Facebook continues to dominate as the application with the highest advertising revenue among social media platforms. According to data and research firm Omdia, Meta’s subsidiary leads in ad revenue compared to other social media apps.

This insight was revealed through a chart presented by Omdia’s Head of Media & Entertainment, Maria Rua Aguete, during a recent session. The data showed that Facebook outperformed other platforms, including TikTok and its sister app within Meta, Instagram.

Collectively, Facebook, Instagram, YouTube, and TikTok account for more than 90% of total social media advertising revenue, with Meta alone contributing around 70%.

Meanwhile, other platforms such as LinkedIn, Pinterest, Reddit, and X capture only a small share of the social media advertising market.

On a broader scale, total global advertising revenue is projected to reach US$1.6 trillion, with approximately US$1.5 trillion coming from online advertising. This marks a significant increase from US$935 billion recorded in 2025.

Advertising revenue is expected to grow by about 13% this year, while traditional advertising is projected to rise modestly by around 2%. Aguete noted that social media platforms have a higher ad spending index per hour, although most of this spending is concentrated among a small number of major players.

She explained that while social media commands higher advertising expenditure per hour, the majority of that spending is directed toward only a handful of dominant platforms.

The shift of advertising budgets toward social media is also impacting the television industry, which is expected to lose a portion of its revenue share. This is because social video advertising is projected to account for about 40% of total TV and video revenue by 2030.

Additionally, connected TV (CTV) advertising revenue is expected to surpass linear TV advertising within the next five years. In this segment, platforms such as Amazon, Netflix, and Google dominate, holding around 20% of the market share.

By 2030, traditional broadcasters are projected to hold only about 25% of the market. This share has steadily declined over the past five years, from 43% in 2020 to around 30% in the previous year.