For everyone trying to make a living online, the future just got a bit darker.
Alphabet Inc.'s Google (GOOGL - Get Report) and Facebook Inc. (FB - Get Report) consumed 71% of all U.S. digital advertising sales in the first quarter, according to data compiled by Pivotal Research Group media analyst Brian Wieser. That compared with 69% for the first quarter of 2016 and 64% as of the first quarter in 2015.
That doesn't leave much for every other online business that relies on advertising.
But that's not the worst of it. Google and Facebook are getting an even larger percentage of new money earmarked for digital advertising. Wieser estimates that the two very dominant online platforms swallowed 82% of all digital advertising growth in the quarter. It hardly seems fair.
Nonetheless, the pie is getting larger. All web sites not named Google or Facebook posted a 14% growth ad-sales in the quarter, an improvement over a 7% growth rate for all of 2016, Wieser added.
All told, the growth in digital ad-sales is remarkable. Total first-quarter digital ad sales were $19.6 billion, according to the Interactive Advertising Bureau, a 23% increase from the same period a year earlier. Television, meanwhile, received $16 billion in advertising sales in the quarter, said Magna Global, the ad and marketing conglomerate. In seven of the past eight quarters, Wieser said, the growth in digital advertising has exceeded 20% compared to the same period a year earlier.
All told digital advertising accounted for 40% of all U.S. ad sales during the first quarter compared to 32% for TV.