Facebook Statistics 2026
15 key statistics on Facebook's 3.07B users, $164.5B Meta revenue, Marketplace dominance, and the AI-powered transformation of the world's largest social network.
3.07B
Monthly Active Users
+3% YoY
$164.5B
Meta Total Revenue (2024)
+22% YoY
2.11B
Daily Active Users
+5% YoY
1.2B+
Marketplace Users/Month
+15% YoY
Key Takeaways
- Facebook remains the world's largest social network with 3.07 billion monthly active users in Q4 2024 — nearly 40% of the global population
- Meta generated $164.5 billion in total revenue in 2024 (up 22% YoY), with Facebook accounting for the majority of its Family of Apps advertising
- Facebook Marketplace has over 1.2 billion monthly users, making it one of the world's largest e-commerce platforms by reach
- Despite 'Facebook is dead' narratives, daily active users grew 5% YoY to 2.11 billion — with the strongest growth in Asia-Pacific and Africa
Revenue & Financials
Meta generated $164.5 billion in total revenue in 2024 — a 22% increase year-over-year driven by AI-powered advertising
Meta Platforms reported record revenue of $164.5 billion in fiscal 2024, up 22% from $134.9 billion in 2023. Q4 2024 alone contributed $48.4 billion (up 25% YoY). Advertising revenue accounted for $160.9 billion (98% of total), with the remainder from Reality Labs ($2.1B) and other sources. The growth was fueled by AI-driven ad targeting improvements (Advantage+ campaigns), Reels monetization across Facebook and Instagram, and a resurgence in digital ad spending. Meta's ad impressions grew 11% while average price per ad increased 10%.
Meta's net income surged 60% to $62.4 billion in 2024 — a record profit margin of 38%
Meta achieved net income of $62.4 billion in 2024, up 60% from $39.1 billion in 2023 and a dramatic recovery from $23.2 billion in 2022 (the 'year of efficiency' transition). Operating margin expanded to 42%, up from 35% in 2023. The profit surge reflected both revenue growth and cost discipline — Meta's headcount fell from 86,482 in late 2022 to 67,317 after layoffs, before rising modestly to 72,404 by end of 2024. Free cash flow reached $52.1 billion, funding $35 billion in capital expenditures (primarily AI infrastructure).
Meta's market capitalization exceeded $1.7 trillion — making it the 5th most valuable company globally
Meta shares surged approximately 65% in 2024, pushing market capitalization above $1.7 trillion and making Meta the 5th most valuable public company behind Apple ($3.5T), Microsoft ($3.1T), NVIDIA ($3.0T), and Alphabet ($2.3T). The stock rally reflected Meta's 'year of efficiency' cost cuts, AI-driven ad revenue growth, and growing confidence in its AI and metaverse investments. Meta initiated its first-ever dividend in February 2024 ($0.50/share quarterly) and expanded its share buyback program to $50 billion.
Reality Labs (metaverse division) lost $16.1 billion in 2024 — bringing total losses to $58B since 2020
Meta's Reality Labs division, responsible for VR/AR hardware (Quest headsets), Horizon Worlds, and metaverse development, reported an operating loss of $16.1 billion on revenue of just $2.1 billion in 2024. Cumulative losses since 2020 exceed $58 billion. Despite the losses, Meta continues investing heavily, with Zuckerberg calling AR glasses 'the next major computing platform.' The Quest 3 headset sold approximately 5 million units in 2024. Horizon Worlds reached 500K monthly active users — far below targets but growing steadily.
Meta invested $35 billion in capital expenditures in 2024 — primarily for AI data centers and GPU clusters
Meta's capital expenditure reached $35 billion in 2024, up from $28 billion in 2023, with plans to spend $40-45 billion in 2025. The vast majority funds AI infrastructure: custom data centers, NVIDIA H100/B200 GPU clusters, and the training of Llama AI models. Meta operates one of the world's largest AI computing clusters with 600,000+ GPUs. The AI investment powers ad targeting (Advantage+), content recommendations, Meta AI chatbot (1B+ users), and generative AI features across all apps. Zuckerberg has stated AI is 'the most important technology investment of our lifetime.'
Meta Total Revenue ($B)
Revenue by Region (%)
Users & Demographics
Facebook has 3.07 billion monthly active users — the largest social network in history by a wide margin
Facebook reached 3.07 billion monthly active users (MAU) in Q4 2024, up from 3.05 billion in Q4 2023. Daily active users hit 2.11 billion, representing a 69% DAU/MAU ratio. While growth has plateaued in developed markets (U.S./Canada at 270M, Europe at 410M), Facebook continues expanding in Asia-Pacific (1.38B users) and Rest of World (730M). The 'Facebook is dead' narrative is contradicted by data: DAU grew 5% YoY and engagement metrics remain stable. Facebook is used by 37% of the world's population and 60% of all internet users.
