Publishers report booming revenue growth from mobile video
Digital publishing revenues continued to grow in the fourth quarter of 2021 and increased 13.4% from Q4 2020, a report from UK’s Digital Publishers and Deloitte shows. Total digital publishing revenue grew to GBP 174 million in Q4. On mobile devices, video revenue saw impressive growth: 325%.
Competition to get qualified staff meant that during Q4 2021, recruitment classified took first place as the largest category by growth, increasing by 59.9% to GBP 5.6million.
Sponsorship revenues and subscriptions were up by 29.1% and 19.1% respectively in Q4 2021.
Display advertising held its position as the largest category by revenue for digital publishers; with income reaching £77.4million in Q4 2021, an increase of 12.5% against Q4 2020.
On mobile devices, video revenue saw impressive growth at 325% in Q4 2021 versus Q4 2020, and digital audio followed suit at 200% growth. ”The main driver for mobile revenue growth has been display advertising, rising from £7.6million to £16.5million, a 117.1% increase from Q4 2020 to Q4 2021”, the report shows.
”B2B and B2C experienced an uptick in publishing revenues, both on a 12-month rolling basis and as a year-on-year change. B2B revenue increased by 19.1% in Q4 2021 relative to Q4 2020, from £13.1million to £15.6 million, with a moving annual total of 10.8%, amounting to £52.3million. Meanwhile, B2C grew 12.8% relative to Q4 2020, from £140.4 million to £158.4 million, and a moving annual total of 19.6% to December 2021 driven by sponsorship and digital audio.”
58% of respondents reported positive revenue growth. All respondents believe that new products will be a high priority for their business over the next 12 months, compared to 56% in Q4 2020, however cost reduction targets remain a key focus.
Dan Ison, lead partner for telecommunications, media and entertainment at Deloitte, said that “to maintain a strong subscriber base, publishers must focus on emphasising the rigour of their reporting, while improving the accessibility of their online platforms.”
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