# Digital Advertising Statistics 2026: Spend, Channels and Forecasts

Updated 2026-10-25. Checked by StatisticsGlobal editorial team. IAB/PwC revenue reports, IAB forecasts, IAB Europe AdEx Benchmark, Meta and Alphabet results, 9 source documents.
Canonical: https://statisticsglobal.org/digital-advertising-statistics/

US internet advertising revenue reached $294.6 billion in 2025, up 13.9% year on year, according to IAB and PwC. Social media passed search for the first time in this series, with $117.7 billion against $114.2 billion. IAB now expects total US ad spend to grow 12.3% in 2026. In Europe, digital ad spend rose 10.5% to €131.1 billion in 2025, according to IAB Europe.

## Key statistics

- US internet advertising revenue reached $294.6 billion in 2025, according to IAB and PwC.
- US internet advertising revenue grew 13.9% year on year in 2025, according to IAB and PwC.
- US social media ad revenue was $3.5 billion higher than search ad revenue in 2025, calculated by StatisticsGlobal from IAB and PwC data.
- US ad spend is forecast to grow 12.3% in 2026, up from a 9.5% forecast in January 2026, according to IAB.
- European digital advertising spend reached €131.1 billion in 2025, up 10.5%, according to IAB Europe.

## Digital advertising spend in 2025 and 2026

US digital ad revenue has grown every year in the IAB/PwC series shown here. Growth was double-digit in three of the last four years.

US internet advertising revenue rose from $209.7 billion in 2022 to $294.6 billion in 2025, according to IAB and PwC. That is a compound rate of 12.0% a year, calculated by StatisticsGlobal. 2025 alone added $36.0 billion.

The 2025 rise came without the help of an Olympics, a FIFA World Cup or a US election, which IAB notes usually lift spend. Growth slowed only slightly, from 14.9% in 2024 to 13.9% in 2025. The slow year was 2023, at 7.3%.

For 2026, IAB raised its forecast for total US ad spend growth to 12.3% in September, from 9.5% in January. That forecast covers all media, not only digital, and comes from a survey of buyers rather than reported revenue. It is not directly comparable to the IAB/PwC revenue series.

- US internet advertising revenue reached $294.6 billion in 2025, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US internet advertising revenue grew 13.9% year on year in 2025, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US internet advertising revenue rose by $36.0 billion in 2025, calculated by StatisticsGlobal from IAB and PwC data. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US internet advertising revenue reached $258.6 billion in 2024, up 14.9% year on year, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Surges 15% YoY in 2024, Climbing to $259B, According to IAB (17 April 2025) https://www.iab.com/news/digital-ad-revenue-2024/
- US internet advertising revenue reached $225 billion in 2023, up 7.3% year on year, according to IAB and PwC. Source: IAB and PwC, 2023 U.S. Digital Advertising Industry Hits New Record, According to IAB's Annual Internet Advertising Revenue Report (16 April 2024) https://www.iab.com/news/2023-u-s-digital-advertising-industry-hits-new-record-according-to-iabs-annual-internet-advertising-revenue-report/
- US internet advertising revenue reached $209.7 billion in 2022, up 10.8% year on year, according to IAB and PwC. Source: IAB and PwC, Despite Headwinds, Digital Advertising Delivered Double-Digit Growth in 2022, According to the IAB Internet Advertising Revenue Report (12 April 2023) https://www.iab.com/news/despite-headwinds-digital-advertising-delivered-double-digit-growth-in-2022-according-to-the-iab-internet-advertising-revenue-report/
- US internet advertising revenue grew at a compound rate of 12.0% a year from 2022 to 2025, calculated by StatisticsGlobal from IAB and PwC data. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US ad spend is forecast to grow 12.3% in 2026, up from a 9.5% forecast in January 2026, according to IAB. Source: IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (10 September 2026) https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/

Table: US internet advertising revenue by year, IAB/PwC

| Year | Revenue | Growth on previous year |
|---|---|---|
| 2022 | $209.7 billion | 10.8% |
| 2023 | $225 billion | 7.3% |
| 2024 | $258.6 billion | 14.9% |
| 2025 | $294.6 billion | 13.9% |

Source: IAB/PwC Internet Advertising Revenue Reports, full years 2022 to 2025. Figures as first published each April.

