Slovenčina 
Čeština 
Shqiptare 
Österreich 
België 
български 
Bosanski 
Українська 
Eesti 
Македонски 
Türkçe 
Deutsch 
Dansk 
Español 
Français 
Suomi 
Ελληνικά 
Hrvatski 
Magyar 
Schweiz 
Italiano 
Lietuvių 
Latviešu 
Nederlands 
Norsk 
Polski 
Português 
Română 
Srpski 
Slovenščina 
Svenska 
Advertising Business Continues to Grow
Meta generated $60.8 billion in revenue during the second quarter ended 30 June 2026, up 28% year on year. On a constant currency basis, revenue increased by 27%.
The company’s advertising business benefited from both higher demand and stronger pricing. Ad impressions across Meta’s Family of Apps rose 14%, while the average price per ad increased by 12% compared with the same period last year.
Daily engagement also continued to grow. Family daily active people (DAP) averaged 3.60 billion in June, representing a 3% year-on-year increase.
Commenting on the results, Meta founder and CEO Mark Zuckerberg said artificial intelligence is already contributing to the company’s existing business while also supporting future products and enterprise opportunities.
“AI is accelerating our core business today, powering our next generation of products, and opening the door to entirely new enterprise opportunities. The results are already showing, and I’m optimistic about the potential ahead.”
Rising Costs Reduce Profitability
Despite stronger revenue, Meta reported lower earnings as expenses increased at a much faster pace.
Total costs and expenses reached $42.03 billion, up 55% year on year. The increase included $2.4 billion in legal-related charges and $1.18 billion in severance expenses following the company’s May 2026 workforce reduction.
As a result:
- Operating income declined 8% to $18.78 billion.
- Operating margin fell from 43% to 31%.
- Net income decreased 14% to $15.85 billion.
- Diluted earnings per share dropped 13% to $6.18.
Meta ended the quarter with $90.26 billion in cash, cash equivalents and marketable securities, while long-term debt stood at $83.66 billion.
AI Investment Pushes Capital Spending Higher
The company continues to increase investment in infrastructure supporting its AI ambitions.
Capital expenditure reached $31.08 billion during the quarter. Meta has also narrowed its full-year 2026 capital expenditure forecast to $130-145 billion, compared with its previous outlook of $125-145 billion.
Headcount stood at 75,472 employees at the end of June, down 1% year on year. The reported figure still includes around 8,000 employees affected by the May workforce reduction, with most expected to leave the reported headcount by the end of the third quarter.
Meta Raises Expense Outlook
Looking ahead, Meta expects third-quarter 2026 revenue to reach between $61 billion and $64 billion, assuming foreign exchange rates reduce year-on-year revenue growth by around 1%.
The company also raised the lower end of its full-year expense guidance. Total expenses are now expected to be between $165 billion and $169 billion, reflecting the legal charges recognised during the second quarter.
Meta said it still expects 2026 operating income to exceed 2025 levels. The company also increased its expected tax rate for the remaining quarters of 2026 to 15-17%, compared with its previous forecast of 13-16%.
Alongside its financial guidance, Meta noted that ongoing legal and regulatory proceedings remain a risk, including youth-related cases scheduled in the United States later this year.
What It Means for E-commerce
Meta’s latest results indicate that advertisers continue to spend more across its platforms, with both ad volume and pricing increasing year on year. For retailers and brands that rely on Facebook and Instagram advertising, the figures suggest demand for Meta’s advertising inventory remains strong, even as the company commits substantially more capital to AI infrastructure and absorbs higher legal and restructuring costs.
