Nearly 10 percent of Facebook's global revenue, or about $5 billion, comes from China, despite being banned from operating in the country, according to a new report by Pivotal research analyst Brian Wieser. This means China is the second-largest ad spender on Facebook, only behind the U.S.
Until recently, Facebook only disclosed revenue on a per-user basis. But "new disclosures allow us to see revenues by billing address for customersadvertisers, primarily, rather than usersin each of four regions and it gives us new clues about the importance of Chinese advertisers to the company," says Wieser.
And many experts, including Wieser, believe China will increase ad spend on Facebook for the foreseeable future. This could mean that U.S.-based marketers will face increasing competition for both ad space and services or products as phone manufacturers such as Huawei, Xiaomi attempt to reach American consumers. (Powerhouse platforms such as Alibaba, TenCent and JD are also attempting to target the same people with their e-commerce platforms.)