Facebook Advertising Statistics 2026: Revenue, Prices, Users and Costs
Meta advertising revenue was $63.1 billion in the third quarter of 2026, up 26% year on year, according to Meta Platforms. For full-year 2025 it was $196.2 billion, up 22.1%. Growth in 2026 is coming more from price than volume. Average price per ad rose 14% in Q3 2026 while ad impressions rose 10%. Meta does not split this revenue between Facebook and Instagram.
Key statistics
- Meta advertising revenue was $63.1 billion worldwide in the third quarter of 2026, up 26% year on year, according to Meta Platforms.
- Meta advertising revenue reached $196.2 billion worldwide in 2025, according to Meta Platforms.
- Meta ad impressions rose 10% and average price per ad rose 14% worldwide in the third quarter of 2026, according to Meta Platforms.
- Meta Family daily active people averaged 3.64 billion in September 2026, up 3% year on year, according to Meta Platforms.
- 71% of US adults used Facebook in 2025, according to Pew Research Center.
Facebook advertising revenue by year
Meta reports advertising revenue for its whole Family of Apps. That covers Facebook, Instagram, Messenger and ads in third-party apps. It does not report Facebook on its own, so these are the closest public figures for Facebook advertising.
Meta's ad revenue has grown by more than a fifth for two years running. It rose 21.7% in 2024 and 22.1% in 2025, to $196.2 billion. Growth sped up again in 2026. Ad revenue for the first nine months was $177.4 billion, up 29%.
Each quarter of 2026 has set a new high so far. Q1 was about $55.0 billion, Q2 $59.4 billion and Q3 $63.1 billion. Q4 was the biggest quarter of 2025. Meta guides to $73 billion to $76 billion of total revenue for Q4 2026. Added to the first nine months, that would put 2026 revenue at $254.7 billion to $257.7 billion, up 27% to 28%.
Advertising is almost the whole business. It made up 97.6% of Meta's revenue in Q3 2026. The rest is mostly WhatsApp paid messaging, subscriptions and Reality Labs hardware.
Source: Meta Platforms filings. Q4 2025 and Q1 2026 calculated by StatisticsGlobal from annual, half-year and nine-month totals.
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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 reached $160.6 billion worldwide in 2024, according to Meta Platforms.
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Meta advertising revenue reached $131.9 billion worldwide in 2023, according to Meta Platforms.
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Meta advertising revenue was $113.6 billion worldwide in 2022, 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 advertising revenue grew 21.7% worldwide in 2024, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $160,633 million in 2024 / $131,948 million in 2023 - 1 = 21.7%.
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Meta advertising revenue grew 16.1% worldwide in 2023, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $131,948 million in 2023 / $113,642 million in 2022 - 1 = 16.1%. Both figures from the fiscal 2024 Form 10-K.
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Meta advertising revenue was $63.1 billion worldwide in the third quarter of 2026, up 26% year on year, according to Meta Platforms.
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Meta advertising revenue reached $177.4 billion worldwide in the first nine months of 2026, up 29%, according to Meta Platforms.
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Meta advertising revenue was about $58.1 billion worldwide in the fourth quarter of 2025, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $196,175 million full-year 2025 advertising revenue (Form 10-K) - $138,037 million for the first nine months of 2025 (Q3 2026 results, prior-year column) = $58,138 million.
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Meta advertising revenue was about $55.0 billion worldwide in the first quarter of 2026, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $114,387 million first-half 2026 advertising revenue - $59,363 million in Q2 2026 = $55,024 million. Both from the Q2 2026 Form 10-Q.
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Meta advertising revenue was $59.4 billion worldwide in the second quarter of 2026, according to Meta Platforms.
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Meta expects total revenue of $73 billion to $76 billion in the fourth quarter of 2026, according to Meta Platforms.
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Meta total revenue is on track for $254.7 billion to $257.7 billion in 2026, up 27% to 28%, calculated by StatisticsGlobal from Meta Platforms guidance.
