Alphabet, Meta and Amazon take 46% of all advertising spend

Rob Clapp

An overview of Alphabet, Meta and Amazon's share of global advertising spend.

Alphabet, Meta and Amazon receive almost half (46.1%) of all advertising spend, according to WARC Data's analysis of company reports.

The three companies are leaders in their respective media – Alphabet in search (Google) and online video (YouTube), Meta in social media (Facebook and Instagram), and Amazon in e-commerce – and have steadily grown their share of the advertising market.

While they accounted for a third (33.8%) of all advertising investment in 2019 before the pandemic, the digital acceleration from consumers and brands in 2020 and 2021 has pushed this share even higher. If their current rate of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands