Meta’s ad revenue up 24%

Advertising continued to account for more than 97% of Meta’s total revenue

by e4m Staff
Published: Jan 29, 2026 3:23 PM | 2 min read

Meta Platforms closed the December quarter of 2025 with a sharp acceleration in advertising-led growth, underscoring the centrality of ads to its overall business performance.

In the fourth quarter, Meta’s advertising revenue rose 24% year-on-year to $58.14 billion, compared with $46.78 billion in the same period last year. Total revenue for the quarter climbed to $59.89 billion, up from $48.39 billion a year earlier, comfortably ahead of market expectations. For the full year, advertising revenue increased 22% to $196.18 billion, versus $160.63 billion in 2024.

Advertising continued to account for more than 97% of Meta’s total revenue across both the quarter and the full year, reaffirming marketer spend across its Family of Apps as the company’s primary growth driver. The performance was supported by higher volumes and improved monetisation. Ad impressions grew 18% year-on-year in the fourth quarter, while the average price per ad increased 6% over the same period.

On a constant currency basis, advertising revenue growth stood at 23% year-on-year, highlighting strong underlying demand rather than currency-led gains. For 2025, Meta’s Family of Apps generated $198.76 billion in revenue and delivered operating income of $102.47 billion, reinforcing its role as the company’s profit engine.

Meta reported quarterly earnings of $22.77 billion, or $8.88 per share, compared with $20.84 billion, or $8.02 per share, a year earlier. Looking ahead, the company has guided first-quarter 2026 revenue in the range of $53.5 billion to $56.5 billion, with advertising expected to remain the primary contributor despite rising costs and continued investment in AI infrastructure.