$117.7Bin US social media ad revenue in 2025, up 32.6%; search brought in $114.2B (formats overlap, and IAB still ranks search as the largest share)
Social media ads brought in $117.7 billion in the US in 2025, up 32.6% from $88.8 billion in 2024. Search brought in $114.2 billion; IAB counts social across several formats and still describes search as holding the largest share of revenue dollars.
+32.5% since the previous figure: $88.8B (17 Apr 2025)
Industry bodyChecked at source, 23 Oct 2026All sizesUSAMarketing and advertising · Ad spend
Source: Interactive Advertising Bureau (IAB), IAB/PwC Internet Advertising Revenue Report; IAB Digital Video Ad Spend & Strategy ReportFormats overlap (social video is in both social and video), so they add up to more than the $294.6B total. Do not draw this as a pie.digitaltreed.com/statistics
Growth of US internet ad revenue by format, 2025 vs 2024
Group
Growth
Social media
32.6%
Digital video
25.4%
Programmatic
20.5%
Commerce media
18%
Podcast
17.6%
Search
11%
Display
9.8%
Source: Interactive Advertising Bureau (IAB), IAB/PwC Internet Advertising Revenue Report; IAB Digital Video Ad Spend & Strategy ReportProgrammatic is a way of buying, not a format; it overlaps the others.digitaltreed.com/statistics
In plain words
What this number really says
Social media ad revenue grew 32.6% to $117.7 billion in 2025, close to search at $114.2 billion. IAB still counts search as the largest share.
$117.7B
US social media ad revenue in 2025
+$29B
added in one year
$114.2B
search ad revenue in 2025
Why you can trust it. IAB/PwC industry count of seller-reported revenue, US only, not audited. Same report and method for both years.
Key terms
Social media ads Ads on social platforms such as Facebook, Instagram, TikTok, Snap, LinkedIn, Pinterest and X.
Search ads Paid results on search engines, including ads in AI search, as IAB defines it.
Creator advertising Brand spend on content made by creators and influencers. IAB puts it at $37 billion in 2025.
As published by Interactive Advertising Bureau (IAB), IAB/PwC Internet Advertising Revenue Report; IAB Digital Video Ad Spend & Strategy Report, 2025. Standard errors are shown where the source gives them.
Format
2025 revenue
Growth from 2024
Share of total
Social
$117.7B
32.6%
40.0%
Search
$114.2B
11%
38.8%
Display
$81.6B
9.8%
27.7%
Digital video
$78B
25.4%
26.5%
Commerce media
$63.4B
18%
21.5%
Podcast
$2.9B
17.6%
1%
Method and use
How it was measured, and how to use it
How it was measured
Publisher
Interactive Advertising Bureau (IAB), IAB/PwC Internet Advertising Revenue Report; IAB Digital Video Ad Spend & Strategy Report
Source type
Industry body: Trade association report
What it measures
$117.7B in US social media ad revenue in 2025, up 32.6%; search brought in $114.2B (formats overlap, and IAB still ranks search as the largest share)
Data period
2025 (ends 31 Dec 2025)
Published by the source
16 Apr 2026
Who is counted
US only. Revenue reported to PwC by companies that sell ads online, plus public company data. PwC does not audit the figures.
In the source's words
Social media ad revenues in 2025 reached $117.7 billion, showing significant 32.6% YoY growth, or an increase of $29 billion.
Checked at source
23 Oct 2026: Read on iab.com, IAB press release of 16 Apr 2026 for the FY2025 IAB/PwC Internet Advertising Revenue Report (full report is behind a free login).
Reuse
Cite with attribution; only aggregate results are published. Quote numbers with attribution to IAB and PwC; redraw charts, do not copy IAB graphics.
Next expected update
Annual (Interactive Advertising Bureau (IAB), annual (full-year report each April); video report each spring)
23 Oct 2026CorrectionWording corrected to match the source: social is just above search in dollars, but IAB still says search holds the largest share
16 Apr 2026New data$117.7B FY2025 report.
17 Apr 2025New data$88.8B FY2024 report: $88.8 billion in 2024, up 36.7%.
Cite this number
APA
Interactive Advertising Bureau (IAB). (2026). $117.7B in US social media ad revenue in 2025, up 32.6%; search brought in $114.2B (formats overlap, and IAB still ranks search as the largest share). Via digitaltreed, https://digitaltreed.com/statistics/marketing/us-social-media-ad-revenue
MLA
"$117.7B in US social media ad revenue in 2025, up 32.6%; search brought in $114.2B (formats overlap, and IAB still ranks search as the largest share)." Interactive Advertising Bureau (IAB), IAB/PwC Internet Advertising Revenue Report; IAB Digital Video Ad Spend & Strategy Report, 2025. digitaltreed, https://digitaltreed.com/statistics/marketing/us-social-media-ad-revenue.
HTML link
<a href="https://digitaltreed.com/statistics/marketing/us-social-media-ad-revenue">$117.7B in US social media ad revenue in 2025, up 32.6%; search brought in $114.2B (formats overlap, and IAB still ranks search as the largest share)</a> (Interactive Advertising Bureau (IAB), 2025)
Embed the chart
<iframe src="https://digitaltreed.com/statistics/embed/marketing-ad-revenue-by-format-2025" width="640" height="420" loading="lazy" title="US internet ad revenue by format, 2025"></iframe>
<p>Source: <a href="https://digitaltreed.com/statistics/marketing/us-social-media-ad-revenue">$117.7B in US social media ad revenue in 2025, up 32.6%; search brought in $114.2B (formats overlap, and IAB still ranks search as the largest share), digitaltreed</a></p>
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FAQ
Questions about this number
How much do US businesses spend on social media ads?
$117.7 billion in 2025, measured as revenue of the platforms that sell the ads (IAB/PwC, April 2026).
Is social media advertising bigger than Google search ads?
In dollars, social ($117.7 billion) came out above search ($114.2 billion) in 2025, but the formats overlap and IAB says search still holds the largest share of revenue. The report does not split out single companies.
How fast is social media advertising growing?
32.6% in 2025, after 36.7% in 2024.
What share of US digital ad revenue is social?
40.0% in 2025. Formats overlap, so the shares add up to more than 100%.
Related
More Marketing and advertising statistics
Industry bodyAll sizesUSA
$294.6B
in US internet advertising revenue in 2025, up 13.9% from 2024 and the highest in the report's 30 years
Sample: US only. Revenue reported to PwC by companies that sell ads online, plus public company data. PwC does not audit the figures.
