Key Highlights. In this edition of our quarterly data digest, learn more about: Click the page number for more information.
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1 Q Data Dgest
2 2 Key Hghlghts In ths edton of our quarterly data dgest, learn more about: Clck the page number for more nformaton. Game of War began to catch up wth Clash of Clans n U.S. revenue (pg. 9) Revenue was hghly concentrated n the gamng category (pg. 12) The overall app market bounced back after a declne n Q (pg. 13) Google and Facebook contnued to domnate App Store downloads (pg. 17, pg.18) ContextLogc publshed the two most-advertsed apps on the Facebook ad network followng ts $500 mllon fundng round (pg. 22) Sensor Tower. All Rghts Reserved.
3 3 Contents What s nsde our Q Data Dgest Clck on an con to jump to the secton: Top Apps Fastest Growng Top Publshers Advertsng Insghts Categores Uncover whch apps, Get a better How do the world s top Get nsght on strateges countres, and devces made t to the global top understandng of how to poston your product n publshers stack up? Check out the nterestng used by large advertsers. Whch apps advertse the 20 for downloads and revenue. the market wth these Q3 data ponts. facts we've uncovered about who s on top. most? What knd of creatves do they rely on? Sensor Tower. All Rghts Reserved.
4 4 Welcome to the Second Edton Brought to you by Sensor Tower Welcome to the second edton of Sensor Tower s Quarterly Data Dgest. Our team s dedcated to analyzng moble marketplace data n order to ad app developers n makng nformed decsons and experencng maxmum growth. For Q3 2015, we ve focused specfcally on OS apps and the Apple App Store. We ll contnue to expand the breadth of ths report n future edtons, so don t hestate to let us know what you d lke to see. Use these reports to stay up-to-date on a landscape that s constantly n flux. Featurng Sensor Tower s hghly accurate Store Intellgence estmates as well as our cuttng-edge Ad Intellgence data, our Data Dgest guarantees you ll be armed wth the best data possble. Thanks for readng! The Sensor Tower Team Sensor Tower. All Rghts Reserved.
5 5 Top Apps Sensor Tower. All Rghts Reserved.
6 6 Top Downloads Worldwde OS Chart Toppers Most Downloaded Apps Worldwde Q Phone Downloads Pad Downloads Messenger Frst Place for Messenger Messenger contnued to domnate the App Store. Phone vs. Pad 90% of downloads for the top 20 apps orgnated from Phones. Gamng Makes a Comeback Gamng apps ( ) made up four of the top 20 most downloaded apps n Q3, up from zero n Q2. Facebook YouTube WhatsApp Messenger Instagram Agar.o Layout from Instagram Snapchat Google Maps Angry Brds 2 Happy Wheels New Apps Experence Success Four of the top 20 apps were released n Q3 ( the top 20 apps n Q2 were released n Q2. ). None of 爱 奇 艺 视 频 Cast Show Spotfy Musc 美 团 团 购 借 贷 宝 开 心 消 消 乐 支 付 宝 Google About Our Download Estmates These estmates nclude daly download totals for Phone and Pad n more than 80 countres. We report unque nstalls only (one download per user). Twtter 0% 25% 50% 75% 100% *Excludes Apple apps. **Fgures are ndexed aganst the top rankng app. *** The vdeo game controller con represents gamng apps. The new con represents apps released n Q
7 7 Top Downloads n the U.S. OS Chart Toppers Most Downloaded Apps n the U.S. Q Phone Downloads Pad Downloads Google Domnates Wth four of the top 20 apps, Google had the most apps of any publsher that made t to the top 20. The U.S. Loves Musc Musc Apps ( ) took three of the top 20 spots n the U.S. compared to just one on the worldwde top 20. Socal Meda Apps Whle all apps n the top 20 saw a majorty of ther downloads orgnate on Phone, socal meda apps ( ) receved a larger porton than average from Phone. Messenger Facebook YouTube Instagram Snapchat Agar.o Pandora Layout from Instagram Happy Wheels Google Maps Netflx muscal.ly Spotfy Musc Angry Brds 2 Pnterest WhatsApp Messenger Twtter Uber Google Gmal About Our Download Estmates These estmates nclude daly download totals for Phone and Pad n the U.S. We report unque nstalls only (one download per user). 0% 25% 50% 75% 100% *Excludes Apple apps. **Fgures are ndexed aganst the top rankng app. *** The musc note con represents musc apps. The people con represents socal networkng apps.