How we calculated it: $181,712 million revenue for the first nine months of 2026 + Q4 2026 guidance of $73,000 to $76,000 million = $254,712 to $257,712 million. Compared with $200,966 million in 2025 (Form 10-K): +26.7% to +28.2%.
| Period | Advertising revenue | Change on previous year |
|---|---|---|
| 2022 | $113.6bn | Not shown |
| 2023 | $131.9bn | +16.1% |
| 2024 | $160.6bn | +21.7% |
| 2025 | $196.2bn | +22.1% |
| Jan to Sep 2026 | $177.4bn | +29% (vs Jan to Sep 2025) |
Meta ad impressions and average price per ad
Meta explains its ad revenue with two numbers. Ad impressions count how many ads it showed. Average price per ad is ad revenue divided by ads delivered. Meta only gives the yearly change in each, never the absolute price.
The mix has flipped since 2023. In 2023 Meta showed 28% more ads, but the average price fell 9%. Reels and fast-growing regions added cheap impressions. Revenue grew just 16.1%. In 2024 and 2025 volume and price grew at similar rates.
In 2026 price is leading. Average price per ad rose 13% in the first nine months and 14% in Q3. Impressions rose 10% in Q3, slower than the 14% for the nine months. Meta credits better ad targeting and measurement tools for the higher demand.
The two rates explain revenue well. 1.10 times 1.14 gives 25.4% growth in Q3 2026. Reported ad revenue growth was 25.9%. The small gap is rounding, because Meta reports both rates as whole numbers.
- Ad impressions
- Average price per ad
Source: Meta Platforms Form 10-K for 2024 and 2025, Q3 2026 Form 10-Q.
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Meta ad impressions rose 10% and average price per ad rose 14% worldwide in the third quarter of 2026, according to Meta Platforms.
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Meta ad impressions rose 14% and average price per ad rose 13% in the first nine months of 2026, according to Meta Platforms.
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Meta ad impressions rose 12% and average price per ad rose 9% worldwide in 2025, according to Meta Platforms.
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Meta ad impressions rose 11% and average price per ad rose 10% worldwide in 2024, according to Meta Platforms.
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Meta ad impressions rose 28% while average price per ad fell 9% worldwide in 2023, according to Meta Platforms.
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Impression and price growth combine to 25.4% for Meta in the third quarter of 2026, against 25.9% ad revenue growth, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: 1.10 (impressions) x 1.14 (price per ad) - 1 = 25.4%. Reported ad revenue growth: $63,061m / $50,082m - 1 = 25.9%. The gap comes from Meta rounding both growth rates to whole numbers.
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Price per ad cut 2023 Meta ad growth from a 28% rise in impressions to 16.5%, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: 1.28 (impressions) x 0.91 (price per ad) - 1 = 16.5%. Reported ad revenue growth in 2023 was 16.1% ($131,948m / $113,642m - 1).
| Period | Ad impressions | Average price per ad | Ad revenue growth |
|---|---|---|---|
| 2023 | +28% | -9% | +16.1% |
| 2024 | +11% | +10% | +21.7% |
| 2025 | +12% | +9% | +22.1% |
| Jan to Sep 2026 | +14% | +13% | +29% |
| Q3 2026 | +10% | +14% | +26% |
Facebook ad revenue by region
Meta splits revenue by the billing address of its customers. This is total revenue, but advertising is about 98% of it. The figures show where advertisers are based, not where the people who saw the ads live.
US and Canada advertisers are the largest group and the fastest growing. They spent $26.2 billion with Meta in Q3 2026, up 33.0%. That is 40.6% of all revenue. In 2025 the region grew 24.8%, again the fastest.
Rest of World, which covers Africa, Latin America and the Middle East, grew 30.1% in Q3 2026. Asia-Pacific grew slowest at 18.8%, even though Meta says Asia-Pacific led growth in ad impressions. Meta says much of its impression growth comes from geographies that monetise at lower rates.
Meta also publishes revenue by user location, which gives different splits. We use the customer-address figures here because they appear in the notes to the financial statements.
Source: Meta Platforms Form 10-Q, Q3 2026. Calculated by StatisticsGlobal.
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Meta revenue from US and Canada customers was $26.2 billion in the third quarter of 2026, according to Meta Platforms.
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Meta revenue from US and Canada customers grew 33.0% in the third quarter of 2026, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $26,217 million in Q3 2026 / $19,708 million in Q3 2025 - 1 = 33.0%.
