LONDON, 21 October 2025 — LinkedIn, long recognised as a leader in business-to-business (B2B) marketing, continues to strengthen its position through advanced professional targeting capabilities.
According to WARC Media’s Platform Insights report, ad investment on the Microsoft-owned platform is forecast to hit US$8.2 billion in 2025, up 18.3% year-on-year, driven by growth in generative AI (Gen AI), B2B creators, and connected TV (CTV) campaigns.
Celeste Huang, Media Insights Analyst at WARC Media and author of the report, said:
“While LinkedIn accounts for a small share of Microsoft’s total revenue, its ad business is outpacing other mid-size platforms like Snapchat and Pinterest. Premium subscriptions, B2B creators, video formats, and CTV expansion are delivering solid returns.”
WARC forecasts LinkedIn’s ad revenue to reach US$9.7 billion in 2026 and US$11.3 billion by 2027, placing it ahead of other mid-tier social platforms such as Snapchat (USD 6 billion), Pinterest (USD 4.2 billion), and Reddit (USD 2.2 billion).
Business and industrial sectors account for the largest share of ad spending, followed by technology and government. Retail, meanwhile, contributes just 2% of total ad revenue.
LinkedIn holds a modest share of total digital ad spend globally: 3.2% in the US, 2.4% in the UK, and below 2% in most other major markets. However, Gen AI companies are a notable bright spot, allocating 12% of their digital ad budgets to LinkedIn, compared to an average of 3% across all categories.
User Engagement and Reach
LinkedIn ads reach around 350 million users monthly, though the platform boasts 1.2 billion registered users. Its Audience Network extends reach beyond LinkedIn to third-party sites, generating 1.8 million feed updates per minute.
Asia Pacific remains LinkedIn’s largest market, with 277 million users, followed by Europe (257 million) and North America (233 million). The US and India together make up one-third of LinkedIn’s audience.
Regional Outlook: Asia’s Role in LinkedIn’s Growth
In Southeast Asia, markets like Singapore, Malaysia, and Indonesia are emerging as key growth hubs for LinkedIn’s advertising ecosystem. Regional adoption of AI-driven marketing and strong SME participation are fuelling demand for precision-targeted B2B campaigns. With Asia Pacific accounting for the platform’s largest user base, the region is expected to remain a critical engine of growth in LinkedIn’s global advertising strategy.
In the US, LinkedIn ads perform strongly on trust and relevance, according to Kantar’s Media Reactions survey. Short-form videos are growing by 12% annually, while CTV partnerships with NBCUniversal, Roku, and Samsung extend LinkedIn’s reach to over 105 million connected devices monthly.
With 10 million C-level executives and double the buying power of the average web audience, LinkedIn’s emphasis on credibility, precision, and professional influence continues to make it the most effective platform for B2B marketers.