8 8 Hghest Grossng Apps Worldwde Q Phone Revenue Pad Revenue Worldwde Revenue Rankng OS Chart Toppers Clash of Clans Game of War Monster Strke Puzzle & Dragons 梦 幻 西 游 Candy Crush Saga Spotfy Musc Candy Crush Soda Saga Boom Beach 白 猫 プロジェクト DoubleDown Casno Bg Fsh Casno Hay Day Pandora Japan and IAP Wth four Japan-only apps ( ) takng spots n the chart, Japan proves to be a huge spender n the App Store. Japan Prefers Phones Japan-only apps ( ) receved a hgher rato of ther revenue from Phones compared to apps that are also avalable n other countres. The Value of Pads Compared to downloads, the top 20 hghest grossng apps receved a dsproportonately hgh amount of revenue from Pads. LINE: Dsney Tsum Tsum 热 血 传 奇 HBO NOW MARVEL Contest of Champons Heart of Vegas Clash of Kngs 0% 25% 50% 75% 100% *Excludes Apple apps. **Fgures are ndexed aganst the top rankng app. ***Japanese flags represent apps that are exclusve to Japan. Some apps, e.g. Monster Strke have multple app ds n the app store. Only the bggest app d was used here. In-App Purchases Contnue to Domnate Of the top 20 apps, 17 earned ther revenue through napp purchases exclusvely. The other three (Spotfy, Pandora, and HBO NOW) receved ther revenue through n-app subscrptons to ther servces. About Our Revenue Estmates Our OS revenue estmates nclude the prce of the app, as well as n-app purchases generated through n-store transactons.
9 Hghest Grossng Apps n the U.S. Q U.S. Revenue Rankng Phone Revenue Pad Revenue Clash of Clans OS Chart Toppers Game of War Candy Crush Saga Spotfy Musc DoubleDown Casno Candy Crush Soda Saga Pandora Bg Fsh Casno HBO NOW Boom Beach MARVEL Contest of Champons Hay Day Slotomana Farm Heroes Saga GSN Casno Ht t Rch! Gummy Drop! Slots Free Casno House of Fun! Summoners War Clash of Clans vs. Game of War In the U.S., the battle between Clash of Clans and Game of War s closer than t s worldwde, wth Game of War earnng roughly 88% of Clash of Clans revenue. The battle s even closer on Pad, wth Game of War earnng 98% of Clash of Clans Pad Revenue. Gamblng s Bg n the U.S. Seven of the top 20 earnng apps were gamblng apps ( ), compared to only three n the worldwde top 20. Musc on the Go Musc streamng ( ) revenue s overwhelmngly comng from Phone, whereas vdeo streamng s manly comng from Pad but s stll gettng a far share from Phone. Heart of Vegas 0% 25% 50% 75% 100% *Excludes Apple apps. **Fgures are ndexed aganst the top rankng app. ***The musc note con represents musc streamng apps. The move reel con represents move streamng apps. The dce and cards con represents gamblng apps. About Our Revenue Estmates Our OS revenue estmates nclude the prce of the app, as well as n-app purchases generated through n-store transactons.
10 10 Fastest Growng Categores Sensor Tower. All Rghts Reserved.
11 Categores wth Most Downloads Q Hghest Rankng Categores Downloads Games Phone Downloads Pad Downloads Gamng s Kng The gamng category domnates the App Store wth more than trple the downloads of the next most downloaded category, Photo & Vdeo. Photo & Vdeo Entertanment Pad As An Entertanment Center Game and Entertanment apps receved a hgher proporton of ther downloads from Pads compared to other categores n the top fve. Socal Networkng Lfestyle 0% 25% 50% 75% 100% *Fgures are ndexed aganst the top rankng app.
