Adblock statistics // reviewed
Adblock statistics 2026: how many people block ads, and what it costs publishers
About 3 in 10 internet users aged 16 or older block ads: 29.8% in GWI's fourth-quarter 2025 survey, published by DataReportal in April 2026. Counting products instead of people, eyeo's 2026 Ad-blocking Report estimates 1.1 billion ad-blocking users worldwide in the same quarter. Every figure on this page names its source, its date and what it counts: people, products or page views.
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Ad blocking statistics at a glance
Six figures, each with what it counts.
Products
1.1 billion
Ad-blocking users worldwide, Q4 2025
Counts Active users of a product that blocks ads
eyeo, Ad-blocking Report 2026People
29.8%
Internet users aged 16 or older who block ads, Q4 2025
Counts People, survey
GWI via DataReportal, April 2026Page views
33%
Ad-block rate in the US, 2025, in eyeo's country table
Counts Aggregate traffic data of Blockthrough domains (the table credits GWI)
eyeo, Ad-blocking Report 2026Products
629M vs 448M
Mobile vs desktop ad-blocking users, Q4 2025
Counts Active users
eyeo, Ad-blocking Report 2026Page views
21%
Average share of page views with an ad blocker
Counts Page views in Blockthrough's network: more than 10 billion on 9,453 sites (report of July 2022)
Blockthrough, 2022 PageFair Adblock ReportProjection
$54 billion
Ad revenue expected lost to ad blocking in 2024, about 8% of global digital ad spend
Counts Projection
eyeo and Blockthrough, 2023 Ad-Filtering Report
People, devices or page views: why ad blocking figures disagree
Ask how many people use ad blockers and you will find 29.8%, 1.1 billion and 21%. Most of these numbers are not wrong. They count different things.
Surveys // GWI
People who say they block
Surveys such as GWI's ask internet users. They answer “how many people”, counting anyone who blocks in at least part of their online activity.
29.8% of internet users aged 16+
Estimates // eyeo
Users of blocking products
eyeo adds up active users of extensions, blocking browsers, apps and DNS services, and puts them at 30% of the internet population. eyeo counts users of products, not unique people.
1.1 billion users worldwide
Measurement // Blockthrough
Page views with a blocker
Measurement on websites counts the share of page views where ads were blocked. It is the closest of the three to what a publisher loses, with a limit: no measurement sees every kind of blocking.
21% of page views, Blockthrough 2022
Your site
Quote a figure with what it counts, and plan with the third kind, measured on your own site.
A site's ad-block rate is its page views with a blocker divided by all its page views.
Is ad blocking growing?
Yes, in absolute numbers. eyeo counts 1.1 billion ad-blocking users in Q4 2025, up 13% on its 2023 report, led by mobile and by low- and middle-income countries (up 23%), while higher-income countries fell 14%. As a share of internet users, GWI moves from 31.5% in the first quarter of 2024 to 29.8% in the fourth quarter of 2025; GWI added audiences aged 65+ in early 2024 and warns that earlier quarters are not comparable. eyeo's own global table says internet users are growing faster than ad-block users.
Ad-blocking users worldwide, Q4 2025
1.1 billion
up 13% on eyeo's 2023 report
Source eyeo, Ad-blocking Report 2026GWI via DataReportal, April 2026eyeo, which makes Adblock Plus and AdBlock, estimates users from Opera, Brave, AdGuard and Chrome-Stats data.
Mobile vs desktop ad blocking
eyeo counts more mobile ad-blocking users than desktop ones: 629 million against 448 million in Q4 2025. Mobile grew 27% since 2023; desktop fell 4%.
YouGov's April 2024 survey in 48 markets counts anti-tracking tools as well as ad blockers, and finds that two in five consumers use neither.
Mobile users
629 million
up 27% since 2023
Desktop users
448 million
down 4% since 2023
What we measure on sites that use AntiAdBlock Core
Across the sites that use AntiAdBlock Core, 23.7% of page views between Aug 28, 2026 and Oct 17, 2026 had an ad blocker: 46 million page views in all. This is one network with its own mix of sites, not a market average.
One network // not the market
23.7%
of page views had an ad blocker
Window Aug 28, 2026 to Oct 17, 2026 (51 days)
Page views 46 million
Read on Oct 18, 2026
Method: the share of page views that had an ad blocker, divided by all page views on those sites, aggregated across sites with no site named. A detection is a page view with an ad blocker.
