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Social Network Ad Spending
Overall
Scenario: Social Media Restrictions
Source: EMARKETER Forecast, March 2026 - April 2026
Note: paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes payments to influencers or other creators to produce sponsored content; includes creator content amplified as paid media
Additional Note: Proposals from major political parties in Germany seek to ban social media use for children under 14 and restrict the use of social media for teens aged 14 to 16. This scenario assumes a law based on these proposals will be passed and implemented before the end of 2026.
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.