India tops social media app downloads in H1 2021

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BENGALERU : ndia led the world in the number of social media app downloads in the first half of 2021, according to a new report from App Annie, a global provider of mobile data and analytics.

Globally, Asia was the largest region for social media app downloads during this period, accounting for 60% of the market.

“India is the top market by a factor of 5, overtaking the United States in 2018. The United States, Indonesia, Brazil and China follow, a mix of mature and emerging markets,” the report states. .

Social media apps are a global craze with 74 billion of them downloaded to date, according to the report. Of these, 4.7 billion were downloaded in the first half of this year alone.

A total of $22.2 billion has been spent on social media apps so far, of which $3.2 billion was spent in the first half of this year, a 50% increase from to last year. The United States, Japan and China accounted for 60% of this spending during this period.

The United States, which became the No. 1 market for consumer spending on social media apps, saw 1.7 times the spending of the second-largest market and accounted for 30% of the total market, fueled by spending on content creators and live streamers.

Globally, social media apps totaled 740 billion hours in the first half of 2021. The Asia-Pacific region leads in time spent on social apps with a 60% share.

In India, time spent on these apps has exploded over the past three and a half years, narrowing the gap between India and China from 115% in 2018 to 7% in the first half of 2021. Pakistan overtook Mexico in 2020 become the sixth largest market for time spent on social media apps on Android phones.

The App Annie report found that consumers have shifted to a video-driven social experience that favors content creators.

While Facebook and WhatsApp were still among the most downloaded apps globally in the first half of 2021, early video players, especially those offering short videos and live streaming, rose significantly in the rankings.

TikTok takes the top spot in terms of downloads, while Snapchat and MX TakaTak entered the top 10.

Consumers are shifting to a payment model for content creators instead of professionally produced content, indicating a shift towards authentic experiences.

“YouTube and TikTok outperformed leading video streaming app Disney+, showing consumers are opening up their wallets to the creator economy at a level we’ve never seen before – a positive sign for the industry,” the report said.

In terms of time spent, while YouTube, Facebook and WhatsApp dominated the charts, TikTok “settled comfortably” at No. 6 in H12021, after falling outside the top 10 in 2019.

“YouTube remains the leader in the streaming, social, photo and video space due to the depth and breadth of engagement, but the average time spent per user on TikTok has overtaken YouTube in key markets like United States and the United Kingdom and could shake up the rankings in the coming years,” the report said.

Overseas Snapchat downloads are up 45% in the past 12 months compared to the previous two years. Asia, Latin America and the Middle East have seen a surge in downloads in recent months.

The report revealed that Snapchat downloads in India were up 190% year-on-year for the 12 months ending June. Pakistan, Brazil and Mexico were among the top five download markets during this period.

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