![]() ![]() “For many people, it’s just a much more normal concept. “Social acceptance of subscriptions has clearly increased,” said Paul Müller, co-founder and chief technical officer at mobile measurement company Adjust. Most US adults expect to keep their subscriptions across several categories once things return to normal, according to an April 2020 survey from The Harris Poll. The biggest jump was among baby boomers (54% to 69%). A survey by Deloitte found that the number of US teens and adults who had a digital video subscription rose from 73% in January 2020 to 80% in May. At least a quarter of photography, music, and health and fitness apps use a subscription model, per AppsFlyer.Ĭonsumers seem to have become more comfortable with buying subscriptions in general during the pandemic. Now, 5% of all apps worldwide use subscriptions-but only 2% of gaming apps do so. And 94% of the top 250 iOS apps by revenues and 79% of the top Google Play apps monetized using a subscription model.Īccording to AppsFlyer’s Rosenfelder, the share of apps using subscriptions has grown by 40% in 2020 thus far. According to App Annie, among the top 250 nongaming apps as measured by revenues, in-app subscriptions contributed to 97% of consumer spending in iOS apps and 91% of spending in Google Play apps in 2019. The rapid growth of IAPs in games runs parallel to the fast rise in subscription revenues outside of gaming apps. “Users were far more engaged with games during lockdown, and along with the effects of our ‘new normal,’ users have become less tolerant of ads,” said Shani Rosenfelder, head of content and mobile insights at AppsFlyer. ![]() The trend toward increased revenues from purchases began in Q3 2019 but accelerated in H1 2020, when there was an 11% drop in advertising revenues and a 15% increase in IAP revenues among the same group of hybrid apps, according to AppsFlyer. ![]() In absolute terms, ad revenues did well in these hybrid games, rising by 47%, but IAP revenues jumped by 130%. For casual and midcore games that retained their hybrid model, the share of revenues coming from advertising fell 30% YoY within the same games. AppsFlyer, a mobile analytics and attribution platform, reported that the share of games using a hybrid model dropped 8% between Q2 2019 and Q2 2020, with all game categories showing a dip except for “hardcore” games (battle or fantasy games geared toward intense gamers). That trend appears to have stopped for the moment, at least among games. In recent years, hybrid monetization models-a combination of in-app purchases and advertising-have become more common in mobile games (and elsewhere). ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |