Facebook (Meta) Has Been Kicked Out of Better Homes Than This!

Six big questions re: Meta:
1) How much advertising revenue is Meta generating?
2) How much profit is Meta generating?
3) How much time do we spend on Facebook/Instagram?
4) What is going on with ad prices?
5) Which platform stands to benefit the most from a TikTok ban?
6) What share of ad revenue comes from Instagram?

Big question #1: How much advertising revenue is Meta generating?

Meta advertising revenue (YoY growth):
1) 2015-Q1 – $3.3B
2) 2016-Q1 – $5.2B (↑ 57%)
3) 2017-Q1 – $7.9B (↑ 51%)
4) 2018-Q1 – $11.8B (↑ 50%)
5) 2019-Q1 – $14.9B (↑ 26%)
6) 2020-Q1 – $17.4B (↑ 17%)
7) 2021-Q1 – $25.4B (↑ 46%)
8) 2022-Q1 – $27.0B (↑ 6%)
9) 2023-Q1 – $28.1B (↑ 4%)
10) 2024-Q1 – $35.6B (↑ 27%)

Big question #2: How much profit is Meta generating?

Meta profit (YoY growth):
1) 2015-Q1 – $509M
2) 2016-Q1 – $1.7B (↑ 240%)
3) 2017-Q1 – $3.1B (↑ 77%)
4) 2018-Q1 – $5.0B (↑ 63%)
5) 2019-Q1 – $2.4B (↓ 51%)
6) 2020-Q1 – $4.9B (↑ 102%)
7) 2021-Q1 – $9.5B (↑ 94%)
8) 2022-Q1 – $7.5B (↓ 21%)
9) 2023-Q1 – $5.7B (↓ 24%)
10) 2024-Q1 – $12.4B (↑ 117%)

Big question #3: How much time do we spend on Facebook/Instagram?

Quick answer: Americans spend 9.2B minutes on Facebook/Instagram daily.

U.S. daily time spent (minutes) with Facebook/Instagram (YoY growth):
1) 2019 – 7.8B
2) 2020 – 8.8B (↑ 13%)
3) 2021 – 8.7B (↓ 1%)
4) 2022 – 8.9B (↑ 2%)
5) 2023 – 9.1B (↑ 3%)
6) 2024P – 9.2B (↑ 1%)
7) 2025P – 9.4B (↑ 1%)

Big question #4: What is going on with ad prices?

Meta ad trends (YoY change):
1) CPM – ↑ 6%
2) Total impressions – ↑ 20%
3) Time spent – ↑ 1%
4) Ad load – ↑ 18%

Big question #5: Which platform stands to benefit the most from a TikTok ban?

Quick answer: Instagram.  India banned TikTok, and downloads of Instagram doubled.

Big question #6: What share of ad revenue comes from Instagram?

Meta’s share of ad revenue by company:
1) Facebook – 60%
2) Instagram – 30%
3) Other – 10%

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