The mix of sites is ours, not the market's: do not compare these rates with the survey figures above, which count people.
Source AntiAdBlock Core, 2026
Ad blocker usage by country
eyeo's 2026 report gives a country table: among the 15 countries we show, rates run from 41% in Indonesia to 15% in Japan. The table is credited to GWI, but the report's own methodology describes aggregate Blockthrough traffic data, so we read it as a rate of page views, not of people.
| Country | Rate (%) |
|---|---|
| Indonesia | 41% |
| Vietnam | 39% |
| USA | 33% |
| Canada | 33% |
| Germany | 31% |
| France | 29% |
| Spain | 29% |
| Brazil | 29% |
| United Kingdom | 27% |
| Colombia | 24% |
| Mexico | 22% |
| Chile | 22% |
| Argentina | 20% |
| South Korea | 17% |
| Japan | 15% |
Source eyeo, Ad-blocking Report 2026eyeo, Ad-blocking Report 2026, p. 7 (table) and p. 13 (methodology, which splits the rates into desktop and other devices).
Ad blocker usage by age
The curve is nearly flat up to age 54 and lower from 55. In GWI's fourth-quarter 2025 data the highest group is 35 to 44 (28.3% of women, 35.3% of men) and 55 to 64 is lower (21.3% of women, 29.1% of men). The gap between men and women, 7 to 8 points, is about as large as the biggest gap between ages.
- 25.4% · 33.8% 16-24
- 27.1% · 34.8% 25-34
- 28.3% · 35.3% 35-44
- 25.2% · 33.1% 45-54
- 21.3% · 29.1% 55-64
Women Men
Whatever your audience's age, plan with your own measurement, not with an age table.
Source GWI via DataReportal, April 2026The 65+ group is not comparable and is left out.
Which ad blockers people use: install counts
We found no market share for ad blockers published by an independent body. The closest public measure is the user count each store shows, which is not a count of people.
| Blocker | Chrome Web Store | Firefox (daily users) |
|---|---|---|
| AdBlock | 64,000,000 | 1,420,481 |
| Adblock Plus | 40,000,000 | 2,956,884 |
| uBlock Origin Lite | 21,000,000 | n/a |
| AdGuard AdBlocker | 17,000,000 | 1,852,665 |
| uBlock Origin | n/a | 11,545,013 |
| AdBlocker Ultimate | n/a | 1,089,580 |
| Ghostery | 2,000,000 | 1,037,788 |
n/a: no listing, or no figure read. Counts are not comparable between stores.
Blocking also ships inside browsers: Brave blocks ads by default and reports 128.3 million monthly active users (Sep 30, 2026).
eyeo, which runs Acceptable Ads, counts more than 400 million users of the program, which lets through ads that meet its standard.
Source Google, 2026Mozilla, 2026Brave, 2026eyeo, Ad-blocking Report 2026Store listings read Oct 18, 2026, named and not linked: this page does not link to ad blocker downloads. This page does not rank or recommend ad blockers.
Ad block rates by publisher type
Rates vary a lot with the audience. Blockthrough published five site categories, chosen for relatively high rates and a mature ad market, from 16% for news and media to 31% for games; the same source says some categories and countries are above 40%. Its measurement did not see VPN, DNS or network-level blockers, so real rates run higher.
Ad blocking on your type of site News Gaming Video WordPress Blogger Forums E-commerce
Source Blockthrough, 2022Blockthrough, March 2022: 10 billion page views, categories with 100,000+.
Ad blocking revenue loss: what it costs publishers
The estimate eyeo and Blockthrough published is a projection for 2024, not a measured figure: ad blocking expected to cost publishers $54 billion, about 8% of the $695 billion eMarketer projected for global digital ad spend. It comes from companies that sell ad filtering and recovery; we found no independent audited total.
A paper in the National Bureau of Economic Research series measured something else, traffic rank: each extra percentage point of visitors with ad blockers worsened a site's traffic rank by about 0.6% over 35 months.
For one site, the loss is page views with a blocker times what a page view earns. In Blockthrough's 2022 survey, 94% of publishers said they could not quantify it precisely.
$54 billion expected lost to ad blocking
about 8%
$695 billion global digital ad spend (eMarketer projection, 2024)
Source eyeo and Blockthrough, 2023 Ad-Filtering ReportNBER, 2017Blockthrough, 2022 PageFair Adblock ReportRyan, an author of the NBER paper, then worked for PageFair, which measured ad blocking and sold ad recovery.
