Online directory publishing has provided an easily monetised business model and currently dominates the industry.
Melbourne, Australia (PRWEB) April 25, 2014
Rising broadband connectivity and increasing consumer and business reliance on the internet have underpinned robust demand for the Internet Publishing and Broadcasting industry over the past decade. It took the dramatic collapse in the global financial markets to momentarily stunt the strong growth, as this event increased conservative spending patterns by both businesses and consumers. The rapid improvement in information technology networks throughout the past five years has created several growth opportunities for industry participants, which limited the industry's downturn. The ease of access to news and directories online has up-ended several traditional industries, such as newspaper publishing, over the past five years, with more industries expected to undergo similar struggles in the coming five years. Industry revenue is forecast to expand by an annualised 10.6% in the five years through 2013-14. This includes 9.2% growth forecast for 2013-14, to reach $1.4 billion.
Increasing internet penetration has enabled industry operators to introduce free content with revenue derived from advertising. Many players have attempted to profit from this business model with little success. Rather, the most successful players have been those that are subscription based, with this trend expected to continue over the next five years. IBISWorld industry analyst Nick Flores states “firms that have become major players in the industry have all focused on online directory publishing, an easily monetised online business model with a domestic focus.” The industry is highly exposed to international competition, meaning that services that are established for a non-Australian audience are often remotely adaptable to serve an Australian audience. Global giants in this space such as Facebook have used this strategy to break into the Australian market without establishing a formal local presence. The industry is expected to continue to grow over the next five years. Increasing internet accessibility, improving internet technology and rising business capital expenditure will increase demand for the industry's services. According to Flores, “the National Broadband Network is expected to improve internet accessibility dramatically, paving the way for significant growth in the industry's video and audio segments.” Increasing smartphone use is also expected to assist industry growth.
The Internet Publishing and Broadcasting industry is classified as having a medium level of market share concentration. Market concentration has remained relatively stable over the past five years. Market leaders currently all exist in the online directories space, as these operations do not require as sophisticated technology and have a simple, successful business model that has been easily translated from bricks-and-mortar classified advertisers. However, barriers to entry are falling, with reduced technology expenditure encouraging a number of new players enter the market to service niche clients. The industry’s major players include REA Group (Realestate.com.au), Seek Limited and Carsales.com Limited. For more information, visit IBISWorld’s Internet Publishing and Broadcasting report in Australia industry page.
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IBISWorld industry Report Key Topics
This industry is mainly engaged in publishing and/or broadcasting content on the internet. Businesses provide textual, audio and/or video content of general or specific interest on the internet. Businesses do not provide traditional (non-internet) versions of the content they publish or broadcast. This industry excludes search engines, internet service providers or publishers of offline content.
Key External Drivers
Industry Life Cycle
Products & Markets
Products & Services
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
Technology & Systems
Regulation & Policy
About IBISWorld Inc.
Recognised as the nation’s most trusted independent source of industry and market research, IBISWorld offers a comprehensive database of unique information and analysis on every Australian industry. With an extensive online portfolio, valued for its depth and scope, the company equips clients with the insight necessary to make better business decisions. Headquartered in Melbourne, IBISWorld serves a range of business, professional service and government organisations through more than 10 locations worldwide. For more information, visit http://www.ibisworld.com.au or call (03) 9655 3886.