to the previous year. Plans to monetize the instant messaging app have been active since 2017, year in which Messenger generated around 130 thousands U.S. dollars in revenue. As of January 2021, Facebook Messenger was among the most popular social networks worldwide with more than one billion active users.

The largest social media IPO seen in the last 15 years was Facebook, which went public in May 2012 with a valuation of 104 billion U.S. dollars. Snapchat ranked second, with a valuation of 24 billion U.S. dollars in March 2017. Twitter – later known as X after its 2023 acquisition and subsequent delisting – went public in with a valuation of 18 billion U.S. dollars. Former U.S president Trump's social media app Truth Social went public on March 26, 2024, after merging with Digital World Acquisition Corp.

Digital IPOs in the U.S. The year 2021 was characterized by the highest number of IPOs recorded in the U.S. since 2000, with over a thousand companies entering the public market. During the first years of the COVD-19 pandemic, the digital and tech sectors enjoyed stellar development thanks to the increase in usage and inflated adoption trends of digital solutions among global users. In comparison, 2022 was characterized by an unusually quiet public market. Snap Inc and Meta, as well as other social media platforms, reported a loss in expected revenue driven by a slowing advertising spending trend.

While social video and streaming platform Rumble filed to go public via SPAC merger in September 2022, market volatility dragged IPO plans for others. At the end of 2023, the market appeared to be in recovery for digital companies. Fast-fashion brand Shein entered the U.S. public market in September, followed by Instacart in November.

Reddit’s IPO Reddit's entrance into the public market is expected to be the largest social media IPO since 2019, when Pinterest became a public company with a valuation of 10 billion U.S. dollars. Reddit, which is expected to go public in March 2024, is reportedly seeking a valuation of 6.5 million U.S. dollars. The company had previously reached a valuation of 10 billion U.S. dollars, after securing 410 million U.S. dollars in its Series F funding in August 2021. In February 2024, Reddit gave potential investors a peek into its financials, by releasing the company’s S1 registration statement: the company was not yet profitable in 2023, with a negative EBITDA of 70 billion U.S. dollars. Despite not having released a planned price for its stocks, Reddit invited some of its users to pre-register and grab the possibility of buying into Reddit.

Beer brand Estrella Damm was the food and beverage brand with the highest consumer valuation among Facebook users in Spain between April 2022 and March 2023, with a positive feeling share of 59.47 percent. Cheese brand Babybel followed, with a positive feeling share of 50.63 percent.

You might be surprised how much Truth Social is worth based on its small number of users.

The price of Meta (former Facebook) shares traded on the Nasdaq stock exchange fluctuated significantly but increased overall during the period from May 2012 to January 2025. After peaking at 379.38 U.S. dollars per share in August 2021, the price of Meta shares started to fluctuate and exceeded its previous peak in 2025. The share price stood at 689.18 U.S. dollars as of the end of January 2025. Substantial fluctuations in the last few years Meta's stock prices have fluctuated particularly after the rebranding announcement in late 2021. Following the announcement and through 2022, Meta's revenue remained rather stagnant, and its net income decreased considerably. Moreover, the tech giant announced one of the industry's largest layoffs in late 2022. As a result, the share price hit a low of 93.16 U.S. dollars in October 2022, the lowest value observed since 2016. However, Meta's share price has been steadily recovering since then. Shift in strategy for the world’s first social network Meta has shifted its focus to the metaverse, virtual reality (VR), and augmented reality (AR), with the rebranding in late 2021. As a result, Reality Labs was established as a dedicated business and research unit to focus on developing metaverse and AR/VR technologies. However, as of early 2023, Meta still relies mainly on advertising and its Family of Apps to generate most of its revenue, despite having made significant investments in virtual reality. Reality Labs generated 2.1 billion U.S. dollars in revenue in 2024 and has been consistently incurring operating losses since 2019.

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.

The market share of Facebook in Sweden has fluctuated greatly between 2019 and 2023. Peaking at 88.59 percent in November 2021, Facebook's web market share stood at 66.85 percent in September 2023. Overall, there were almost six million Facebook users in Sweden at the beginning of 2023.

In the fourth quarter of 2024 social company Meta's total revenue amounted to 46.8 billion U.S. dollars, the majority of which was generated through advertising. Facebook company information It is hard to imagine internet without social media and social media without Facebook. With 2.9 billion monthly active users, Facebook is the biggest social network worldwide. In fact, almost 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 March 2023, apparel and footwear was the industry with the highest click-through rate (CTR) for Facebook ads worldwide, at 2.06 percent. The lowest CTR was recorded for technology products and services, at 0.93 percent.

How is ad success measured?

Click-through rate - the number of times an ad clicked divided by the number of total views - is a commonly used measure to gauge the effectiveness of an online advertisement. In the second quarter of 2023, CTR for social networks stood at 1.36 percent. This marked an increase of 13 percent compared to the previous quarter. Cost-per-mille (CPM) - the price of each 1,000 views of ads on one web page - is another noteworthy metric to examine the success of an advertisement. In the second quarter of 2023, global social media ads' CPM was 5.33 U.S. dollars.

The most click-worthy industry: apparel

The most valuable brand from the industry with the highest CTR in 2023 was Oregon-based giant Nike, which had a brand value of roughly 75 billion dollars. Apparel companies have spent heavily on advertising not only to build immense brand awareness and value, but also to cater brand loyalty. For instance, U.S. apparel and accessory stores ad spend amounted to 531 million dollars in 2022. In the same year, the average consumer spend just for female apparel in the United States was around 730 dollars. As long as consumers keep clicking on ads for clothing and footwear items, the apparel industry’s ad spend can be expected to grow proportionately.

Market leader Facebook was the first social network to surpass one billion registered accounts and currently sits at more than three billion monthly active users. Meta Platforms owns four of the biggest social media platforms, all with more than one billion monthly active users each: Facebook (core platform), WhatsApp, Facebook Messenger, and Instagram. In the third quarter of 2023, Facebook reported around four billion monthly core Family product users. The United States and China account for the most high-profile social platforms Most top ranked social networks with more than 100 million users originated in the United States, but services like Chinese social networks WeChat, QQ or video sharing app Douyin have also garnered mainstream appeal in their respective regions due to local context and content. Douyin’s popularity has led to the platform releasing an international version of its network: a little app called TikTok. How many people use social media? The leading social networks are usually available in multiple languages and enable users to connect with friends or people across geographical, political, or economic borders. In 2022, Social networking sites are estimated to reach 3.96 billion users and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain traction in previously underserved markets.

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.

Azul Marino Viajes was the travel brand with the highest consumer valuation among Facebook users in Spain between January and December 2023, with a positive sentiment share of 52.6 percent. Aena came in second, with a positive sentiment share of 46.86 percent.