Last year, YouTube generated the most ad revenue for users under 12 ($959.1 million), followed by Instagram ($801.1 million) and Facebook ($137.2 million), according to a Harvard University study.
Meanwhile, Instagram generated the most ad revenue for users aged 13-17 ($4 billion), followed by TikTok ($2 billion) and YouTube ($1.2 billion).
Snapchat received the largest share of its total ad revenue in 2022 for users under 18 (41%), followed by TikTok (35%), YouTube (27%) and Instagram (16%).
In total, social networks earned about $11 billion from advertising to minors.
How was the research conducted? Analysts have previously estimated the number of users under 18 on Facebook, Instagram, Snapchat, TikTok, X (formerly Twitter) and YouTube in 2022, based on US Census data and survey data from Common Sense Media and Pew Research. They then used data from research firm Insider Intelligence and Qustodio, a parental control app, to estimate each platform’s U.S. ad revenue and the time kids spent on each platform per day.
The researchers say the findings support the need for government regulation of social media, as regulations, as well as greater transparency from tech companies, could help reduce harm to youth mental health and reduce potentially harmful advertising practices aimed at children and teens.
In early December, the Federal Trade Commission proposed sweeping changes to the law that governs how online companies can track and serve ads to children. The proposed changes include turning off targeted ads for children under 13 by default and limiting push notifications.
Meta, which owns Instagram and Facebook, previously faced lawsuits from dozens of states for allegedly contributing to the mental health crisis.
Even more Instagram ads will now be added to search results and push notifications
