For long Google & Facebook have been receiving the lion’s share of ad spends. But that may change soon. The online behemoths face a stiff challenge from a host of digital platforms who are gaining ground on the back of amazing reach and content. The likes of Hotstar and Dailyhunt are becoming crowd favourites Competition is growing on back of… *Audience that can be monetised
*Content quality
*Reach
Reasons *Reduced data costs have democratised content consumption
*While it took Facebook 8-10 years to reach 100m plus audience, new platforms reaching that number much faster
*It has led to faster growth of platforms which were focused on non-English speaking audience
*Launch of low-cost Android phones in 2008 gave initial momentum to digital platforms

Facebook, Google to face hurdles from...

*Gaming apps (King, Tencent. It is a highly fragmented market)

*Content creators/media organisations

*Content and news aggregators (Hotstar and Dailyhunt will be the largest). This is the fastest growing segment

*Niche category focused platforms (CricBuzz or cricinfo will be the largest)

*E-commerce marketplaces

SOURCE: RedSeer Consulting; Text: Shambhavi Anand

Source: gadgetsnow.com