## Digital ad revenue by channel

Social media became the largest US digital ad channel in 2025. Video grew fastest among the large formats.

Social media ad revenue reached $117.7 billion in 2025, up 32.6%. Search reached $114.2 billion, up 11%. In 2024 search led social by $14.1 billion. In 2025 social led by $3.5 billion, calculated by StatisticsGlobal from IAB and PwC data.

Search is still growing, but more slowly. Its growth fell from 15.9% in 2024 to 11% in 2025, and its share of revenue fell from 39.8% to 38.8%. IAB buyers now name AI-driven search as their top investment challenge. For search engine data, see our [Google search statistics](https://statisticsglobal.org/google-search-statistics/).

The channel figures overlap, so they add up to more than 100%. Social video counts in both social and video. Programmatic is a buying method, not a channel, and covered 55.1% of all revenue in 2025, calculated by StatisticsGlobal.

- US social media ad revenue reached $117.7 billion in 2025, up 32.6% year on year, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US search ad revenue reached $114.2 billion in 2025, up 11% year on year, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US display ad revenue reached $81.6 billion in 2025, up 9.8% year on year, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US digital video ad revenue reached $78 billion in 2025, up 25.4% year on year, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US commerce media ad revenue reached $63.4 billion in 2025, up 18.0% year on year, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US podcast ad revenue reached $2.9 billion in 2025, up 17.6% year on year, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US programmatic ad revenue reached $162.4 billion in 2025, up 20.5% year on year, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- Social media took 40.0% of US internet ad revenue in 2025, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US social media ad revenue was $3.5 billion higher than search ad revenue in 2025, calculated by StatisticsGlobal from IAB and PwC data. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- Search share of US internet ad revenue fell from 39.8% in 2024 to 38.8% in 2025, calculated by StatisticsGlobal from IAB and PwC data. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- Programmatic ads made up 55.1% of US internet ad revenue in 2025, calculated by StatisticsGlobal from IAB and PwC data. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US creator advertising spend reached $37 billion in 2025, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/

Table: US digital ad revenue by category, 2025, with 2024 for comparison

| Category | 2024 revenue | 2025 revenue | Growth 2025 | Share of total 2025 |
|---|---|---|---|---|
| Social | $88.8 billion | $117.7 billion | 32.6% | 40.0% |
| Search | $102.9 billion | $114.2 billion | 11% | 38.8% |
| Display | $74.3 billion | $81.6 billion | 9.8% | 27.7% |
| Digital video | $62.1 billion | $78 billion | 25.4% | 26.5% |
| Commerce media | $53.7 billion | $63.4 billion | 18.0% | 21.5% |
| Podcast | $2.43 billion | $2.9 billion | 17.6% | 1% |

Source: IAB/PwC Internet Advertising Revenue Reports, full years 2024 and 2025. Categories overlap, so shares sum to more than 100%. Commerce media was called retail media in the 2024 report.

## US ad spend forecast by channel for 2026

IAB expects social media, connected TV and commerce media to grow fastest in 2026. Linear TV is the only channel forecast to shrink.

IAB's September 2026 update put social media growth at 16.5%, connected TV at 15.6% and commerce media at 13.6%. Paid search is forecast at 8.1%. Linear TV is forecast to fall 1.5%, an 18.0 point gap to social, calculated by StatisticsGlobal.

Most forecasts moved up between January and September. Social rose most, by 1.9 points. DOOH fell most, by 0.4 points. Paid search barely moved. The pattern matches the revenue data, where social grew three times as fast as search in 2025. For the TV side, see our [TV advertising statistics](https://statisticsglobal.org/tv-advertising-statistics/).

