Someday when historians recollect the first few decades of the Internet, one of the strangest fables will be the remarkable tenacity of Yahoo.

The formerly strong search engine was dealt yet another blow in its efforts to rebrand itself this past week, when its recent earnings report revealed that the company is now essentially worth less than nothing .~ ATAGENDHow could this materialize? Harmonizing to CFO Ken Goldman, the majority of members of it was necessary to do with the companys efforts to enter the streaming grocery with Yahoo Screen. Yahoo lost $42 million on its reboot of Community and the platforms other two original showsand were then canceled another upcoming sitcom. Following its frightful earnings edict, CEO Marissa Mayer affirmed, As we move into 2016, we will work to narrow our programme, focusing on fewer commodities with higher tone to achieve improved increment and profitability.

The opportunity observed the first time that one company distributed an entire NFL recreation through the Web. While streaming tone was apparently differed( and some psychoanalysts were unsurprisingly skeptical of the numbers ), the NFL indicated that they are thrilled with research results. Most of the gathering tuned in from the United States, but 33 percent were watching from other countries, indicating that this could attract a huge international gathering both for Yahoo and the NFL alike. Since livestreaming continues to be a major blindspot for program networks, it would make sense for Yahoo to probe this undersaturated market.

The company was also savvy enough to recently partner with Google to allow users to view Google search results on Yahoos website, as well as results from Bing( so as not to disrupt its enter into negotiations with Microsoft ). It might reverberate remarkable that Yahoo, who are still widely known as a search engine platform first, would succumb to its biggest rivalbut in the long run, its also a smart move. The crusade for the best search engine is over: Google acquired, but Yahoo needs to prove they arent dead yet.

Mayers decision to keep it simple is significantbecause for a long time now, Yahoo hasnt known what it wants to be .

And according to the numbers, Yahoo is doing just fine. Theyre graded fourth for total ad revenue from all the regions of the entire digital landscape and eighth in email market share. In additive, Alexa ranks Yahoos website in the top five when it comes to overall transaction, while Comscore found in 2014 that Yahoo was actually the most popular website in the U.S.

While its an accepted fact that Google dominates the Web, its seeming monopoly still leaves area for other services to carve out their own niche. Study from Eli Schwartz, the Online Marketing Manager for SurveyMonkey, found that Yahoos brand recognition remains highwith 80 percent of respondents reporting that theyd utilized the service, while 8 percent still rely on it as their search engine of choice. Receives been demonstrated that Yahoo and Bing consumers tend to be a bit older and a little wealthier, generally investing more money online.( This reaches gumption, taking into account the select services provided by the Yahoo Finance slouse .)

But unlike AOL, the companys business doesnt rely solely on older Internet consumers. Yahoo Mail abides especially popular with women, and by acquiring Tumblr, the company has been possible to attract a younger gathering. Eventually, Yahoo has managed to stay in business by deterring its paws in numerous different pies. This is the antithesis of Marissa Mayers new attitude for the company, but has become a jack of numerous sells and a master of nothing has nonetheless facilitated Yahoo remain one of techs most bewildering oddities: a expiring firm that are able to outlive all of us.

This isnt the success story the companys 90 s heyday promised, but for Mayer and her firm, the consolations of perseverance itself may be enough.

Chris Osterndorf is a freelance writer whose act has appeared on Mic, Salon, xoJane, the Week, and more. When hes not writing, he experiences stirring movies with pals. He lives in Los Angeles . Photo via yukop/ Flickr( CC BY SA 2.0 )

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