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Meta revenue from European customers grew 21.2% to $14.0 billion in the third quarter of 2026, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $14,023 million in Q3 2026 / $11,566 million in Q3 2025 - 1 = 21.2%. Europe includes Russia and Turkey.
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Meta revenue from Asia-Pacific customers grew 18.8% to $17.0 billion in the third quarter of 2026, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $16,993 million in Q3 2026 / $14,304 million in Q3 2025 - 1 = 18.8%.
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Meta revenue from Rest of World customers grew 30.1% to $7.4 billion in the third quarter of 2026, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $7,368 million in Q3 2026 / $5,664 million in Q3 2025 - 1 = 30.1%. Rest of World is Africa, Latin America and the Middle East.
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Meta revenue from US and Canada customers was $78.9 billion in 2025, up from $63.2 billion in 2024, according to Meta Platforms.
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Meta revenue from US and Canada customers grew 24.8% in 2025, faster than any other region, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $78,866 million in 2025 / $63,207 million in 2024 - 1 = 24.8%. Other regions: Europe +21.4%, Asia-Pacific +19.6%, Rest of World +21.1%.
| Region | Q3 2025 | Q3 2026 | Change | Share of Q3 2026 total |
|---|---|---|---|---|
| US and Canada | $19.7bn | $26.2bn | +33.0% | 40.6% |
| Asia-Pacific | $14.3bn | $17.0bn | +18.8% | 26.3% |
| Europe | $11.6bn | $14.0bn | +21.2% | 21.7% |
| Rest of World | $5.7bn | $7.4bn | +30.1% | 11.4% |
Facebook users statistics
Meta no longer reports Facebook users on their own. It reports daily active people (DAP) across Facebook, Instagram, Messenger and WhatsApp. Survey data from Pew and Ofcom shows how many adults use Facebook itself.
Meta's audience is growing slowly. DAP was 3.64 billion in September 2026, up 3%. Revenue per person is growing much faster. Average revenue per person (ARPP) was $17.72 in Q3 2026, up 23%. Most of Meta's growth now comes from earning more per user, not from new users.
In the US, 71% of adults used Facebook in 2025, according to Pew. Only YouTube reached more, at 84%. Facebook is strongest among adults aged 30 to 49, at 80%. It is also used often. 37% of US adults visit it several times a day.
In the UK, Facebook is the top social platform for news. 39% of adults got news there in 2025-26, according to Ofcom, ahead of YouTube at 33% and Instagram at 26%. Only Google search ranked higher among online sources.
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Meta Family daily active people averaged 3.64 billion in September 2026, up 3% year on year, according to Meta Platforms.
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Meta Family daily active people averaged 3.58 billion in December 2025, up 7% year on year, according to Meta Platforms.
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Meta average revenue per person was $17.72 worldwide in the third quarter of 2026, up 23%, according to Meta Platforms.
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Meta annual average revenue per person was $57.03 worldwide in 2025, up 15%, according to Meta Platforms.
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Meta earned about $17.32 in ad revenue per daily active person in the third quarter of 2026, calculated by StatisticsGlobal from Meta Platforms data.
How we calculated it: $63,061 million Q3 2026 advertising revenue / 3,640 million DAP (September 2026 average) = $17.32. Meta's own ARPP ($17.72) uses all Family of Apps revenue and the average of DAP at the start and end of the quarter.
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71% of US adults used Facebook in 2025, according to Pew Research Center.
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84% of US adults used YouTube in 2025, compared with 71% for Facebook, according to Pew Research Center.
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50% of US adults used Instagram and 37% used TikTok in 2025, according to Pew Research Center.
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80% of US adults aged 30 to 49 used Facebook in 2025, the highest of any age group, according to Pew Research Center.
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37% of US adults visited Facebook several times a day in 2025, against 33% for YouTube, according to Pew Research Center.
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39% of UK adults got news from Facebook in 2025-26, the most of any social platform, according to Ofcom.
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33% of UK adults got news from YouTube and 26% from Instagram in 2025-26, according to Ofcom.
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Facebook reached 6 percentage points more UK adults for news than YouTube in 2025-26, calculated by StatisticsGlobal from Ofcom data.
