The Rise of Apps: TV Time Spent on Mobile Devices Exceeds Traditional Cable
Yesterday’s Apple event in San Francisco marked a significant milestone for the company, as CEO Tim Cook emphasized the need to bring apps to the big screen. With the introduction of the new Apple TV, it seems that consumers are ready to take their app experience to the next level.
A recent report from Flurry highlights how apps have become an integral part of our daily lives. For the first time ever, the average U.S. consumer spends more time inside mobile applications than watching traditional cable TV. According to Flurry’s data, the average U.S. consumer now spends 198 minutes per day inside apps compared to 168 minutes on TV.
The Shift from Traditional Cable
Traditional cable TV has been struggling in recent months, as consumers cut the cord or opt for online streaming services like Netflix and Amazon. The report notes that this trend is not just about convenience; consumers are looking for content that they want to watch, when and where they want it.
While some may argue that the rise of apps is a result of consumers being distracted by their mobile devices, Flurry’s data suggests otherwise. In fact, the report highlights that 73% of time spent on mobile devices is dedicated to consuming media, such as video streaming services, music, and news apps.
The Growing Demand for App-Format Content
Flurry’s report also notes that consumers are willing to pay for content in app format. This trend could encourage traditional media companies to move their content to apps and stream it over-the-top (OTT). In fact, the report highlights that a number of media and entertainment companies have already done well in this area, including Netflix, Hulu, HBO NOW, Spotify, and Pandora.
Their apps rank highly in the top-grossing charts and have helped end the gaming industry’s monopoly on App Store revenue. According to Flurry, it is estimated that this year, revenue from in-app purchases will exceed ad revenue for the first time.
The Future of TV Content
The report suggests that traditional media companies are finally starting to take notice of the shift towards app-based content consumption. With more consumers cutting the cord and opting for online streaming services, it’s only a matter of time before we see a significant change in the way TV content is consumed.
Apple’s new Apple TV and rumored TV streaming service are just two examples of how companies are looking to capitalize on this trend. As CEO Tim Cook said at the event, "over 60 percent of paid TV consuming is done through an Apple device. When you experience TV through an app, you realize how much better it can be."
A New Era for Media Consumption
The rise of apps has marked a significant shift in media consumption patterns. Consumers are no longer content with traditional cable TV and are instead looking for on-demand content that they can access at any time.
As Flurry’s report highlights, the demand for app-format content is growing, and consumers are willing to pay for it. This trend could have far-reaching implications for traditional media companies, who will need to adapt quickly to stay ahead of the curve.
The Numbers Speak for Themselves
- The average U.S. consumer now spends 198 minutes per day inside apps compared to 168 minutes on TV.
- Time spent using apps is increasing, while time spent on TV has remained stagnant from Q2 2014 to Q2 2015.
- In-app purchases are expected to exceed ad revenue for the first time this year, reaching $33 billion worldwide.
The Future of App-Based Content
As we move forward in this new era of app-based content consumption, one thing is clear: traditional media companies will need to adapt quickly to stay ahead. The rise of apps has marked a significant shift in media consumption patterns, and it’s up to companies like Apple, Netflix, and others to capitalize on this trend.
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