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© 2014 IHS & App Annie
IHS Technology & App Annie
+
Digital Content Report 2013
Global Shift Driven by Dramatic Growth of Apps
White Paper
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© 2014 IHS & App Annie
Apps drive growth in global digital content market
• Worldwide consumer spend on digital movies games and apps grew 30 from 2012 to 2013
• Mobile apps were a critical part of that growth with overall app spend jumping 23x yearoveryear
• Digital games is the biggest content category with consumer spend of 34B excluding apps Spend on Game apps
grew 29x from 2012 to 2013 across seven key markets and Game apps are driving overall digital games growth
• Apps also drive growth in consumer spend beyond the app stores To attract a significant mobile audience many
online music and movie subscription services use apps to deliver content but go around app store billing to
maintain margins
• Online movie spend grew 21 worldwide yearoveryear Moviebranded apps are important beyond direct video
app revenue because tiein apps promote new titles strengthen brands and bring in new revenue streams for
movie studios and distributors
Digital content trends vary by country
• US is the leading digital content market given its maturity and broad range of content
• Japan and South Korea each saw digital content spend grow at least 40 from 2012 to 2013 due to increasing
device adoption and skyrocketing game app spend per device
• The UK leads in Europe with a strong online music market second to online games
Key Takeaways
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© 2014 IHS & App Annie
Game apps explode as digital content market grows significantly
Digital Content Overview
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© 2014 IHS & App Annie
Digital movie game and app spend up 30 in 2013
Global consumer spending on digital games apps and online movies
passed 57B in 2013 up almost 30 from 44B in 2012
Digital games is top category but apps take share
Market share declined for digital games excluding apps but it is
still the leading digital content type with spend of 34B more than
online movies and mobile apps combined Mobile apps (driven
largely by games) led growth up 23x yearoveryear to reach
16B in consumer spend in Apple’s and Google’s app stores
combined in 2013
Japan and South Korea lead growth in app spend
Large gains in game app spend in Japan and South Korea with
44x and 58x growth yearoveryear (respectively) were a key
driver of the growth in mobile apps Apps are now the leading
content category in Japan and could also overtake digital
games excluding apps in South Korea in the coming years
Healthy growth in online movies
Online movies a more mature content market saw healthy
growth up 21 to reach 8B globally in 2013
Few movie apps have significant app store spend from video
services but apps are a vital distribution channel for video
services promote new releases and enable tiein app sales
Game apps explode as digital content spend grows significantly
34B
16B
8B
0
10B
20B
30B
40B
Digital games
excluding apps
Apps* Online movies
Worldwide digital content consumer spend 2013
Consumer Spend (USD)
* iOS App Store and Google Play
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps**
Online movies Online music
Apps** excluding games
Yearly digital content spend for key countries*
Indexed Spend
10x growth
29x growth
12x growth
11x growth
12x growth
* United States United Kingdom Germany France Russia Japan South
Korea (online music excludes Russia) ** iOS App Store and Google Play
Digital games spend excluding apps includes all PC online social browser (incl mobile
web) online console smart TV and videostreamed games spend – across all business
models excluding mobile app store and downloadable feature phone game spend
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© 2014 IHS & App Annie
Apps are essential for music delivery and discovery but services can go
elsewhere for billing
Digital Music Trends
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© 2014 IHS & App Annie
Music apps see growth with consumer spend rising 77 from
2012 to 2013
The growth was led by music services such as Pandora which bills
through app stores and also generates revenue from advertising
Apps are important for delivering music content and discovery
Subscription music services have been a driver of growth in online
music in 2013 and apps are a key way of delivering that content
However some of the most successful music apps do not use app
store billing Spotify is the most notable of the major music services
that does not yet use app store billing – and so its success as one of
the most downloaded music apps is not reflected in app store spend
Alternative billing solutions include partnerships with mobile network
operators for carrier billing other telco partnerships and directto
consumer billing
Even when apps do not leverage app store billing they are important to
the music industry as a delivery vehicle for subscription services and
are valuable music discovery tools
Billing and revenue shares present a challenge to profitability
App store billing and the required 30 share of revenue taken by the
store owner means it is difficult to be profitable in the already
competitive music space In some cases providers have to charge
more for appbased payments than elsewhere to ensure they can offset
the 30 share taken by the store owner
Online music includes all spend on online ondemand access radio and bookclub subscriptions and online retail music services
0
50
100
150
200
2012 2013
Yearly online music spend in key countries*
Indexed Spend
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Apps are key to subscription music growth and discovery but there are alternatives to app
store billing
*United States UK Germany France Japan South Korea
0
50
100
150
200
2012 2013
Yearly combined iOS App Store & Google Play
worldwide music app* spend
Indexed Spend
+77
* iOS App Store Music and Google Play Music &
Audio categories combined
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© 2014 IHS & App Annie
Music subscription services account for four of
the top 10 grossing music apps
Pandora Radio has been the standout success in
terms of consumer spend on music in app stores with
a strong performance in the United States helping to
make it the top grossing music app worldwide
Consumers spend money on music tool apps
Six of the top ten music apps by consumer spend
were not services that provide access to premium
music content They included content creation tools
(eg GarageBand AmpliTude) and others
Discovery apps among most popular
Music discovery and identification apps performed
particularly well in terms of downloads (eg Shazam
SoundHound) but did not see similar levels of success
in consumer spend Their business models are driven
by advertising and other revenue sources
Music service apps lead downloads while other apps lead in consumer spend
Top worldwide combined iOS App Store and Google Play
music apps* 2013
Rank By Downloads By Consumer Spend
1 Shazam Pandora Radio
2 Pandora Radio Magic Piano by Smule
3 Spotify GarageBand
4 TuneIn Radio Rdio
5 SoundCloud Ultimate Guitar Tabs
6 SoundHound Sing Karaoke
7 Magic Piano by Smule Deezer
8 iHeartRadio Slacker Radio
9 Deezer Free Music Download Mp3
Downloader
10 Free Music Download Mp3
Downloader AmpliTube
* iOS App Store Music and Google Play Music & Audio categories
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© 2014 IHS & App Annie
Online movies see healthy growth while the importance of apps goes beyond
delivering video content
Digital Movie Trends
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© 2014 IHS & App Annie
