The top three companies with the highest share of data-based revenue are: Facebook (99%), Alphabet (94%), and Tencent (73%). It does not come as a major surprise that well-known technology companies generate a significant share of their revenue from data. This is particularly due to the high revenues in online advertising and cloud services among these companies. Yet Apple, another leading technology company with only 9% of data-based revenues ranks at a lower level as compared to other top companies. This proves once again that Apple is still primarily a hardware manufacturer and generates nearly three-quarters of its revenues from the sales of iPhones, iPads, and Macs.
All in all, a trend-setting development has become evident: across all the top companies that are already monetizing data, data-based revenues are growing more vigorously than other non-data-focused revenues in comparison to last year. Correspondingly, data-based revenues are constituting more and more of the total revenues at top companies.
It can be assumed that this revenue share will develop increasing momentum the years to come. The main findings of study by BARC and tableau (2019) have also indicated that the monetization of data is still in its early stages and will continue to expand.