Why develop OTT in mobile?

Mobile applications have become an integral part of our daily lives, with a wide range of software available today. From Spotify for music streaming to Google Maps for geolocation services, Omio for train ticket booking, and Netflix for video streaming, there seems to be an app for almost everything.

According to a survey conducted by App Annie last year, users spent an impressive $143 billion on app stores, marking a 20% year-over-year increase in app purchases.

In this context, launching a video platform on a mobile app can bring numerous benefits, which we can explore together.

The Mobile Market is Growing

The mobile app market is a rapidly growing industry. This trend shows that smartphone users are spending more and more time on mobile applications.

According to the “State of Mobile 2021” report by App Annie, a renowned source in the mobile app market:

Globally, mobile users spent an average of 4.2 hours per day on mobile applications in 2020, a 20% increase compared to 2019.

218 billion mobile app downloads were made worldwide, reflecting a 7% increase from the previous year.

In France, 2.07 billion mobile apps were downloaded, with a spending of $2.25 billion on mobile applications.

On average, French mobile users spend about 3.6 hours per day on mobile applications.

These statistics highlight the importance of mobile applications and smartphones in our society today, as well as the lucrative market they generate.

While rental markets (-14.1%) and sales markets (-20.0%) are in decline, the video-on-demand (VOD) market is experiencing rapid growth, with an impressive 17.5% increase.

According to the Centre National du Cinéma et de l’Image Animée (CNC), the VOD market grew by 11.9% in 2021, reaching €1.7 billion compared to 2020.

The VOD market now accounts for 87.6% of the overall market, as reported by CNC data with Vertigo and Aqoa.

Video Streaming is Growing with OTT Platforms

Today, video streaming represents about 61% of all internet traffic, with movies, TV series, and other types of videos being increasingly consumed through this medium. In particular, younger generations prefer watching videos on digital devices rather than traditional television.

With the continued rapid development of this market, major brands like Amazon, Disney, and Apple are competing to capture more internet users. These companies have recognized the importance of investing in this sector to remain competitive in a constantly evolving digital landscape.

Additionally, the Nielsen report states that:

Disney+ platform usage has increased by 39%, with a 0.5% gain in market share this year.

YouTube (including YouTube TV) holds the second position in the overall ranking, with a strong 1-point increase in market share.

Netflix’s volume growth is 12.7%, leading to a 0.8% increase in market share. Notably, Netflix continues to maintain its position as the most widely consumed streaming service.

These statistics suggest that video streaming is likely to become the television of the future.

Launch Your Video Platform on a Mobile Application

Based on the above facts, it is evident that the mobile app and video streaming markets are highly relevant and rapidly expanding. Therefore, it is essential to consider launching your video platform on a mobile application for the following reasons:

Consumers today prefer the convenience of a smaller screen they can carry with them and use anytime, anywhere.

Google’s mobile-first index prioritizes the mobile version of websites for indexing and ranking, considering the growing trend of smartphone use for internet searches.

In France, users spend an average of 3.6 hours per day on their mobile devices, providing a large user base for mobile video platforms.

Video streaming constitutes a significant part of internet traffic, and user appetite for this form of content is continuously increasing.

Launching your video platform on a mobile application allows you to monetize your video content and effectively reach your target audience.

These factors demonstrate compelling reasons to launch an OTT platform on a mobile application.