Social Media Monetization 2025: An Update On The Social Media Monetization Landscape

Did you know social media platforms redistribute more than $20 billion to millions of accounts through revenue redistribution programs? In April 2024, we published a baseline report, mapping out the social media monetization landscape, with a focus on revenue redistribution programs (also known as “revenue share programs” or “ad revenue share programs”). We’re excited to share our updated Social Media Monetization 2025 deck to guide you through the big changes and trends across social media monetization in 2024 and moving into 2025.

2024 was a BIG year for social media advertising - All social media platforms except for X reported double digit ad revenue growth, with Meta alone earning $160.63b (+22% year over year).

 Ad revenue sharing continues to expand rapidly - Facebook saw a more than a 55% increase in participation in its revenue redistribution programs, jumping from 2 million participating accounts in 2023 to 3.1 million in 2024.

Social media revenue redistribution programs remain a messy, opaque business with few public disclosures, vague rules, and uneven enforcement.

Legal attacks on advertisers, standard setting bodies, and civil society had a chilling effect on transparency and accountability efforts.

 Financial precarity remains a key issue for creators and publishers, who are increasingly getting demonetized via automated processes, and struggle to appeal and make up for revenue lost.