Adblock statistics 2026
Ad-blocking statistics every publisher should know (2026)
A compiled, regularly-updated reference on ad-block adoption and the revenue it costs publishers. Figures are industry estimates aggregated from public reports: ranges, not guarantees.
The headline numbers
of internet users run an ad blocker on at least one device, depending on the study and region.
in ad revenue is estimated lost to ad blocking each year, with industry figures around $54B+ for 2024.
of a typical publisher's potential ad revenue is lost to blocking and consent rejection combined.
uBlock Origin and its Manifest-V3 sibling uBlock Origin Lite are now the dominant blockers, and ignore Acceptable Ads by default.
Ad-block rates by publisher type
Blocking skews heavily by audience: tech-savvy and younger audiences block far more. Typical ranges we see:
| Publisher type | Typical ad-block rate |
|---|---|
| News & magazines | 15–25% |
| WordPress sites & blogs | 20–35% |
| Blogger & Blogspot blogs | 20–35% |
| Forums & communities | 25–40% |
| E-commerce & affiliate | 30–45% |
| Gaming & streaming | 35–50% |
| Video & media | 40–55% |
By device: desktop blocks the most
Ad blocking is far more common on desktop, where browser extensions are trivial to install. Mobile is lower but rising through blocking browsers and DNS filters.
| Device | Typical ad-block rate |
|---|---|
Desktop Browser extensions like uBlock Origin drive the highest rates. | 30–45% |
Mobile web Lower, but climbing via Brave, AdGuard and Samsung Internet. | 10–20% |
Any device (per user) Users blocking on at least one of their devices. | ~40%+ |
By country and region
Adoption is highest in German-speaking and Eastern European markets and lower across much of Asia and Latin America on desktop. Estimated desktop ranges:
| Region | Typical ad-block rate |
|---|---|
Germany & Austria | 30–40% |
Eastern Europe (Poland, Greece) | 30%+ |
United States | 25–35% |
United Kingdom & Western Europe | 20–30% |
Latin America | 15–25% |
By age: younger audiences block far more
Ad-block use falls steadily with age. If your readers skew young or technical, plan for the top of every range:
| Age group | Typical ad-block rate |
|---|---|
16–24 | 40–50% |
25–34 | 35–45% |
35–44 | 25–35% |
45–54 | 20–30% |
55+ | 15–20% |
Ad-blocker market share
Which blocker your visitors run matters: Acceptable-Ads blockers still show some ads, while uBlock-family blockers show none by default.
The dominant blocker on Firefox and Chromium; blocks by default, no Acceptable Ads.
The Manifest-V3 successor on Chrome, and harder to detect with classic scripts.
Huge install base, but allowlists some ads through the Acceptable Ads programme.
Extension plus standalone apps and DNS-level filtering across devices.
Built into the Brave browser and on by default, so users install nothing.
Privacy-first blocker with a loyal, tracker-focused user base.
How to read these numbers
- Adoption varies widely by country, device and audience: desktop and tech/gaming audiences block far more than mobile or mainstream ones.
- “Revenue lost” is not the same as “revenue recoverable”: a recovery flow wins back a share of blocked visitors, not all of them.
- Methodologies differ between reports, so treat every figure as an estimate within a range, not a precise constant.
Compiled from public industry reports and ad-tech vendor data, 2024–2026. Per-vertical ranges reflect AntiAdBlock Core's own publisher-facing benchmarks.
Adblock statistics FAQ
What percentage of users use ad blockers in 2026?
Estimates commonly land around 40%+ of internet users on at least one device, though studies range from roughly 30% to over 43% depending on region, device and how usage is measured. Desktop and tech-savvy audiences block far more than mobile-first, mainstream ones.
How much ad revenue is lost to ad blockers?
Industry estimates put annual losses in the tens of billions of dollars. Figures around $54B+ have been cited for 2024. For an individual publisher, blocking plus consent rejection typically costs 10–30% of potential ad revenue.
Which ad blocker is most common?
uBlock Origin is the most widely used blocker, and uBlock Origin Lite is its Chrome Manifest-V3 successor. Both ignore the Acceptable Ads programme by default, which is why reinsertion-based recovery underperforms against them and active detection matters.
How many people use ad blockers in the United States?
US desktop ad-block rates are commonly estimated in the 25-35% range: lower than Germany, but higher than much of Asia and Latin America. Counting any device, the share of US users who block on at least one is higher still.
Do more people block ads on desktop or mobile?
Desktop, by a wide margin, because browser extensions are trivial to install there. Mobile web blocking is lower, roughly 10-20%, but growing through blocking browsers like Brave and DNS-level filters.
What percentage of users block ads by age?
Ad blocking peaks with 16-24 year-olds, often around 40-50%, and falls steadily to roughly 15-20% among users 55 and older. A young or tech-savvy audience blocks far more than a mainstream one.
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