- US ad spend is forecast to grow 12.3% in 2026, up from a 9.5% forecast in January 2026, according to IAB. Source: IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (10 September 2026) https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/
- US social media ad spend is forecast to grow 16.5% in 2026, the fastest of any channel, according to IAB. Source: IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (10 September 2026) https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/
- US connected TV ad spend is forecast to grow 15.6% in 2026, according to IAB. Source: IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (10 September 2026) https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/
- US commerce media ad spend is forecast to grow 13.6% in 2026, according to IAB. Source: IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (10 September 2026) https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/
- US paid search ad spend is forecast to grow 8.1% in 2026, according to IAB. Source: IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (10 September 2026) https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/
- US linear TV ad spend is forecast to fall 1.5% in 2026, according to IAB. Source: IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (10 September 2026) https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/
- The 2026 US growth forecast for social media ads is 18.0 points above linear TV, calculated by StatisticsGlobal from IAB data. Source: IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (10 September 2026) https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/
- Adapting to consumer behaviour, including AI-driven search, was the top media investment challenge for 44% of US ad buyers in 2026, according to IAB. Source: IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (10 September 2026) https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/

Table: IAB 2026 US ad spend growth forecasts by channel, January and September

| Channel | January forecast | September forecast | Change |
|---|---|---|---|
| Social media | 14.6% | 16.5% | +1.9 pts |
| CTV | 13.8% | 15.6% | +1.8 pts |
| Commerce media | 12.1% | 13.6% | +1.5 pts |
| Digital video excl. CTV | 9.6% | 9.4% | -0.2 pts |
| Podcasts | 8.6% | 8.7% | +0.1 pts |
| Paid search | 8.2% | 8.1% | -0.1 pts |
| DOOH | 7.4% | 7.0% | -0.4 pts |
| Linear TV | -1.7% | -1.5% | +0.2 pts |

Source: IAB, 2026 Outlook Study: September Update (10 September 2026). Survey of more than 200 US brand and agency ad investment decision-makers.

## Social media, video and creator ad spend growth

Social and video drove most of the growth in both the US and Europe. Creator advertising is now tracked as its own channel.

US social ad revenue grew 81.4% from 2023 to 2025, against 28.6% for search, calculated by StatisticsGlobal from IAB and PwC data. Digital video grew 65.6% from 2022 to 2025.

IAB projects US digital video ad spend to pass $80 billion in 2026, up 11%. That projection comes from a separate IAB study with Advertiser Perceptions and Guideline, so it should not be read as a follow-on to the $78 billion IAB/PwC revenue figure for 2025. IAB says social video (13%) is growing faster than CTV (11%) within it.

Creator advertising spend reached $37 billion in 2025, and IAB projects $44 billion in 2026. That is 18.9% growth, calculated by StatisticsGlobal.

- US social media ad revenue grew 81.4% from 2023 to 2025, calculated by StatisticsGlobal from IAB and PwC data. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US digital video ad revenue grew 65.6% from 2022 to 2025, calculated by StatisticsGlobal from IAB and PwC data. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US search ad revenue grew 28.6% from 2023 to 2025, calculated by StatisticsGlobal from IAB and PwC data. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US digital video ad spend is projected to pass $80 billion in 2026, growing 11% year on year, according to IAB. Source: IAB, U.S. Digital Video Ad Spend to Surpass $80B in 2026; Growing 20% Faster Than the Total Ad Market, According to IAB (5 May 2026) https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/
- US creator advertising spend reached $37 billion in 2025, according to IAB and PwC. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
- US creator ad spend is projected to grow 18.9% in 2026, calculated by StatisticsGlobal from IAB data. Source: IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025) (16 April 2026) https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/

Table: US ad revenue by category, 2022 to 2025, $ billion

| Category | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|
| Social media | not stated | 64.9 | 88.8 | 117.7 |
| Search | not stated | 88.8 | 102.9 | 114.2 |
| Digital video | 47.1 | 52.1 | 62.1 | 78 |

Source: IAB/PwC Internet Advertising Revenue Reports, full years 2022 to 2025, as first published. "Not stated" means the 2022 press release gave no total for that category.