Online movies achieve stronger growth than online music and games excluding apps
Outside mobile apps online movies was one of the strongest growing digital content categories in 2013 up 21 year
overyear globally Growth in online movies was particularly strong in the United Kingdom Germany and Russia where
online movies grew faster than online music digital games and apps excluding games
Online movies includes all video ondemand subscription rental and retail services
Online movies show strong growth video apps build audiences but monetize elsewhere
Top video viewing apps by worldwide iOS and Google
Play downloads 2013
Rank App Publisher Business
model
1 YouTube Google Free
2 Netflix Netflix Free
3 百度视频 (Baidu Video) Baidu Free
4 Youku Youku Tudou Free
5 PPS Baidu Free
Apps help build online movie video audiences but
subscription services go outside app store billing
Subscription video services that offer movies such as Netflix
and Amazon PrimeLOVEFiLM are growing but apps do not
yet play much of a role directly driving spend
Instead apps deliver but do not charge for content Movie
subscription and transactional services favor a direct billing
relationship with consumers and one that is outside the 30
share of spend taken by app store owners
With Apple and Google offering their own movie services an
app that wishes to use inapp purchases to charge for content
would be at a significant price disadvantage in order to
maintain a healthy margin
Two of the top five video viewing apps are from US companies
and three are from China countries with large audiences and
strong movie industries Leading search companies Google
and Baidu account for three of the top apps underscoring the
importance of video for online advertising as well as premium
content
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© 2014 IHS & App Annie
0
4
8
12
16
20
2012 2013
Game apps* Apps* outside games
Movie tiein apps* associated with top 10 box office
grossing** movies worldwide grouped by category
Number of apps
Movie initial theatrical release date
Movie tiein apps go beyond video content
The importance of apps for movie studios and distributors
goes beyond simply delivering video Apps particularly
games that tie in to a new movie release can provide a
valuable marketing tool to drive awareness of new releases
as well as providing an additional revenue stream
Examples of movie tiein apps outside of games include
interactive children’s story books photo customization and
augmented reality apps
Apps provide promotion as well as monetization
Apps are a now vital marketing tool for Hollywood movies as
wells as providing additional revenue In 2012 seven of the
top 10 grossing movies had associated tiein apps In 2013 all
of the top 10 grossing movie titles had tiein apps
Across those twenty movies 20 of the 26 apps produced were
built to both promote the movie and also monetize users
through the app
Freemium dominated movie tiein apps
The freemium business model became much more prominent
among movie tiein apps in 2013 reflecting the overall trend in
the app stores toward generating consumer spend through in
app purchases No movie tiein apps used the business model
of a paid app with inapp purchases in 2013
Movie tiein apps grow audiences and provide additional revenues
0
4
8
12
16
20
2012 2013
Free Freemium Paid Paid with inapp purchases
Movie tiein apps* associated with top 10 box office
grossing** movies worldwide by business model
Number of apps
Movie initial theatrical release date
* From iOS App Store and Google Play Excludes apps accompanying BluRay
and DVD releases ** Worldwide grosses as of February 9 2014
* From iOS App Store and Google Play Excludes apps accompanying BluRay
and DVD releases ** Worldwide grosses as of February 9 2014
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© 2014 IHS & App Annie
Apps provide longer term awareness and revenue opportunity for movie brands
Tiein apps help studios drive freemium
spend
Video services usually charge either per title
or per month and so cannot match the same
level of freemium spend success as games
which encourage repeat purchases and
place no limit on how much a user can
spend Movie tiein apps and games that go
beyond video content can help movie IP
better exploit freemium models
Movierelated apps can drive audiences and spend for more than just new releases
Apps can also provide longer term awareness and revenue opportunities for movie IP and brands Angry Birds Star
Wars shows how a popular brand (in this case both a mobile and movie brand) can generate strong spend Jurassic
Park™ Builder is another app that has found continued success even long after the movie’s theatrical release As well
as spend games and other apps can build and maintain audiences for particular IP sowing the seeds for future movie
and merchandise success While not movie IP Rovio’s Angry Birds shows how a strong mobile brand and audience can
translate to revenues in a variety of different businesses
Top movierelated game apps* by worldwide iOS and Google Play
spend 2013
Rank App Publisher Business model
1 The Hobbit Kingdoms Kabam Freemium
2 Despicable Me Gameloft Freemium
3 Jurassic Park™
Builder FremantleMedia Freemium
4 Fast & Furious 6 The
Game Kabam Freemium
5 Angry Birds Star Wars Rovio Various (Primarily paid on
iOS free on Google Play)
* This table lists apps that are primarily affiliated with specific movies not apps that are
primarily related to TV or other media
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© 2014 IHS & App Annie
Game apps drive growth in wider digital games market taking share from
other digital platforms
Digital Game Trends
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© 2014 IHS & App Annie
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps**
Yearly digital game spend for key countries*
Indexed Spend
* United States United Kingdom Germany France Russia Japan
South Korea
Game apps quickly catching up with digital games in spend but still half the size
Digital games spend grows but is dwarfed by growth in
game apps across all countries analyzed in this report
particularly Japan and South Korea (already among the strongest
mobile games markets)
Digital games is the leading global content category
Globally digital games (outside apps) is by far the largest digital
content category measured by IHS and App Annie in 2013 with
more than double the spend on all apps** (the next highest
category) PC is the strongest platform for digital games spend
with China the largest country overall
Game apps take market share
Game apps are beginning to take share away from other digital
games Across the key countries analyzed in this report digital
games spend (excluding apps) grew yearoveryear by only 2
compared with 29x growth in game apps
Japan first for mobilefirst
Japan which has always had a more mobilefirst approach is the
only country where spend is higher on mobile game apps than on
other types of digital games (including mobile web) In Japan
apps have disrupted the traditionally strong mobile browser
based games business as consumers have quickly shifted to
smartphone apps
Digital games spend excluding apps includes all PC online social browser (incl mobile web) online console smart TV and videostreamed games spend –
across all business models excluding mobile app store and downloadable feature phone game spend
** iOS App Store and Google Play
New consoles will drive digital games growth
The new generation of consoles the Microsoft Xbox
One and Sony PlayStation 4 will drive future growth in
digital games IHS forecasts that 41 of games spend
on these devices will be digital by 2017 including
service subscriptions to Xbox Live Gold and PS Plus
This is up from 24 in 2013 and driven significantly by
