Instagram Now Makes Up More Than Half of Facebook’s $50 Billion Ad Revenue | Chart

By 2023, Instagram’s share could grow to 61% as Facebook wanes in popularity

This year, Instagram is expected to pass Facebook and account for 52% of parent company Meta’s $50 billion ad revenue — and that shift will continue to grow in coming years as the social media giant struggles to retain and lure younger users.

Boosted by more e-commerce and video ads, Instagram’s ad revenue will reach more than $26 billion in the U.S., up 40% from 2020. By 2023, the company’s net ad revenue could further lean toward Instagram, with the photo app accounting for 61% of Meta’s ad revenue and Facebook taking up only 39%, according to eMarketer estimates.

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Antoinette Siu

Media and Tech Reporter • antoinette.siu@thewrap.com • Twitter: @antoinettesiu