How we calculated it: 39% Facebook - 33% YouTube = 6 points. Share of UK adults 16+ who used each platform for news in the past month.
| Platform | US adults, any use (Pew) | UK adults, for news (Ofcom) |
|---|---|---|
| 71% | 39% | |
| YouTube | 84% | 33% |
| 50% | 26% | |
| TikTok | 37% | 20% |
Facebook advertising cost trends
Meta never publishes cost per click (CPC) or cost per thousand impressions. The only public benchmarks come from ad-tech vendors that run campaigns for clients. LocaliQ publishes the most detailed free set for the US.
LocaliQ's US clients paid a median $0.60 per click on Facebook traffic campaigns in its 2026 benchmarks, down from $0.70. Click-through rate rose to 1.93% from 1.71%. Lead campaigns cost more per click, at $1.80, about three times as much. The median cost per lead was $27.39, close to last year.
These benchmarks point the other way from Meta's own data. Meta's average price per ad rose 13% in the first nine months of 2026. LocaliQ's median traffic CPC fell 14.3%. Both can be true. Meta's figure covers every ad worldwide. LocaliQ's sample is 1,377 US traffic campaigns run through its own platform. A cheaper click can still come from a dearer impression if more people click.
Costs vary by industry. Traffic CPC ranged from $0.34 in arts and entertainment to $0.86 in finance and insurance. See our click-through rate benchmarks for how Facebook compares with search ads and email.
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Facebook traffic ads had a median cost per click of $0.60 in the US in 2026, down from $0.70, according to LocaliQ.
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Facebook traffic ads had a median click-through rate of 1.93% in the US in 2026, up from 1.71%, according to LocaliQ.
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Facebook lead ads had a median click-through rate of 2.70% and cost per click of $1.80 in the US in 2026, according to LocaliQ.
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Facebook lead ads had a median cost per lead of $27.39 in the US in 2026, almost flat on 2025, according to LocaliQ.
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Facebook lead ads had a median conversion rate of 8.54% in the US in 2026, according to LocaliQ.
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A click on a Facebook lead ad cost 3 times a click on a traffic ad in the US in 2026, calculated by StatisticsGlobal from LocaliQ data.
How we calculated it: $1.80 median CPC for leads campaigns / $0.60 median CPC for traffic campaigns = 3.0.
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Facebook traffic ad CPC ranged from $0.34 in arts and entertainment to $0.86 in finance and insurance in the US in 2026, according to LocaliQ.
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Meta average price per ad rose 13% in the first nine months of 2026 while LocaliQ clients' Facebook traffic CPC fell 14.3%, calculated by StatisticsGlobal.
How we calculated it: Meta: average price per ad +13% year on year, first nine months of 2026 (Form 10-Q). LocaliQ: median US traffic CPC $0.60 vs $0.70 a year earlier = -14.3%. Different scopes: all Meta ads worldwide vs a vendor sample of US campaigns.
| Metric | Traffic campaigns | Leads campaigns |
|---|---|---|
| Click-through rate | 1.93% | 2.70% |
| Cost per click | $0.60 | $1.80 |
| Conversion rate | Not reported | 8.54% |
| Cost per lead | Not reported | $27.39 |
| Campaigns in sample | 1,377 | 452 |
Facebook ads vs other platforms
Alphabet is the most direct comparison. It reports Google advertising as Search, YouTube and Google Network.
Meta is closing the gap on Google. In Q2 2026, Meta's ad revenue was $59.4 billion and Google's was $81.6 billion. Meta was 72.7% of Google's size. Meta's ad revenue grew 27.5% that quarter, almost twice Google's 14.4%.
Q2 2026 is the latest quarter with results from both companies at the time of writing. For a wider view of the ad market, see our digital advertising statistics.
Sources: Alphabet and Meta Platforms Q2 2026 filings.
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Google advertising revenue was $81.6 billion worldwide in the second quarter of 2026, up from $71.3 billion, according to Alphabet.
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Meta advertising revenue equalled 72.7% of Google advertising revenue in the second quarter of 2026, calculated by StatisticsGlobal from Meta Platforms and Alphabet data.
How we calculated it: $59,363 million Meta advertising revenue (Q2 2026 Form 10-Q) / $81,629 million Google advertising revenue (Alphabet Q2 2026 results) = 72.7%.
