Internet Publishing & Web Search Portals NAICS 519290

        Internet Publishing & Web Search Portals

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Industry Summary

The 7,700 Internet publishing and web search firms in the US provide online media, broadcasting services, and search capabilities for the Internet. Internet publishing firms help clients develop and distribute online media including books, magazines, journals, newspapers, greeting cards, directories, coupon books, atlases and guides, dictionaries, yearbooks, and comic books. Internet broadcasters stream music, videos, video games, news, worship services and other live and recorded digital media. Web search portal firms primarily generate and maintain massive, searchable databases of Internet addresses and content, but may also offer services such as email, auctions, news, and exclusive content.

Cookies, Privacy & Regulation

The use of “cookies” by web portals, advertisers and content providers allows them to mine user data themselves, reducing internet publishers’ control over that data and their ability to sell it.

Rapid Technology Changes

The ways that people search for and consume information and entertainment are constantly evolving.


Recent Developments

Jan 16, 2026 - Proposal Would Require Tech Giants To Pay Increasing Power Costs
  • President Donald Trump and the governors of several US Northeastern states agreed to push for an emergency wholesale electricity auction that would compel information technology companies to effectively fund new power plants, according to Bloomberg News. The plan is intended to address growing tension over how the nation can supply electricity to power-hungry data centers without also increasing utility bills for homes and other businesses. President Trump and the governors urged the PJM Interconnection regional transmission organization to hold an auction so data center owners could bid on 15-year power purchase agreements in what would be a stark departure from how the grid operator normally operates. PJM normally ensures that it has enough power supplies to meet its needs through capacity auctions held in advance of when the power is actually needed. Under that system, power plant owners are paid to be available to produce electricity in the upcoming delivery year, which normally begins about three years after the auction is held. The proposed emergency auction could support $15 billion in new power plants, according to a US Department of Energy (DOE) fact sheet on the agreement. The data centers would be required to pay for the new generation built for them, whether they use the power or not, DOE said.
  • Agentic search, chatbots that summarize information from across the web, could replace traditional search engines as the default gateway to the internet, according to MIT Technology Review. AI agentic search tools like Perplexity, Google’s Gemini, or OpenAI’s SearchGPT aim to retrieve and repackage information from third-party websites. They return a short digest to users along with links to a handful of sources, ranging from research papers to Wikipedia articles and YouTube transcripts. The AI system does the reading and writing, but the information comes from outside. AI search threatens to disrupt an already precarious digital economy if it becomes the primary portal to the web, according to MIT Technology Review. News Corp, the parent company of media outlets including The Wall Street Journal and the New York Post, filed a lawsuit against Perplexity in October 2025 for infringing copyrighted content. News Corp alleges that Perplexity copies news articles, analyses, and opinions "on a massive scale."
  • Publishers are printing fewer nonfiction paperbacks, according to Jeffrey Trachtenberg, a reporter for the Wall Street Journal who covers book publishing and media. New adult nonfiction paperback titles have decreased 42% in the past five years, primarily because new books are typically published first in hardcover, e-book, and audiobook format. Consumers who don’t want to pay $32 for a new nonfiction hardcover book can immediately buy the $15 e-book or you could listen to it on audio, and audiobooks are the fastest-growing segment of book publishing today, according to Trachtenberg.
  • Internet publishing and web search portal industry employment and average wages for nonsupervisory employees increased slightly during the first eight months of 2025, according to the US Bureau of Labor Statistics. Internet publishing and search portal sales are forecast to increase at a 10.69% compounded annual rate from 2025 to 2029, faster than the growth of the overall economy, according to Inforum and the Interindustry Economic Research Fund, Inc.

Industry Revenue

Internet Publishing & Web Search Portals


Industry Structure

Industry size & Structure

The typical Internet publishing and web search portal firm operates out of a single location and generates about $41.5 million annually.

    • The Internet publishing and web search portal industry consists of about 7,700 companies which employ about 155,000 workers and generate about $318.1 billion annually.
    • Most companies are small - about 82% have a single location and 70% employ less than 5 workers.
    • The industry is concentrated with the 20 largest firms accounting for 98% of industry revenue.
    • Large publishing and broadcasting firms include Kindle Direct, Blurb, Lulu, Issuu, Evites, Wikipedia, Statista, Pandora, YouTube and Netflix.
    • The largest search portals are owned by technology and telecommunications firms: Alphabet (Google), Microsoft (Bing), Verizon (Yahoo) and Facebook Business. Large vertically-integrated portals include Kayak (travel), Amazon and eBay (e-commerce), LinkedIn (jobs) and WebMD (health).
    • The industry is geographically concentrated with 25% of establishments located in California, 9% in New York, 7% in Florida and 6% in Texas.

                              Industry Forecast

                              Industry Forecast
                              Internet Publishing & Web Search Portals Industry Growth
                              Source: Vertical IQ and Inforum

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