Facebook's user base has aged significantly — 65% of users are now over 25, with the fastest-growing segment being 55+
Facebook's demographic profile has shifted substantially: users aged 18-24 represent just 18% (down from 28% in 2019), while 25-34 is 26%, 35-44 is 19%, 45-54 is 14%, and 55+ is 23% (the fastest-growing segment). The gender split is 56.6% male globally. In the U.S., Facebook has 73% penetration among adults over 50 but just 32% among 18-24 year-olds (who prefer TikTok, Instagram, and Snapchat). Facebook's older, more affluent demographic makes it valuable for insurance, real estate, healthcare, and financial services advertisers.
Asia-Pacific accounts for 45% of Facebook users but generates only 20% of revenue — a massive monetization gap
Asia-Pacific is Facebook's largest region by users (1.38B MAU, 45% of total) but generates only 20% of Meta's advertising revenue. Average revenue per user (ARPU) tells the story: U.S./Canada ARPU is $68.44 per quarter, Europe is $19.92, Asia-Pacific is $5.82, and Rest of World is $3.96. The U.S./Canada generates 47% of Meta's revenue with just 9% of users. This regional disparity represents both a challenge (revenue concentration risk) and a massive growth opportunity as digital ad spending matures in developing economies.
Facebook DAU Growth (M)
MAU by Region (M)
Platform & Products
Facebook Marketplace has 1.2 billion+ monthly users — rivaling eBay and Craigslist combined in U.S. reach
Facebook Marketplace, launched in 2016, now attracts over 1.2 billion monthly users globally, making it one of the world's largest peer-to-peer commerce platforms by reach. In the U.S., Marketplace is used by 40% of Facebook users and handles an estimated $200 billion+ in annual gross merchandise value. Marketplace has effectively replaced Craigslist as the primary platform for local buying/selling in many markets. Key categories include furniture, vehicles, electronics, and apparel. Meta is expanding Marketplace with shipping options, buyer protection, and business seller tools.
Facebook Groups have 1.8 billion monthly active users — with 'meaningful' group interactions growing 20% YoY
Facebook Groups remain the platform's most engaged feature, with 1.8 billion people using Groups monthly. There are over 620 million active Groups globally. 'Meaningful interactions' within Groups (comments, reactions, shares within groups) grew 20% year-over-year in 2024. The most popular Group categories are buy/sell, hobbies, parenting, health/wellness, and local community. Groups drive 50% more time spent on Facebook than the News Feed. Meta has invested in Group admin tools, monetization features (paid membership groups), and AI-powered moderation.
Facebook Reels receives 200 billion+ daily plays — matching Instagram Reels as Meta's short-form video bet pays off
Facebook Reels, launched globally in early 2022, now receives over 200 billion daily plays — matching Instagram Reels. Short-form video consumption on Facebook grew 80% year-over-year in 2024. Reels now accounts for 30% of time spent on Facebook (up from 15% in 2023). Monetization has matured: Reels ad revenue on Facebook is growing 30%+ quarterly, though CPMs remain 20-30% below Feed ads. Zuckerberg noted that 'Reels is now a revenue tailwind, not a headwind' after years of cannibalizing higher-monetized Feed content. Facebook Reels are particularly popular among users 25-44.
Facebook's News Feed organic reach has declined to 1.9% — forcing brands to rely almost entirely on paid advertising
Average organic reach for Facebook business pages fell to 1.9% in 2024, down from 2.2% in 2023, 5.2% in 2020, and 16% in 2012. This means a page with 100,000 followers can expect only 1,900 people to see an organic post. Engagement rate for organic posts averages 0.07% — the lowest among major social platforms. The decline is intentional: Meta's algorithm prioritizes content from friends, family, and Groups over business pages, pushing brands toward paid advertising. Average Facebook ad CPM is $7.19 (U.S.), with retail, finance, and technology being the highest-spending verticals.
Global ARPU Trend ($)
Future Outlook
Meta AI has been used by over 1 billion people across Facebook, Instagram, WhatsApp, and Messenger
Meta AI, powered by the Llama 3.1 model, reached 1 billion+ users across Meta's Family of Apps by late 2024. On Facebook, Meta AI powers conversational search, content summarization, AI-generated image creation, and ad creative tools. Meta AI appears in the Facebook search bar, Messenger conversations, and News Feed. Zuckerberg's goal is for Meta AI to become 'the most-used AI assistant in the world.' The company also open-sourced Llama 3.1 (405B parameters), making it the most capable open-source AI model available.
