In 2021, Instagram, owned by Meta, saw remarkable success in generating advertising revenue. The social network brought in a staggering $32.4 billion, accounting for 27% of Meta’s total revenue for the year. This financial milestone propelled Instagram ahead of YouTube in terms of advertising revenue for the same period, with YouTube generating $28.8 billion.
It is noteworthy that YouTube has a Partner Program that shares advertising revenue with content creators, while Instagram operates differently with less investment in its users and creators. According to Business Insider, Instagram’s advertising revenue has been steadily increasing over the years, from $11.3 billion in 2018 to $32.4 billion in 2021 and $16.5 billion in the first half of 2022.
This information is particularly relevant given a legal case where Meta is attempting to dismiss an antitrust lawsuit against it. The success of Instagram in generating advertising revenue underscores its importance within Meta’s overall business strategy.