Binge advertising pushes mobile app downloads higher

Mobile apps for streaming services Binge and 9Now were among the most downloaded by Australians in the March quarter, according to market intelligence company Sensor Tower. 

Government apps, such as myGovID and Medicare, along with social media apps TikTok, Facebook and WhatsApp, continue to lead the pack, but streaming services saw an increase in downloads.

Disney+ was the most downloaded streaming service app overall.

Binge, with close to 600,000 downloads, beat Netflix. 

Sensor Tower noted a $10 million investment in digital ads in January by Binge.

9Now placed 17th in total downloads, but was the only free-to-air SVOD platform on the list and finished ahead of the likes of food delivery apps Doordash and Uber Eats. 

Top Australian app downloads for January 1 to March 31:

Eugene Du Plessis, regional director of Sensor Tower: “Australia is one of the world’s top 10 largest mobile app markets by revenue and is off to a raring start in 2022. What’s clear to see is that the app economy has become increasingly entwined with world events and trends. 

“For example, government apps that offer identity and vaccination verification functionality have become fixtures in our nation’s app stores amid the ongoing pandemic, as has the adoption of QR code scanning.” 

On Binge, Du Plessis said that the uptick in app downloads demonstrates the power of digital advertising on consumer behaviour. 

“Most of Binge’s downloads can be attributed to its sports offering, Kayo, and I believe more streaming service providers will look to implement similar offerings in order to remain competitive and increase user retention.

“As Australia’s mobile economy continues to grow, look out for the apps that react to the latest trends - they’ll be the ones leading the way and setting the market in our mobile-first economy.”