According to the source, Alphabet alone accounted for an estimated one-quarter of the global advertising spending in 2023, making the Google-controlling holding the world's leading media owner by that criterion. Meta and Amazon followed with shares of 13.5 and 4.7 percent, respectively. Along with Alibaba and TikTok, the five companies collectively accounted for over half of the global ad expenditure that year. The same source projected that social media, connected TV (CTV), and retail media will be the leading media by forecast ad revenues growth rate in 2024.
Alphabet: the omnipresent ad player
Google's global ad revenues will surpass an estimated 273 billion U.S. dollars in 2024 – over twice as much as recorded half a decade earlier, in 2019, before the pandemic. The annual value was forecast to continue to expand, exceeding 340 billion dollars by 2027. The seemingly unstoppable growth relies on the search leviathan's nearly ubiquitous presence: As of April 2024, its browser Google Chrome, for instance, concentrated over three-quarters of the market share in very populated countries such as India and Brazil. In the U.S., it accounted for over half of the browser segment, whereas the global average almost reached two-thirds.
Meta: the social media ad champion
Thanks to the popularity of platforms like Facebook and Instagram, Meta still dominates the social media segment from an advertising perspective. Between early 2021 and late 2023, Meta's global in-app ad impressions quarterly growth rates consistently remained double-digit, increasing by over 20 percent in the final quarter of the latter year. As of April 2024, it controlled two of the top three social networks by number of active users worldwide: Facebook with more than three million at number one and third-placed Instagram with about two billion. YouTube, controlled by Alphabet, ranked second with over 2.5 billion active users.
Leading media owners worldwide in 2023, by share of advertising spending
Characteristic
Share of the global ad spend
-
-
-
-
-
-
-
-
-
-
Exclusive Premium Statistic
To access all Premium Statistics, you need a paid Statista Account
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
WARC. (August 31, 2023). Leading media owners worldwide in 2023, by share of advertising spending [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/1421080/leading-media-owners-share-ad-spend-worldwide/
WARC. "Leading media owners worldwide in 2023, by share of advertising spending." Chart. August 31, 2023. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/1421080/leading-media-owners-share-ad-spend-worldwide/
WARC. (2023). Leading media owners worldwide in 2023, by share of advertising spending. Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/1421080/leading-media-owners-share-ad-spend-worldwide/
WARC. "Leading Media Owners Worldwide in 2023, by Share of Advertising Spending." Statista, Statista Inc., 31 Aug 2023, https://www.statista.com/statistics/1421080/leading-media-owners-share-ad-spend-worldwide/
WARC, Leading media owners worldwide in 2023, by share of advertising spending Statista, https://www.statista.com/statistics/1421080/leading-media-owners-share-ad-spend-worldwide/ (last visited August 24, 2024)
Leading media owners worldwide in 2023, by share of advertising spending [Graph], WARC, August 31, 2023. [Online]. Available: https://www.statista.com/statistics/1421080/leading-media-owners-share-ad-spend-worldwide/