## Digital advertising in Europe and at the largest platforms

Europe grew more slowly than the US in 2025, but in the same channels. The two largest ad sellers grew faster than the US market.

European digital ad spend grew 10.5% to €131.1 billion in 2025 across 30 markets, according to IAB Europe. That is 3.4 points slower than US growth. IAB Europe puts real growth, after inflation, at 9.4%.

Social is a smaller share in Europe, at 27.1% of digital spend against 40.0% in the US. Video and social both grew about 19% in Europe. Paid search grew 8.8%, close to the 11% US rate.

Meta's advertising revenue grew 22.1% worldwide in 2025 to $196.2 billion, calculated by StatisticsGlobal. Ads made up 97.6% of its revenue. Growth came from both more ads (impressions up 12%) and higher prices (up 9%).

Google advertising revenue grew 13.6% in the fourth quarter of 2025. Search grew 16.7%, YouTube ads 8.7%, and Google Network, which places ads on other sites, fell 1.6%. Alphabet's release gives these lines only by quarter, so we do not show a full-year Google ad total. For AI use in campaigns, see our [AI marketing statistics](https://statisticsglobal.org/ai-marketing-statistics/).

- European digital advertising spend reached €131.1 billion in 2025, up 10.5%, according to IAB Europe. Source: IAB Europe, IAB Europe's AdEx Benchmark 2025 Report (7 July 2026) https://iabeurope.eu/iab-europes-adex-benchmark-2025-report/
- European social advertising spend reached €35.5 billion in 2025, up 19.2%, according to IAB Europe. Source: IAB Europe, IAB Europe's AdEx Benchmark 2025 Report (7 July 2026) https://iabeurope.eu/iab-europes-adex-benchmark-2025-report/
- European video advertising spend reached €34.0 billion in 2025, up 19.6%, according to IAB Europe. Source: IAB Europe, IAB Europe's AdEx Benchmark 2025 Report (7 July 2026) https://iabeurope.eu/iab-europes-adex-benchmark-2025-report/
- European retail media spend reached €13.3 billion in 2025, up 16.7%, according to IAB Europe. Source: IAB Europe, IAB Europe's AdEx Benchmark 2025 Report (7 July 2026) https://iabeurope.eu/iab-europes-adex-benchmark-2025-report/
- European paid search spend grew 8.8% in 2025, according to IAB Europe. Source: IAB Europe, IAB Europe's AdEx Benchmark 2025 Report (7 July 2026) https://iabeurope.eu/iab-europes-adex-benchmark-2025-report/
- Social advertising made up 27.1% of European digital ad spend in 2025, calculated by StatisticsGlobal from IAB Europe data. Source: IAB Europe, IAB Europe's AdEx Benchmark 2025 Report (7 July 2026) https://iabeurope.eu/iab-europes-adex-benchmark-2025-report/
- European digital ad spend grew 3.4 points slower than US internet ad revenue in 2025, calculated by StatisticsGlobal from IAB Europe and IAB data. Source: IAB Europe, IAB Europe's AdEx Benchmark 2025 Report (7 July 2026) https://iabeurope.eu/iab-europes-adex-benchmark-2025-report/
- Meta advertising revenue reached $196.2 billion worldwide in 2025, according to Meta Platforms. Source: Meta Platforms, Meta Reports Fourth Quarter and Full Year 2025 Results (28 January 2026) https://s21.q4cdn.com/399680738/files/doc_news/Meta-Reports-Fourth-Quarter-and-Full-Year-2025-Results-2026.pdf
