Web Content, Search Portals, SEO Services And Social Media Market Characteristics
The web content, search portals and social media market consists of the revenues generated from sales of advertising and subscriptions by entities (organizations, sole traders or partnerships) that publish and/or broadcast content on the Internet exclusively or operate web sites that use a search engine to generate and maintain extensive databases of Internet addresses and content in an easily searchable format (and known as Web search portals). The publishing and broadcasting entities in this market do not provide traditional (non-Internet) versions of the content that they publish or broadcast. They provide textual, audio, and/or video content of general or specific interest on the Internet exclusively. Establishments known as Web search portals often provide additional Internet services, such as email, connections to other Web sites, auctions, news, and other limited content, and serve as a home base for Internet users.
The social media market which consists of the revenues generated from sales of advertising space can be further segmented by industry type into retail and wholesale, transportation manufacturing, food and beverages, financial services, information technology, electrical and electronics manufacturing, media and recreation, transportation services, healthcare and others. Retail and wholesale accounted for the largest share of the social media market by industry type in 2018, around 24%.
Competitive Landscape of the Web Content, Search Portals, SEO Services And Social Media Market
The web content, search portals, SEO services and social media market is highly concentrated. A small number of large players register significant market share: the top ten players account for nearly two-thirds of the market. The top five competitors in the market are Google LLC, Facebook Inc., Baidu Inc., Netflix, Inc. and Tencent.
Web Content, Search Portals, SEO Services And Social Media Market Size
The web content, search portals and social media market size is expected to reach a higher value by 2022, significantly growing at a steady CAGR during the forecast period. The growth in the web content, search portals and social media market is due to rising demand for increased use of technology, increasing demand in the younger generation and global economic growth.
However, the market for web content, search portals and social media is expected to face certain restraints from several factors such as safety concerns, stringent government regulations and fluctuating cyber laws.
One of the key drivers of this market-Technology Development, the historic period saw technological development as a key driver of the global economy. During this period the value of the NASDAQ index of technology stocks in the USA increased around 100%.Areas of rapid technological advances included information technology, electronic equipment, and telecommunications. Technological advances in electronic goods such as tablets, android tablets with LCD screens, and the introduction of content streaming services such as Netflix and Amazon Prime Video as an alternative to traditional entertainment modes such as TV and radio, were the major technological developments which drove the web content, search portals, SEO services and social media market during this period. For example, in the first quarter of 2017, Netflix added 5 million subscribers which made the overall subscriber base reach about 99 million; by the end of 2017, Netflix’s subscriber base reached around 117 million, about 25% increase from the previous year.
One of the key restraints of this market -Low Education Levels In Emerging Economies, Many people in developing countries are not aware of the concept of internet publishing, web search and social media due to low education levels, which restricted the overall growth of the web content, search portals, SEO services and social media market in the historic period. The rate of growth of knowledge sharing and education is slow in most developing countries, making people unaware of the different uses of the internet. For instance, higher education in Africa has been a low priority with only about 5% of people of the relevant age group having access to higher education. This led to low internet awareness among the population. In January 2016, around 9% of the total African population had access to the internet and used social media.
Web Content, Search Portals, SEO Services And Social Media Market Segmentation
The global web content, search portals and social Media market is further segmented based on type and geography.
By Applications Type- The web content, search portals and social media market is segmented into social media, internet search portals, digital publishing and content streaming, search engine optimization, ad words management and others.
By Geography- The global web content, search portals and social media is segmented into North America, South America, Asia-Pacific, Eastern Europe, Western Europe, Middle East and Africa. Among these regions, the Asia Pacific web content, search portals and social media market accounts the largest share in the global web content, search portals and social media market, accounting for almost 35% of the market in 2018. North America was the second largest region accounting for almost 32% of the global web content, search portals and social media market. Middle East was the smallest region in the global web content, search portals and social media market.
Web Content, Search Portals, SEO Services And Social Media Market Trends
Video streaming is gaining popularity with user options like Netflix, Amazon Prime and the options of using new gadgets to view shows and movies through internet onto the television. Many companies are developing dedicated devices for streaming.
Potential Opportunities In The Web Content, Search Portals, SEO Services And Social Media Market
With increasing use of internet, adoption of advanced technologies and digitalization, the scope and potential for the global web content, search portals and social media market is expected to significantly rise in the forecast period. Growth in the historic period resulted from technological development, the emergence of digital media advertising and increased internet penetration. Going forward, the emergence of affordable internet in developing countries, changing social consumer social behavior and rising mobile internet usage will drive growth.
Factors that negatively affected growth in the historic period were low education levels, government regulations, high capital requirements and content acquisition costs associated with intellectual property agreements. Factors that could hinder the growth of this market in the future are government regulations including those reflecting antitrust concerns and privacy and other security issues related to social networks.