Facebook's advertising business generates $8,400+ per employee — the highest revenue-per-employee ratio in tech
With 72,404 employees generating $164.5 billion in revenue, Meta achieves approximately $2.27 million in revenue per employee — one of the highest ratios in the technology industry. For comparison, Alphabet generates $1.76M/employee and Apple generates $2.38M/employee. Meta's 'Year of Efficiency' (2023) reduced headcount by 22% while revenue continued growing, dramatically improving per-employee productivity. AI automation has reduced the need for human content moderators, ad reviewers, and customer support staff.
Analysts project Meta's revenue to reach $220B+ by 2027 — with Facebook remaining the core cash engine
Wall Street consensus projects Meta's total revenue to reach $220-230 billion by 2027, representing approximately 35% growth from 2024. Facebook is expected to remain the primary revenue driver (contributing 55-60% of Family of Apps revenue), though Instagram's share continues rising. Key growth catalysts include: (1) AI-optimized ad delivery improving conversion rates 15-20%, (2) Reels monetization closing the CPM gap with Feed, (3) Marketplace commerce expansion, (4) emerging market ARPU growth, and (5) potential Threads monetization beginning in 2025.
Financial Summary Table
| Metric | 2022 | 2023 | 2024 | YoY |
|---|---|---|---|---|
| Meta Total Revenue | $116.6B | $134.9B | $164.5B | +22% |
| Net Income | $23.2B | $39.1B | $62.4B | +60% |
| Facebook MAU | 2.96B | 3.05B | 3.07B | +1% |
| Facebook DAU | 2.00B | 2.09B | 2.11B | +1% |
| Family of Apps DAP | 2.96B | 3.19B | 3.35B | +5% |
| Global ARPU | $39.63 | $44.63 | $53.21 | +19% |
| Employees | 86,482 | 67,317 | 72,404 | +8% |
"AI is the most important technology investment of our lifetime. We're building the leading AI company in the world and integrating it across everything we do — from the way 3 billion people discover content to how 10 million advertisers reach their customers."
Methodology
All statistics in this report are sourced from Meta Platforms' official SEC filings (10-K, 10-Q), quarterly earnings reports and investor presentations, and reputable third-party research firms including Pew Research Center, Hootsuite, Goldman Sachs, and NASDAQ. Meta reports consolidated 'Family of Apps' metrics; Facebook-specific figures are as disclosed by Meta or estimated by analysts. This report is updated quarterly.
Frequently Asked Questions
How many users does Facebook have?
Facebook has 3.07 billion monthly active users and 2.11 billion daily active users as of Q4 2024. It remains the world's largest social network, used by approximately 37% of the global population.
How much revenue does Facebook generate?
Meta Platforms (Facebook's parent company) generated $164.5 billion in total revenue in 2024. Facebook is the largest contributor to Meta's advertising revenue, though Meta does not separately report Facebook-specific revenue.
Is Facebook still growing?
Yes, though slowly. Facebook's MAU grew 1% YoY to 3.07B, while DAU grew 5% to 2.11B. Growth is strongest in Asia-Pacific and Africa. Revenue grew 22% in 2024, driven by AI-improved ad targeting and Reels monetization.
What age group uses Facebook the most?
Facebook's user base has shifted older: 25-34 (26%), 35-44 (19%), 45-54 (14%), and 55+ (23%) are the dominant segments. Only 18% of users are 18-24, as younger demographics prefer TikTok, Instagram, and Snapchat.
How much does Meta spend on the metaverse?
Meta's Reality Labs division lost $16.1 billion in 2024 on revenue of $2.1 billion. Cumulative metaverse losses since 2020 exceed $58 billion. Meta continues investing heavily, planning $40-45 billion in capex in 2025.
How big is Facebook Marketplace?
Facebook Marketplace has over 1.2 billion monthly users globally. In the U.S., it handles an estimated $200 billion+ in annual gross merchandise value, making it one of the largest commerce platforms by reach.
Sources
Last checked: March 2026
Meta — Q4 2024 Earnings Report & 10-K Annual Filing (2024)
Meta — Quarterly Earnings Supplemental Data (2024)
Pew Research Center — Social Media Use in 2024 (2024)
Hootsuite — Facebook Organic Reach & Engagement Report (2024)
NASDAQ — META Stock Performance Data (2024)
Goldman Sachs — Meta Platforms Revenue Forecast (2024)
Meta — AI Product Announcements & Llama Documentation (2024)
Meta — Facebook Marketplace & Groups Product Blog (2024)