- Meta advertising revenue grew 22.1% worldwide in 2025, calculated by StatisticsGlobal from Meta Platforms data. Source: Meta Platforms, Meta Reports Fourth Quarter and Full Year 2025 Results (28 January 2026) https://s21.q4cdn.com/399680738/files/doc_news/Meta-Reports-Fourth-Quarter-and-Full-Year-2025-Results-2026.pdf
- Advertising made up 97.6% of Meta revenue in 2025, calculated by StatisticsGlobal from Meta Platforms data. Source: Meta Platforms, Meta Reports Fourth Quarter and Full Year 2025 Results (28 January 2026) https://s21.q4cdn.com/399680738/files/doc_news/Meta-Reports-Fourth-Quarter-and-Full-Year-2025-Results-2026.pdf
- Meta average price per ad rose 9% and ad impressions rose 12% worldwide in 2025, according to Meta Platforms. Source: Meta Platforms, Meta Reports Fourth Quarter and Full Year 2025 Results (28 January 2026) https://s21.q4cdn.com/399680738/files/doc_news/Meta-Reports-Fourth-Quarter-and-Full-Year-2025-Results-2026.pdf
- Google advertising revenue reached $82.3 billion worldwide in the fourth quarter of 2025, according to Alphabet. Source: Alphabet, Alphabet Announces Fourth Quarter and Fiscal Year 2025 Results (4 February 2026) https://s206.q4cdn.com/479360582/files/doc_financials/2025/q4/2025q4-alphabet-earnings-release.pdf
- Google advertising revenue grew 13.6% worldwide in the fourth quarter of 2025, calculated by StatisticsGlobal from Alphabet data. Source: Alphabet, Alphabet Announces Fourth Quarter and Fiscal Year 2025 Results (4 February 2026) https://s206.q4cdn.com/479360582/files/doc_financials/2025/q4/2025q4-alphabet-earnings-release.pdf
- Google Search and other ad revenue grew 16.7% worldwide in the fourth quarter of 2025, calculated by StatisticsGlobal from Alphabet data. Source: Alphabet, Alphabet Announces Fourth Quarter and Fiscal Year 2025 Results (4 February 2026) https://s206.q4cdn.com/479360582/files/doc_financials/2025/q4/2025q4-alphabet-earnings-release.pdf
- YouTube ad revenue reached $11.4 billion worldwide in the fourth quarter of 2025, up 8.7%, calculated by StatisticsGlobal from Alphabet data. Source: Alphabet, Alphabet Announces Fourth Quarter and Fiscal Year 2025 Results (4 February 2026) https://s206.q4cdn.com/479360582/files/doc_financials/2025/q4/2025q4-alphabet-earnings-release.pdf
- Google Network ad revenue fell 1.6% worldwide in the fourth quarter of 2025, calculated by StatisticsGlobal from Alphabet data. Source: Alphabet, Alphabet Announces Fourth Quarter and Fiscal Year 2025 Results (4 February 2026) https://s206.q4cdn.com/479360582/files/doc_financials/2025/q4/2025q4-alphabet-earnings-release.pdf

Table: Advertising revenue growth at Meta and Google, worldwide

| Company and line | Period | Revenue | Growth on a year earlier |
|---|---|---|---|
| Meta advertising | Full year 2025 | $196,175 million | 22.1% |
| Meta advertising | Q4 2025 | $58,137 million | 24.3% |
| Google advertising, total | Q4 2025 | $82,284 million | 13.6% |
| Google Search and other | Q4 2025 | $63,073 million | 16.7% |
| YouTube ads | Q4 2025 | $11,383 million | 8.7% |
| Google Network | Q4 2025 | $7,828 million | -1.6% |

Sources: Meta Platforms, fourth quarter and full year 2025 results (28 January 2026); Alphabet, fourth quarter 2025 results (4 February 2026). Growth rates calculated by StatisticsGlobal.

## How the sources measure digital advertising

The figures on this page come from three kinds of source. Each measures something different.

