
Non-Fungible Token(NFT) Report Probes the 9179 million Size, Share, Growth Report and Future Analysis by 2033
Non-Fungible Token(NFT) by Type (Art & Collectible, Game, Others), by North America (United States, Canada, Mexico), by South America (Brazil, Argentina, Rest of South America), by Europe (United Kingdom, Germany, France, Italy, Spain, Russia, Benelux, Nordics, Rest of Europe), by Middle East & Africa (Turkey, Israel, GCC, North Africa, South Africa, Rest of Middle East & Africa), by Asia Pacific (China, India, Japan, South Korea, ASEAN, Oceania, Rest of Asia Pacific) Forecast 2025-2033
Key Insights
The Non-Fungible Token (NFT) market has experienced rapid growth in recent years. The market size was valued at 9179 million USD in 2025 and is projected to expand at a CAGR of 21.5% from 2025 to 2033. The growth is driven by the increasing adoption of NFTs in various applications, including art, collectibles, gaming, and virtual worlds. The growing popularity of blockchain technology and the increasing interest in digital art and collectibles have also contributed to the market's growth.
The NFT market is segmented based on type, company, and region. By type, the market is divided into art & collectibles, games, and others. Art & collectibles is the largest segment and accounted for a significant share of the market in 2025. The game segment is expected to grow at the highest CAGR during the forecast period. By company, the market is dominated by OpenSea, Larva Labs, Sky Mavis, Dapper Labs, and Decentraland. By region, North America held the largest market share in 2025 and is expected to remain dominant during the forecast period. Asia Pacific is expected to grow at the highest CAGR during the forecast period.
.png)
Non-Fungible Token (NFT) Trends
The Non-Fungible Token (NFT) market has witnessed a significant surge in popularity over the past year, with sales volume reaching $25 billion in the first half of 2022. This growth has been driven by several key factors, including the increasing adoption of blockchain technology, the rise of digital art, and the growing popularity of decentralized finance (DeFi).
Key Market Insights:
- The NFT market is dominated by the art and collectible segment, which accounted for over 60% of total sales in 2021.
- The gaming segment is also growing rapidly, with NFTs being used to represent in-game assets and characters.
- The use of NFTs in DeFi applications is also gaining traction, with NFTs being used as collateral for loans and other financial instruments.
- The regulatory landscape for NFTs is still evolving, with no clear consensus on how they should be classified.
Driving Forces: What's Propelling the Non-Fungible Token (NFT)
Several key factors are driving the growth of the NFT market, including:
- The increasing adoption of blockchain technology: Blockchain technology provides a secure and transparent way to track ownership of digital assets, making NFTs a viable option for representing unique items.
- The rise of digital art: The rise of digital art has created a new market for NFTs, as artists seek to sell their work in a way that is secure and verifiable.
- The growing popularity of DeFi: The growing popularity of DeFi has created a need for new financial instruments, and NFTs are well-suited for this purpose.
- Celebrity endorsements: Celebrities such as Snoop Dogg and Elon Musk have endorsed NFTs, helping to bring them to a wider audience.
.png)
Challenges and Restraints in Non-Fungible Token (NFT)
While the NFT market is growing rapidly, there are also several challenges and restraints that could hinder its future growth.
- Lack of regulation: The regulatory landscape for NFTs is still evolving, and there is no clear consensus on how they should be classified. This could create uncertainty for buyers and sellers, and could limit the growth of the market.
- Scalability issues: Blockchain technology can be slow and expensive to use, and this could limit the scalability of the NFT market.
- Security risks: NFTs are stored on a blockchain, which is vulnerable to hacking. This could lead to the loss or theft of NFTs, and could damage the reputation of the market.
- Environmental concerns: The use of blockchain technology can be energy-intensive, and this could raise environmental concerns.
Key Region or Country & Segment to Dominate the Market
The NFT market is expected to be dominated by the United States, Europe, and China over the next few years. The art and collectible segment is expected to remain the largest segment, followed by the gaming segment.
Dominating Segments:
Art & Collectibles:
- This segment is expected to continue to grow in popularity, driven by the increasing adoption of digital art and the growing popularity of NFTs as investment vehicles.
- Major players in this segment include OpenSea, Larva Labs, and SuperRare.
Game:
- The gaming segment is also expected to grow rapidly, with NFTs being used to represent in-game assets and characters.
- Major players in this segment include Dapper Labs, Sky Mavis, and Sandbox.
Growth Catalysts in Non-Fungible Token (NFT) Industry
Several factors are expected to drive the growth of the NFT industry in the coming years, including:
- Increased investment in blockchain technology: As blockchain technology becomes more widely adopted, the cost of using it will decrease, making NFTs more affordable and accessible.
