In the first quarter (Q1) of 2021, after nearly a year of Covid-19 lockdown, global spend on in-app purchases jumped 40% year-on-year (YoY) to $32 billion, as the world of lockdowns turned to the digital world for interaction with social media, streaming and gaming.
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A year later, and almost two years after the start of the pandemic, the massive growth spurt of the first quarter of 2021 year-over-year has disappeared, with total growth over the past two years being slightly higher than the growth spurt in Q1 2021 year-over-year of around 42%.
Spending for the first quarter of 2022 is estimated at $33 billion, with an increase in video editing tools, thanks to TikTok. Games also do well on iOS and Google Play, and overall spending continued the trend of 65% iOS versus 35% Google Play.
The biggest markets are India, USA, Brazil, Mexico, Turkey and Brazil.
Thus, the jockey for pole position by applications continues. The latest data for Q1 2022 2022 from Data.AI (AppAnnie) presents data for three metrics of consumer spending, downloads, and monthly active users.
This monetary ranking shows that in the first quarter of 2022, TikTok moves up one spot to take pole position, pushing YouTube one spot to second. (TikTok data includes Chinese users on iOS.)
Tinder and Disney+ are still in third and fourth, respectively. HBO Max made a big run for fifth on the list, dropping Tencent Video one spot to sixth place). Google 1 is still running in seventh.
Piccoma gained one position – moving to eighth place, while iQiyi moved up to ninth place. QQ Music dropped to 10th place, while BIGO Live and Twitch fell.
If we compare the ranking of the first quarter of 2022 to the first quarter of 2021, the data shows that in terms of downloads, Instagram has jumped from third to pole position, pushing TikTok to second and Facebook to third.
WhatsApp jumped one place to fourth, while Snapchat moved up three places – from eighth to fifth. Snapchat is used for more private communication than what is sent via WhatsApp or Messenger. Telegram fell two places to sixth.
Shopee entered the list in seventh position. Shopee is a Singapore-based mobile commerce company that has been booming for quite some time and has seen strong momentum throughout the pandemic. It is active in 13 countries in Asia, South America and Europe, and reported GAAP revenue of $5.1 billion for 2021.*
Facebook Messenger jumped from ninth to eighth position. Spotify had a run, entering the list in ninth place, while Zoom dropped from sixth to 10th. MX Taka Tak and Cap Cut dropped off the list.
Monthly active users
The rankings are somewhat different for monthly active users. Facebook retains pole position, WhatsApp still second. Instagram goes from fourth to third, to the detriment of Facebook Messenger which goes from third to fourth.
TikTok climbs three positions from eighth to fifth. Amazon fell one place (from fifth to sixth) as did Telegram (from sixth to seventh) and Twitter (from seventh to eighth).
Netflix also loses its position (from ninth to 10th) which is claimed by Spotify (from 10th to ninth).
Read the full report here
*(Sources: All data, information and graphs are from Data.AI and SocialMediaToday. Sources available upon request.)