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Ad spend on mobile to hit $240 billion globally: App Annie

26% more ad spend on mobile in 2020

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MUMBAI: According to the State of Mobile 2020 report by App Annie, this year comes out to be the biggest year for mobile, with advertisers fuelling the revenue. Mobile ad spends reach $240 billion as brands utilise mobile’s potential. The report also states that the war between streaming giants will heat up in 2020 and consumers will ultimately decide where they want to spend 674 billion hours on mobile.

Apple arcade and Google play Pass will act on creating innovative new games for consumers and generate new revenue streams for publishers. After 2G, 3G, and 4G, 5G is the next battleground, and the gamers will be first to reap the benefits. Consumer and mobile ad spend to top $380 billion globally in 2020. 

The report further stated that consumers have spent 50 per cent more sessions in entertainment apps in 2019 as compared to 2017. The increase in the adaptation of video streaming apps on mobile devices to watch movies, TV shows, concerts, and live events on-demand helped bolster demand for Entertainment apps.

Availability of high-quality streaming platforms, increase in user-generated content, and offline mode becoming standardised were seen as the industry advancements that helped tip the scales from screen size to on-the-go viewing.

As per the report, competition in the streaming space will help better user experiences to drive growth in downloads, revenue, and usage, which will ultimately lead to partnerships and consolidation to win the wallets of consumers long term.

The report also stated that the entry of Disney+ into the streaming space along with other streaming colossal Netflix, Amazon Prime and HBO now as incumbents, AppleTV+ as a new entrant, HBO max and NBSUniversal’s peacock set to launch in 2020 has increased the competition.

Around 25 per cent of Netflix’s iPhone users have also used Disney+ in Q4 2019, its highest overlap of users among top video streaming apps in the US.

According to TikTok, it  saw the greatest two-year growth in cross-app usage of Netflix at over 135 per cent, enticing that the current competition in the video streaming space is heating up not only by traditional companies launching a standalone streaming service but from social media companies carving new mobile-first consumption pathways.

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