The IAB/PwC report measures US revenue reported to PwC by companies that sell online ads, plus public company data. PwC does not audit the figures. Categories overlap, and IAB renames them over time, as with retail media becoming commerce media. Totals are as first published and may be revised later.

IAB's forecasts and its video study are surveys of ad buyers. They show expectations, not results, and cover total ad spend including TV. They can move a lot within a year, as the 2026 forecast did.

IAB Europe's AdEx Benchmark harmonises data from 30 national markets in euros. Growth is nominal unless stated. Meta and Alphabet report worldwide revenue, so their figures cannot be compared with the US or Europe totals. We did not use global market estimates that sit behind paywalls.


## Frequently asked questions

### How much is spent on digital advertising in the US?

US internet advertising revenue reached $294.6 billion in 2025, according to IAB and PwC. That was up 13.9% from $258.6 billion in 2024.

### Is social media now bigger than search advertising?

Yes, in the US. Social media ad revenue reached $117.7 billion in 2025 and search $114.2 billion, according to IAB and PwC. Social led by $3.5 billion, calculated by StatisticsGlobal.

### How fast will ad spend grow in 2026?

IAB forecasts US ad spend growth of 12.3% in 2026, raised in September from 9.5% in January. Social media (16.5%) and CTV (15.6%) are forecast to grow fastest. Linear TV is forecast to fall 1.5%.

### How big is digital advertising in Europe?

European digital ad spend reached €131.1 billion in 2025, up 10.5% across 30 markets, according to IAB Europe. Real growth after inflation was 9.4%.

### Which digital ad channel is growing fastest?

In the US, social media ad revenue grew 32.6% in 2025, ahead of digital video at 25.4%, according to IAB and PwC. In Europe, social video grew fastest at 25.7%, according to IAB Europe.

### How much do Meta and Google earn from advertising?

Meta advertising revenue was $196.2 billion worldwide in 2025, according to Meta Platforms. Google advertising revenue was $82.3 billion in the fourth quarter of 2025 alone, according to Alphabet.

## Sources

1. IAB and PwC, Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025), 16 April 2026. https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/
2. IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations, 10 September 2026. https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/
3. IAB Europe, IAB Europe's AdEx Benchmark 2025 Report, 7 July 2026. https://iabeurope.eu/iab-europes-adex-benchmark-2025-report/
4. IAB and PwC, Digital Ad Revenue Surges 15% YoY in 2024, Climbing to $259B, According to IAB, 17 April 2025. https://www.iab.com/news/digital-ad-revenue-2024/
5. IAB and PwC, 2023 U.S. Digital Advertising Industry Hits New Record, According to IAB's Annual Internet Advertising Revenue Report, 16 April 2024. https://www.iab.com/news/2023-u-s-digital-advertising-industry-hits-new-record-according-to-iabs-annual-internet-advertising-revenue-report/
6. IAB and PwC, Despite Headwinds, Digital Advertising Delivered Double-Digit Growth in 2022, According to the IAB Internet Advertising Revenue Report, 12 April 2023. https://www.iab.com/news/despite-headwinds-digital-advertising-delivered-double-digit-growth-in-2022-according-to-the-iab-internet-advertising-revenue-report/
7. IAB, U.S. Digital Video Ad Spend to Surpass $80B in 2026; Growing 20% Faster Than the Total Ad Market, According to IAB, 5 May 2026. https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/
8. Meta Platforms, Meta Reports Fourth Quarter and Full Year 2025 Results, 28 January 2026. https://s21.q4cdn.com/399680738/files/doc_news/Meta-Reports-Fourth-Quarter-and-Full-Year-2025-Results-2026.pdf
9. Alphabet, Alphabet Announces Fourth Quarter and Fiscal Year 2025 Results, 4 February 2026. https://s206.q4cdn.com/479360582/files/doc_financials/2025/q4/2025q4-alphabet-earnings-release.pdf