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

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Which Art Businesses Are Leading the Race for an Audience Online?
By The Editors of ARTnews Posted 06/13/15 11:00 am
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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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