Really interesting atricle by the folks at Zen99 on the amount of money being spent by on-demand economy companies like Uber, Lyft and Instacart are spending to recruit "providers" (contract workers).
The numbers are quite large.
For example, Lyft is reported to have budgeted $50 million for driver recruitment this year alone. And the major on-demand economy companies are each spending millions of dollars a year on Craigslist ads.
The article chart below shows the impact of these efforts on the prices of common Google adword search terms related to the on-demand economy.
This is all good news for the industry's providers, who are the independent workers doing the real work - driving, cleaning, delivering, etc. Competition means higher wages, more perks and better jobs.
With so many on-demand economy companies being formed and basing their business models on the use of contract labor, it will be interesting to see if provider demand starts to exceed supply.
If so, the workers will be the winners as companies fight to secure on-demand talent.