90% of the World's Advertising Pie Dominated by 4 Social Media Platforms, Here's the List

The era of traditional broadcast advertising is slowly entering its twilight. The global advertising market is now fully steered by online platforms, with social media as the primary driving force. This shift in the advertising landscape was outlined by Omdia’s Head of Media & Entertainment, Maria Rua Aguete, during a presentation titled “Smarter Screen, Smarter Ads: The New Era of Advertising” at the StreamTV Europe event held in Lisbon this week. Based on projections from the data research firm Omdia, total global advertising revenue is forecast to exceed $1.6 trillion by 2030. This staggering figure is predicted under the assumption that the escalation of the Iran conflict does not cause market shocks. From this massive advertising pie, online ads are expected to claim a vast share, reaching nearly $1.5 trillion (approximately Rp 25,000 trillion) in 2030. This marks a sharp increase from $935 billion in 2025. The growth disparity is increasingly lopsided. This year, in 2026, online ads are projected to grow rapidly at 13%, while traditional ads will creep along with only 2% growth. “Social media exceeds the average index in terms of advertising spend per hour,” Maria stated to the attendees. “And most of this spending flows to a handful of small players (tech giants).” This dominance is evidenced by the rankings of social media ad revenue, which are absolutely controlled by four major names: Facebook, Instagram, YouTube, and TikTok. These four platforms are successfully capturing more than 90% of total global social media advertising revenue. Other players, such as LinkedIn, Pinterest, Reddit, and X, are left scrambling for the remaining crumbs. Thanks to the contributions of Facebook and Instagram, the company led by Mark Zuckerberg alone devours 70% of the total social media advertising pie worldwide. This fact sparked astonishment in the presentation room, as gathered by KompasTekno from the Hollywood Reporter. This digital onslaught is also completely reshaping the television advertising landscape. Omdia projects that social media video ad formats will account for 40% of total global TV and video revenue by 2030.