The numbers
$58.1 billion: Meta’s This fall 2024 advert income, up 24% year-over-year. General income was $59.89 billion, additionally up 24% year-over-year.
18%: The year-over-year improve in advert impressions delivered throughout Meta’s apps.
6%: The typical improve in value per advert year-over-year.
3.5 billion: Variety of folks utilizing a minimum of one among Meta’s apps each day.
$955 million: Actuality Labs income, down 12% year-over-year.
30%: The year-over-year improve in Instagram reels watch time within the U.S.
$115 to $135 billion: Funding in capital expenditures in 2026.
Watercooler discuss
Meta boss Mark Zuckerberg appears to leverage extra AI brokers, saying “there’s an enormous delta” between individuals who use, and don’t use brokers. Zuckerberg stated an agent’s potential to see “distinctive context” makes Meta’s tech “helpful.”
Meta stated it’s working to extra tightly join massive language fashions with the advice programs that energy Fb, Instagram, Threads in addition to its promoting enterprise. These efforts lengthen to “agentic buying” surfacing throughout feeds and apps like WhatsApp.
This, alongside new media codecs Zuckerberg described as “immersive and interactive,” are made doable by advances in AI. He pointed to sensible glasses because the clearest expression of that imaginative and prescient, saying Meta is directing the majority of its Actuality Labs funding towards glasses and wearables. Losses on the unit are anticipated to be much like final yr and sure at their peak, Zuckerberg stated, with losses set to slim progressively as the corporate continues to execute on its long-term technique.
Meta stated capital expenditures totaled $22.1 billion within the fourth quarter and warned of a pointy improve in 2026, guiding to $115–$135 billion because it ramps up investments in AI and knowledge facilities.
Nonetheless, advertisements are nonetheless going to be how Meta primarily makes cash, Zuckerberg stated. Meta is constant to roll out its AI enterprise assistant, increasing entry to extra advertisers within the coming months, stated Susan Li, Meta’s CFO.
The push comes as Meta expands its advert footprint. This month, Meta started rolling out advertisements on Threads globally, and the corporate is operating two Tremendous Bowl spots to advertise its Meta Oakley AI glasses.
Behind the scenes, Meta has been ramping up AI infrastructure, together with a significant knowledge heart build-out to maintain tempo with rivals comparable to OpenAI and Google. In 2025, Meta additionally overhauled its AI group, investing $14.3 billion in Scale AI to rent founder Alexandr Wang and several other senior engineers. Extra lately, the corporate named Dina Powell McCormick as president and vice chair and purchased Manus, a Singapore-based developer of general-purpose AI brokers.
