A new report reveals that ad blocking software will cost websites more than $21 billion in lost revenue in 2015.
The report, issued by PageFair and Adobe for the third consecutive year, shows that there currently are 198 million active ad block users around the world.
According to the report, the websites are estimated to lose $21.8 billion in advertising revenues during 2015 due to ad blocking. The report states that ad blocking costs in the United States are expected to hit $10.7 billion this year, compared to $5.8 billion in revenue in 2014. The revenue loss is projected to grow to $20.3 billion in 2016.
Globally, the ad blocking cost is likely to hit more than $40 billion by 2016. The number of people using ad blocking software globally grew by 41% in the last 12 months. In the United States, ad blocking use grew by 48% to reach 45 million active users in 12 months up to June 2015. The report finds that 16% of the U.S. online population blocked ads during the second quarter. People in the Oregon are using increasingly using ad blocking software. Washington D.C. has the lowest ad blocking rate, according to the report.
In Europe, ad blocker usage in Europe increased grew by 35% during the past year, increasing up to 77 million users during the second quarter.
The report blames Google’s Chrome web browser for the increase in ad blocking usage.