- Development of new NFT use cases: New use cases for NFTs are constantly being developed, such as their use as collateral for loans and other financial instruments.
- Increased regulatory clarity: As the regulatory landscape for NFTs evolves, it will provide more certainty for buyers and sellers, helping to boost the growth of the market.
Leading Players in the Non-Fungible Token (NFT)
Several companies are leading the development of the NFT market, including:
Significant Developments in Non-Fungible Token (NFT) Sector
The NFT sector is constantly evolving, with new developments taking place all the time. Some of the most significant developments in the sector include:
- The launch of the OpenSea NFT marketplace: OpenSea is the largest NFT marketplace in the world, and its launch in 2017 has helped to popularize NFTs and make them more accessible to a wider audience.
- The sale of Beeple's "Everydays: The First 5000 Days" for $69.3 million: This sale in March 2021 was the most expensive NFT sale to date, and it helped to bring NFTs to the attention of the mainstream media.
- The rise of NFT games: NFT games are games that use NFTs to represent in-game assets and characters. These games have become increasingly popular, and they are expected to be a major growth driver for the NFT market.
- The development of new NFT use cases: New use cases for NFTs are constantly being developed, such as their use as collateral for loans and other financial instruments. These new use cases are expected to help drive the growth of the NFT market in the coming years.
Comprehensive Coverage Non-Fungible Token (NFT) Report
This report provides a comprehensive overview of the Non-Fungible Token (NFT) market, including its key trends, drivers, challenges, and growth catalysts. The report also provides a detailed analysis of the leading players in the market and the latest developments in the sector.
Non-Fungible Token(NFT) Segmentation
-
1. Type
- 1.1. Art & Collectible
- 1.2. Game
- 1.3. Others
Non-Fungible Token(NFT) Segmentation By Geography
-
1. North America
- 1.1. United States
- 1.2. Canada
- 1.3. Mexico
-
2. South America
- 2.1. Brazil
- 2.2. Argentina
- 2.3. Rest of South America
-
3. Europe
- 3.1. United Kingdom
- 3.2. Germany
- 3.3. France
- 3.4. Italy
- 3.5. Spain
- 3.6. Russia
- 3.7. Benelux
- 3.8. Nordics
- 3.9. Rest of Europe
-
4. Middle East & Africa
- 4.1. Turkey
- 4.2. Israel
- 4.3. GCC
- 4.4. North Africa
- 4.5. South Africa
- 4.6. Rest of Middle East & Africa
-
5. Asia Pacific
- 5.1. China
- 5.2. India
- 5.3. Japan
- 5.4. South Korea
- 5.5. ASEAN
- 5.6. Oceania
- 5.7. Rest of Asia Pacific
.png)
Non-Fungible Token(NFT) REPORT HIGHLIGHTS
Aspects | Details |
---|---|
Study Period | 2019-2033 |
Base Year | 2024 |
Estimated Year | 2025 |
Forecast Period | 2025-2033 |
Historical Period | 2019-2024 |
Growth Rate | CAGR of 21.5% from 2019-2033 |
Segmentation |
|
Frequently Asked Questions
Can you provide details about the market size?
The market size is estimated to be USD 9179 million as of 2022.
Can you provide examples of recent developments in the market?
undefined
How can I stay updated on further developments or reports in the Non-Fungible Token(NFT)?
To stay informed about further developments, trends, and reports in the Non-Fungible Token(NFT), consider subscribing to industry newsletters, following relevant companies and organizations, or regularly checking reputable industry news sources and publications.
What pricing options are available for accessing the report?
Pricing options include single-user, multi-user, and enterprise licenses priced at USD 3480.00 , USD 5220.00, and USD 6960.00 respectively.
Is the market size provided in terms of value or volume?
The market size is provided in terms of value, measured in million .
Which companies are prominent players in the Non-Fungible Token(NFT)?
Key companies in the market include OpenSea,Larva Labs,Sky Mavis,Dapper Labs,Decentraland,Yuga Labs,SandBox,Sorare,Solanart,SuperRare,Gala Games,Foundation,Rarible,MOBOX,MakersPlace
Are there any restraints impacting market growth?
.
What are some drivers contributing to market growth?
.
