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Baidu one of the fastest growing media owners worldwide
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CHINA'S leading search engine Baidu is one of the fastest growing media owners worldwide driven by the booming of China's advertisement market and stays in the 14th place in a global media income ranking, a latest study shows.
Google has benefited from a wider adoption of smartphones and tablets globally and retained its top position, followed by Walt Disney Co and Comcast, according to media agency ZenithOptimedia' annual Top Thirty Global Media Owners report.
Baidu's growth was driven by the overall bullish advertising market as well as its improvements in search technology, as it is now the 14th largest media owners, ahead of rivals Yahoo in the 18th and Microsoft in the 21st.
Facebook's media revenues surged 63 percent in the past year, the fastest growth according to the ranking, thanks to its continuous efforts to blend promoted feeds to users' content feed, especially on mobile devices.
ZenithOptimedia defines media revenues as all income deriving from businesses that support advertising such as television broadcasting, Internet search and social media.
CCTV accounts for about a quarter of China’s television ad market, although it's facing stiff competition for ad budgets from online video and digital media.
"CCTV may likely find it tough to increase its revenues from its core business," ZenithOptimedia estimates.
Last year, CCTV and Baidu is in the 23rd and 28th position respectively, the first time they made their position to the ranking.
"We expect to see more media owners from emerging markets enter the top 30 over the next few years with the top digital media owners currently maintain a strong grip on the digital ad market, although they face the constant threat of displacement by disruptive innovators," said Jonathan Barnard, ZenithOptimedia’s Head of Forecasting, in a statement.
There are five purely digital media owners in the top 30: Google, Facebook, Baidu, Yahoo and Microsoft and they collectively generated US$71 billion in media revenue, representing 68 percent of all global digital adspend, with digital advertising market becoming increasingly concentrated in the hands of a few large platforms.
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