YouTube is at present the primary app when it comes to client spend, in accordance to a report on worldwide app spend in Q1 2021.

New knowledge from App Annie reveals that the primary few months of 2021 broke information for app spend on the whole, and nowhere was that extra prevalent than throughout the YouTube app.

YouTube has usurped TikTok and Tinder to turn into the market chief in in-app purchases.

Consumer spending on apps is rising at unprecedented velocity. As of Q1 2021, app spend is up 40% yr over yr, which is additional proof of the affect the pandemic continues to have on the app market.

Smartphone customers spent round $9 billion extra on apps and video games in Q1 2021 than they did in Q1 2020.

Growth of in-app spending is up by the identical share on iOS and Android, and downloads are up considerably on each platforms as properly.

App Annie’s newest report has a plethora of information on the state of the app market in 2021. In this submit I’ll give attention to knowledge associated to YouTube, because the incomes potential for video creators is stronger than ever.

YouTube App Spend: What Are People Buying?

A prime query that will come to thoughts while you hear YouTube is the primary app by client spend is: what are individuals spending cash on?


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It’s an app the place individuals go to watch movies free of charge, so it’s affordable to query the place the cash goes.

App Annie’s report doesn’t get into the granular particulars of particular in-app purchases, however there are a selection of how to spend cash inside YouTube. Many of them contribute instantly to creator income.

YouTube in-app purchases embody:

  • YouTube Premium: A month-to-month subscription that removes adverts on all movies and provides customers unique options.
  • Channel Memberships: A month-to-month subscription to a selected channel, which may include varied perks.
  • Super Chat: Viewers pays to spotlight chat messages throughout a creator’s reside stream.
  • Super Sticker: Viewers pays to ship stickers in a chat throughout a creator’s reside stream.

Channel memberships, tremendous chats, and tremendous stickers all go instantly towards a creator’s earnings.

The rise of in-app spending on YouTube suggests these options are common with viewers, which exhibits customers are comfortable to help their favourite creators after they might in any other case devour the content freed from cost.


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Users are consuming so much of YouTube content these days, which might properly be a contributing issue to the rise in client spend.

YouTube Viewership is 6x Higher Than Other Streaming Apps

Looking again on 2020, App Annie experiences that smartphone customers are watching YouTube 6x greater than the following closest streaming app.

YouTube Rises to Number 1 App by Consumer Spend

YouTube viewers watch a mean of 38 hours of content every month. In 2020 YouTube was the #1 rating video streaming app by time spent amongst all markets analyzed (besides China).


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Mobile video streaming is up throughout the board, as App Annie experiences 40% extra hours streamed on cell in 2020 in contrast to 2019.

Time spent in streaming apps peaked in Q2 2020 within the US, which was across the time when the primary wave of COVID-19 compelled individuals inside.

YouTube Rises to Number 1 App by Consumer Spend

In 2021, App Annie predicts that the typical cell streamer within the US, South Korea and the UK will obtain 85%, 80% and 60% extra video streaming apps, respectively, in contrast to pre-pandemic ranges.


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In different phrases, the meteoric rise of cell video streaming represents a brand new regular for the online.

For extra insights on cell app utilization in 2021, see App Annie’s full report here.

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