Sony platform subscriptions on PS4 game download
sales of new big budget releases and opportunities for
continued spend on paid addons
29x growth
10x growth
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© 2014 IHS & App Annie
Top grossing game app publishers are now largely mobilecentric PC online companies
turn to mobile
Eight of the top 10 game app publishers in 2013
were largely mobilecentric
Electronic Arts and South Korea’s CJ Group were two
publishers that offer content and games spanning a
broad range of platforms where mobile is just a part of
them (albeit a growing one)
Many of the other top ten game app publishers also
offer content on nonmobile platforms but the majority
of these are now firmly mobilecentric companies in
terms of their current strategy and revenue mix
This presents a challenge to many established online
games companies which may see audiences migrate to
mobile and therefore mobilefocused companies taking
share away from online
The leading PC online games companies have
recognized the threat and are focusing investments on
mobile for future growth and overseas expansion
Top publishers by worldwide iOS and Google Play game
spend 2013
Rank Publisher Headquarters
1 GungHo Online Japan
2 Supercell Finland
3 King United Kingdom
4 Electronic Arts United States
5 LINE Japan
6 GREE Japan
7 CJ Group South Korea
8 DeNA Japan
9 Kabam United States
10 Gameloft France
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© 2014 IHS & App Annie
US holds the lead in overall digital content spend South Korea has highest
digital spend per capita and Japan leads in mobile spend
Country Trends
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© 2014 IHS & App Annie
US has a broad mix of
content spend
The United States is the
largest digital content market
in the world Its lead is driven
primarily by its larger
population as compared to
other mature markets as well
as the success of a broad
range of content with movies
music games and apps all
making a strong contribution
South Korea stands out for
monetization
South Korea meanwhile
stands out for its high digital
content spend per capita
thanks to online games Its
fastgrowing mobile app
market could propel it beyond
Japan for mobile app
monetization per device
United States leads in digital content spend while South Korea monetizes better
United States
United Kingdom
Germany
France Russia*
Japan
South Korea
0
25
50
75
100
125
0 100M 200M 300M 400M
Digital content spend vs population 2013
Indexed Consumer Spend
Population
Average spend per capita for countries shown * Russia spend excludes online music
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© 2014 IHS & App Annie
Digital content spend in Japan and South
Korea up by at least 40 yearoveryear in
2013
One driving factor is their higher growth in
devices per capita While devices per capita is
lower in these countries than in several others
it is catching up
The other driving factor for Japan and South
Korea is their greater growth in digital content
spend per device particularly on mobile apps
Messaging platforms help drive growth
A major factor behind app spend growth in
both Japan and South Korea is the rise of
apps and games tied to the leading social and
messaging apps in those markets – LINE and
KakaoTalk respectively
Device install base includes all internet connected mediaenabled devices smartphones tablets PCs TV and HH consoles Smart TVs Set Top Boxes Digital
Media Adapters (eg Apple TV) BluRay players [excludes feature phones]
Digital content spend growing fast in Japan and South Korea driven by gains in both
device adoption and spend per device
United States
United Kingdom
Germany
France
Russia
Japan
South Korea
0
50
100
150
200
250
300
0 1 2 3
2012 2013
Yearly devices per capita vs digital content spend per device
Indexed spend per device
Devices per capita
* Russia spend excludes online music
Mobilecentric markets
Another major factor of the growth in spend is that Japan and South Korea have always been among the strongest mobile
content markets and had a more mobilefirst approach even in the days of feature phones
Compared to some Western markets Japan and South Korea initially had slower smartphone adoption – a result of the
advanced nature of their feature phones – but as adoption has ramped up so have smartphone and tablet app spend
Low user
monetization
High user
monetization
Low device
install base
High device
install base
*
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© 2014 IHS & App Annie
0 20 40 60 80 100
United States
United Kingdom
Germany
France
Japan
South Korea
Digital games excluding apps Game apps* Online music Online movies Apps* excluding games
Digital content spend breakdown by country 2013 Composition of digital content spend 2013
Share of digital content spend
• The United States has the widest range of content spend and the highest devices per capita across the broadest range
of devices
• The United Kingdom has the highest online music spend per capita Online music is the second best performing
category in the UK but will likely be overtaken by game apps in the coming years
• South Korea’s advanced mobile market (it has the highest 4G penetration) digital games spend and rapidly growing
mobile app market give it the biggest overall digital content spend per capita
• Japan leads when it comes to mobilefirst with game apps disrupting digital and mobile web games to take the top spot
as the leading digital content category
• France has seen little growth beyond game apps and has fallen behind Germany in per capita spend
• Germany’s digital games market is strong but game apps are growing and have overtaken online movies
Culture and distribution channels shape digital content spend worldwide
* iOS App Store and Google Play
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© 2014 IHS & App Annie
• Strongth growth in online movies and game apps but
online games held the lead
• Apps account for a smaller proportion of overall
content spend than in other markets – US consumers
spend on a range of content
• The US has the highest connected device per capita
ratio providing opportunities for all types of media
• Game apps’ growth took it past online music spend
and will likely challenge online movies in the coming
years
• One of the strongest European markets the UK is
close in per capita and per device activity to the US
• Successful US services do not need to expend as
much effort in localizing content for the UK market
• Game apps saw the strongest growth taking share
from online games which saw a slight decline
• Strong growth in game apps was not enough to see it
overtake online music The UK has the highest per
capita spend on online music in this study but game
apps will likely overtake it in 2014
US and UK Consumers buy a range of content online movies and game apps grow
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend United States
Indexed Spend
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend United Kingdom
Indexed Spend
* iOS App Store and Google Play * iOS App Store and Google Play
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© 2014 IHS & App Annie
• Game apps surpassed other types of digital games as
spend shifted from mobile web games toward game
apps
• Apps rather than mobile more generally are the key
disruptive factor currently – Japan was already the
biggest per capita mobile content market with its strong
feature phone market The shift from feature phones to
smartphones will help it grow further but disrupts
established players
• Japan’s homegrown publishers and developers are
among the top performers as strong local knowledge is
needed for success there They may look to expand
