Reports Media & Marketing

Tech Major Market Shares 2019 Amazon Powers Ahead

Report by Mark Mulligan, Tim Mulligan, Karol Severin and Alistair Taylor
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The 20,000 Foot View:  The tech majors are power players in the global digital content marketplace through a combination of their own content services, ad monetisation and control of audiences via devices, search and social. While advertising and services revenues are still a minority of total tech major revenues, the share is substantial, and revenues are growing fast. Content is rising in importance for tech majors as their importance to the digital content marketplace is accelerating.

Key Insights

  • Total tech major revenue increased by        in 2019 to reach        billion 
  • As a group the Western tech majors continued strong growth, but weaker performance by some meant growth was        billion less than in 2018
  • Amazon overtook Apple in 2019 to become the leading tech major with        billion in total revenue compared to Apple’s        billion
  • Amazon’s tech major market share was        in 2019, up from        in 2016, while Apple was        down from       
  • Although Alphabet was a distant third with        billion, it narrowed the gap on Apple in 2019 by        billion
  • Facebook remained the smallest tech major with        billion, but gained one point of market share in 2019 to reach        and was        points up on 2016
  • Apple dominated tech major services with a market share of        in 2019, though this was down slightly from        in 2018 due to the rise of Amazon
  • Alphabet remained the leading ad revenue tech major with        billion in 2019, giving it a market share of        down from        in 2016 and        in 2018
  • Amazon was the fastest-growing tech major in 2019 across both advertising and services revenue, growing by        and        respectively
  • Alphabet, despite slower percentage growth, added        times more ad revenue in 2019 than Amazon, while Apple added        times more services revenues than Amazon over the same time period

Companies and brands mentioned in this report: Alphabet, Amazon, Amazon Prime, Amazon Prime Video, Amazon Music, Apple, Apple Arcade, Apple Care, Apple Music, Apple News, Apple Pay, Apple TV+, App Store, Arcade, Bytedance, Disney+, Facebook, Google, Google Play, iCloud, iPhone, iTunes Store, Netflix, PlayStation Now, SearchAds, Spotify, Tencent, WhatsApp, YouTube, Xbox Game Pass

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