Mobile applications have become an integral part of our daily lives, with a plethora of software available today. From Spotify for music streaming, Google Maps for geolocation services, Omio for train ticket booking, and Netflix for video streaming, there seems to be an app for almost everything.

According to App Annie’s survey conducted last year, users spent a whopping $143 billion on app stores, signifying a 20% year-on-year increase in app purchases.

In this context, launching a video platform on a mobile app can bring numerous benefits, which we can explore together.

The mobile market grow up

The mobile app market is a rapidly growing industry. This trend shows that smartphone users are increasingly spending more time on mobile apps.

According to App Annie’s “State of Mobile 2021” report, which is a renowned source in the mobile app market:

• Globally, mobile users spent an average of 4.2 hours per day on mobile apps in 2020, which is a 20% increase from 2019.
• There were 218 billion mobile app downloads worldwide, reflecting a 7% increase from the previous year.
• In France, 2.07 billion mobile apps were downloaded, with a spending of 2.25 billion dollars on mobile applications.
• On average, French phone users spend approximately 3.6 hours daily on mobile apps.

These statistics indicate the significance of mobile applications and smartphones in our society today, as well as the lucrative market potential it generates.

As the rental (-14.1%) and sales (-20.0%) markets decline, the video-on-demand (VOD) market is experiencing rapid growth, with a staggering increase of 17.5%.

According to the Centre National du Cinéma et de l’Image Animée (CNC), the VOD market has witnessed a growth of 11.9% in 2021, amounting to €1.7 billion compared to 2020.

The VOD market now accounts for 87.6% of the overall market, as reported by CNC data with Vertigo and Aqoa.

Streaming video growing up with ott platform

It now constitutes approximately 61% of all internet traffic, with movies, series, and other forms of videos increasingly consumed through this medium. Notably, younger generations prefer watching videos on digital devices over traditional television.

As this market continues to grow rapidly, major brands such as Amazon, Disney, and Apple are entering the race to capture more internet users. These companies have recognized the importance of investing in this area to remain competitive in the ever-evolving digital landscape.

Furthermore, Nielsen reports that:

• Disney+ platform usage has increased by 39%, resulting in a 0.5 point gain in market share this year.
• YouTube (including YouTube TV) holds the second position in overall rankings, with a robust one-point increase in market share.
• Netflix’s growth in volume is 12.7%, leading to a 0.8% increase in market share. It is noteworthy that Netflix continues to maintain its position as the most widely consumed streaming service.

These statistics suggest that video streaming is likely to become the television of the future.

Launch your video platform on a mobile application

Based on the above facts, it is evident that the mobile app market and video streaming are highly relevant and rapidly expanding markets. Therefore, it is essential to consider launching your video platform on a mobile application for the following reasons:

• Consumers today prefer the convenience of a smaller screen that they can carry with them and use comfortably at any time.
• Google’s mobile-first index prioritizes the mobile version of websites for indexing and ranking, considering the growing trend of using smartphones for internet searches.
• In France, users spend an average of 3.6 hours per day on their mobile devices, providing an extensive user base for mobile video platforms.
• Video streaming constitutes a significant portion of internet traffic, and user appetite for this form of content is continuously increasing.
• Launching your video platform on a mobile app allows you to monetize your video content and reach your target audience effectively.

These factors demonstrate the compelling reasons to launch your ott platform on a mobile application.