internationally to see further growth
• South Korea comes out on top in various measures for the
mobile and digital content markets South Korea leads for 4G
penetration – it is the first country to reach over 50 for LTE
subscribers
• Digital games give South Korea the highest per capita digital
content spend of any country covered in this report
• If game apps take further share from other types of digital
games South Korea could overtake Japan for per capita
mobile spend
• Local content trends are also important Apps integrated with
social and messaging platform KakaoTalk dominate spend in
South Korea’s app stores
Japan Apps disrupt mobilefirst Japanese market
South Korea Online games and advanced mobile industry propel South Korea spend
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend Japan
Indexed Spend
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend South Korea
Indexed Spend
* iOS App Store and Google Play * iOS App Store and Google Play
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© 2014 IHS & App Annie
• Germany overtook France in terms of digital content
spend per capita in 2013 having lagged just behind in
2012
• Digital games and online music saw some growth but
online movies struggled to impress
• France has the lowest per capita connected device
ratio of the Western European countries in this study
• Game apps will likely overtake movies to become the
second highest digital content category in 2014
• Germany’s strong digital games market achieved
impressive growth in 2013 German content spend per
capita however lagged behind the UK which is the
leading European market
• Game apps overtook Germany’s online movie market
in 2013 but Germany also has a relatively strong
physical movies market in which sales in 2013 were
up on 2012 against the wider international trend
• Further growth in game apps in 2014 will see it take a
solid second place ahead of online music
France Falling behind for total digital content spend
Germany Online games spend grows
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend France
Indexed Spend
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend Germany
Indexed Spend
* iOS App Store and Google Play * iOS App Store and Google Play
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© 2014 IHS & App Annie
• Digital games is the dominant content category in
Russia but game apps have been growing rapidly
(with 26x growth yearoveryear) to take a strong
second place
• Russia provides content companies with strong
opportunities for further growth – its relatively low
connected device install base means further
smartphone and tablet adoption will see continued
improvement in content spend
• Consumer spend on online content is relatively low in
Russia but companies are also more willing to
support adfunded services than they are elsewhere
As a result overall spend will be driven by a variety of
business models
Russia Lower connected device install base means room for growth
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Apps* excluding games
Yearly digital content spend Russia
Indexed Spend
* iOS App Store and Google Play
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© 2014 IHS & App Annie
Key Takeaways
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23
© 2014 IHS & App Annie
Apps drive growth in global digital content market
• Worldwide consumer spend on digital movies games and apps grew 30 from 2012 to 2013
• Mobile apps were a critical part of that growth with overall app spend jumping 23x yearoveryear
• Digital games is the biggest content category with consumer spend of 34B excluding apps Spend on Game apps
grew 29x from 2012 to 2013 across seven key markets and Game apps are driving overall digital games growth
• Apps also drive growth in consumer spend beyond the app stores To attract a significant mobile audience many
online music and movie subscription services use apps to deliver content but go around app store billing to
maintain margins
• Online movie spend grew 21 worldwide yearoveryear Moviebranded apps are important beyond direct video
app revenue because tiein apps promote new titles strengthen brands and bring in new revenue streams for
movie studios and distributors
Digital content trends vary by country
• US is the leading digital content market given its maturity and broad range of content
• Japan and South Korea each saw digital content spend grow at least 40 from 2012 to 2013 due to increasing
device adoption and skyrocketing game app spend per device
• The UK leads in Europe with a strong online music market second to online games
Key Takeaways
24
© 2014 IHS & App Annie
Questions
About IHS
IHS is a global information company with worldclass
experts in the pivotal areas shaping today's business
landscape energy technology economics
geopolitical risk sustainability and supply chain
management We employ more than 8000 people in
more than 31 countries around the world
IHS is the world’s leading source for research
analysis and strategic guidance in the technology
media and telecommunications industries
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permitted in the license agreement between client and IHS and App Annie Content reproduced or redistributed with IHS andor App Annie permission must display IHS and App Annie legal notices and attributions of
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• Online Movies includes all consumer spend on online subscription services and transactional (retail and rental) movie content Advertising
revenues are not included
• Online Music includes all consumer spend on online on demandaccess radio and bookclub subscriptions and online music retail
services Advertising revenues are not included
• Digital Games Excluding Apps includes all consumer spend on PC online social browser (including mobile browser) online console
smart TV and video streamed games across all business models Advertising revenues and smartphone and tablet app store spend are
not included
• Consumer spend and download estimates for Apps Game Apps and Apps Excluding Games are all derived from App Annie Intelligence
Consumer spend estimates for apps in this report represent spend on paid downloads and inapp purchases in the iOS App Store and
Google Play Inapp advertising revenues are not included
• The app store share of consumer spend on apps is assumed to be a uniform 30 across all countries for both stores
• All apps and publishers are reported under their parent publishers where available for example the PPS app is reported under its parent
publisher Baidu rather than its direct publisher PPSTV
• Similar versions of the same app with different names are unified and ranked as a single app (eg Angry Birds Star Wars Angry Birds
Star Wars Free Angry Birds Star Wars HD and Angry Birds Star Wars HD Free are aggregated and ranked as a single Angry Birds Star
Wars unified app)
• Occasionally a publisher may decide to shift an existing app from the Games category to a category other than Games In this report
apps are divided into Games and Apps Excluding Games based on the publisher’s categorization as of midJanuary 2014
• In the iOS App Store an app can be categorized under a Primary Category as well as an optional Secondary Category If an app has a
Primary Category of Games and a Secondary Category of Entertainment it is classified under Games in this report If the app’s Primary
Category is Entertainment and its Secondary Category is Games then it is classified under Apps Excluding Games In Google Play an
app can be put under only one category so there is no doublecategorization
Report Methodology
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© 2014 IHS & App Annie
IHS Technology & App Annie
+
Digital Content Report 2013
