The State of Streaming Apps - Sensor Tower

[Pages:31]The State of Streaming Apps

-- An Analysis of Streaming App Market Trends and Top Apps in the U.S.

Table of Contents

03 - Market Overview: United States

09 - Top Streaming Apps

17 - Streaming Monetization

24 - Conclusion

? 2021 Sensor Tower Inc. - All Rights Reserved

Market Overview: United States

-- An Overview of Streaming Apps in the U.S.

U.S. Streaming Apps Surpassed 81 Million Installs in Q1 2021

U.S. quarterly downloads of top 30 streaming apps on the App Store and Google Play

100M

App Store Google Play

90M

+13% 80M

70M

60M +12%

50M

+37%

36M 29M

31M

29M

29M

28M

40M

23M

22M

20M

21M

20M

20M

19M

30M

52M

52M

44M

46M

47M

48M

20M

27M

26M

28M

30M

31M

30M

31M

10M

0

Q1 2018

Q2 2018

Q3 2018

Q4 2018

Q1 2019

Q2 2019

Q3 2019

Q4 2019

Q1 2020

Q2 2020

Q3 2020

Q4 2020

Q1 2021

Market Overview U.S.

4

? 2021 Sensor Tower Inc. - All Rights Reserved

Streaming apps experienced their best quarter in Q4 2019, with the top 30 surpassing 88 million downloads in the United States. The launch of Disney+ was the main contributor to this record growth.

Despite seeing a drop in 1Q20 following their record quarter, streaming app adoption climbed consistently quarter-over-quarter in 2020. Top streaming apps surpassed 81 million downloads in Q1 2021, soaring 13 percent yearover-year.

Note Regarding Downloads Estimates:

Download estimates are the aggregate downloads of the top 30 streaming apps in the U.S. in 2020.

? 2021 Sensor Tower Inc. - All Rights Reserved

HBO Max Surpassed Competitors as the Most Downloaded Streaming App in 1Q21

Top streaming apps by U.S. downloads on the App Store and Google Play

2018

1

Netflix

Netflix

2

Hulu

Hulu

3

Amazon Prime Video

Amazon

4

Twitch

Amzon

5

Tubi

Fox Corporation

6

YouTube Kids

Google

7

ESPN

Disney

8

STARZ

Lions Gate

9

YouTube TV

Google

10

DIRECTV

AT&T

2019

1

Netflix

Netflix

-

2

Disney+

Disney

NEW

3

Hulu

Hulu

-1

4

Amazon Prime Video

Amazon

-1

5

Tubi

Fox Corporation

-

6

Pluto TV

NEW

ViacomCBS

7

ESPN

-

Disney

8

Twitch

-4

Amazon

9

YouTube Kids

-3

Google

10

YouTube TV

-1

Google

2020

1

Netflix

Netflix

-

2

Disney+

Disney

-

3

Hulu

Hulu

-

4

Amazon Prime Video

Amazon

-

5

Tubi

Fox Corporation

-

6

HBO Max

NEW

AT&T

7

Twitch

+1

Amazon

8

Pluto TV

-2

ViacomCBS

9

YouTube Kids

-

Google

10

ESPN

-3

Disney

1Q21

1

HBO Max

AT&T

+5

2

Netflix

Netflix

-1

3

Disney+

Disney

-1

4

Hulu

Hulu

-1

5

Amazon Prime Video

Amazon

-1

6

Discovery+

Discovery

NEW

7

Tubi

-2

Fox Corporation

8

Twitch

-1

Amazon

9

Peacock TV

NEW

NBCUniversal

10

Paramount+

NEW

ViacomCBS

Market Overview U.S.

5

Streaming App MAU Grew by 36 Percent During COVID-19

Monthly active user (MAU) growth vs. January 2019 for top streaming apps

MAU Growth

Disney+ Launch

Early Pandemic

40%

30%

20%

36%

10% 0%

31%

28%

27% 28% 28%

24%

22%

22%

25% 24% 23% 24%

17% 17%

14% 12%

8%

6% 5% 6%

6% 5% 6% 4%

2%

Jan-19Feb-19Mar-19Apr-19May-19Jun-19 Jul-19 Aug-19Sep-19Oct-19Nov-19Dec-19Jan-20Feb-20Mar-20Apr-20May-20Jun-20 Jul-20 Aug-20Sep-20Oct-20Nov-20Dec-20Jan-21Feb-21Mar-21

Market Overview U.S.