12 Categores wth Most Revenue Q Hghest Rankng Categores Revenue Games Phone Revenue Pad Revenue Gamng Takes the Money The Games category took the lead by a huge margn, earnng more than 20 tmes more n revenue than the second bggest category, Musc. Musc Revenue Hghly Concentrated Dstrbuton of revenue across category s far more concentrated than the dstrbuton of downloads. Socal Networkng Entertanment Educaton 0% 25% 50% 75% 100% *Fgures are ndexed aganst the top rankng app.
13 13 Fastest Growng Categores by Downloads Q Hghest Rankng Categores Downloads 40% Growth Everywhere After a slump n Q2, most app categores experenced growth n downloads and revenue durng Q3. 30% Summer Vacatons Means Travelng The Travel category saw the most growth n Q3, most lkely due to consumers takng summer vacatons. x 20% 10% 0% Travel Games Sports Medcal Lfestyle *Categores that dd not receve sgnfcant enough download or revenue fgures were not ncluded.
14 14 Fastest Growng Categores by Revenue Q Hghest Rankng Categores Revenue 40% 30% Season of Musc Festvals Wth all the musc festvals happenng durng the summer, t s no surprse that musc apps saw a substantal ncrease n revenue as well as effectveness n monetzaton. x 20% Games Contnue to Grow Gamng apps contnued to see healthy growth n revenue. 10% 0% Musc Games Lfestyle Entertanment Socal Networkng *Categores that dd not receve sgnfcant enough download or revenue fgures were not ncluded.
15 15 Fastest Growng Categores by Monetzaton Q Hghest Rankng Categores Monetzaton 40% Musc Apps Acqure Valuable Users Musc apps were able to obtan a sgnfcant growth n revenue, but not n downloads, meanng that these apps have learned to monetze users better. 30% x 20% Gamng Contnues to Improve Monetzaton Strateges The gamng app space, already hghly effcent at monetzng ther users, contnued to mprove ther monetzaton ablty. 10% 0% Musc Socal Networkng Games Lfestyle Entertanment *Categores that dd not receve sgnfcant enough download or revenue fgures were not ncluded. **Monetzaton s defned as Total Revenue / Total Downloads.
16 16 Top Publshers Sensor Tower. All Rghts Reserved.
17 Most Downloaded Publshers Worldwde Q Top Publshers by Downloads Phone Downloads Pad Downloads Google Tencent Facebook LINE Instagram Gameloft Electronc Arts Ketchapp WhatsApp Mnclp Kng Rovo Bejng Badu Netcom Mcrosoft Xamen Metu Dsney Snapchat Taobao sankua Smule Rovo Makes a Return? After releasng Angry Brds 2, Rovo lands a spot n the top 20 despte layoffs. Geographcal Demographcs Sx of the top 20 companes are headquartered n Chna, fve n Europe, one n Japan, and the remanng eght n the U.S. Google at the Top Despte the rvalry between Google and Apple, Google contnues to domnate the top spot n the OS downloads rankngs thanks to ther multple app offerngs. Apps Per Developer Of the top 20 publshers by downloads, Dsney had the most apps wth 275. WhatsApp and Snapchat ted for the lowest number of apps among the top 20 at one each. Most publshers publshed 10 to 85 apps. 0% 25% 50% 75% 100% *Excludes Apple. **Fgures are ndexed aganst the top rankng publsher. **Flags represent company headquarters.
