TikTok and Instagram Lose Out: This is the King of Social Media for the Highest Revenue

Facebook has become the king of apps for the largest advertising revenue. According to research and data firm Omdia, Meta’s subsidiary leads in advertising revenue among other social media platforms. This was revealed in a graph presented by Omdia’s Head of Media & Entertainment, Maria Rua Aguete, during a recent session. Facebook outperformed other apps, including TikTok and its own Meta sibling, Instagram. Facebook, Instagram, YouTube, and TikTok control over 90% of social media advertising revenue. Meta’s overall total reaches 70%. Other players like LinkedIn, Pinterest, Reddit, and X only secure a small share of the social media advertising market. Meanwhile, total advertising revenue is set to surpass US$1.6 trillion for online ads and US$1.5 trillion for traditional ads. This figure surges from US$935 billion in 2025. Advertising revenue is also expected to rise by 13% this year, while traditional advertising sees a modest 2% increase. Aguete acknowledges that social media has a higher index for advertising spend, but it is dominated by a small number of players. “Social media has a higher index on advertising spend per hour. And most of this spend goes to a small number of players,” she said, quoted from The Hollywood Reporter, Thursday (16/4/2026). The shift of advertising to social media is also impacting TV, which will lose market share in revenue. Because social video ads are expected to contribute 40% of TV and video revenue by 2030. According to her, connected TV (CTV) advertising revenue will soar, surpassing linear TV ads in five years. In this ad share, platforms like Amazon, Netflix, and Google dominate with 20% market share. By 2030, traditional broadcasters will only pocket 25% of the market share. That figure has been steadily declining over the past five years, from 43% in 2020 to 30% last year.