Beyond the chart: Instagram’s ad revenue per user is around $34 worldwide, just ahead of Facebook’s $33 this year, according to our estimates. By 2024, Instagram’s ad revenue per user will approach $43, while Facebook’s will be about $36.
The success of Meta’s ad business is increasingly tied to Instagram’s growth. We estimate 1.28 billion people worldwide will use the platform monthly by year-end, and that figure will increase to 1.49 billion in 2026.
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Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers, and other industry leaders.