Innovation Inc.
3970・Growth Market・Information & Communication
Online Media Business
BtoB media business centered on "IT Trend," a corporate IT product comparison site
| Period | Current | Previous | Change |
|---|---|---|---|
| Net sales | ¥3,729 million | ¥3,970 million | ↓ |
| Segment profit | ¥1,189 million | ¥1,525 million | ↓ |
| Segment profit margin | 31.9% | 38.4% | ↓ |
| IT Trend visitors (cumulative) | 13,014,666 | 19,676,238 | ↓ |
| Number of products listed on IT Trend | 8,377 products | 3,529 products | ↑ |
Business Details
This segment covers the "awareness → lead information acquisition" area of the corporate sales process. The core service, "IT Trend," is a comparison and document-request site for corporate IT products such as attendance management and accounting systems, employing a performance-based fee model. Listed companies can list products for an initial fee only, regardless of the number of products, and are charged per document request. The segment also operates "bizplay," a video platform specialized in BtoB, and "IT Trend EXPO," an online exhibition, providing multifaceted BtoB marketing support.
Recent Overview
Visitor numbers declined 33.9% year on year due to the spread of generative AI, and both sales and profit decreased
In the Online Media Business for FY2026 (ending March 2026), the rapid spread of generative AI led to changes in business professionals' information-gathering behavior (a shift from traditional web search to AI dialogue), causing IT Trend visitor numbers to fall to 13,014,666 (down 33.9% year on year). As a result, net sales were ¥3,729 million (down 6.1% year on year) and segment profit was ¥1,189 million (down 22.0% year on year). On the other hand, the number of listed products expanded to 8,377 (up 137.4% year on year), and sales grew at "bizplay" and "IT Trend EXPO."
Key Products
Growth Drivers
- Building a new BtoB sales promotion support model that does not depend on web search traffic by strengthening rich content such as "bizplay" and "IT Trend EXPO"
- Increasing the number of listed products substantially (8,377 products), which is expected to boost document requests over the medium to long term
- Maintaining comprehensive product information and media value by providing "content as data for AI to learn from"
- Growing demand for high-quality lead acquisition among SaaS and BtoB companies as inflow to their own websites declines
- Optimizing the differentiation of media with different roles to maintain and enhance media value in the generative AI era
Risks
- A structural decline in visitor numbers due to changes in search behavior driven by the spread of generative AI (down 33.9% year on year in FY2026, ending March 2026)
- Obsolescence of traditional traffic acquisition methods via search engines due to the spread of large language models (LLMs)
- Risk of listed companies reducing advertising expenditure and IT investment amid domestic and overseas economic downturns
- Risk of failing to achieve plans for expanding the number of listed products and services due to the rise of competing sites
- Decline in customer acquisition efficiency due to changes in search algorithms
Last updated: June 23, 2026