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“TikTok led the global short video field over the last few years — 2023 is the first time that run may be challenged,” said Jamie MacEwan, senior research analyst at Enders Analysis. “TikTok’s user base crossed a billion while ad revenue reached around $9 billion in 2022, up tenfold on 2020. We expect its ad growth to slow a bit to around 40% this year.”
“ByteDance has an advantage here with its pre-existing creator relationships through TikTok,” said Jamie MacEwan, senior research analyst at Enders Analysis. “They may be hoping that using creators will make Lemon8 less reliant on marketing spend for user growth, though TikTok’s years of hefty marketing outlays suggests there’s no way round spending billions to achieve massive global scale.”
"At a certain point decision-makers at these companies forgot that the harvest period of trend-busting growth and cheap money wouldn't last forever," Jamie MacEwan, senior media analyst at Enders Analysis, told Insider.
Claire Holubowskyj of Enders Analysis told Insider: "Removing the friction from using BNPL in-store will be an important differentiator for consumers, particularly as in-store retail continues to return post-pandemic, and will give Apple a leg up on competitors."
She said Apple won't be expecting a mass uptake of the offering given how fragmented the market is and how late they are to the party. Rolling out Apple Pay Later in one market will limit the risk by allowing the company to "assess performance and reevaluate if necessary," Holubowskyj added.
She pointed that Apple has a very healthy balance sheet will tens of billions of cash on hand. Neither is it suffering from the same over-hiring problem as other prominent tech companies.
UK news publishers have rushed to distribute content on TikTok. They are drawn by its enormous young audience, but poor monetisation and data sharing, a lack of referrals to their own sites, and data security concerns are frustrating a full embrace of the platform.
TikTok is increasingly identified as a ‘news source’ by young people: a risk to publishers distributing content on the platform is that their brands may get lost in user feeds.
Publishers should view activity on TikTok as a strategic cost instead of a revenue source: an investment in brand awareness, and development in content and delivery formats that are becoming more widespread across platforms. Brand visibility is key to success here.
Headline inflation-busting price increases of 14% mask effective increases averaging a sub-inflation 8%, due to their limited scope across the customer base and over time.
The high headline increases have led to attacks from political and consumer groups, we would argue unfairly, and may yet drive reputational damage.
Looking forward, inflationary increases may be banned, but we would expect higher fixed increases to replace them, and micro-regulating pricing structures does tend to result in unintended consequences.
Marshall’s turnover increased 4pc to £36.4million in 2021, with pre-tax profits hitting £5.7million.
Alice Enders, music expert at Enders Analysis, said: ‘The inheritors were stuck in a position where they had to sell it in order to grow it.
In this sense, the Fed’s monetary tightening has trickled down from economic policymakers in Washington, to the stars in Hollywood and Americans at home on their sofas. “If those macro effects weren’t there you’d probably still have streaming services spending more and more,” said Tom Harrington, analyst at Enders.
Jamie said "The single biggest reason agency groups have grown quicker than tech over the past few quarters is they had a very slow pandemic. Right when agencies hit a nadir in late 2020, big tech was enjoying bumper revenue increases as demand for their services and ecommerce went through the roof."
"Agencies may have caught up a bit last year, but since 2019 the tech companies have grown about four times faster. The major holding groups are forecasting organic revenue growth to halve this year, which will pull them back below the online platforms. It's also notable that the media and creative side of the agency groups lagged their headline growth rates by two percentage points in 2022: they are pivoting towards business transformation and technology services such as first-party data management for future growth."