YouTube, Amazon waving in front of Netflix, while Pluto, HBO, Hulu and Peacock chase from behind

A new way of categorizing brands suggests that YouTube and Amazon are winning against streaming giant Netflix, while a host of smaller players are catching it from behind. YouTube and Prime Video ranked first and second, respectively, while the fastest growing streaming brands are Pluto TV, HBO Max, Hulu, Peacock TV, and Tubi.

“See the free services they drive, a massive and massive commitment,” Digital Turbine’s Gregory Wester told me yesterday.

Netflix still has tremendous brand power and engagement, however, as Wester added. And its next ad-supported tier could reignite growth.

The information comes from a new type of mobile growth report, the BRAG index from mobile analytics firm Apptopia and the mobile advertising platform Digital Turbine. The Brand App Growth Analysis measures brand awareness and interest, as well as the volume and speed of installation on smartphones, tablets and other connected devices. It’s the kind of analysis that showed weakness in Peleton’s mobile presence several quarters before the company’s financials plummeted.

What is driving the strength in the YouTube streaming segment is not just ubiquity, but accessibility. As a free service, 92% of people who watch YouTube open the app every single day, according to the report. This compares to 65% for Netflix and less than 50% for each of Hulu, Amazon Prime, Pluto, and others.

HBO Max and Disney + are at the bottom in terms of everyday use, with only 26% of people opening the Disney + app every single day and 37% opening HBO Max every day.

Free access to a service is a major predictor of success, according to the report.

“YouTube’s strength is not just in its number one ranking for Brand Power, but in the power of free content,” the report said. “The power of freedom also counts elsewhere. Pluto TV has the brand’s fastest speed of all our apps thanks to our free live TV offering. “

Now is a critical time, however, to establish presence and dominance in streaming, said Apptopia analyst Tara Kirkpatrick. People will not buy 10 services and it is unlikely that they will continue to have four to six for long.

“We’re getting to a point where there are so many single streamers,” Kirkpatrick said. “But it seems like it makes sense to consolidate now because it’s easier for the consumer.”

The BRAG index covers more verticals, not just streaming.

In fast food outlets or quick-service restaurants, Domino’s Pizza, McDonalds and Starbucks lead the power of the brand. However, Taco Bell, Domino’s and Dunkin ‘Donuts are growing faster quarter over quarter.

In retail, the results may come as no surprise: Amazon leads the brand’s power rankings, followed by Walmart and Target. Etsy and eBay completed the top five.

In terms of fast growers, however, Klarna, eBay and SHEIN were the top three, with Amazon planted in ninth place. In all honesty, however, it’s hard to grow when you’re essentially already omnipresent.

SHEIN looks particularly interesting.

“SHEIN outperformed all other apps in the second quarter and ranked second, just behind Amazon in the first quarter,” the report said. “SHEIN also outperformed all brands in average time spent per user in both the first and second quarters of this year. It combined low-cost, yet trendy clothing, with fun and trendy marketing promotions.

A great differentiator?

SHEIN’s use of YouTube celebrities and social media influencers on TikTok.

READ ALSO :   Netflix's "Wendell & Wild" is an extraordinary wedding of Jordan Peele and "The Nightmare Before Christmas"

Tinggalkan komentar