Omdia：到2030年全球社交媒体广告市场规模将达到6400亿美元

金吾财讯

May 12

金吾财讯 | Omdia日前发布《2026年社交媒体广告市场格局》报告。报告预测，得益于短视频内容的爆发式增长和AI精准投放技术的迭代，全球社交媒体广告收入将在未来五年保持12%的复合年增长率(CAGR)，并有望在2030年底达到6400亿美元。其中，到2030年，社交媒体广告将占据全球在线广告总收入的44%，较目前的33%增长11个百分点，与零售媒体并列成为增长最快的广告细分领域。视频广告(如 TikTok、Reels、Shorts 和 Stories)成为主要驱动力。数据显示，2025年视频格式贡献了社交媒体广告总收入的60%。社交平台正通过高价值的视频广告负载和不断完善的电商功能，蚕食传统出版物及广播媒体的预算。全球社交媒体广告收入的90%由六大应用巨头瓜分，分别是：Facebook、Instagram、抖音、YouTube、TikTok 和微信。其中，Meta(Facebook与Instagram母公司)占据了54%的市场份额；若排除中国市场，其份额更是高达近70%。AI驱动的靶向投放和推荐算法正进一步强化巨头优势。Omdia首席分析师 Kia Ling Teoh 指出，这些技术利好拥有海量用户数据和先进计算基础设施的“围墙花园”平台，从而挤压了小型平台的生存空间。

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