The news: Social media is driving digital’s leadership in the ad market, according to Omdia data cited by The Hollywood Reporter.

• Instagram, Facebook, YouTube, and TikTok together account for over 90% of social ad revenues.
• Instagram and Facebook parent Meta alone represents 70% of the social ad market.

Total ad revenues are expected to pass $1.6 trillion by 2030, per Omdia, contingent on the Iran war’s resolution. Online advertising represents nearly $1.5 trillion of those revenues, up sharply from $935 billion in 2025.

Online advertising is expected to grow 13% in 2026, compared with only 2% for traditional advertising. Social ad revenues will increase 19% this year; non-social online ads will grow 9%.

What our data says: Our forecast similarly shows that social continues to power digital ad growth, with Meta maintaining a commanding lead.

• Meta is the undisputed leader in social ad revenues. The company’s global ad revenues will reach $242.38 billion this year, per our forecast, a 23.9% YoY increase.