LinkedIn Strengthens Grip on B2B Marketing as Ad Revenue Hits $8.2 Billion

...Growth Driven by AI, Creators, and Connected TV 

LinkedIn is tightening its dominance in the global B2B marketing space, with advertising revenue forecast to hit $8.2 billion in 2025, up 18.3% year-on-year, according to WARC Media’s latest Platform Insights report. The growth is fuelled by a surge in B2B creator activity, the rise of generative AI brands, and the platform’s expanding Connected TV (CTV) capabilities.

The Microsoft-owned platform is projected to reach $9.7 billion in ad revenue by 2026 and $11.3 billion by 2027, outpacing rivals like Snapchat, Pinterest, and Reddit.

“LinkedIn accounts for a small part of Microsoft’s overall revenue. However, its ad business is outpacing other mid-size platforms like Snapchat and Pinterest. Its premium subscriptions continue to rise, and efforts in growing B2B creators, video formats, and CTV campaigns are delivering returns,” said Celeste Huang, Media Insights Analyst at WARC Media.

LinkedIn currently reaches around 350 million active users per month, though its professional audience is nearing saturation in major markets such as the US and UK. The LinkedIn Audience Network continues to extend advertiser reach across third-party sites, while Asia Pacific leads with 277 million users, followed by Europe (257 million) and North America (233 million).

The report also highlights the platform’s success in the US, where Kantar’s Media Reactions survey shows LinkedIn’s ads enjoy high levels of trust and engagement. Short-form video is growing 12% annually, and its CTV partnerships with NBCUniversal, Roku, and Samsung now reach more than 105 million connected devices in the US.

LinkedIn has also seen rising engagement from high-net-worth individuals and decision-makers, with 10 million C-level executives active on the platform. The company’s Creator Accelerator Program continues to attract professionals seeking to build credibility and influence within the B2B ecosystem.

As businesses invest more heavily in AI and digital transformation, LinkedIn’s blend of trusted professional content, precision targeting, and expanding video formats positions it as the leading platform for B2B marketing growth worldwide.