Marketing Numbers of the Week

1/8/2021

50%

According to a Wall Street Journal, analysis of data from market research firms MoffettNathanson LLC and HarrisX have said that from Hulu to Disney+, the largest streaming services are expected to conclude 2020 with combined U.S subscriber numbers which are more than 50% higher than a year ago. Dritan Nesho, the chief executive officer at HarrisX have said that rather than streaming war, there’s been streaming coexistence and parallel growth. Unexpectedly Netflix will dole out the most for new content in 2020 with a budget of $16 billion, according to Bloomberg data. The Forbes company which has had past success with real series like Stranger Things and Orange is the New Black, reported a record of 16 million new subscribers in the first trimester and brings a total number of subscriptions worldwide to 183 million.

30%

Ecommerce has become the “new norm” in a post-pandemic world. People spending mostly in indoors and shopping online so many brands have invested more in their online advertising, said eMarketer principal analyst Andrew Lipsman. The new eMarketer study showed that e-commerce ad spending increased 39% in 2020 and predicted to grow another 30% in 2021, capturing 13% of total U.S digital ad spend. In 2020, Amazon dominated the ecommerce universe as ad revenues jumped $13.18 billion — up 39.1% from 2019. This represents 75.7% of the channel’s overall ad spending and 90.6% of Amazon’s net U.S. digital ad revenues. eMarketer predicts that Amazon’s e-commerce ad spending will grab 77% of the market by 2022.

$44.94B

According to eMarketer data, digital restaurant marketplace sales are set to more than double this year to $44.94 billion — up from $20.08 billion in 2019. The both food delivery platforms DoorDash and Uber Eats have driven growth due to their delivery service and logistics capabilities, said eMarketer forecasting analyst Eric Haggstrom. However, restaurants have the benefit of offering delivery through DoorDash or Uber Eats without hiring their own delivery drivers. The existing market leader, DoorDash is responsible for 46.6% of digital restaurant marketplace sales. In 2020, it brought in $20.93 billion in sales and while, Uber Eats brought $12.67 billion in sales — double than last year and will surpass 30% of total digital restaurant marketplace sales in 2021.

$15.6B

Oracle announced that it discovered a new ad fraud scheme in CTV, called StreamScam, which infected 28.8 million household IP addresses, including 3,600 apps and 3,400 unique CTV device models. According to the WSJ, the scam is based on spoofing that trick advertiser into believing their ads were running on real devices and apps. This fraud impacted advertisers as they move millions of dollars into the medium. Oracle estimates the fraud operation has stolen $14.5 million in the last four months. Where advertising dollars go, criminals will follow, and growing channels like CTV are presenting new opportunities for ad fraud, said Mark Kopera, head of product for Oracle Moat. Marketers are estimated to have spent $8.11 billion in 2020 on CTV ads and are forecast to increase $15.6 billion in 2023, according to eMarketer.

64.4M

Social media usage has grown across all major platforms across the globe as a result of the COVID-19 crisis. The internet users in Latin American who have visited social networks regularly have reached 87.1% in 2020, more than those in any world region. The eMarketer data shows that TikTok’s website unique visitor count grew by 64.4 million –up from 15.8 million in January 2020 and 5.0 million from the previous year. Noticeably, the rise of TikTok is more at Brazil in Latin America, which is the result of an increased corporate focus on the region, according to the data. Meanwhile, Instagram also saw a much bigger boost than other networks, with users, grow by 23.5%.