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Over the next two years, as it cruises past $42 billion in US ad revenues, Instagram鈥檚 US ad revenue growth will outpace social network ad spend growth overall. This growth will boost not only Instagram鈥檚 share of social ad spending (from 35.5% to 37.5% between 2024 and 2026) but also its share of digital ad spending overall. By 2026, Instagram will represent 11.1% of all US digital ad spending.

Efforts to keep TikTok in the US grow, but confidence is low: While Democratic senators and Trump float ideas to extend the April deadline, key players are stepping back.

Marketers can use this to recognize high growth areas of investment strategies and acknowledge the uncertainty shown in TikTok investments as a potential nudge to diversify their social ad spend.

YouTube also leads all other digital platforms for US time spent. US adults will spend an average 37 minutes per day on the platform in 2025, ahead of Netflix (36 minutes), Facebook (20 minutes), Instagram, and TikTok (17 minutes each). Ad spending on YouTube will be up over 750% in 2025 versus 2015.

Meta platforms will account for 72% of overall social network ad spending in 2025, per our forecast.

Tariffs and related market turmoil could also threaten brand partnerships and drive US social network ad spending growth down 10% this year, crafting a storm of uncertainty. Short-form benefits: Longer-form video content can be more expensive to produce, requiring more resources and often needing multiple episodes to gain user attention.

Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.

Although the US lacks a federal privacy law similar to those abroad, 19 states have passed laws restricting data use. Wherever privacy laws have passed, marketers have turned to first-party data. Google may have spared third-party cookies, but in practice, almost 90% of US browsers could become cookieless.

Our November forecast update has Meta earning $66.17 billion in US social network ad revenues this year, more than quintuple runner-up TikTok鈥檚 $12.34 billion. Reddit enjoyed its first profitable quarter as a public company with strong ad growth, while Snap made progress across all key metrics鈥揵ut both companies have multibillion-dollar gaps to close.

Mobile app install ad spending in the US is forecast to reach over $27 billion in 2025, up nearly 11% from last year, per our forecast. Mobile in-app ad spending is projected to grow even faster, rising 12.6% in 2025 to nearly $190 billion. By 2029, mobile will make up nearly 68% of total digital ad spending in the US, climbing from 66% this year.

Google still dominates search in the US with 87.3% of the total referral traffic, according to February data from StatCounter.

Show why recent trends in US ad spending raise the possibility of brand safety challenges this year. Analyze social media platforms鈥� past and current content moderation practices. Present findings on how generative AI (genAI) dramatically ups the ante for brands to protect themselves from toxic content. Recommend steps marketers should take to mitigate risk.

US alcoholic beverage industry digital ad spending. US alcohol off-premise physical retail sales. US alcohol off-premise retail ecommerce sales.