Mobile Games losing ground to Social Media? 🤔

Are mobile games losing ground to social media? 🤔

Industry believes YES.  But what does data say?

𝗕𝗲𝗳𝗼𝗿𝗲 𝗿𝗲𝗮𝗱𝗶𝗻𝗴 𝗳𝘂𝗿𝘁𝗵𝗲𝗿, see if you can guess which app corresponds with each engagement trendline below!

I would have guessed this very, very wrong. 😅

–SPOILERS BELOW–

The takeaways:

1. 𝗬𝗼𝘂𝘁𝘂𝗯𝗲 is an absolute juggernaut.  #1 in the dataset in 2021 and its lead has grown since (by 19%).

2. 𝗠𝗼𝗯𝗶𝗹𝗲 𝗴𝗮𝗺𝗲𝘀 playtime share has decreased, 𝗯𝘆 𝟴%.  Nontrivial, but less than I expected.  In aggregate hours, 𝗴𝗮𝗺𝗶𝗻𝗴 𝗼𝗻𝗹𝘆 𝗹𝗼𝘀𝘁 𝟱%.

3. Another study put 𝗮𝗹𝗹 𝗴𝗮𝗺𝗲𝘀 at 𝟭𝟭% of usage in ’24. With 8% decrease, that’s 𝟭𝟮% -> 𝟭𝟭% over timeframe.

3. 𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸 has lost big: 20% of its usage since 2021.

4. 𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺 grew 20%, compensating 50% FB’s losses.

5. 𝗧𝗶𝗸𝘁𝗼𝗸’𝘀 share actually fell (16.1% -> 14.8%) 😮

6. 𝗦𝘁𝗿𝗲𝗮𝗺𝗶𝗻𝗴 𝗺𝗼𝘃𝗶𝗲𝘀/𝗧𝗩 smaller than expected; has lost 20% since 2021 (1.9% -> 1.5%)

7. In Summary, 𝗻𝗲𝗮𝗿𝗹𝘆 𝗲𝘃𝗲𝗿𝘆 𝗰𝗮𝘁𝗲𝗴𝗼𝗿𝘆 lost ground, but to 𝗬𝗼𝘂𝘁𝘂𝗯𝗲 (not Tiktok).  Instagram is the lone exception.


What does this mean for developers of mobile games, targeting T1W Markets?

1. Mobile games’ playtime is down 8% in time share, but 𝗼𝗻𝗹𝘆 𝟱% 𝗶𝗻 𝗮𝗴𝗴𝗿𝗲𝗴𝗮𝘁𝗲 over 4 years.  Once could easily squint and characterize this as flat, rather than down.

1. Keep calm and carry on.  Mobile games aren’t going anywhere anytime soon.

3. Advertise on Youtube. 😅

Based on Sensortower data.  T1W = US, CA, AUS, UK