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State of the Screens

Is The Metaverse Really The Answer To Meta’s Problems?

By February 10, 2022February 13th, 2022No Comments

2022-02-09_19-27-01

Big news: Facebook suffered the largest one-day drop ever (↓ 26% or ↓ $230B) after weaker-than-expected revenue/user/growth.

Meta advertising revenue (YoY growth):
1) 
2015 – $17.1B
2) 
2016 – $26.9B (↑ 57%)
3) 2017 – $39.9B (↑ 49%)
4) 2018 – $55.0B (↑ 38%)
5) 2019 – $69.7B (↑ 27%)
6) 2020 – $84.2B (↑ 21%)
7) 2021 – $114.9B (↑ 37%)

8A4F.1-2021Q4A

Meta daily active users in the U.S. & Canada (YoY growth):
1) 2015-Q4 – 169M
2) 
2016-Q4 – 180M (↑ 7%)
3) 2017-Q4 – 184M (↑ 2%)
4) 2018-Q4 – 186M (↑ 1%)
5) 2019-Q4 – 190M (↑ 2%)
6) 2020-Q4 – 195M (↑ 3%)
7) 2021-Q4 – 195M (↑ 0%)

8A4F.1-2021Q4B

Quote from Mark Zuckerberg – CEO @ Meta:
“Although our direction is clear, it seems that our path ahead is not quite perfectly defined.”

Flashback: Why Isn’t Facebook (Meta) Getting Likes From Young Users?

Big question #1: What is happening with time spent with Facebook and Instagram?

Time spent in minutes with Facebook for the U.S. (YoY growth) according to Sensor Tower / Morgan Stanley:
1) 2016 – 1.9T 
2) 2017 – 2.4T (↑ 25%)
3) 2018 – 2.4T (↑ 2%)
4) 2019 – 2.3T ( 8%)
5) 2020 – 2.7T (↑ 21%)
6) 2021 – 2.9T (↑ 7%)

Time spent in minutes with Instagram for the U.S. (YoY growth):
1) 2016 – 904B 
2) 2017 – 1.5T (↑ 65%)
3) 2018 – 1.6T (↑ 7%)
4) 2019 – 1.5T ( 6%)
5) 2020 – 1.6T (↑ 4%)
6) 2021 – 1.7T (↑ 9%)

Growth in time spent with social media for the U.S. between 2019-21:
1) Facebook + Instagram – ↑ 23%
2) Everyone else – ↑ 76%


Share of Gen Z that use Instagram weekly according to Forrester:
1) 2019 – 64%
2) 2020 – 61%
3) 2021 – 57%

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.