Covid-19 drives consumers to spend more time than ever streaming videos on mobile | Mobile | News | Rapid TV News
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Driven by the effects of the Covid-19 crisis, mobile has taken centre stage in consumers’ lives over the first half of the year, ingraining new app habits and permanently shifting the consumer landscape to a mobile-first world with streaming video a key beneficiary says a study from AppAnnie.
AppAnnie mobilestreaming 18Aug2020
The mobile data and analytics analyst found that in all consumers spent 1.6 trillion hours on mobile in H1 2020 with noticeable spikes in gaming, shopping, video conferencing and streaming video.

Focusing on the video industry, the study found that fundamentally in H1 2020 consumers sought out content across a suite of apps to stay entertained in lockdown. Globally they spent 25% more time streaming their favourite shows and films in the second quarter of 2020 than in the fourth quarter of 2019. Furthermore, in all but two of the markets that the study analysed, time spent streaming content grew from Q1 2020 to Q2 2020 as the global pandemic intensified and more countries enacted stay at home policies to limit the spread.

Looking at China, the first epicentre of Covid-19, the timing of the pandemic combined with the Lunar New Year led to a surge in video streaming during Q1 2020, resulting in a slight contraction in time spent in Q2 2020. However, AppAnnie noted that this was a leading indicator for what to expect in Q2 for other markets in phases 3 and 4 of Covid-19’s global spread.

In the US, and amidst Covid-19 restrictions and stay at home mandates, Americans turned to mobile. Netflix was the leading video streaming app by average monthly active users (MAU) in Q2 2020 in the US, excluding pre-installed apps. However, the study also showed how users sought other video streaming and social apps to fill their need for video entertainment. Netflix’s cross-app usage with TikTok increased from 15% to 45% in Q2 2020 year over year on iPhones in the US, indicating said the lines were blurring between social and traditional video streaming apps. Live streaming platform Twitch saw 60% growth in overlap from Q1 to Q2 2020.

Going forward, AppAnnie said that video was “incredibly important” to mobile engagement. It believes that video streaming wars will intensify amidst high profile launches and expansions like Disney+, Peacock TV and, despite its travails, Quibi. The analyst expected users to bounce between multiple video streaming apps to access a full suite of content while under Covid restrictions.

AppAnnie concluded in its study that as consumers in lockdown were using multiple apps to view their full suite of content it was imperative for video streaming companies to monitor the competitive market closely or risk losing out to new entrants possibly from what it called surprising categories. AppAnnie called on video streaming companies looking to succeed on mobile to look beyond their traditional peer group to stay ahead of the competition.