90% of Global Social Media Ad Spend Sucked Up by These 4 Platforms: Who Are They?
Traditional advertising is increasingly eroding. The wheel of global advertising now turns in the hands of digital platforms, with social media as its primary engine.
This trend was revealed by Maria Rua Aguete, Head of Media & Entertainment at research firm Omdia, in her presentation at the StreamTV Europe event held in Lisbon this week. She outlined projections for the global advertising industry in a session titled “Smarter Screen, Smarter Ads: The New Era of Advertising”.
Omdia estimates that total global advertising revenue will exceed $1.6 trillion by 2030. Of this figure, digital advertising will contribute the largest share, nearly $1.5 trillion or equivalent to Rp25,000 trillion, a significant increase from $935 billion in 2025.
The growth gap between the two is widening. In 2026, digital advertising is predicted to grow by 13 per cent, while conventional advertising will only creep along at 2 per cent.
“Social media generates ad spend per hour that exceeds the industry average,” she stated. “And most of that money flows to a handful of tech giants.”
Four platforms dominate absolutely: Facebook, Instagram, YouTube, and TikTok. Together, they control more than 90 per cent of global social media advertising revenue. The remainder is contested by LinkedIn, Pinterest, Reddit, and X.
Even more astonishing, Meta alone, through Facebook and Instagram, sweeps up 70 per cent of the total global social media ad pie. This figure drew gasps of admiration from attendees in the presentation room.
This shift is also shaking up the television industry. Omdia projects that social media video ads will contribute 40 per cent of total global TV and video advertising revenue by 2030.
At its peak, connected TV (CTV) advertising revenue—television connected to the internet—is predicted to officially surpass linear TV advertising in the 2030s.
“The competitive landscape of television advertising has changed completely,” Maria emphasised.
In the CTV segment, tech players are beginning to dominate the stage. Amazon, Netflix, and Google currently hold about 20 per cent of CTV ad share, a figure expected to surge to 40 per cent by 2030.
Conversely, traditional broadcasters will be increasingly marginalised. Their ad share is estimated to drop to 25 per cent by 2030, down from 30 per cent in 2025 and 43 per cent in 2020. Meanwhile, smart TV manufacturers like Samsung and Roku will only get about 10 per cent of the CTV ad market.