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The data should not be all that surprising, given that larger, social
platforms like Facebook and YouTube already serve audiences of over a
billion. But it is concerning how uneven the market for new apps
remains, especially considering that the number of available apps
continues to expand, which makes the competition even more difficult.
The report notes there were more than 3.4 million apps available across
the App Store and Google Play in 2018, up 65% from the 2.2 million apps
available in 2014. But the number of apps that were able to achieve at
least 1,000 installs has been declining over that same period — from 30%
to 26%.
Focusing only on games, the top 1% of publishers — or 1,080 out of a
total 108,000 publishers — saw 9.1 billion downloads out of the total
11.1 billion, or 82%. This averages out to more than 8.4 million
installs each. The remaining 18% of downloads, or 2 billion, were shared
among the remaining 106,920 publishers. That averages out to around
18,000 downloads each.
When apps were analyzed by revenue, the gap was wider. Just 1,526
publishers generated $20.5 billion out of the total $22 billion in
revenue in the quarter. Meanwhile, the remaining $1.5 billion was split
among 151,056 publishers, averaging out around $9,990 each.
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