Global Shift Driven by Dramatic Growth of Apps
White Paper
1
© 2014 IHS & App Annie
Apps drive growth in global digital content market
• Worldwide consumer spend on digital movies games and apps grew 30 from 2012 to 2013
• Mobile apps were a critical part of that growth with overall app spend jumping 23x yearoveryear
• Digital games is the biggest content category with consumer spend of 34B excluding apps Spend on Game apps
grew 29x from 2012 to 2013 across seven key markets and Game apps are driving overall digital games growth
• Apps also drive growth in consumer spend beyond the app stores To attract a significant mobile audience many
online music and movie subscription services use apps to deliver content but go around app store billing to
maintain margins
• Online movie spend grew 21 worldwide yearoveryear Moviebranded apps are important beyond direct video
app revenue because tiein apps promote new titles strengthen brands and bring in new revenue streams for
movie studios and distributors
Digital content trends vary by country
• US is the leading digital content market given its maturity and broad range of content
• Japan and South Korea each saw digital content spend grow at least 40 from 2012 to 2013 due to increasing
device adoption and skyrocketing game app spend per device
• The UK leads in Europe with a strong online music market second to online games
Key Takeaways
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© 2014 IHS & App Annie
Game apps explode as digital content market grows significantly
Digital Content Overview
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Digital movie game and app spend up 30 in 2013
Global consumer spending on digital games apps and online movies
passed 57B in 2013 up almost 30 from 44B in 2012
Digital games is top category but apps take share
Market share declined for digital games excluding apps but it is
still the leading digital content type with spend of 34B more than
online movies and mobile apps combined Mobile apps (driven
largely by games) led growth up 23x yearoveryear to reach
16B in consumer spend in Apple’s and Google’s app stores
combined in 2013
Japan and South Korea lead growth in app spend
Large gains in game app spend in Japan and South Korea with
44x and 58x growth yearoveryear (respectively) were a key
driver of the growth in mobile apps Apps are now the leading
content category in Japan and could also overtake digital
games excluding apps in South Korea in the coming years
Healthy growth in online movies
Online movies a more mature content market saw healthy
growth up 21 to reach 8B globally in 2013
Few movie apps have significant app store spend from video
services but apps are a vital distribution channel for video
services promote new releases and enable tiein app sales
Game apps explode as digital content spend grows significantly
34B
16B
8B
0
10B
20B
30B
40B
Digital games
excluding apps
Apps* Online movies
Worldwide digital content consumer spend 2013
Consumer Spend (USD)
* iOS App Store and Google Play
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps**
Online movies Online music
Apps** excluding games
Yearly digital content spend for key countries*
Indexed Spend
10x growth
29x growth
12x growth
11x growth
12x growth
* United States United Kingdom Germany France Russia Japan South
Korea (online music excludes Russia) ** iOS App Store and Google Play
Digital games spend excluding apps includes all PC online social browser (incl mobile
web) online console smart TV and videostreamed games spend – across all business
models excluding mobile app store and downloadable feature phone game spend
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© 2014 IHS & App Annie
Apps are essential for music delivery and discovery but services can go
elsewhere for billing
Digital Music Trends
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Music apps see growth with consumer spend rising 77 from
2012 to 2013
The growth was led by music services such as Pandora which bills
through app stores and also generates revenue from advertising
Apps are important for delivering music content and discovery
Subscription music services have been a driver of growth in online
music in 2013 and apps are a key way of delivering that content
However some of the most successful music apps do not use app
store billing Spotify is the most notable of the major music services
that does not yet use app store billing – and so its success as one of
the most downloaded music apps is not reflected in app store spend
Alternative billing solutions include partnerships with mobile network
operators for carrier billing other telco partnerships and directto
consumer billing
Even when apps do not leverage app store billing they are important to
the music industry as a delivery vehicle for subscription services and
are valuable music discovery tools
Billing and revenue shares present a challenge to profitability
App store billing and the required 30 share of revenue taken by the
store owner means it is difficult to be profitable in the already
competitive music space In some cases providers have to charge
more for appbased payments than elsewhere to ensure they can offset
the 30 share taken by the store owner
Online music includes all spend on online ondemand access radio and bookclub subscriptions and online retail music services
0
50
100
150
200
2012 2013
Yearly online music spend in key countries*
Indexed Spend
+12
Apps are key to subscription music growth and discovery but there are alternatives to app
store billing
*United States UK Germany France Japan South Korea
0
50
100
150
200
2012 2013
Yearly combined iOS App Store & Google Play
worldwide music app* spend
Indexed Spend
+77
* iOS App Store Music and Google Play Music &
Audio categories combined
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Music subscription services account for four of
the top 10 grossing music apps
Pandora Radio has been the standout success in
terms of consumer spend on music in app stores with
a strong performance in the United States helping to
make it the top grossing music app worldwide
Consumers spend money on music tool apps
Six of the top ten music apps by consumer spend
were not services that provide access to premium
music content They included content creation tools
(eg GarageBand AmpliTude) and others
Discovery apps among most popular
Music discovery and identification apps performed
particularly well in terms of downloads (eg Shazam
SoundHound) but did not see similar levels of success
in consumer spend Their business models are driven
by advertising and other revenue sources
Music service apps lead downloads while other apps lead in consumer spend
Top worldwide combined iOS App Store and Google Play
music apps* 2013
Rank By Downloads By Consumer Spend
1 Shazam Pandora Radio
2 Pandora Radio Magic Piano by Smule
3 Spotify GarageBand
4 TuneIn Radio Rdio
5 SoundCloud Ultimate Guitar Tabs
6 SoundHound Sing Karaoke
7 Magic Piano by Smule Deezer
8 iHeartRadio Slacker Radio
9 Deezer Free Music Download Mp3
Downloader
10 Free Music Download Mp3
Downloader AmpliTube
* iOS App Store Music and Google Play Music & Audio categories
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© 2014 IHS & App Annie
Online movies see healthy growth while the importance of apps goes beyond
delivering video content
Digital Movie Trends
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Online movies achieve stronger growth than online music and games excluding apps
Outside mobile apps online movies was one of the strongest growing digital content categories in 2013 up 21 year
overyear globally Growth in online movies was particularly strong in the United Kingdom Germany and Russia where
