Sensor Tower, the industry’s leading market analysis company, has released data showing which programs were most downloaded by Australians in the first quarter.
While TikTok, Facebook and WhatsApp predictably topped the list, two Australian streaming platforms also hit. Binge and 9Now are both in the top twenty.
Binge performed particularly well, beating Netflix in terms of total downloads. Netflix, recently announcing a reduction in the number of users, as well as the transition to the inclusion of advertising in streaming services.
However, this is not the only reason for Binge’s success; The Australian streaming service spent $ 10 million on digital advertising in the first quarter of 2022 alone, which is more than its entire advertising budget for 2021.
COVID and health programs dominate
Other Australian programs that topped the list were government and health services such as myGovID, Express Plus Medicare and Service WA.
Sensor Tower Regional Director Eugene Du Plessis said: “It is clear that the application economy is increasingly intertwined with global events and trends. Government programs offering face screening and vaccination features have become indispensable [Australia]App stores amid the ongoing pandemic, as well as the adoption of scanning QR codes.
Du Plessis also predicted that the growth of entertainment and streaming applications during the pandemic would change.
“Apps for entertainment and social media […] have seen a drop from last year as the wave of adoption of COVID that supports them has gradually subsided. “
The most important understanding for Australian business is the obvious impact of digital advertising on Binge’s popularity. The increased advertising budget was directly correlated with a significant increase in downloads. This is another reminder of how effective digital advertising is in influencing consumer behavior.
“As Australia’s mobile economy continues to grow,” du Plessis continued, “pay attention to apps that respond to the latest trends. These will be the ones who lead and define the market in our economy, first of all mobile ”.