Emarketer predicts that by the end of 2026, Meta will have surpassed Google as the biggest digital advertising business in the world. Meta is expected to surpass Google in overall digital ad revenue and market share globally. In 2026, Meta is projected to generate $243.46 billion (£179 billion) in ads revenue worldwide, while Google is forecast to generate $239.54 billion (£176 billion).
To our knowledge, this is Meta’s first stint at the top. With ad sales of $214 billion (£157 billion) in 2025, Google (including YouTube) was ahead of Meta (including Facebook, Instagram, Threads, and WhatsApp) with $196 billion (£144 billion).
As for Amazon, their worldwide ad revenue was £50 billion in 2025, $82 billion in 2026, and £71 billion in 2027. After accounting for 8% of worldwide digital ad spending in 2024, its projected proportion for 2026 is 9%.
With their combined share expected to rise even more between now and 2028, the three businesses will control 62.3% of the world’s digital advertising budget in 2026.With 89% of the population routinely utilizing some form of messaging, the majority of British citizens prefer electronic communication over face-to-face interaction.
Millennials(90%) and baby boomers (84%), followed by Gen X and Gen Z (91% each), are the most likely to use messaging, but this is true across all generations.
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