Social media’s share of the worldwide advertising market keeps growing. It was worth some US $43.78 billion in 2017 and accounted for some 18 per cent of the total digital advertising market.
The US market is by far the biggest in the world, having generated some $21 billion. That's a 22 per cent share of the total US digital advertising market.
The European social media advertising market was worth about $8 billion in 2017, not even half the size of the US market. In China, 11 per cent of the digital advertising revenue comes from social media. And, as our chart by Statista shows, around the world, mobile is much more important than desktop targeted social media advertising.
While all markets are poised for growth, it's China where most growth is likely to occur, almost doubling its revenue in the years to come and catching up with where America stands today. These developments of course mean that traditional media publishers’ fight for their share of digital ad spend is ongoing, as social media is gaining attractiveness with advertisers.
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