Industry Benchmarks for
Media and Entertainment [OTT] Apps

See how your app compares against industry standards, quickly spot red flags across the user lifecycle, and get data-backed recommendations to fuel your mobile growth strategies.
Observe
We analyzed 8.7 billion data points across 100 million devices and 80 million users to know what makes industry-leading apps succeed
Compare
Know how your app’s performance compares to the industry average and track the metrics that determine success for OTT apps
Learn
Engage users across lifecycle stages and create best-in-class user engagement strategies that scale as your subscriber base grows
Win
Use recommendations from our experts to improve user retention, keep users engaged and make them come back for more month after month

Start User Lifecycle

  • Onboarding
  • Engagement
  • Retention
  • Re-installs

Improve User Onboarding

Industry Benchmark

0%

Of new users register within a week of installing the app.

0mins

Average time it takes new users to register after first app launch

Why is user onboarding and average login time important?

A great user onboarding experience improves user adoption by 7X. When a new user downloads and launches your app, you need to deliver a perfect First Time User Experience that helps them experience the aha! moment as soon as possible.

Time to login is a good indicator of the value a user sees in your offering. You can optimize this metric by building an amazing onboarding process.

Onboarding to Engagement

Industry Benchmark

0%

Of new users played media at least 3 times in the first month

0hours

Time it takes the average user to move from the onboarding to engagement phase

How can I show users value as soon as they start using my app?

Onboarded users who see immediate value in your offering are most likely to stay engaged and build long-term brand loyalty. During this initial phase, it is important that you know their interests and preferences.

Top OTT platforms ask users to select favorites from a list of genres during onboarding. It helps to deliver a more relevant experience tailored to match each user’s preferences.

Boost Engagement

Industry Benchmark

0%

Average CTR for push notifications

0

Average app launches per user in a month

Why focus on user engagement and click-through rates?

Personalized user engagement campaigns nurture your brand’s relationship with customers and drives higher brand recall. It’s the foundation for better user retention in the long term.

The user experience should feature personalized streaming recommendations via in-app notifications along with external channels like push notifications and email messages. Tracking click-through rates helps you optimize message content, delivery times, user segments, and campaign strategies.

Engagement to Retention

Industry Benchmark

0%

Average retention rate* in the first week for new users

*defined by media played at least once during the time period

How can I keep users engaged over the long term?

For browser-based apps and native apps alike, growth cannot solely rely on acquiring new users. Retention rates are vital to the health of any growing app and should be monitored from day 1.

Drop offs in engagement and viewing hours are early signs of churn. Building viral growth loops within your app that keep users hooked. And engage users with timely, personalized messages that prompt them to relaunch the app and complete a key action — like watching the next episode in a TV series or tuning in to live video/sports events.

Increase Retention

Industry Benchmark

0%

Average Stickiness
[Daily Active Users/Monthly Active Users]

Why is retention critical to mobile app growth?

User retention is the foundation for sustainable app growth. It is defined as the percentage of users who stay with the app over a specific period of time after installation: typically measured on day 1, day 3, day 7, day 30, day 60, and day 90. Prioritize retention rate as a key metric to building your user base and fueling continual business growth.

Retention to Churn

Industry Benchmark

0%

Of users churn*
in 2 weeks

*defined by no media played during the time period

How can apps prevent churn?

Churn is when a user no longer seeing value in your app and stops using it. Data suggests that a drop in activity (both long form and short form consumption) is an early sign of churn.

Users who are inactive or dormant are at risk of cancelling subscription or simply uninstalling the app on their OTT devices. By monitoring churn, tracking trends, and proactively engaging with at-risk user segments, you can remind users of your app’s value and keep them from churning.

Drive Re-installs

Industry Benchmark

0%

Average uninstall rate within 30 days of first app launch

0%

Average reinstall rates within 30 days of app uninstall

What should I do after a user uninstalls my app?

Reasons for uninstall can vary from UI issues, functionality, performance, or engagement experience. But monitoring uninstall rates and seeking feedback from uninstalled users will give you valuable insights into your user experience and what you can do to prevent future uninstalls.

To win back uninstalled users, you can send promotional emails and launch remarketing campaigns. Track campaign ROI by measuring reinstall rates.

Get theFull Report

Get the complete report to benchmark your app’s performance against the essential metrics that drive growth and revenues.

Industry Benchmarks for Media and Entertainment [OTT] Apps

See how your app compares against industry standards, quickly spot red flags across the user lifecycle, and get data-backed recommendations to fuel your mobile growth strategies.
  • Observe
    See how your app compares against industry standards, quickly spot red flags across the user lifecycle, and get data-backed recommendations to fuel your mobile growth strategies
  • Compare
    Know how your app’s performance compares to the industry average and track the metrics that determine success for OTT apps
  • Learn
    Engage users across lifecycle stages and create best-in-class user engagement strategies that scale as your subscriber base grows
  • Win
    Use data-driven recommendations to improve user retention and make your users keep coming back for more month after month

Improve User Onboarding

Great user onboarding experience improves user adoption by 7X. Laying the foundation for a long-term customer relationship.

Industry Benchmark

78%

of new users register within a week of installing the app.

8mins

average time new users take to register after first app launch.

26%

Of new users played media at least 3 times in the first month.

And, move to the engagement stage in 72 Hours

Boost Engagement

Personalized user engagement campaigns nurture your brand’s relationship with customers that drive higher brand recall.

Industry Benchmark

5%

average CTR for push notifications.

16

average app launches per user in a month.

41.8%

average retention rate* in the first week for new users

Increase Retention

Prioritize retention rate as the key metric to building your user base and fueling continual business growth.

Industry Benchmark

24%

Average Stickiness [DAU/MAU]

67%

Users Churn in

2 weeks

Drive Re-installs

Win back uninstalled users with promotional emails or remarketing campaigns focused on increasing app reinstalls.

Industry Benchmark

35%

Average Uninstall Rate Within one month of installing the app

20%

Average Reinstall Rates One month after uninstalling the app

Get the Full Report!