online movies grew faster than online music digital games and apps excluding games
Online movies includes all video ondemand subscription rental and retail services
Online movies show strong growth video apps build audiences but monetize elsewhere
Top video viewing apps by worldwide iOS and Google
Play downloads 2013
Rank App Publisher Business
model
1 YouTube Google Free
2 Netflix Netflix Free
3 百度视频 (Baidu Video) Baidu Free
4 Youku Youku Tudou Free
5 PPS Baidu Free
Apps help build online movie video audiences but
subscription services go outside app store billing
Subscription video services that offer movies such as Netflix
and Amazon PrimeLOVEFiLM are growing but apps do not
yet play much of a role directly driving spend
Instead apps deliver but do not charge for content Movie
subscription and transactional services favor a direct billing
relationship with consumers and one that is outside the 30
share of spend taken by app store owners
With Apple and Google offering their own movie services an
app that wishes to use inapp purchases to charge for content
would be at a significant price disadvantage in order to
maintain a healthy margin
Two of the top five video viewing apps are from US companies
and three are from China countries with large audiences and
strong movie industries Leading search companies Google
and Baidu account for three of the top apps underscoring the
importance of video for online advertising as well as premium
content
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© 2014 IHS & App Annie
0
4
8
12
16
20
2012 2013
Game apps* Apps* outside games
Movie tiein apps* associated with top 10 box office
grossing** movies worldwide grouped by category
Number of apps
Movie initial theatrical release date
Movie tiein apps go beyond video content
The importance of apps for movie studios and distributors
goes beyond simply delivering video Apps particularly
games that tie in to a new movie release can provide a
valuable marketing tool to drive awareness of new releases
as well as providing an additional revenue stream
Examples of movie tiein apps outside of games include
interactive children’s story books photo customization and
augmented reality apps
Apps provide promotion as well as monetization
Apps are a now vital marketing tool for Hollywood movies as
wells as providing additional revenue In 2012 seven of the
top 10 grossing movies had associated tiein apps In 2013 all
of the top 10 grossing movie titles had tiein apps
Across those twenty movies 20 of the 26 apps produced were
built to both promote the movie and also monetize users
through the app
Freemium dominated movie tiein apps
The freemium business model became much more prominent
among movie tiein apps in 2013 reflecting the overall trend in
the app stores toward generating consumer spend through in
app purchases No movie tiein apps used the business model
of a paid app with inapp purchases in 2013
Movie tiein apps grow audiences and provide additional revenues
0
4
8
12
16
20
2012 2013
Free Freemium Paid Paid with inapp purchases
Movie tiein apps* associated with top 10 box office
grossing** movies worldwide by business model
Number of apps
Movie initial theatrical release date
* From iOS App Store and Google Play Excludes apps accompanying BluRay
and DVD releases ** Worldwide grosses as of February 9 2014
* From iOS App Store and Google Play Excludes apps accompanying BluRay
and DVD releases ** Worldwide grosses as of February 9 2014
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Apps provide longer term awareness and revenue opportunity for movie brands
Tiein apps help studios drive freemium
spend
Video services usually charge either per title
or per month and so cannot match the same
level of freemium spend success as games
which encourage repeat purchases and
place no limit on how much a user can
spend Movie tiein apps and games that go
beyond video content can help movie IP
better exploit freemium models
Movierelated apps can drive audiences and spend for more than just new releases
Apps can also provide longer term awareness and revenue opportunities for movie IP and brands Angry Birds Star
Wars shows how a popular brand (in this case both a mobile and movie brand) can generate strong spend Jurassic
Park™ Builder is another app that has found continued success even long after the movie’s theatrical release As well
as spend games and other apps can build and maintain audiences for particular IP sowing the seeds for future movie
and merchandise success While not movie IP Rovio’s Angry Birds shows how a strong mobile brand and audience can
translate to revenues in a variety of different businesses
Top movierelated game apps* by worldwide iOS and Google Play
spend 2013
Rank App Publisher Business model
1 The Hobbit Kingdoms Kabam Freemium
2 Despicable Me Gameloft Freemium
3 Jurassic Park™
Builder FremantleMedia Freemium
4 Fast & Furious 6 The
Game Kabam Freemium
5 Angry Birds Star Wars Rovio Various (Primarily paid on
iOS free on Google Play)
* This table lists apps that are primarily affiliated with specific movies not apps that are
primarily related to TV or other media
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Game apps drive growth in wider digital games market taking share from
other digital platforms
Digital Game Trends
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12
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0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps**
Yearly digital game spend for key countries*
Indexed Spend
* United States United Kingdom Germany France Russia Japan
South Korea
Game apps quickly catching up with digital games in spend but still half the size
Digital games spend grows but is dwarfed by growth in
game apps across all countries analyzed in this report
particularly Japan and South Korea (already among the strongest
mobile games markets)
Digital games is the leading global content category
Globally digital games (outside apps) is by far the largest digital
content category measured by IHS and App Annie in 2013 with
more than double the spend on all apps** (the next highest
category) PC is the strongest platform for digital games spend
with China the largest country overall
Game apps take market share
Game apps are beginning to take share away from other digital
games Across the key countries analyzed in this report digital
games spend (excluding apps) grew yearoveryear by only 2
compared with 29x growth in game apps
Japan first for mobilefirst
Japan which has always had a more mobilefirst approach is the
only country where spend is higher on mobile game apps than on
other types of digital games (including mobile web) In Japan
apps have disrupted the traditionally strong mobile browser
based games business as consumers have quickly shifted to
smartphone apps
Digital games spend excluding apps includes all PC online social browser (incl mobile web) online console smart TV and videostreamed games spend –
across all business models excluding mobile app store and downloadable feature phone game spend
** iOS App Store and Google Play
New consoles will drive digital games growth
The new generation of consoles the Microsoft Xbox
One and Sony PlayStation 4 will drive future growth in
digital games IHS forecasts that 41 of games spend
on these devices will be digital by 2017 including
service subscriptions to Xbox Live Gold and PS Plus
This is up from 24 in 2013 and driven significantly by
Sony platform subscriptions on PS4 game download
sales of new big budget releases and opportunities for
continued spend on paid addons
29x growth
10x growth
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© 2014 IHS & App Annie
Top grossing game app publishers are now largely mobilecentric PC online companies