18 18 Most Downloaded Publshers n the U.S. Q Top Publshers by Downloads n U.S. Phone Downloads Pad Downloads Google Facebook Instagram Mnclp Electronc Arts Dsney Ketchapp Gameloft Rovo Glu Games Mcrosoft Kng Amazon Snapchat Fun Games For Free Pandora Jm Bonacc Netflx muscal.ly Spotfy WhatsApp Fals to Rank n the U.S. Despte performng admrably worldwde, WhatsApp faled to place among the top 20 publshers by downloads n the U.S. Geographcal Demographcs The same fve developers from Europe that made t nto the top 20 n worldwde made t to the top 20 n U.S., but none of the Asan developers on the worldwde downloads chart fared well n the U.S. Apps Per Developer Of the top 20 publshers by downloads, Dsney had the most apps wth 275. Snapchat, Pandora, Jm Bonacc, muscal.ly, and Spotfy ted for the lowest number of apps among the top 20 at one each. Most publshers publshed fve to 65 apps. 0% 25% 50% 75% 100% *Excludes Apple. **Fgures are ndexed aganst the top rankng publsher. **Flags represent company headquarters.
19 19 Hghest Grossng Publshers Worldwde Top Publshers by Revenue Q Supercell Phone Revenue Pad Revenue Japan Knows How to Monetze Whle contrbutng only one publsher to the top 20 most downloaded chart, Japan took sx of the top 20 hghest-grossng publsher spots. Supercell: The Regnng Champon Supercell contnues ts regn at number one thanks n large part to Clash of Clans and Boom Beach. No New Entrants The companes n the top 20 may have changed postons snce Q2, but no new contenders made t nto the top of the charts. Machne Zone Kng Tencent mx NetEase GungHo LINE Spotfy COLOPL Bg Fsh Electronc Arts Playtka DoubleDown BANDAI NAMCO Zynga SQUARE ENIX Kabam Pandora HBO *Excludes Apple apps. **Fgures are ndexed aganst the top rankng publsher. **Flags represent company headquarters. 0% 25% 50% 75% 100%
20 20 Hghest Grossng Publshers n the U.S. Top Publshers by Revenue n U.S. Q Supercell Phone Revenue Pad Revenue More Dversty n the U.S. Eght countres are represented wthn the top 20 publshers by revenue, compared to sx on the worldwde revenue rankng. Revenue Concentrated at the Top Compared to downloads, a hgher proporton of revenue went to the top three developers. Machne Zone Kng Bg Fsh Spotfy DoubleDown Playtka Electronc Arts Pandora HBO Zynga Kabam Glu Games SGN Game Show Network Storm8 Com2uS Luda Pacfc-Interactve Mnclp *Excludes Apple apps. **Fgures are ndexed aganst the top rankng publsher. **Flags represent company headquarters. 0% 25% 50% 75% 100%
21 21 Advertsng Insghts Sensor Tower. All Rghts Reserved.
22 *Fgures are ndexed aganst the top rankng app. **Trophy cons represent apps that ranked n overall grossng. Top Advertsers on Facebook Q Apps wth Most Ad Impressons on the Facebook Ad Network Wsh Geek Image Ads Vdeo Ads Image Ads Of the top 10 apps wth the most ad mpressons, the three non-game apps exclusvely dsplayed mage ads. Clash of Kngs Game of War Stormfall Ad Impressons Pay Off Among the top 10 apps wth the most ad mpressons on Facebook, four made t nto the top 20 hghest grossng apps worldwde ( ). SmCty BuldIt Boom Beach MARVEL Contest of Champons Game of War vs. Clash of Clans Game of War was among the top 10 apps wth the most ad mpressons, whle Clash of Clans dd not make t nto the top 10, perhaps explanng why the gap n revenue between the two gamng apps s closng. Cute Jurassc World : The Game 0% 25% 50% 75% 100% ContextLogc All three of the top 10 non-gamng apps wth most ad mpressons were publshed by ContextLogc, whch recently closed a roughly $500 mllon fundng round.
