Embattled Facebook Still Earning Some Likes

Three big questions re: Meta:
1) How much advertising revenue did Meta generate last year?
2) How large is the social video ad market?
3) What share of Meta’s revenue comes from Facebook?

Big question #1: How much advertising revenue did Meta generate last year?

Meta advertising revenue (YoY growth):
1) 2015 – $17.1B
2) 2016 – $26.9B (↑ 57%)
3) 2017 – $39.9B (↑ 49%)
4) 2018 – $55.0B (↑ 38%)
5) 2019 – $69.7B (↑ 27%)
6) 2020 – $84.2B (↑ 21%)
7) 2021 – $114.9B (↑ 37%)
8) 2022 – $113.6B (↓ 1%)

Meta advertising revenue per user in the U.S. and Canada (YoY growth):
1) 2021-Q4 – $60.57
2) 2022-Q4 – $58.77 (↓ 3%)

Meta daily active users in the U.S. & Canada (YoY growth):
1) 2015-Q4 – 169M
2) 2016-Q4 – 180M (↑ 7%)
3) 2017-Q4 – 184M (↑ 2%)
4) 2018-Q4 – 186M (↑ 1%)
5) 2019-Q4 – 190M (↑ 2%)
6) 2020-Q4 – 195M (↑ 3%)
7) 2021-Q4 – 195M (↑ 0%)
8) 2022-Q4 – 199M (↑ 2%)

Big question #2: How large is the social video ad market?

Social video ad spending (YoY growth) according to eMarketer:
1) 2017 – $5.8B
2) 2018 – $8.2B (↑ 46%)
3) 2019 – $11.3B (↑ 37%)
4) 2020 – $15.2B (↑ 35%)
5) 2021 – $24.1B (↑ 58%)
6) 2022P – $29.8B (↑ 24%)
7) 2023P – $36.1B (↑ 21%)
8) 2024P – $42.3B (↑ 17%)

Wow: Video now accounts for 50%+ of all social ads!

Video share of social advertising according to eMarketer:
1) 2019 – 30%
2) 2020 – 33%
3) 2021 – 38%
4) 2022P – 46%
5) 2023P – 51%
6) 2024P – 53%

Big question #3: What share of Meta’s revenue comes from Facebook?

Quick answer: 2/3 of Meta’s revenue comes from the blue app (Facebook).

Daily time spent with Facebook in the United States, according to the Wall Street Journal:
1) 2021 – 219M hours
2) 2022 – 230M hours (↑ 5%)

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