Reports Critical Developments

Tech Majors Market Shares Q1 2018 Advertising and Subscriptions Power Growth

Alistair Taylor, Karol Severin, Tim Mulligan and Zach Fuller
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The 20,000 Foot View:  In            2018 advertising revenue and services revenue drove strong growth for the tech majors – Alphabet, Amazon, Apple, Facebook, with Alphabet and Apple retaining their respective leads in each of those revenue segments but losing market share. Subscriptions were also a big part of the            narrative; Amazon and Apple highlighted significant subscription growth underpinning their growing service businesses.

Key Findings

  • Tech major            revenues totalled            billion, up            from            and            from            2016
  • All four            majors except Facebook grew faster                       2018 than they did            2017
  • Apple has            largest market share            followed by                       Alphabet            with Facebook the junior            with just           
  • Apple lost            share, dropping nine points across            two-year period, while Amazon gained            points, Facebook three points and            one point
  • Tech major            revenue totalled            billion in            2018,                       from            2017 – an acceleration            the            Y-o-Y growth registered in           
  • Facebook ad            were up            YoY to reach            giving it a tech major            revenue market share of            up                       in            2016
  • Alphabet’s tech            market share of ad revenues            fell from            in            2016 to                       2018
  • Amazon ad            grew            YoY in            2018 to                       billion, giving it a tech            ad revenue market share of                      
  • Apple is            towards content and services against            backdrop of a maturing core            Services revenues now account for            group revenues
  • In            2018            Services revenue was            billion, a            YoY, giving it a leading            major services market share of           
  • Amazon recorded            services revenue in            2018, a            increase and a third-placed tech            market share of            up from                       2016
  • Alphabet ranked            in terms of            2018 services            with            billion, giving it a            share of            five points up                       in            2016

Companies and brands mentioned in this report:  Alphabet, Amazon, Apple, Facebook