It will leapfrog France next year to reach seventh, and Germany in 2025 to reach sixth. Indonesia bumped out Brazil to reach the top 10 this year. Those two markets will compete for 10th place going forward and will likely trade places several more times.

Marketer Takeaway: Facebook has benefitted from a faster-than-expected rebound in social network ad spending, driven by a shift toward performance marketing, the rise in ecommerce, and a sustained increase in social media usage throughout the pandemic.

Overseas, 5G networks are already running in South Korea, China, the UK, Germany and a handful of European countries. Additionally, the first 5G phones launched worldwide in the first half of the year.

Facebook added that it was in “active negotiations” to bring Facebook News to France and Germany as well. US users have had access to Facebook News since June 2020, but Facebook hasn’t revealed any data on how many people use the service.

But there are indications that ad spending on Instagram Stories may be reaching a plateau due to high ad load. How will Stories evolve next? We expect Instagram and its siblings will bring more social commerce features to Stories. We also foresee more video and interactivity.

In many advanced economies—including Germany, Sweden, Spain, the UK, and the US—time spent with PCs and tablets still exceeds time spent with mobile devices, and by a large margin. By contrast, mobile activity dominates in many Asia-Pacific nations, including China, Malaysia, and Thailand.

More D2C brands fighting for consumers equals more ad spend with the two giants!”. Not only that, but even savvy D2C brands are hard-pressed to outsmart Amazon and its very deep pockets that reinforce a commanding position in ecommerce. According to Ad Age, Amazon spent $11 billion on advertising in 2019, more than any other firm globally.

Seven of the markets we track will have a user growth rate of around 10% in 2020, including India, the Netherlands and Germany. Twitter has benefitted from the increased need for news during the pandemic. Japan will add over 3.5 million new monthly Twitter users in 2020. That brings its total user base in the country to 40.2 million—second only to the US.