Instagram Takes the Ad Crown, But YouTube Shares More with Creators

Instagram Tops YouTube in Ad Revenue, But Creators See Less Share

Meta’s legal documents reveal a surprising fact: Instagram generates more ad revenue than YouTube. In 2021, Instagram raked in a massive $32.4 billion compared to YouTube’s $28.8 billion. This trend likely continued in 2022, but recent data isn’t available.

Interestingly, the documents also highlight a key difference in how the platforms treat creators. YouTube shares a larger portion of ad revenue with content creators compared to Instagram. This means creators on YouTube potentially earn more despite the platform’s lower overall ad revenue.

Why it matters: This information sheds light on Meta’s defense against the FTC’s monopoly charges. It showcases Instagram’s significant contribution to the company’s revenue, while also highlighting the platform’s different approach to creator compensation compared to YouTube.


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