Products

EMARKETER 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.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
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
Briefings
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 EMARKETER

Our goal 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 EMARKETER came to be.
Learn More
Methodology
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 EMARKETER.
Contact Us
Newsroom
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
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

For the first time, Instagram contributes over half of Facebook's US ad revenues

The forecast: For the first time, Instagram will make up over 50% of parent company Facebook's $50.30 billion in net ad revenues in 2021.

Dive deeper:

  • Instagram's US ad revenues are growing faster than Facebook's overall, but ad growth for both platforms is driven by similar factors, including more ecommerce and retail ads and more investment into direct response video ads.
    • We expect Instagram will grow 52.0% in 2021 to reach over $26 billion in US ad revenues after growing 40.4% in 2020.
    • Political issues could affect Instagram, following criticisms of the platform's impact on teens' mental health. That said, elevated levels of digital ad spend across social media will continue to drive Instagram's ad revenues in a positive direction for Facebook at large.
    • Instagram's rapid growth has been driven in large part by the versatility of both Instagram Stories and Instagram Feed as used by both advertisers directly and by influencers.

Looking ahead: Instagram's share will to continue to rise at a rapid pace, making up 60.9% of Facebook's forecasted $65.21 billion in US ad revenues in 2023.