David Farnor | On 27, Dec 2014

Netflix is the most popular video app in the UK, according to one new report.

Apps and the Evolution of Video Content Distribution in Europe, published by analysts App Annie, reveals that, across both iOS and Google Play devices, Netflix the most downloaded app in Q3 2014.

BBC iPlayer is the second most popular, followed by YouTube, ITV Player and BBC Media Player. By revenue, though, Sky Sports Mobile TV dominates, followed by ITV Player (one spot higher in second), Eurosport Player, NFL Game Pass and Sky Sports.

While it is no surprise to see the BBC’s free VOD app not present in the revenue charts, the report (which covers the UK, Germany and France) highlights the opportunities available for publishers to drive income from apps.

Indeed, while the UK is leading significantly in downloads of video content apps, Germany has a higher ratio of revenue to downloads. Even though BBC iPlayer is the only publisher that appears in the top 5 in another country’s market, though, ITV trumps BBC when it comes to making money from their apps.

“While apps can dramatically enhance brand engagement for content providers and many are being used to strengthen viewer retention, they can also be used as a source of new revenue for TV networks,” says Olivier Bernard, App Annie’s GM of EMEAR.

“The opportunity for apps can extend beyond simple content delivery; apps offer functionality that broadcast television cannot match, and viewers are willing to pay for these additional features.”

Google Play is currently an “untapped goldmine” for publishers, adds the report, as while its downloads were higher than iOS app store for the top 10 video content apps in the UK in Q3 2014, it contributed a lot less in terms of revenue. The lack of video app publishers taking advantage of the monetization opportunities on Google Play is “especially notable in the UK”, where 6 of the top 10 video content apps by revenue had no revenue from this store. Even in France and Germany, only around 20 per cent of the revenue from the top 10 video apps came from Google Play.

YouTube is the most successful app across France, Germany and the UK, although competition is heating up, with new entrants such as mobile operators (e.g. EE in the UK) entering the market.

“The concept of ‘TV’ is becoming increasingly distant from the device on which it is viewed,” continues Bernard. “The method of delivery is also changing, and additional options on top of traditional broadcasting means that distribution is more accessible to a wider range of players. There is no doubt that a strong app is a vital component of successful viewer retention strategies for TV networks and operators, but to come out on top, networks, platforms and other content providers must have an evolving app strategy that matches the inevitable changes in consumer demand.”

The report follows an announcement by the BBC that iPlayer has now been downloaded 30 million times since its launch in 2010.

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