- 1. Introduction
- 1.1. Research Scope
- 1.2. Market Segmentation
- 1.3. Research Methodology
- 1.4. Definitions and Assumptions
- 2. Executive Summary
- 2.1. Introduction
- 3. Market Dynamics
- 3.1. Introduction
- 3.2. Market Drivers
- 3.3. Market Restrains
- 3.4. Market Trends
- 4. Market Factor Analysis
- 4.1. Porters Five Forces
- 4.2. Supply/Value Chain
- 4.3. PESTEL analysis
- 4.4. Market Entropy
- 4.5. Patent/Trademark Analysis
- 5. Global Non-Fungible Token(NFT) Analysis, Insights and Forecast, 2019-2031
- 5.1. Market Analysis, Insights and Forecast - by Type
- 5.1.1. Art & Collectible
- 5.1.2. Game
- 5.1.3. Others
- 5.2. Market Analysis, Insights and Forecast - by Region
- 5.2.1. North America
- 5.2.2. South America
- 5.2.3. Europe
- 5.2.4. Middle East & Africa
- 5.2.5. Asia Pacific
- 5.1. Market Analysis, Insights and Forecast - by Type
- 6. North America Non-Fungible Token(NFT) Analysis, Insights and Forecast, 2019-2031
- 6.1. Market Analysis, Insights and Forecast - by Type
- 6.1.1. Art & Collectible
- 6.1.2. Game
- 6.1.3. Others
- 6.1. Market Analysis, Insights and Forecast - by Type
- 7. South America Non-Fungible Token(NFT) Analysis, Insights and Forecast, 2019-2031
- 7.1. Market Analysis, Insights and Forecast - by Type
- 7.1.1. Art & Collectible
- 7.1.2. Game
- 7.1.3. Others
- 7.1. Market Analysis, Insights and Forecast - by Type
- 8. Europe Non-Fungible Token(NFT) Analysis, Insights and Forecast, 2019-2031
- 8.1. Market Analysis, Insights and Forecast - by Type
- 8.1.1. Art & Collectible
- 8.1.2. Game
- 8.1.3. Others
- 8.1. Market Analysis, Insights and Forecast - by Type
- 9. Middle East & Africa Non-Fungible Token(NFT) Analysis, Insights and Forecast, 2019-2031
- 9.1. Market Analysis, Insights and Forecast - by Type
- 9.1.1. Art & Collectible
- 9.1.2. Game
- 9.1.3. Others
- 9.1. Market Analysis, Insights and Forecast - by Type
- 10. Asia Pacific Non-Fungible Token(NFT) Analysis, Insights and Forecast, 2019-2031
- 10.1. Market Analysis, Insights and Forecast - by Type
- 10.1.1. Art & Collectible
- 10.1.2. Game
- 10.1.3. Others
- 10.1. Market Analysis, Insights and Forecast - by Type
- 11. Competitive Analysis
- 11.1. Global Market Share Analysis 2024
- 11.2. Company Profiles
- 11.2.1 OpenSea
- 11.2.1.1. Overview
- 11.2.1.2. Products
- 11.2.1.3. SWOT Analysis
- 11.2.1.4. Recent Developments
- 11.2.1.5. Financials (Based on Availability)
- 11.2.2 Larva Labs
- 11.2.2.1. Overview
- 11.2.2.2. Products
- 11.2.2.3. SWOT Analysis
- 11.2.2.4. Recent Developments
- 11.2.2.5. Financials (Based on Availability)
- 11.2.3 Sky Mavis
- 11.2.3.1. Overview
- 11.2.3.2. Products
- 11.2.3.3. SWOT Analysis
- 11.2.3.4. Recent Developments
- 11.2.3.5. Financials (Based on Availability)
- 11.2.4 Dapper Labs
- 11.2.4.1. Overview
- 11.2.4.2. Products
- 11.2.4.3. SWOT Analysis
- 11.2.4.4. Recent Developments
- 11.2.4.5. Financials (Based on Availability)
- 11.2.5 Decentraland
- 11.2.5.1. Overview
- 11.2.5.2. Products
- 11.2.5.3. SWOT Analysis
- 11.2.5.4. Recent Developments
- 11.2.5.5. Financials (Based on Availability)
- 11.2.6 Yuga Labs
- 11.2.6.1. Overview
- 11.2.6.2. Products
- 11.2.6.3. SWOT Analysis
- 11.2.6.4. Recent Developments
- 11.2.6.5. Financials (Based on Availability)
- 11.2.7 SandBox
- 11.2.7.1. Overview
- 11.2.7.2. Products
- 11.2.7.3. SWOT Analysis
- 11.2.7.4. Recent Developments
- 11.2.7.5. Financials (Based on Availability)
- 11.2.8 Sorare
- 11.2.8.1. Overview
- 11.2.8.2. Products
- 11.2.8.3. SWOT Analysis
- 11.2.8.4. Recent Developments
- 11.2.8.5. Financials (Based on Availability)
- 11.2.9 Solanart
- 11.2.9.1. Overview
- 11.2.9.2. Products
- 11.2.9.3. SWOT Analysis
- 11.2.9.4. Recent Developments
- 11.2.9.5. Financials (Based on Availability)
- 11.2.10 SuperRare
- 11.2.10.1. Overview
- 11.2.10.2. Products
- 11.2.10.3. SWOT Analysis
- 11.2.10.4. Recent Developments
- 11.2.10.5. Financials (Based on Availability)
- 11.2.11 Gala Games
- 11.2.11.1. Overview
- 11.2.11.2. Products
- 11.2.11.3. SWOT Analysis
- 11.2.11.4. Recent Developments
- 11.2.11.5. Financials (Based on Availability)
- 11.2.12 Foundation
- 11.2.12.1. Overview
- 11.2.12.2. Products
- 11.2.12.3. SWOT Analysis
- 11.2.12.4. Recent Developments
- 11.2.12.5. Financials (Based on Availability)
- 11.2.13 Rarible
- 11.2.13.1. Overview
- 11.2.13.2. Products
- 11.2.13.3. SWOT Analysis
- 11.2.13.4. Recent Developments
- 11.2.13.5. Financials (Based on Availability)
- 11.2.14 MOBOX
- 11.2.14.1. Overview
