Le réseau social de Mark Zuckerberg va devoir multiplier ses efforts liés au métavers pour réussir à donner un second souffle à sa plateforme.
Malgré l’émergence de nouveaux concurrents sur le marché, Facebook a toujours su tirer son épingle du jeu. Si le nouveau géant TikTok est depuis peu parvenu à se hisser à la tête des sites les plus visités du monde, la plateforme de Mark Zuckerberg a pourtant enregistré mercredi, la première baisse d’audience de son histoire. Une baisse inédite sur le dernier trimestre 2021, qui s’accompagne aussi d’une croissance publicitaire plus faible qu’escomptée.
Le résultat ne s’est pas fait attendre : après l’annonce de ses résultats trimestriels, le cours des actions de l’entreprise s’est retrouvé largement impacté, avec une perte de valeur estimée à 200 milliards de dollars de valeur marchande, rapportait ce matin le site de The Verge.
Meta ne suffit pas
L’empire vieillissant de Mark Zuckerberg avait pourtant tout prévu pour insuffler un nouvel élan à ses services. En plus de changer son nom en Meta, le groupe a aussi renforcé son objectif de participer à la création du métavers, le web 3.0 qui ambitionne de faire d’Internet une plateforme immersive et pluridisciplinaire, à la manière d’un véritable monde virtuel.
Force est de constater que les efforts de Meta pour faire oublier ses casseroles et son audience vieillissante ne suffit pas. Tandis que le reste de l’écosystème Meta stagne dans sa croissance, l’application Facebook aurait perdu 1 million d’utilisateurs ces derniers mois. Pas de quoi mettre en péril le réseau social, qui conserve tout de même 1,929 milliard d’utilisateurs et utilisatrices sur le dernier trimestre.
Facebook mise toujours sur la pub
Malgré cette première baisse significative, qui s’accompagne d’une perte de revenu sur les contenus publicitaire, les annonces commerciales continuent de rapporter gros à Meta. L’année dernière, la firme a généré 40 milliards de dollars de bénéfices. De quoi compenser les milliards de déficits enregistrés sur le pôle Reality Lab, qui s’attèle à développer la partie AR/VR et le projet de métavers, si cher au cœur de Mark Zuckerberg. Un secteur qui devrait connaître des investissements encore plus importants en 2022.
The Verge
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