Google, Facebook, and Amazon to account for 64% of US digital ad spending this year – eMarketer

The forecast: US digital ad spending will soar past $200 billion this year, marking 38.3% growth from 2020. The triopoly of Google, Facebook, and Amazon will make up 64.0% of all US digital ad spending this year, about the same share they possessed in 2020.

Dive deeper:

  • This year’s $211.20 billion in US ad spend marks a $20 billion increase from our previous projection, due in part to the stronger-than-expected performance of major digital ad companies and significant growth in ad prices.
  • Google, Facebook, and Amazon made slight gains during the pandemic, with their share growing 1 percentage point from 63% in 2019. Looking ahead to 2023, we expect Google to lose share of the digital ad market, Facebook to stay fairly stable, and Amazon to gain share.
  • Display will continue to gain share of the overall ad market throughout the duration of our forecast´╗┐. Search’s share will remain about the same this year as in 2020, before falling slightly through 2025.

Looking ahead: We forecast US digital ad spend overall will pass the $300 billion mark in 2025.