- 11.2.14.2. Products
- 11.2.14.3. SWOT Analysis
- 11.2.14.4. Recent Developments
- 11.2.14.5. Financials (Based on Availability)
- 11.2.15 MakersPlace
- 11.2.15.1. Overview
- 11.2.15.2. Products
- 11.2.15.3. SWOT Analysis
- 11.2.15.4. Recent Developments
- 11.2.15.5. Financials (Based on Availability)
- 11.2.1 OpenSea
- Figure 1: Global Non-Fungible Token(NFT) Revenue Breakdown (million, %) by Region 2024 & 2032
- Figure 2: North America Non-Fungible Token(NFT) Revenue (million), by Type 2024 & 2032
- Figure 3: North America Non-Fungible Token(NFT) Revenue Share (%), by Type 2024 & 2032
- Figure 4: North America Non-Fungible Token(NFT) Revenue (million), by Country 2024 & 2032
- Figure 5: North America Non-Fungible Token(NFT) Revenue Share (%), by Country 2024 & 2032
- Figure 6: South America Non-Fungible Token(NFT) Revenue (million), by Type 2024 & 2032
- Figure 7: South America Non-Fungible Token(NFT) Revenue Share (%), by Type 2024 & 2032
- Figure 8: South America Non-Fungible Token(NFT) Revenue (million), by Country 2024 & 2032
- Figure 9: South America Non-Fungible Token(NFT) Revenue Share (%), by Country 2024 & 2032
- Figure 10: Europe Non-Fungible Token(NFT) Revenue (million), by Type 2024 & 2032
- Figure 11: Europe Non-Fungible Token(NFT) Revenue Share (%), by Type 2024 & 2032
- Figure 12: Europe Non-Fungible Token(NFT) Revenue (million), by Country 2024 & 2032
- Figure 13: Europe Non-Fungible Token(NFT) Revenue Share (%), by Country 2024 & 2032
- Figure 14: Middle East & Africa Non-Fungible Token(NFT) Revenue (million), by Type 2024 & 2032
- Figure 15: Middle East & Africa Non-Fungible Token(NFT) Revenue Share (%), by Type 2024 & 2032
- Figure 16: Middle East & Africa Non-Fungible Token(NFT) Revenue (million), by Country 2024 & 2032
- Figure 17: Middle East & Africa Non-Fungible Token(NFT) Revenue Share (%), by Country 2024 & 2032
- Figure 18: Asia Pacific Non-Fungible Token(NFT) Revenue (million), by Type 2024 & 2032
- Figure 19: Asia Pacific Non-Fungible Token(NFT) Revenue Share (%), by Type 2024 & 2032
- Figure 20: Asia Pacific Non-Fungible Token(NFT) Revenue (million), by Country 2024 & 2032
- Figure 21: Asia Pacific Non-Fungible Token(NFT) Revenue Share (%), by Country 2024 & 2032
- Table 1: Global Non-Fungible Token(NFT) Revenue million Forecast, by Region 2019 & 2032
- Table 2: Global Non-Fungible Token(NFT) Revenue million Forecast, by Type 2019 & 2032
- Table 3: Global Non-Fungible Token(NFT) Revenue million Forecast, by Region 2019 & 2032
- Table 4: Global Non-Fungible Token(NFT) Revenue million Forecast, by Type 2019 & 2032
- Table 5: Global Non-Fungible Token(NFT) Revenue million Forecast, by Country 2019 & 2032
- Table 6: United States Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 7: Canada Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 8: Mexico Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 9: Global Non-Fungible Token(NFT) Revenue million Forecast, by Type 2019 & 2032
- Table 10: Global Non-Fungible Token(NFT) Revenue million Forecast, by Country 2019 & 2032
- Table 11: Brazil Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 12: Argentina Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 13: Rest of South America Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 14: Global Non-Fungible Token(NFT) Revenue million Forecast, by Type 2019 & 2032
- Table 15: Global Non-Fungible Token(NFT) Revenue million Forecast, by Country 2019 & 2032
- Table 16: United Kingdom Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 17: Germany Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 18: France Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 19: Italy Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 20: Spain Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 21: Russia Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 22: Benelux Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 23: Nordics Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 24: Rest of Europe Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 25: Global Non-Fungible Token(NFT) Revenue million Forecast, by Type 2019 & 2032
- Table 26: Global Non-Fungible Token(NFT) Revenue million Forecast, by Country 2019 & 2032
