Omdia: Facebook, Instagram, YouTube and TikTok now capture over 90% of social media ad revenue — Meta alone takes 70%

A few platforms own the party

At StreamTV Europe in Lisbon, Omdia’s head of media and entertainment, Maria Rua Aguete, laid out a blunt picture of where ad dollars are flowing. It has been reported that Facebook, Instagram, YouTube and TikTok together now capture more than 90% of social media advertising revenues — and that Meta, thanks to Facebook and Instagram, accounts for roughly 70% of that pie. Raised eyebrows? You bet. When most of the market funnels into a handful of apps, the room gets quieter and the stakes feel a whole lot higher.

Big growth, big concentration

It has been reported that Omdia projects total ad revenue could top $1.6 trillion by 2030, with online advertising making up nearly $1.5 trillion of that forecast. Social is the engine here: a predicted 19% gain this year for social ad spend versus a 9% rise in non-social online ads, and online ad growth of 13% in 2026 versus just 2% for traditional advertising. In plain terms: advertisers are spending more hours and more dollars on social platforms — and most of those dollars go to very few companies.

TV’s old guard losing ground

Omdia also argues the TV and video market is shifting fast. It has been reported that social video advertising will account for about 40% of global TV and video revenue by 2030, and that connected TV (CTV) ad revenue could overtake linear TV in the 2030s. Amazon, Netflix and Google already make up around 20% of the CTV ad pie, and Omdia predicts three players will control roughly 40% of CTV advertising by 2030 while traditional broadcasters’ share slips further. So: Mad Men to Silicon Valley, then? The ad world is consolidating, and that concentration raises familiar questions about competition, reach, and who gets left out of the tent.

Sources: hollywoodreporter.com