23 23 Categores wth Most Ad Impressons on the Facebook Ad Network Impressons on Facebook by Category Q Gamng Apps Domnate Gamng app ads eclpsed everythng else on Facebook, wth more than trple the ad mpressons of the secondmost-advertsed category, Lfestyle, whch was drven heavly by ContextLogc. Image Ads Are Kng The majorty of ad mpressons on Facebook came n the form of mage ads. Who Used Vdeo Ads? Musc apps were much more lkely to use vdeo advertsng, wth 38% of all ads beng vdeo. Games followed wth 21% of ther advertsng beng vdeo ads. Games Lfestyle Socal Networkng Photo & Vdeo Musc Travel Entertanment Fnance Image Ads Vdeo Ads Busness Educaton 0% 25% 50% 75% 100% *Fgures are ndexed aganst the top rankng category.
24 24 Common Ad Creatve Strateges Sensor Tower. All Rghts Reserved.
25 25 Hgh Producton Values Many leadng publshers have opted for advertsements possessng hgh producton values. A large number of these ads utlze hgh-qualty computer generated graphcs, whle others are optng to use celebrtes to help promote ther apps. Ad creatves are avalable through our new Ad Intellgence product.
26 26 Battle Camp Sponsored Stormfall: Rse of Balur Sponsored Character Level-Up Battle Camp Stormfall: Rse of Balur One popular way game publshers are advertsng ther apps s by showng how characters change as they level up. Ths strategy s prmarly used by strategy and RPG ttles, and leverages the popularty of monster-collectng games Sensor Tower. All Rghts Reserved. Ad creatves are avalable through our new Ad Intellgence product.
27 27 App Footage Some publshers are usng footage and stlls captured from wthn ther apps to encourage downloads. Common strateges for gamng apps nclude dsplayng ether screenshots or game footage, whle shoppng apps tend to rely on screenshots of merchandse avalable to potental users Sensor Tower. All Rghts Reserved. Ad creatves are avalable through our new Ad Intellgence product.
28 28 A Note on Indexed Estmates The Sensor Tower Data Scence Team compled the estmates represented n ths dgest usng the Sensor Tower Store Intellgence platform as well as our cuttng-edge Sensor Tower Ad Intellgence Platform. Fgures represented n ths report are ndexed aganst the top performers total downloads, revenue, and mpressons. Ths benchmarkng allows for ease of vsual comparson. If an app s reported downloads are dsplayed as 50% on the graph s x-axs, then that app receved half the number of downloads of the top app. Would your busness beneft from access to Store Intellgence or Ad Intellgence nsghts? See the fastest growng apps and publshers by downloads or revenue, and learn more about ther advertsng strateges. Emal sales@sensortower.com for more nformaton Sensor Tower. All Rghts Reserved.
29 29 About Sensor Tower Sensor Tower. All Rghts Reserved.
30 30 Our Solutons App Marketng Intellgence Made Smple Sensor Tower s the leadng platform for app store optmzaton and app ndustry ntellgence. Clck on a soluton for more nformaton: Top Charts & Leaderboards Montor app trends throughout the global app economy. App Intellgence Drve organc growth wth the leadng App Store Optmzaton platform. Store Intellgence Make strategc decsons wth the ndustry s most accurate estmates. Ad Intellgence Develop wnnng user acquston campagns wth crucal moble advertsng nsghts Sensor Tower. All Rghts Reserved.
31 31 Contact Us Let s talk about #data! Address Emal 185 Berry Street Sute 4805 San Francsco, CA sales@sensortower.com nfo@sensortower.com Sensor Tower. All Rghts Reserved. Socal Meda
32 32 Terms of Use Ths report, and all orgnal content wthn, are wholly owned by Sensor Tower, Inc Modfcaton, republcaton, dstrbuton, or other unauthorzed usage volate the copyrght, unless express permsson has been granted. App cons, mages, and other brandng assets are property of ther respectve publshers and are used expressly for edtoral commentary purposes. If you would lke to republsh any of the nformaton contaned n ths report, please emal nfo@sensortower.com for further nformaton. We re always happy to work wth news organzatons to provde custom research Sensor Tower. All Rghts Reserved.
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