turn to mobile
Eight of the top 10 game app publishers in 2013
were largely mobilecentric
Electronic Arts and South Korea’s CJ Group were two
publishers that offer content and games spanning a
broad range of platforms where mobile is just a part of
them (albeit a growing one)
Many of the other top ten game app publishers also
offer content on nonmobile platforms but the majority
of these are now firmly mobilecentric companies in
terms of their current strategy and revenue mix
This presents a challenge to many established online
games companies which may see audiences migrate to
mobile and therefore mobilefocused companies taking
share away from online
The leading PC online games companies have
recognized the threat and are focusing investments on
mobile for future growth and overseas expansion
Top publishers by worldwide iOS and Google Play game
spend 2013
Rank Publisher Headquarters
1 GungHo Online Japan
2 Supercell Finland
3 King United Kingdom
4 Electronic Arts United States
5 LINE Japan
6 GREE Japan
7 CJ Group South Korea
8 DeNA Japan
9 Kabam United States
10 Gameloft France
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© 2014 IHS & App Annie
US holds the lead in overall digital content spend South Korea has highest
digital spend per capita and Japan leads in mobile spend
Country Trends
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US has a broad mix of
content spend
The United States is the
largest digital content market
in the world Its lead is driven
primarily by its larger
population as compared to
other mature markets as well
as the success of a broad
range of content with movies
music games and apps all
making a strong contribution
South Korea stands out for
monetization
South Korea meanwhile
stands out for its high digital
content spend per capita
thanks to online games Its
fastgrowing mobile app
market could propel it beyond
Japan for mobile app
monetization per device
United States leads in digital content spend while South Korea monetizes better
United States
United Kingdom
Germany
France Russia*
Japan
South Korea
0
25
50
75
100
125
0 100M 200M 300M 400M
Digital content spend vs population 2013
Indexed Consumer Spend
Population
Average spend per capita for countries shown * Russia spend excludes online music
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© 2014 IHS & App Annie
Digital content spend in Japan and South
Korea up by at least 40 yearoveryear in
2013
One driving factor is their higher growth in
devices per capita While devices per capita is
lower in these countries than in several others
it is catching up
The other driving factor for Japan and South
Korea is their greater growth in digital content
spend per device particularly on mobile apps
Messaging platforms help drive growth
A major factor behind app spend growth in
both Japan and South Korea is the rise of
apps and games tied to the leading social and
messaging apps in those markets – LINE and
KakaoTalk respectively
Device install base includes all internet connected mediaenabled devices smartphones tablets PCs TV and HH consoles Smart TVs Set Top Boxes Digital
Media Adapters (eg Apple TV) BluRay players [excludes feature phones]
Digital content spend growing fast in Japan and South Korea driven by gains in both
device adoption and spend per device
United States
United Kingdom
Germany
France
Russia
Japan
South Korea
0
50
100
150
200
250
300
0 1 2 3
2012 2013
Yearly devices per capita vs digital content spend per device
Indexed spend per device
Devices per capita
* Russia spend excludes online music
Mobilecentric markets
Another major factor of the growth in spend is that Japan and South Korea have always been among the strongest mobile
content markets and had a more mobilefirst approach even in the days of feature phones
Compared to some Western markets Japan and South Korea initially had slower smartphone adoption – a result of the
advanced nature of their feature phones – but as adoption has ramped up so have smartphone and tablet app spend
Low user
monetization
High user
monetization
Low device
install base
High device
install base
*
17
© 2014 IHS & App Annie
0 20 40 60 80 100
United States
United Kingdom
Germany
France
Japan
South Korea
Digital games excluding apps Game apps* Online music Online movies Apps* excluding games
Digital content spend breakdown by country 2013 Composition of digital content spend 2013
Share of digital content spend
• The United States has the widest range of content spend and the highest devices per capita across the broadest range
of devices
• The United Kingdom has the highest online music spend per capita Online music is the second best performing
category in the UK but will likely be overtaken by game apps in the coming years
• South Korea’s advanced mobile market (it has the highest 4G penetration) digital games spend and rapidly growing
mobile app market give it the biggest overall digital content spend per capita
• Japan leads when it comes to mobilefirst with game apps disrupting digital and mobile web games to take the top spot
as the leading digital content category
• France has seen little growth beyond game apps and has fallen behind Germany in per capita spend
• Germany’s digital games market is strong but game apps are growing and have overtaken online movies
Culture and distribution channels shape digital content spend worldwide
* iOS App Store and Google Play
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© 2014 IHS & App Annie
• Strongth growth in online movies and game apps but
online games held the lead
• Apps account for a smaller proportion of overall
content spend than in other markets – US consumers
spend on a range of content
• The US has the highest connected device per capita
ratio providing opportunities for all types of media
• Game apps’ growth took it past online music spend
and will likely challenge online movies in the coming
years
• One of the strongest European markets the UK is
close in per capita and per device activity to the US
• Successful US services do not need to expend as
much effort in localizing content for the UK market
• Game apps saw the strongest growth taking share
from online games which saw a slight decline
• Strong growth in game apps was not enough to see it
overtake online music The UK has the highest per
capita spend on online music in this study but game
apps will likely overtake it in 2014
US and UK Consumers buy a range of content online movies and game apps grow
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend United States
Indexed Spend
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend United Kingdom
Indexed Spend
* iOS App Store and Google Play * iOS App Store and Google Play
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© 2014 IHS & App Annie
• Game apps surpassed other types of digital games as
spend shifted from mobile web games toward game
apps
• Apps rather than mobile more generally are the key
disruptive factor currently – Japan was already the
biggest per capita mobile content market with its strong
feature phone market The shift from feature phones to
smartphones will help it grow further but disrupts
established players
• Japan’s homegrown publishers and developers are
among the top performers as strong local knowledge is
needed for success there They may look to expand
internationally to see further growth
• South Korea comes out on top in various measures for the
mobile and digital content markets South Korea leads for 4G
penetration – it is the first country to reach over 50 for LTE
subscribers
• Digital games give South Korea the highest per capita digital
content spend of any country covered in this report
• If game apps take further share from other types of digital