- Table 27: Turkey Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 28: Israel Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 29: GCC Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 30: North Africa Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 31: South Africa Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 32: Rest of Middle East & Africa Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 33: Global Non-Fungible Token(NFT) Revenue million Forecast, by Type 2019 & 2032
- Table 34: Global Non-Fungible Token(NFT) Revenue million Forecast, by Country 2019 & 2032
- Table 35: China Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 36: India Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 37: Japan Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 38: South Korea Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 39: ASEAN Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 40: Oceania Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
- Table 41: Rest of Asia Pacific Non-Fungible Token(NFT) Revenue (million) Forecast, by Application 2019 & 2032
Aspects | Details |
---|---|
Study Period | 2019-2033 |
Base Year | 2024 |
Estimated Year | 2025 |
Forecast Period | 2025-2033 |
Historical Period | 2019-2024 |
Growth Rate | CAGR of 21.5% from 2019-2033 |
Segmentation |
|
STEP 1 - Identification of Relevant Samples Size from Population Database



STEP 2 - Approaches for Defining Global Market Size (Value, Volume* & Price*)

Note* : In applicable scenarios
STEP 3 - Data Sources
Primary Research
- Web Analytics
- Survey Reports
- Research Institute
- Latest Research Reports
- Opinion Leaders
Secondary Research
- Annual Reports
- White Paper
- Latest Press Release
- Industry Association
- Paid Database
- Investor Presentations

STEP 4 - Data Triangulation
Involves using different sources of information in order to increase the validity of a study
These sources are likely to be stakeholders in a program - participants, other researchers, program staff, other community members, and so on.
Then we put all data in single framework & apply various statistical tools to find out the dynamic on the market.
During the analysis stage, feedback from the stakeholder groups would be compared to determine areas of agreement as well as areas of divergence
Related Reports
About Market Research Forecast
MR Forecast provides premium market intelligence on deep technologies that can cause a high level of disruption in the market within the next few years. When it comes to doing market viability analyses for technologies at very early phases of development, MR Forecast is second to none. What sets us apart is our set of market estimates based on secondary research data, which in turn gets validated through primary research by key companies in the target market and other stakeholders. It only covers technologies pertaining to Healthcare, IT, big data analysis, block chain technology, Artificial Intelligence (AI), Machine Learning (ML), Internet of Things (IoT), Energy & Power, Automobile, Agriculture, Electronics, Chemical & Materials, Machinery & Equipment's, Consumer Goods, and many others at MR Forecast. Market: The market section introduces the industry to readers, including an overview, business dynamics, competitive benchmarking, and firms' profiles. This enables readers to make decisions on market entry, expansion, and exit in certain nations, regions, or worldwide. Application: We give painstaking attention to the study of every product and technology, along with its use case and user categories, under our research solutions. From here on, the process delivers accurate market estimates and forecasts apart from the best and most meaningful insights.
Products generically come under this phrase and may imply any number of goods, components, materials, technology, or any combination thereof. Any business that wants to push an innovative agenda needs data on product definitions, pricing analysis, benchmarking and roadmaps on technology, demand analysis, and patents. Our research papers contain all that and much more in a depth that makes them incredibly actionable. Products broadly encompass a wide range of goods, components, materials, technologies, or any combination thereof. For businesses aiming to advance an innovative agenda, access to comprehensive data on product definitions, pricing analysis, benchmarking, technological roadmaps, demand analysis, and patents is essential. Our research papers provide in-depth insights into these areas and more, equipping organizations with actionable information that can drive strategic decision-making and enhance competitive positioning in the market.