1.
State of the
App
Economy
Eric Benjamin Seufert
Applause
May 27th, 2017

2.
Who I am
Heracles Mobile Dev Memo Freemium EconomicsAgamemnon

3.
Who I am

4.
Current State of the App Economy

5.
• Tech giants own considerable mobile
audience and that audience is growing;
Current State of the App Economy

6.
Source: comScore, May 2017
Current State of the App Economy

7.
- 9 / 15 of the most used
apps (in terms of unique
audience) owned by
Facebook & Google;
Current State of the App Economy
Source: comScore, May 2017

8.
- Many of these apps are ad
channels and / or
third-party content
distribution channels;
- “Legacy” apps like
Facebook, YouTube, Gmail
still growing at >10% YoY.
*
*
*
*
*
*
*
Source: Nielsen
Current State of the App Economy

9.
• Tech giants own considerable mobile
audience and that audience is growing;
• Tech giants are turning their apps into
content consumption platforms;
Current State of the App Economy

10.
Current State of the App Economy

11.
Current State of the App Economy

12.
Current State of the App Economy

13.
• Tech giants own considerable mobile
audience and that audience is growing;
• Tech giants are turning their apps into
content consumption platforms;
• Increased consumer engagement / spending
on mobile continues to drive advertising
budgets.
Current State of the App Economy

14.
Source: SensorTower
Current State of the App Economy

15.
Source: SensorTower / Unity
*Applies specifically to mobile gaming
Current State of the App Economy

16.
Source: eMarketer
Current State of the App Economy

17.
Source: eMarketer
Source: Zenith
Current State of the App Economy

18.
Source: eMarketer
Current State of the App Economy

19.
Source: eMarketer
Current State of the App Economy

20.
Facebook is at the center of much of this
growth, pushing new innovations in video
and other mobile placements;
Current State of the App Economy

21.
Source: Facebook Q1 2017 10-Q
Current State of the App Economy

22.
Facebook has proved that it can
asphyxiate advancing competitors
through rapid product cloning.
Current State of the App Economy

23.
Source: Techcrunch
Current State of the App Economy
Source: Delmondo

24.
Current State of the App Economy

25.
Facebook and Google own a massive
proportion of digital ad revenue growth.
Current State of the App Economy

26.
Current State of the App Economy
Source: IAB

27.
http://hrcls.co
eric@hrcls.co
@eric_seufert
Thank You!