2015 global report on ad blocking

In this report PageFair drill into geographic detail, providing per-country and per-state information on ad block usage rates, monthly active user counts, as well as estimates of the total cost to publishers in many regions. We find that not only has ad blocking continued its fast growth on desktop, but it has also leaped onto mobile in Asia, and will soon go mobile in the West with the upcoming launch of content blocking on iOS.

• Ad blocking estimated to cost publishers nearly $22 billion during 2015.
• There are now 198 million active adblock users around the world.
• Ad blocking grew by 41% globally in the last 12 months.
• US ad blocking grew by 48% to reach 45 million active users in 12 months up to June 2015.
• UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.

More consumers block ads, continuing the strong growth rates seen during 2013 and 2014.

• Globally, the number of people using ad blocking so »ware grew by 41% year over year.
• 16% of the US online population blocked ads during Q2 2015.
• Ad block usage in the United States grew 48% during the past year, increasing to 45 million monthly active users (MAUs) during Q2 2015.
• Ad block usage in Europe grew by 35% during the past year, increasing to 77 million monthly active users during Q2 2015.
• The estimated loss of global revenue due to blocked advertising during 2015 was $21.8B.
• With the ability to block ads becoming an option on the new iOS 9, mobile is starting to get into the ad blocking game. Currently Firefox and Chrome lead the mobile space with 93% share of mobile ad blocking.

Usage of ad blockers in the United States grew by 48% during the past year, increasing to 45 million average monthly active. Ad block usage in Europe grew by 35% during the past year, increasing to 77 million monthly active users in Q2 2015. Ad block usage in the United States resulted in an estimated $5.8B in blocked revenue during 2014. It is expected to cost $10.7B in 2015 and $20.3B in 2016. The global cost of ad blocking is expected to be $41.4B by 2016.