Entertainment apps in India have witnessed 80% growth in time spent by consumers: App Annie

MUMBAI: Entertainment apps in India have witnessed an 80% growth in time spent by consumers between 2017-2019, according to the State of Mobile 2020 report by App Annie. India is the fastest-growing market among the top 12 countries in terms of time spent by consumers.

The report further stated that mobile is the go-to device for entertainment. Globally, consumers spent 50% more sessions in Entertainment apps in 2019 than in 2017.

The ever-growing adoption of video streaming apps on mobile devices to watch movies, TV shows, and live events on-demand helped bolster demand for Entertainment apps, it stated.

Further, high-quality streaming, growth in user-generated content, and offline mode becoming standardized were industry advancements that helped tip the scales from screen size to on-the-go viewing.

The report noted that the competition in the video streaming space will bolster better user experiences to drive growth in downloads, usage, and revenue, and ultimately lead to partnerships and consolidation to win the wallets of consumers long term.

According to App Annie, Times Internet-owned MX Player is the Breakout Video Streaming Apps of 2019 in India. The OTT platform is ahead of established names like Hotstar, Netflix, Amazon Prime, and JioTV. Currently, MX Player has 280 million MAUs globally and 175 million MAUs in India.

The platform has dominated the market in terms of time spent on Android phones among Entertainment or Video Players & Editors, records the research firm.

On the success, MX Player CEO Karan Bedi said, “We are very excited to have come this far in such a short time. This has been on the back of great content like Queen and Hello Mini as well as a great product. Our aim has always been to emerge as the preferred destination for all things entertainment;  along with offering premium video content, we were the only app to introduce music streaming as well. We’re now adding other avenues of entertainment to the platform – the beta launch of our gaming feature has received tremendous response and given how gaming has become mainstream in India in the last two years, it was a natural fit for our audience. Here on, our plans include expanding our footprint in international markets as well.”

The App Annie report also stated that the entry of Disney+ into the video streaming space — with Netflix, Amazon Prime Video and HBO NOW as incumbents, AppleTV+ as a new entrant, and HBO Max and NBCUniversal’s Peacock set to launch in 2020 — has dialed up the competition.

Nearly 25% of Netflix’s iPhone users also used Disney+ in Q4 2019, its highest overlap of users among top video streaming apps in the US.

TikTok, it said, saw the greatest 2-year growth in cross-app usage of Netflix at over 135%, indicating that competition in the video streaming space is heating up not only by traditional companies launching standalone streaming services but from social media companies carving new mobile-first consumption pathways.

YouTube Music saw 980% growth in worldwide active users from Dec 2017 to Dec 2019. Cross-promotion across other properties (e.g. YouTube) helped grow the user base — along with strategic global expansion.YouTube Music focuses heavily on music discovery, including recommendations and playlists based on location, taste, and time of day. On Android phones in the US, YouTube Music skewed males at 70% of its user base, 1.3x more than Pandora and 1.2x more than Spotify.

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