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Meta ad revenue grew 27.5% in the second quarter of 2026, against 14.4% for Google advertising, calculated by StatisticsGlobal from Meta Platforms and Alphabet data.
How we calculated it: Meta: $59,363m / $46,563m - 1 = 27.5%. Google advertising: $81,629m / $71,340m - 1 = 14.4%. Gap 13.1 points.
| Company | Q2 2025 | Q2 2026 | Change |
|---|---|---|---|
| Google advertising | $71.3bn | $81.6bn | +14.4% |
| Meta advertising | $46.6bn | $59.4bn | +27.5% |
How these sources measure Facebook advertising
No source measures Facebook ads alone. Read each number in its own scope.
Meta's filings cover all its apps together. Ad impressions and price per ad are company-wide averages. A shift towards cheaper formats like Reels or towards lower-priced regions lowers the average price even if prices for the same ad rise. Regional revenue is by advertiser billing address. Quarterly figures are unaudited.
DAP and ARPP are Meta's estimates. Meta says the error margin for DAP is about 3% and that in Q4 2025 it estimated under 5% of DAP were violating accounts such as bots.
Pew surveys US adults and asks if they ever use a platform. Ofcom asks UK adults aged 16 and over which sources they used for news in the past month. Neither measures ad exposure.
LocaliQ's benchmarks are medians from campaigns it runs for clients in the US. They are useful for small-business cost planning, but they are not a measure of the whole market and LocaliQ does not name the advertisers.
Frequently asked questions
How much does Meta make from advertising?
Meta made $196.2 billion from advertising in 2025, according to its Form 10-K. In the first nine months of 2026 it made $177.4 billion, up 29% on the same period of 2025.
How much did Facebook ad revenue grow compared with last year?
Meta ad revenue grew 26% in Q3 2026 compared with Q3 2025. Average price per ad rose 14% and ad impressions rose 10%. In full-year 2025, ad revenue grew 22.1% by our calculation.
How much does a Facebook ad click cost?
LocaliQ's 2026 benchmarks put the median US cost per click at $0.60 for traffic campaigns and $1.80 for lead campaigns. Meta does not publish CPC.
Which region brings Meta the most ad revenue?
US and Canada customers brought in $26.2 billion in Q3 2026, 40.6% of Meta revenue by our calculation. Asia-Pacific was second with $17.0 billion.
How many people use Facebook?
Meta reports 3.64 billion daily active people across all its apps in September 2026, not Facebook alone. Pew finds 71% of US adults used Facebook in 2025.
What is the forecast for Meta ad revenue?
Meta guides to $73 billion to $76 billion of total revenue in Q4 2026. That puts full-year 2026 revenue at about $254.7 billion to $257.7 billion, up 27% to 28% by our calculation.
Sources
- Meta Platforms, Meta Reports Third Quarter 2026 Results (Form 8-K, Exhibit 99.1), 21 October 2026. Link · Saved data copy
- Meta Platforms, Form 10-K, fiscal year 2025, 29 January 2026. Link · Saved data copy
- Pew Research Center, Americans' Social Media Use 2025, 20 November 2025. Link · Saved data copy
- Meta Platforms, Form 10-K, fiscal year 2024, 30 January 2025. Link · Saved data copy
- Meta Platforms, Form 10-Q, quarter ended June 30, 2026, 30 July 2026. Link · Saved data copy
- Meta Platforms, Form 10-Q, quarter ended September 30, 2026, 22 October 2026. Link · Saved data copy
- Ofcom, News consumption in the UK 2026 (supporting slides), 15 September 2026. Link · Saved data copy
- LocaliQ, Facebook Ads Benchmarks for 2026 (WordStream by LocaliQ), updated 15 September 2026, accessed 26 October 2026. Link · Saved data copy
- Alphabet, Alphabet Announces Second Quarter 2026 Results (Form 8-K, Exhibit 99.1), 22 July 2026. Link · Saved data copy
Changes to this page
- : Page published with Meta Platforms results to Q3 2026 (released 21 October 2026), Meta 10-K filings for 2024 and 2025, Alphabet Q2 2026 results, Pew Research Center 2025, Ofcom 2026 and LocaliQ 2026 benchmarks.