games South Korea could overtake Japan for per capita
mobile spend
• Local content trends are also important Apps integrated with
social and messaging platform KakaoTalk dominate spend in
South Korea’s app stores
Japan Apps disrupt mobilefirst Japanese market
South Korea Online games and advanced mobile industry propel South Korea spend
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend Japan
Indexed Spend
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend South Korea
Indexed Spend
* iOS App Store and Google Play * iOS App Store and Google Play
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© 2014 IHS & App Annie
• Germany overtook France in terms of digital content
spend per capita in 2013 having lagged just behind in
2012
• Digital games and online music saw some growth but
online movies struggled to impress
• France has the lowest per capita connected device
ratio of the Western European countries in this study
• Game apps will likely overtake movies to become the
second highest digital content category in 2014
• Germany’s strong digital games market achieved
impressive growth in 2013 German content spend per
capita however lagged behind the UK which is the
leading European market
• Game apps overtook Germany’s online movie market
in 2013 but Germany also has a relatively strong
physical movies market in which sales in 2013 were
up on 2012 against the wider international trend
• Further growth in game apps in 2014 will see it take a
solid second place ahead of online music
France Falling behind for total digital content spend
Germany Online games spend grows
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend France
Indexed Spend
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Online music
Apps* excluding games
Yearly digital content spend Germany
Indexed Spend
* iOS App Store and Google Play * iOS App Store and Google Play
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© 2014 IHS & App Annie
• Digital games is the dominant content category in
Russia but game apps have been growing rapidly
(with 26x growth yearoveryear) to take a strong
second place
• Russia provides content companies with strong
opportunities for further growth – its relatively low
connected device install base means further
smartphone and tablet adoption will see continued
improvement in content spend
• Consumer spend on online content is relatively low in
Russia but companies are also more willing to
support adfunded services than they are elsewhere
As a result overall spend will be driven by a variety of
business models
Russia Lower connected device install base means room for growth
0
25
50
75
100
125
2012 2013
Digital games excluding apps Game apps*
Online movies Apps* excluding games
Yearly digital content spend Russia
Indexed Spend
* iOS App Store and Google Play
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Key Takeaways
+
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© 2014 IHS & App Annie
Apps drive growth in global digital content market
• Worldwide consumer spend on digital movies games and apps grew 30 from 2012 to 2013
• Mobile apps were a critical part of that growth with overall app spend jumping 23x yearoveryear
• Digital games is the biggest content category with consumer spend of 34B excluding apps Spend on Game apps
grew 29x from 2012 to 2013 across seven key markets and Game apps are driving overall digital games growth
• Apps also drive growth in consumer spend beyond the app stores To attract a significant mobile audience many
online music and movie subscription services use apps to deliver content but go around app store billing to
maintain margins
• Online movie spend grew 21 worldwide yearoveryear Moviebranded apps are important beyond direct video
app revenue because tiein apps promote new titles strengthen brands and bring in new revenue streams for
movie studios and distributors
Digital content trends vary by country
• US is the leading digital content market given its maturity and broad range of content
• Japan and South Korea each saw digital content spend grow at least 40 from 2012 to 2013 due to increasing
device adoption and skyrocketing game app spend per device
• The UK leads in Europe with a strong online music market second to online games
Key Takeaways
24
© 2014 IHS & App Annie
Questions
About IHS
IHS is a global information company with worldclass
experts in the pivotal areas shaping today's business
landscape energy technology economics
geopolitical risk sustainability and supply chain
management We employ more than 8000 people in
more than 31 countries around the world
IHS is the world’s leading source for research
analysis and strategic guidance in the technology
media and telecommunications industries
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App Annie is reinventing business intelligence
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25
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For further information please contact
© 2014 IHS & App Annie No portion of this report may be reproduced reused or otherwise distributed in any form without prior written consent with the exception of any internal client distribution as may be
permitted in the license agreement between client and IHS and App Annie Content reproduced or redistributed with IHS andor App Annie permission must display IHS and App Annie legal notices and attributions of
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26
• Online Movies includes all consumer spend on online subscription services and transactional (retail and rental) movie content Advertising
revenues are not included
• Online Music includes all consumer spend on online on demandaccess radio and bookclub subscriptions and online music retail
services Advertising revenues are not included
• Digital Games Excluding Apps includes all consumer spend on PC online social browser (including mobile browser) online console
smart TV and video streamed games across all business models Advertising revenues and smartphone and tablet app store spend are
not included
• Consumer spend and download estimates for Apps Game Apps and Apps Excluding Games are all derived from App Annie Intelligence
Consumer spend estimates for apps in this report represent spend on paid downloads and inapp purchases in the iOS App Store and
Google Play Inapp advertising revenues are not included
• The app store share of consumer spend on apps is assumed to be a uniform 30 across all countries for both stores
• All apps and publishers are reported under their parent publishers where available for example the PPS app is reported under its parent
publisher Baidu rather than its direct publisher PPSTV
• Similar versions of the same app with different names are unified and ranked as a single app (eg Angry Birds Star Wars Angry Birds
Star Wars Free Angry Birds Star Wars HD and Angry Birds Star Wars HD Free are aggregated and ranked as a single Angry Birds Star
Wars unified app)
• Occasionally a publisher may decide to shift an existing app from the Games category to a category other than Games In this report
apps are divided into Games and Apps Excluding Games based on the publisher’s categorization as of midJanuary 2014
• In the iOS App Store an app can be categorized under a Primary Category as well as an optional Secondary Category If an app has a
Primary Category of Games and a Secondary Category of Entertainment it is classified under Games in this report If the app’s Primary
Category is Entertainment and its Secondary Category is Games then it is classified under Apps Excluding Games In Google Play an
app can be put under only one category so there is no doublecategorization
Report Methodology
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