6

? 2021 Sensor Tower Inc. - All Rights Reserved

The top 10 streaming apps saw 36 percent growth in monthly active users during April 2020 compared to January 2019, amid the enforcement of stay-at-home orders across the United States. MAU has decreased from this peak but has remained above pre-pandemic levels into 2021.

The Disney+ launch in late 2019 was significant enough to boost MAU to 17 percent above the January 2019 total. However, the impact of the pandemic was even more pronounced than the launch of Disney+.

Note Regarding Monthly Active Users:

Monthly active users reflect activities at the app-user level and are aggregate for the top 10 streaming apps by U.S. downloads in 2020. MAU growth is compared to January 2019.

Streaming App Revenue Climbed 48 Percent in the Last Year

U.S. quarterly gross revenue of streaming apps on the App Store and Google Play

$700M

App Store Google Play

$600M

$500M

+48%

$147M

$174M

$400M $300M $200M $100M

$32M $236M

+21%

$35M

$38M

$267M $285M

$39M $300M

$40M $285M

+26%

$53M

$54M

$273M $269M

$93M $286M

$101M $307M

$84M $317M

$121M $370M

$405M

$431M

$0

Q1 2018

Q2 2018

Q3 2018

Q4 2018

Q1 2019

Q2 2019

Q3 2019

Q4 2019

Q1 2020

Q2 2020

Q3 2020

Q4 2020

Q1 2021

Market Overview U.S.

7

? 2021 Sensor Tower Inc. - All Rights Reserved

The top 30 grossing streaming apps reached $605 million in consumer spending in Q1 2021, soaring 48 percent year-over-year as the services added users during stay-at-home orders.

App Store user spending made up more than 70 percent of streaming app revenue growth in 2020. Despite accounting for a smaller proportion of revenue, Google Play streaming app revenue share grew nearly five percentage points in Q1 2021 year-over-year, from 25 percent in 2020.

Note Regarding Revenue Estimates:

Revenue figures are gross revenue (including the cut taken by Apple or Google). Revenue estimates are the aggregate revenue of the top 30 streaming apps in the U.S. in 2020. Android app estimates represent revenue from the Google Play Store only.

Disney+ Saw the Highest Revenue Among Streaming Apps Since Launch

Top streaming apps by U.S. revenue on the App Store and Google Play

2018

1

Netflix

Netflix

2

HBO Max

AT&T

3

Hulu

Hulu

4

YouTube TV

Disney

5

STARZ

Lions Gate

6

Paramount+

ViacomCBS

7

MLB

MLB

8

SHOWTIME

ViacomCBS

9

Crunchyroll

AT&T

10

Twitch

Amazon

2019

1

Netflix

Netflix

-

2

HBO Max

AT&T

-

3

Hulu

Hulu

-

4

ESPN

Disney

NEW

5

Disney+

Disney

NEW

6

STARZ

Lions Gate

-1

7

YouTube TV

Disney

-3

8

Twitch

Amazon

+2

9

Paramount+

ViacomCBS

-3

10

DAZN

DAZN

NEW

2020

1

Disney+

Disney

+4

2

Netflix

Netflix

-1

3

Twitch

Amazon

+5

4

HBO Max

AT&T

-2

5

Hulu

Hulu

-2

6

ESPN

Disney

-2

7

STARZ

Lions Gate

-1

8

Crunchyroll

NEW

AT&T

9

Paramount+

-

ViacomCBS

10

Amazon Prime Video

NEW

Amazon

Market Overview U.S.

8

? 2021 Sensor Tower Inc. - All Rights Reserved

1Q21

1

Disney+

Disney

-

2

Twitch

Amazon

+1

3

HBO Max

AT&T

+1

4

ESPN

Disney

+2

5

Hulu

Hulu

-

6

Netflix

Netflix

-4

7

Crunchyroll

+1

AT&T

8

STARZ

-1

Lions Gate

9

Paramount+

-

ViacomCBS

10

Funimation

NEW

Funimation

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