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Today marks the launch of HBO Max, the newest video streaming experience from WarnerMedia. With over 10,000 hours of premium content and a catalog of hit shows and movies, the platform is expected to be a sought-after streaming app in the US.
Why It Matters:
Ongoing pandemic quarantines have accelerated growth in mobile entertainment, including a 30% growth in global time spent in video streaming apps on Android phones outside of China during the peak week of March and April 2020 compared to the weekly average time spent in January 2020. Emerging platforms in particular have benefited from the current stay at home climate, with services such as Quibi receiving over 700,000 downloads on its first day in April 2020 and the European launch of Disney+ receiving 5 million downloads on its first day in March 2020.
The variety of streaming service options, along with consumers’ growing comfort on mobile resulted in a 50% growth in sessions in Entertainment apps globally from 2017 to 2019. By the end of 2019, 25% of Netflix’s iPhone users in the US also used Disney+, the highest overlap of users among top video apps in the US. To be successful, streaming services will need to continuously benchmark themselves against these new competitors.
We took a look at the top video streaming apps by weekly time spent on Android phones in the US throughout the COVID-19 pandemic. Largely, the top 7 apps have remained the same with slight movements in ranks. However, looking at the week of March 1, 2020 where the coronavirus outbreak and market, government and commercial response escalated, we saw 2 video streaming apps with rapid growth — Roku and Pluto.tv as they entered the top 10. This is an indication that consumers are looking outside their normal “go-to” streaming apps — expanding the catalog of content they have available to them. Both apps have remained in the top 10 for weeks after their debuts. During the week of May 8, 2020, Spectrum TV — an app that allows consumers to watch live TV and on-demand content connected to their normal cable subscription — was a new entrant to the top charts.
Emerging platforms such as HBO Max and NBC’s Peacock will benefit from the increased time spent on entertainment content due to the ongoing pandemic. Moving forward, it will also be important to evaluate how consumers respond to the increase in content and platforms as well as how it will impact long-term leadership in the video streaming market.
For more information on the impact of the coronavirus on the mobile economy, watch our on-demand webinar featuring our panel of mobile experts, including special guest from Snap Inc.:
This post is the latest in a Mobile Minute series that features App Annie’s perspective on how mobile is impacting current events and consumer trends. Check in weekly for our take on the latest news cycles and how mobile transformation is shaping industries around the world.
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