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Are Ad-Based Revenue Models Already Becoming Obsolete?
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Are Ad-Based Revenue Models Already Becoming Obsolete?

April 6th, 2021 (67 Second Read)

Afternoon Audit
Apr 6, 2021
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Stocks Fall Modestly in Slowest Day of 2021

Dow: -0.29% | Nasdaq: -0.05% | S&P: -0.10%

Catch Up Quick

  • Consumers across the globe spent $900B more online in 2020 versus the prior two-year trend (Mastercard)

  • GM shares ($GM) hit record on plans for electric Chevy Silverado pickup

  • Biden is expected to give all U.S. adults access to vaccines by April 19th

  • Morgan Stanley dumped $5B in Archegos stocks the night before massive fire sale → Credit Suisse lost $4.7B on the hedge fund meltdown

  • Both Gamestop ($GME) and AMC ($AMC) are looking to raise capital via upcoming equity offerings

  • Clubhouse launched in-app payments powered by Stripe allowing creators to monetize conversations

  • The Supreme Court sided with Google in longstanding dispute with Oracle over API copyright claims

  • The global cryptocurrency market capitalization hit a record $2T

  • Beijing introduced the digital Yuan, its first government-sponsored cryptocurrency

  • The U.S. may boycott the 2022 Winter Olympics in China

  • Service sector sentiment surged to a record high in March

  • Sarcos Robotics, a developer of robotic exoskeletons, agreed to go public at a $1.3B valuation via acquisition by Rotor Acquisition (SPAC)


Thought of the Day

  • Recently, Twitter ($TWTR) confirmed consideration of a subscription model in an attempt to diversify revenues away from volatile third party advertisements

  • Twitter isn’t alone here, among an exponential increase in content creation marketplaces, such as Patreon, Twitch, OnlyFans, Cameo, Clubhouse, and Substack (which powers this newsletter)

  • Historically, the contract between users and tech enabled marketplaces / social networks has been → users provide content, platforms provide distribution 

  • This new trend implies another layer → direct monetization for creators, allowing them to transcend ad-based revenue models by successfully monetizing user bases without the use of third party advertisements

  • Previously, most big tech revenue models were binary → either 1) paid subscriptions that give users access to an entire content suite (Netflix) or 2) free platforms in which networking mathematics allow content suites to be ad-supported (Facebook) 

  • However this next generation of internet startups has successfully landed a hybrid model

  • Today, content is created by users (Facebook) and deployed across networks while monetized via a subscription (Netflix), lending access to recurring revenue / semi-predictable payments

The Bottom Line

  • While a Patreon or Clubhouse might not seem like a direct competitor to a Facebook or Netflix, at the end of the day, these companies are all competing for the same finite resource → the attention span of consumers!

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