Meta Expected to Lead Global Social Spend

Meta is projected to dominate global social media ad spend, with revenue expected to surpass $155.6 billion by the end of 2024, accounting for 63% of the global market. This growth is driven by investments from Chinese exporters and the integration of AI tools into Facebook and Instagram, leading to a 20% year-over-year increase in Q1 2024. Meta is also anticipated to overtake global linear TV in ad spend by 2025. Social media has become the largest advertising channel worldwide, surpassing paid search ads, with global social media ad spending predicted to reach $247.3 billion by the end of 2024, marking a 14.3% increase from the previous year. TikTok is closely trailing Meta, despite potential regulatory challenges in the USA. This shift is expected to create a more competitive and cluttered advertising landscape for brands.