Netflix Becomes Top-Grossing iPhone App in the U.S. via Variety

Netflix’s iPhone app topped Apple’s list of top-grossing apps for the first time Monday, surpassing not only mobile games like “Mobile Strike” and “Candy Crush Saga,” but also fellow subscription services like Spotify and Pandora. The news comes on the heels of Netflix adding mobile downloading capabilities to its iOS and Android apps.

In addition to being the top app in the U.S., it also occupies the No. 1 grossing spot on iPhone in India, Mexico, and Colombia. Netflix’s app is free to download in the Apple App Store, but the company started to offer users the ability to pay for their monthly subscription fees via in-app subscription fees a little over a year ago.

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Building an App With Strong Download and Retention Potential

Verto Analytics, Inc. examines what makes an app “sticky.”

The key driver to encourage a consumer to download a new app is word of mouth. However, in addition to getting a consumer to try an app, it is important to ensure the continued use and long-term retention of that app.

Verto Analytics makes the following observations:

-Android users downloaded more apps than iOS users in Q1 2015. Social networking apps were very popular among Android users while iOS users downloaded more health and fitness, productivity, weather, and medical apps. Both users downloaded highly interactive apps, such as games and kid-friendly apps more than any other apps.

-Android users deleted almost 89% of downloaded apps while Apple users deleted more than 82% of their downloaded apps.

-Despite the popularity of game app downloads, they were also the apps that had the highest de-installation rate.

-iOS users had a lower ratio of de-installations than Android users.

-App users updated social networking and lifestyle apps more often than any other app.

-Medical apps had a 40 percent retention rate, which is higher than all other app categories.  In contrast, weather and game apps had the lowest retention rate.

Verto observes that most apps have a short shelf life and that the above trends should be kept in mind when developing an app to increase its trial and retention.

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