US Instagram Ad Revenues

Timeframe20202021202220232024
Instagram ad revenues (billions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital ad spendingMaximum of two rows can be charted.
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– % of total media ad spendingMaximum of two rows can be charted.
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– % of total Meta ad revenuesMaximum of two rows can be charted.
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Source: eMarketer

Note: paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices; includes advertising revenues from Instagram Feed, Instagram Stories, and other formats; net ad revenues after companies pay traffic acquisition costs (TAC) to partner sites; excludes spending by marketers that goes toward developing or maintaining an Instagram presence

Additional Note: All numbers are eMarketer estimates.

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.

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