Snapchat topped App Annie’s monthly iOS download chart for the first time, with strong growth coming from the US.
As of May 2016, it ranked number six in the US by monthly active users (MAU) across all iPhone apps.
“Considering the gridlock of Facebook and Apple’s apps at the top, this is beyond impressive and puts Snapchat at the heels of the largest communication-based apps in the US,” the report said.
Snapchat closed in on Instagram by MAU in May 2016, and its concentration of younger users offers opportunities for growth among older demographics, the report noted.
Snapchat grew across the board in all user segments, but the most growth occurred in the 25 to 44 age bracket.
While 13 to 24 year-old users are 2.4 times more likely than the overall population to use the app, the growth in the older age brackets indicates the app’s evolution into a mainstream communication app, App Annie believes.
The report also said that repositioning the app’s Discover feature content alongside stories and replacing company logos with a relevant picture, headline and caption may help entice more views.
“With such an engaged and growing user base, it is no wonder Snapchat’s advertising real estate is drawing attention from major publishers and brands,” the report said.
Imo hits Google Play top titles
The report also noted that messaging and video chat app Imo debuted at number nine in the top downloaded apps on Google Play.
Launched in 2011, this is the first month it broke into both the iOS App Store and the Google Play worldwide top downloads charts.
The largest surge of month-over-month downloads came from Brazil and India although in the case of Brazil the spike may been due to a ban on WhatsApp. With the ban lifted, it remains to be seen if Imo will still be as popular.
Media apps gain ground
Another app that saw significant spike in popularity was HBO NOW, which saw revenue success across both Google Play and the iOS App Store during May, partly thanks to the new season of popular TV show Game of Thrones.
The app rose to number four on iOS and seven on Google Play.
The report observed that its 30-day retention rate was nearly double the average for entertainment apps on Android.
On the combined Google Play and iOS chart, Netflix emerged as the leader in revenue for video streaming apps, thanks to original programming and extensive content library.
According to App Annie, the fact that it has announced its first original programming for India and expanded its collection of Dinsey movies means its global presence and active user base will increase.
What’s more, the report said that given the recent changes to subscriptions in the App Store, video streaming apps stand to gain even more going forward.
Due to these changes, for customers signed up to an app for more than 12 months, developers will see a hike in revenue share to 85 per cent from 70 per cent.