Ms Una Fitzpatrick:

It is those who probably grew most and did best out of Covid, which is an awful thing to say, but that is really where we are seeing the impact because as the world returns to normality whatever that is, they are possibly seeing a drop off. For example, advertising during Covid very much moved to being online only and there was a huge focus on online in budgets. Obviously things have opened up and advertising budgets have normalised so you can see the impact this will have.

There will probably be less of an impact on indigenous tech companies. It is an ecosystem. They do work very closely together so what impacts larger companies will have some impact on SMEs. The industry will still be larger than pre-pandemic levels. It is just adjusting to more normal sizes for overall demand.