Internet Publishing, Broadcasting & Search Portals Industry Overview

  • NAICS Code519130

Industry Excerpt

Companies in this industry publish content on the internet or operate websites designed to help people find content online. Major companies include Facebook, Google, LinkedIn, and Twitter (all based in the US), as well as Baidu, Sohu.com, and NeatEase (all based in China) and South Korea's NAVER.

Competitive Landscape

Demand is driven by consumer and business needs for information and entertainment. The profitability of individual companies depends on their ability to deliver relevant information to consumers and to offer advertisers desirable target markets. Large companies enjoy economies of scale in marketing and in their ability to develop and maintain multiple websites. Smaller companies can compete by focusing on niche markets. The US industry is highly concentrated: the top 50 companies account for about 80% of revenue.

Products, Ops & Technology

Sales of online advertisements account for just over half of US industry revenue; sales of digital subscriptions (access to databases, e-books, periodicals, and games) make up about 30%. About 47% of US digital advertising revenue comes from mobile advertising, while about 46% comes from desktop search and display formats, according to the Interactive Advertising Bureau and PricewaterhouseCoopers. The remainder comes from desktop classifieds and lead generation. Search revenue is recognized from the fees businesses pay internet firms to link their company's site or name to a specific search word or phrase. Display advertising is the result of a business paying an internet company for space to display advertising on its website; display advertising includes banner advertising, video, rich media, and sponsorships.
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