Building Apps with Apple Intelligence
Posted on September 26th, 2025
This week's news blog explores Apple Intelligence and why ASO is key to showcasing newly implemented AI-powered features in your app listing.
Measuring Success for Video Streaming Apps in 2025
September 19th, 2025
by Anh Nguyen
COO & Co-Founder at Gummicube, Inc
In July 2025, Business of Apps released that video streaming apps had a retention rate of just 3% in 2024, one of the lowest among all app categories. Despite high weekly usage times, keeping users engaged over the long term remains a significant challenge for the industry. Free services rely on ad exposure, while paid platforms depend on steady subscription renewals, but both face the same issue: sustaining engagement.
The size of the video streaming category means no single metric can capture success. Performance must be evaluated across conversion rates, activation, reactivation, installs, sessions, and time spent using the app. By reviewing annual benchmarks, insights like this can support decisions around App Store Optimization (ASO), where aligning listings with evolving market behavior can create more opportunities to reach users and strengthen app visibility.
KEY BENCHMARKS FOR VIDEO STREAMING APPS
Recent findings from Business of Apps provide a detailed look at the health of the video streaming category. These benchmarks reflect the core challenges and opportunities facing developers and marketers today.
App Retention Rate
In 2024, video streaming apps recorded a retention rate of 3%. This figure represents a decline from 202, when the retention rate was 3.6%. While the difference may appear small, in a category that depends heavily on repeat engagement, even slight drops can be significant. Retention reflects how much users value available content and how well platforms maintain relevance in a busy marketplace.
App Conversion Rate
Conversion rates for video streaming apps continue to show disparities between platforms. On Google Play, conversion reached 17.5%, compared to 3.2% on iOS. These numbers capture the rate at which App Store page views translate into downloads. The differences suggest that Android users may be more willing to install streaming apps, while iOS users appear more selective. For developers, this means the platform strategy must consider the audience size and conversion behavior.
App Activation Rate
Activation rates demonstrate how quickly users engage after download. Video streaming apps recorded a 21% activation rate on day one, but this dropped to 6% by day 30. The steep decline reflects the ongoing challenge of sustaining yearly interest. For platforms that depend on long-term subscription or repeat ad revenue, activation decay represents a major obstacle. Keeping users active beyond the initial trial period remains one of the most pressing goals for developers.
App Reactivation Rate
Monthly subscriptions showed the highest reactivation rate at 14.1%. This suggests that while many users lapse, some are willing to return when content or service changes spark renewed interest. Reactivation can be a powerful measure of brand strength, since users are more likely to return to platforms they trust to deliver consistent value. For the streaming category, it signals the churn is not always permanent.
Average Usage Time
On average, users spend about seven hours and 30 minutes per week on video streaming apps. This is a substantial portion of weekly digital activity, indicating that despite retention and conversion challenges, engagement remains high for those who actively use the services. Usage time demonstrates that streaming apps remain central to mobile entertainment, even as competition grows.
Install Rate
The install rate for video streaming apps was just 0.9%. Install rate measures the number of downloads compared to impressions, and in this case, the figure highlights the difficulty of standing out in a very saturated market. While demand for streaming remains strong, attracting new users continues to be a hurdle.
Monthly Sessions
Sessions have also declined over time. In 2020, users averaged 18 sessions per month. By 2024, that number dropped to 15. Compared to the other app categories, streaming shows some of the lowest engagement in terms of sessions. While total hours remain high, the smaller number of sessions suggests that users may be spending longer periods in fewer visits.
Collectively, these benchmarks reveal the current state of video streaming apps. The category is still a dominant force in mobile usage, but trends such as lower retention, declining sessions, and low install rates highlight the challenges developers face in capturing and maintaining user attention.
WHY STAYING INFORMED MATTERS
Performance in any app category is far from static. It evolves with technology, consumer expectations, and shifts in the overall marketplace. Benchmarks like those reported for video streaming apps serve as valuable indicators of how the market is moving. For developers, staying informed helps them stay competitive while also helping them understand the context behind the data reported.
When retention and install rates decrease, this could indicate content fatigue, increased competition, or challenging user habits. Tracking these shifts allows teams to adjust strategies, set data-driven goals, and optimize their app listings to support their long-term growth goals.
The Role of ASO
One of the most effective ways to respond to evolving benchmarks is through App Store Optimization. ASO creates opportunities to improve app visibility. By refining metadata, conducting data-driven keyword research, and running regular A/B testing on app listing metadata and creatives, apps can better align themselves with market demand.
If an app wants to stay competitive, regular optimizations can help set it apart from the crowd. Refreshing app listings regularly can help keep you aligned with user intent, while A/B testing helps identify which messaging resonates most with potential users.
Without strong app visibility, even the best content can struggle to find the right audience. By focusing on ASO, streaming apps can increase their chances of being found by users who are actively seeking entertainment solutions.
FINAL THOUGHTS
The findings in this year’s video streaming benchmarks emphasize the need for ongoing keyword research and A/B testing. Developers who track category performance gain valuable insight into where the market is headed and what strategies could help them stay competitive. ASO is one tool that can support this process by improving visibility and helping apps better position themselves in the marketplace.
When developers stay informed and commit to regular refinement, they can navigate marketplace shifts—even in competitive video streaming app categories.
LET’S CHAT!
If you are looking to elevate your app listing, Gummicube’s ASO services are here to support your goals. WE can guide you through the changing app marketplace and create new opportunities to position your app for long-term success.
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