Dive Brief:
- Zenith Media’s latest report on media revenue found that Google’s parent company, Alphabet, remains on top, accounting for 12% of media spending worldwide. Walt Disney came in second, but 166% behind Alphabet.
- According to Adweek, Google’s media revenue largely comes from ad sales on Google and YouTube.
- Facebook moved from tenth place last year to fifth this year representing a 65% year-over-year growth. Yahoo came in at fifteenth.
Dive Insight:
The Zenith report pointed out that Alphabet, Facebook, Baidu, Yahoo and Microsoft generated $88 billion in media revenue collectively, which translates to 34% of all revenue generated by the top 30 companies and 65% of the global digital ad marketplace.
"The traditional media owners in our top 30 ranking have been scrambling to scale up their own digital businesses, to various degrees of success," Jonathan Barnard, head of forecasting at Zenith, said in a statement. "As digital ad technology—such as programmatic buying—spreads to traditional media, it will further shake up the businesses of traditional media owners, but also provide them with new opportunities for growth."
Zenith’s report only goes back to 2014 and covers publicly traded companies that the Publicis agency has numbers on advertising sales and other revenue for, including circulation numbers for print media entities.