Meta’s ad revenue will recover in 2023 – but it won’t be enough

John,
Meta’s ad revenue growth will recover to 8.2% this year after a historic 2.0% decline in 2022, but that won’t be enough to reverse its declining share. The social media platform’s cut of worldwide digital ad spending peaked at 22.0% in 2021 but will fall to 19.4% this year, per our forecast.
Facebook will grow just 0.3% in worldwide monthly users this year, and its share of internet users will dip under 45% for the first time. Meanwhile, Instagram’s ability to buffer Facebook’s losses is diminishing; although its monthly user base will be up 4.7% this year, its share of worldwide internet users will rise by less than a percentage point, to 28.7%.

This is just one insight available in the Worldwide Social Media Outlook 2023 report from Insider Intelligence. If you’re currently considering where to place your dollars, resources, and energy this year, then we invite you to obtain a complimentary preview of the report here.

Best,
The Insider Intelligence Team