The average is not your rate: measure your own
A country average or a sector range tells you whether ad blocking matters, not what it costs your site: that depends on your readers, their devices and their countries.
On Max and Business, the dashboard also splits blocking by type (extension, browser, Brave, network) and by device, browser and country.
Once it is live, here is how to read your adblock rate and recovered revenue and check the gain in your ad network.
- Paste one tag, about 60 seconds
- Your dashboard shows your ad-block rate day by day, on every plan
- Put a price on it with the calculator, using your rate and your CPM
Free plan: 5,000 detections a month on one site, no payment method. A detection is a page view with an ad blocker.
29.8%
?
Methodology and sources
A figure goes in only if we read it in its primary source or in the publisher's own summary. Each one says what it counts and who published it, including any commercial interest, and surveys, install counts and page views are never mixed into one number. We review the page when a report gets a new edition; the date is at the top.
- Ad-blocking Report 2026 eyeo · Estimated active users of products that block ads; a country table credited to GWI (see Ad blocker usage by country). eyeo makes Adblock Plus and AdBlock and runs Acceptable Ads.
- Digital 2026 Mid-Year Global Update DataReportal · People aged 16+ in a GWI online survey, Q4 2025: tools used to block ads in at least part of their activity.
- 48-market research on ad blockers YouGov · People: adults in 48 markets; counts ad blockers and anti-tracking tools.
- 2023 Ad-Filtering Report eyeo and Blockthrough · Projected revenue lost to ad blocking in 2024 (public summary). Both companies sell ad filtering and recovery.
- 2022 PageFair Adblock Report Blockthrough · Page views: 10 billion+ on 9,453 sites; publisher survey. Blockthrough is an eyeo company and sells ad recovery.
- Top 5 IAB verticals and geos, ranked by adblock rates Blockthrough · Desktop page views by IAB category, 2020 to 2021; excludes VPN and DNS. Blockthrough is an eyeo company and sells ad recovery.
- Will Ad Blocking Break the Internet? (NBER Working Paper 23058) NBER · Traffic ranks of a few thousand sites, 2013 to 2016.
- Chrome Web Store listings Google · read on Users shown on each listing, not people. · Not linked
- Mozilla Add-ons listings Mozilla · read on Average daily users of each add-on, not people. · Not linked
- Brave Transparency Brave · Monthly active users of the Brave browser, which blocks ads by default. Brave sells its own advertising.
- AntiAdBlock Core network data AntiAdBlock Core · read on Page views with an ad blocker over all page views, across the sites that use AntiAdBlock Core: one network, not the market (Aug 28, 2026 → Oct 17, 2026). · Not linked
Figures checked on
Disclosure: eyeo makes Adblock Plus and AdBlock and runs Acceptable Ads; Blockthrough is an eyeo company that sells ad recovery. AntiAdBlock Core also sells a product to publishers. That is why every figure names its source and, except store listings and our own data, links to it.
Adblock statistics FAQ
How many people use ad blockers?
About 3 in 10 internet users aged 16 or older: 29.8% in GWI's fourth-quarter 2025 survey, published by DataReportal in April 2026. eyeo's 2026 Ad-blocking Report counts 1.1 billion ad-blocking users worldwide in the same quarter, adding up active users of blocking extensions, browsers, apps and DNS services.
What is the ad-block rate in the US?
eyeo's 2026 Ad-blocking Report gives 33% for the US in 2025. The report credits the table to GWI, but its methodology describes aggregate Blockthrough traffic data, so it is a rate of page views, not of people.
Is ad blocking increasing?
In absolute numbers, yes. eyeo counts 1.1 billion ad-blocking users in Q4 2025, up 13% on its 2023 report, with mobile up 27% and desktop down 4%. As a share of internet users GWI moves from 31.5% in the first quarter of 2024 to 29.8% in the fourth quarter of 2025 (GWI warns that quarters before 2024 are not comparable); eyeo says internet users are growing faster than ad-block users.
How much ad revenue do publishers lose to ad blockers?
eyeo and Blockthrough projected $54 billion lost in 2024, about 8% of global digital ad spend as estimated by eMarketer. It is a projection, both companies sell ad filtering and recovery, and we found no independent audited total. For one site, the loss is its page views with a blocker times what a page view earns, which the adblock revenue calculator works out from your own figures.
Turn the statistics into your number
Published figures say ad blocking matters. Your dashboard says how much of your traffic: the share of your page views with an ad blocker.
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