Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

What Meta’s revenue growth means for advertisers

Time spent on Facebook and Instagram this year was up 7% and 6%, respectively, according to Meta’s Q3 earnings. “It’s just incredible growth considering how much time people are already spending on these platforms,” our analyst Jasmine Enberg said on a recent episode of the “Behind the Numbers” podcast. “And that, of course, is a really important metric to advertisers.”

With its core business stabilized, Meta can focus more on tech-powered innovation, new revenue streams, and responding to global data regulation. Here’s an in-depth look at why Meta’s trajectory matters.

Doubling down on tech

Meta credits the increase in engagement to AI-driven feed recommendations. In Meta’s Q3 earnings call, speakers said “AI” almost 50 times, said Enberg, “which is really a sign of where they’re focused now, and [is] what investors want to hear.”

She noted that Meta’s success with AI is diverting attention away from the money hemorrhaged by metaverse-focused Reality Labs, which saw a $3.74 billion operating loss in Q3, also contributing to even more layoffs during 2023’s “year of efficiency.”

Meta said it will still nurture Reality Labs, which specializes in AR and VR, despite its 26% drop in revenues YoY to $210 million.

Capitalizing on more platforms

In September, Meta claimed it had no plans to use WhatsApp as an advertising vehicle, but didn’t rule out other avenues of monetization.

“WhatsApp is going to be certainly a part of [Meta’s] monetization ecosystem in the year to come,” our analyst Jeremy Goldman said. “That’s something that Mark Zuckerberg has talked a decent amount about.”

WhatsApp Business will bring in $718.4 million worldwide in 2024—a 24.5% gain YoY, according to our forecast—as it releases new payment, booking, and commerce services on the app.

Meanwhile, Threads, Meta’s new Twitter-like text platform, will contribute to growth in user time spent, Goldman said.

Testing the waters in the EU

In response to EU privacy regulations, Meta launched ad-free subscription options for Facebook and Instagram in October. At €9.99 ($10.84) monthly for web users and €12.99 ($14.09) for mobile users (around the same price as a Netflix subscription), the cost could price out some social media users.

For Meta’s subscription model to be financially viable in the US, monthly rates would have to be even higher to make up for the higher ad revenues per user in the North American market. In the US this year, every Facebook user will bring in $157.56, compared with the $80.48 for every user in France.

The move serves as a litmus test for the viability of ad-free, subscription-based social media, and challenges Meta’s claim that ads enhance the user experience. “Meta said for a really long time that ads are a value-add,” Goldman said. “So by saying, ‘But now you can pay to get rid of them,’ it does undercut that argument.”

Listen to the full episode.

This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.