First things first: what do we mean when we talk about media and entertainment? They’re both pretty broad terms, so we’re defining them as news, sports, and streaming (both music and video).
Media and entertainment (we’ll shorten this to M/E throughout the rest of this eBook) are some of the most popular mobile apps, thanks to how users engage with the industry these days. Your app probably features ever changing content, and updates in realtime. News junkies need to know the latest headlines. Music fans have to have a little Mariah Carey on their morning commute. And the data supports this:
89% of app users prefer to access media through apps. Users are on the go, and they want to take their entertainment with them.
But that doesn’t mean your ideal users will discover your app. Competition is fierce. Smartphone users and app download rates continue to increase, but aren’t keeping pace with the number of apps that continue to become available--currently over 2 million in each of the leading app stores. With numbers like that, it’s easy to see why apps can get lost in a crowded market.
Our own research has found that 40% of users are still using Media & Entertainment apps one month after they downloaded it. Not bad--but that also means a full 60% of users have churned, or are no longer using the app one month later.
User attention is in high demand. It’s inevitable some users will churn, but with the right mobile engagement marketing, you can create powerful relationships with your users that keep them coming back for more - boosting their lifetime value and retention.
What you need to delight and engage users is an experience that feels particularly relevant to them. That’s what mobile users have come to expect, and that’s what keeps them engaged long-term.
Let’s take a look at the campaigns that benefit M/E apps like yours the most, and how to get started.
Spoiler alert: it’s easier than you think.