Users’ preference for video has shown its strength within the mobile consumer market. Over-the-top (OTT) video apps generated around 3.1 billion downloads in 2023, ranking as one of the leading app categories based on downloads. In addition, social platforms redirect their users toward a mobile-first experience and integrate video features into their apps. The most popular short video platform worldwide as of February 2024 was TikTok, followed by Instagram Reels with an average of 16,000 views per content item.
Between 2020 and 2021, user-generated short videos have become the norm for well-established social platforms: mobile-first Instagram Reels, YouTube Shorts, and Video Pins from Pinterest launched worldwide, while Reddit integrated short in-app videos after acquiring video sharing service Dubsmash. Despite being under the threat of a ban in their main U.S. market, TikTok generated the largest amount of views among the leading video platforms and features worldwide as of February 2024.
The video streaming revenue model is based on subscriptions, making the leading streaming giants rely on the app store distribution systems to reach mobile users. In February 2024, Netflix introduced the requirement for iOS users to add a second payment method to reduce dependency on the Apple App Store subscription collection system and to protect their revenue stream. While mobile-first markets relied on small-screen videos since the introduction of smartphones, global users have grown accustomed to using their phones to watch videos since the outbreak of the COVID-19 pandemic. Despite normalizing trends, engaging with OTT video apps and short-form video remain some of the most popular activities for mobile (?) users worldwide. As video giants such as Netflix and Disney+ work on regaining control over their mobile monetization streams and TikTok fights the U.S. market ban drafted in 2024, the mobile video app environment promises to remain open to competition and susceptible to big industry changes.
Big screens vs. small screens
Despite regional differences playing a role in the choice of viewing devices, big screens were confirmed as the preferred way for audiences to consume entertainment in several top markets. TVs were the most used screens for streaming subscription video-on-demand (SVOD) in the United States and Canada in the second quarter 2023.Between 2020 and 2021, user-generated short videos have become the norm for well-established social platforms: mobile-first Instagram Reels, YouTube Shorts, and Video Pins from Pinterest launched worldwide, while Reddit integrated short in-app videos after acquiring video sharing service Dubsmash. Despite being under the threat of a ban in their main U.S. market, TikTok generated the largest amount of views among the leading video platforms and features worldwide as of February 2024.
Social video monetization practices
Video-first social networks and on-demand video platforms Netflix, YouTube, Disney, and TikTok were the protagonists of the global video market, ranking as the most valuable media and entertainment brands worldwide in 2023. YouTube and TikTok follow social media platforms monetization strategies, generating most of their revenues via in-app advertising. Global YouTube advertising revenues amounted to over 31 billion U.S. dollars in 2023, up by almost 10 percent compared to the previous year.The video streaming revenue model is based on subscriptions, making the leading streaming giants rely on the app store distribution systems to reach mobile users. In February 2024, Netflix introduced the requirement for iOS users to add a second payment method to reduce dependency on the Apple App Store subscription collection system and to protect their revenue stream. While mobile-first markets relied on small-screen videos since the introduction of smartphones, global users have grown accustomed to using their phones to watch videos since the outbreak of the COVID-19 pandemic. Despite normalizing trends, engaging with OTT video apps and short-form video remain some of the most popular activities for mobile (?) users worldwide. As video giants such as Netflix and Disney+ work on regaining control over their mobile monetization streams and TikTok fights the U.S. market ban drafted in 2024, the mobile video app environment promises to remain open to competition and susceptible to big industry changes.
