Netflix outpaced other leading subscription-based video-on-demand services in mobile app installs between May and July this year, according to a new InMobi analysis of first-party North American mobile user data.
Among the eight SVOD platforms compared – Sling, HBO Max, Disney+, Prime Video, Starz, YouTube, Hulu – Sling TV had the fewest number of net app installs. Meanwhile, Prime Video saw a spike in uninstalls between May 31 and June 2, apparently due to an app crash issue. Among advertising-supported video-on-demand platforms, Tubi led app installs during the 90-day period ending in July.
InMobi also analyzed app crossover among app “owners,” which were defined as those who had a given app installed on their mobile devices for the duration of InMobi’s research, while “installers” were those who added an app during the May to July period. Among SVOD services, HBO Max and Starz, and Netflix and Hulu have the largest crossover in app ownership.
Among AVOD platforms, Paramount+ app owners are more likely to have Peacock on their devices; Tubi app owners are more likely to have Hulu on their devices; and Hulu app owners are least likely to have or use the Sling TV app. Sling TV had the least amount of crossover with app ownership with both AVODs and SVODs — possibly due to the lowest use rate, notes InMobi.
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