Rightmove pricing power to be 'constrained' by Zoopla and Digital Property Group merger, claims Enders Analysis
The merger of The Digital Property Group, the Daily Mail General Trust’s property portfolio and Zoopla last month is expected to ‘constrain’ the pricing power of Rightmove, Enders Analysis has predicted.
The merger of the property brands, which included Findaproperty, Primelocation and Globtrix, was announced in mid-October, with DMGT holding a 55% interest in the newly formed entity.
Research conducted by Enders Analysis concluded that it would offer advertisers ‘a better choice’ and would ‘constrain’ the major player in the property sector, Rightmove’s pricing power, which has increased its fees to members annually in recent years.