Graphics Market

Which Art Businesses Are Leading the Race for an Audience Online?

Race for Digital Audience

For the latest edition of its quarterly report on e-commerce and media, Skate’s Art Market Research has taken a close look at how traditional brick-and-mortar auction houses, like Sotheby’s and Christie’s, are faring against various digital upstarts, like Artsy and Invaluable, which have various business models for getting in on the art-sales game. As the graph of their digital audiences above shows, eBay is almost certainly the 800-pound gorilla in the field, given its recent push on art and collectibles, but the traditional houses have quickly caught up to many of their other competitors.

Skate’s, which is owned by the same parent company as ARTnews, argues that “significant efforts made by many auction houses to get their act together on digital marketing are paying off and starting to shift the power balance away from listing platforms [like Invaluable and Live Auctioneers] to the auction” houses.

A brief summary on methodology: digital audiences are the sum of web audience (as derived from Similar Web) and social networks audience (via SocialBakers and divided by 2) over a three-month period ending on April 30 of this year. Complete details and the full report are available over at Skate’s.

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