“The winner takes it all, the loser standing small…” ABBA probably wasn’t singing about the marketing industry, but if they were, Quality Meats’s Joe Burns believes the lesson applies more today than ever.
This is a story about Sweden’s greatest musical export. And all those ubiquitous ‘playbooks’ that could be holding marketers back.
ABBA’s bittersweet 1980 ballad may be about heartbreak, but it also echoes today’s unforgiving market dynamics. Across categories, “winner takes all” seems to be the order of the day.
Market share is dominated by a select few
On Spotify, where there are over 100m songs, most streams go to a handful of mega-artists. And just four platforms – Meta, Google, Amazon, and Microsoft – capture half of all global media dollars. On social media, a small slice of influencers command most of the audience attention while countless others barely make an impact.
The story is the same in streaming, e-commerce, online learning, even on OnlyFans.
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