Digital Advertising Statistics 2026: Spend, Channels and Forecasts
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.
Source: IAB/PwC Internet Advertising Revenue Reports.
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US internet advertising revenue reached $294.6 billion in 2025, according to IAB and PwC.
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US internet advertising revenue grew 13.9% year on year in 2025, according to IAB and PwC.
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US internet advertising revenue rose by $36.0 billion in 2025, calculated by StatisticsGlobal from IAB and PwC data.
How we calculated it: $294.6 billion in 2025 - $258.6 billion in 2024 (IAB/PwC full-year 2024 report) = $36.0 billion.
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US internet advertising revenue reached $258.6 billion in 2024, up 14.9% year on year, according to IAB and PwC.
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US internet advertising revenue reached $225 billion in 2023, up 7.3% year on year, according to IAB and PwC.
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US internet advertising revenue reached $209.7 billion in 2022, up 10.8% year on year, according to IAB and PwC.
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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.
How we calculated it: ($294.6 billion in 2025 / $209.7 billion in 2022)^(1/3) - 1 = 12.0% a year. Inputs from the IAB/PwC full-year 2025 and 2022 reports.
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US ad spend is forecast to grow 12.3% in 2026, up from a 9.5% forecast in January 2026, according to IAB.
| 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% |
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.
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.
Source: IAB/PwC Internet Advertising Revenue Reports.
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US search ad revenue reached $114.2 billion in 2025, up 11% year on year, according to IAB and PwC.
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US display ad revenue reached $81.6 billion in 2025, up 9.8% year on year, according to IAB and PwC.
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US digital video ad revenue reached $78 billion in 2025, up 25.4% year on year, according to IAB and PwC.
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US commerce media ad revenue reached $63.4 billion in 2025, up 18.0% year on year, according to IAB and PwC.
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US podcast ad revenue reached $2.9 billion in 2025, up 17.6% year on year, according to IAB and PwC.
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US programmatic ad revenue reached $162.4 billion in 2025, up 20.5% year on year, according to IAB and PwC.
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US creator advertising spend reached $37 billion in 2025, according to IAB and PwC.
| 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% |
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.
Source: IAB, 2026 Outlook Study: September Update.
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US ad spend is forecast to grow 12.3% in 2026, up from a 9.5% forecast in January 2026, according to IAB.
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US connected TV ad spend is forecast to grow 15.6% in 2026, according to IAB.
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US commerce media ad spend is forecast to grow 13.6% in 2026, according to IAB.
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US paid search ad spend is forecast to grow 8.1% in 2026, according to IAB.
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US linear TV ad spend is forecast to fall 1.5% in 2026, according to IAB.
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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.
| 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 |
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.
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US digital video ad revenue grew 65.6% from 2022 to 2025, calculated by StatisticsGlobal from IAB and PwC data.
How we calculated it: $78 billion in 2025 / $47.1 billion in 2022 (IAB/PwC full-year 2022 report) - 1 = 65.6%.
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US search ad revenue grew 28.6% from 2023 to 2025, calculated by StatisticsGlobal from IAB and PwC data.
How we calculated it: $114.2 billion in 2025 / $88.8 billion in 2023 (IAB/PwC full-year 2023 report) - 1 = 28.6%.
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US digital video ad spend is projected to pass $80 billion in 2026, growing 11% year on year, according to IAB.
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US creator advertising spend reached $37 billion in 2025, according to IAB and PwC.
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US creator ad spend is projected to grow 18.9% in 2026, calculated by StatisticsGlobal from IAB data.
How we calculated it: $44 billion projected for 2026 / $37 billion in 2025 - 1 = 18.9%.
| 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 |
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.
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European digital advertising spend reached €131.1 billion in 2025, up 10.5%, according to IAB Europe.
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European video advertising spend reached €34.0 billion in 2025, up 19.6%, according to IAB Europe.
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European retail media spend reached €13.3 billion in 2025, up 16.7%, according to IAB Europe.
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European paid search spend grew 8.8% in 2025, according to IAB Europe.
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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.
How we calculated it: 10.5% nominal growth in Europe (IAB Europe) - 13.9% growth in the US (IAB/PwC) = -3.4 percentage points. Each in local currency.
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Meta advertising revenue reached $196.2 billion worldwide in 2025, according to Meta Platforms.
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Meta advertising revenue grew 22.1% worldwide in 2025, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $196,175 million in 2025 / $160,633 million in 2024 - 1 = 22.1%.
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Meta average price per ad rose 9% and ad impressions rose 12% worldwide in 2025, according to Meta Platforms.
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Google advertising revenue reached $82.3 billion worldwide in the fourth quarter of 2025, according to Alphabet.
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Google advertising revenue grew 13.6% worldwide in the fourth quarter of 2025, calculated by StatisticsGlobal from Alphabet data.
How we calculated it: $82,284 million in Q4 2025 / $72,461 million in Q4 2024 - 1 = 13.6%.
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Google Search and other ad revenue grew 16.7% worldwide in the fourth quarter of 2025, calculated by StatisticsGlobal from Alphabet data.
How we calculated it: $63,073 million in Q4 2025 / $54,034 million in Q4 2024 - 1 = 16.7%.
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YouTube ad revenue reached $11.4 billion worldwide in the fourth quarter of 2025, up 8.7%, calculated by StatisticsGlobal from Alphabet data.
How we calculated it: $11,383 million in Q4 2025 / $10,473 million in Q4 2024 - 1 = 8.7%.
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Google Network ad revenue fell 1.6% worldwide in the fourth quarter of 2025, calculated by StatisticsGlobal from Alphabet data.
How we calculated it: $7,828 million in Q4 2025 / $7,954 million in Q4 2024 - 1 = -1.6%.
| 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% |
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
- 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. Link · Saved data copy
- IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations, 10 September 2026. Link · Saved data copy
- IAB Europe, IAB Europe's AdEx Benchmark 2025 Report, 7 July 2026. Link · Saved data copy
- IAB and PwC, Digital Ad Revenue Surges 15% YoY in 2024, Climbing to $259B, According to IAB, 17 April 2025. Link · Saved data copy
- IAB and PwC, 2023 U.S. Digital Advertising Industry Hits New Record, According to IAB's Annual Internet Advertising Revenue Report, 16 April 2024. Link · Saved data copy
- IAB and PwC, Despite Headwinds, Digital Advertising Delivered Double-Digit Growth in 2022, According to the IAB Internet Advertising Revenue Report, 12 April 2023. Link · Saved data copy
- 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. Link · Saved data copy
- Meta Platforms, Meta Reports Fourth Quarter and Full Year 2025 Results, 28 January 2026. Link · Saved data copy
- Alphabet, Alphabet Announces Fourth Quarter and Fiscal Year 2025 Results, 4 February 2026. Link · Saved data copy
Changes to this page
- : Page published with IAB/PwC data to full year 2025 and IAB forecasts to September 2026.