Video above published Dec 8, 2016 by L2inc.com: Scott Galloway presents the winners and losers in digital:
Loser: Hotels, as Airbnb takes an increasing share of their guests - despite the company's claims that its service is "complementary" to the hospitality industry.
Winner: Best Buy, which bested Amazon in search visibility for Black Friday.
Loser: Brands that depend too much on celebrities. When Kendall Jenner took a break from Instagram, Estée Lauder lost a huge chunk of engagement.
Loser: Second-tier pro athletes, whose low wages are yet another illustration of what the winner-take-all economy has become.
Domains of companies referenced above:
Auto-generated (via YouTube.com) transcript:
A loser: hotels.
What is a requirement or a competence of growing market cap billions of dollars a year?
Airbnb has been lying to the hotel industry and us, saying they are "complementary," not a threat to the hospitality industry.
"I think for us to win, nobody in hospitality necessarily has to lose."
However, half of Airbnb demand comes from customers who would otherwise stay in traditional hotels, up from 41% last year.
But they're "complementary."
At the same time, the number of nights that U.S. hotels approach full occupancy has plunged 20%.
It's only going to get worse
as demand flattens and hotels lose out to Airbnb.
A big winner on Black Friday, who was written off for dead at the hands of Amazon?
One way to compete with the Seattle giant? Win at search.
Best Buy registered the greatest share of first-page results for Black Friday-related searches, besting Amazon.
The big loser? Macy's.
Talk about kicking a horse while it's down.
Shoppers on Black Friday were greeted with a temporary shopping jam message
as the site crashed under the weight of site traffic.
A loser: brands subject to the whims of their celebrity endorsers.
The headline of Election Week was neither Trump nor Clinton,
but Kendall Jenner and her decision to take a week off from posting on Instagram.
"It's so crazy to me that it even became huge news like that."
Jenner's decision has had a significant impact on Estée Lauder.
7% of all posts on Lauder's Instagram page feature Kendall Jenner.
Only 3% of Jenner's posts feature the beauty brand, but those posts by Jenner account for 63% of Estée Lauder's total Instagram engagement.
So Jenner's decision to take a break from the platform has resulted in Estée Lauder losing two-thirds of its engagement on the platform.
A loser: second-tier pro athletes.
In another example of a winner-take-all economy,
being big league doesn't necessarily mean you're big league.
Single A minor league baseball salaries start at $1150 a month.
Pro soccer players in Europe average less than $1,000 a month - a fraction of the average salary of the top teams' players.
Earlier this year, two U.S. congressmen proposed a bill that would make minor leaguers exempt from minimum-wage requirements,
cementing their near-impoverished status and preserving America's greatest pastime: exploiting workers.
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