Every year, millions of college basketball fans await March Madness. With so many games on the air for days at a time, demand for streaming the games, no matter where the viewer is, skyrockets. It’s one great example of streaming apps seasonality.
While COVID-19 canceled the NCAA tournament in 2020, most professional sports resumed some type of schedule. The NFL is moving ahead, as are most conferences in NCAA football. Streaming apps deliver a fan experience, no matter the season or sport.
Streaming Sweet Spots
In 2019, the NCAA college basketball tournament had a 10% increase in household viewership and over 100 million live streams. These numbers represent an all-time record in tournament streams.
Cyclical events like March Madness often hit a sweet spot for entertainment and streaming apps. Even the Super Bowl in February 2020, which had the second-lowest number of viewers since 2009, was the most live-streamed Super Bowl ever. It had an average of 3.4 million viewers per minute, a 30% increase from 2019 according to Fox Sports. While popular sporting events continue to increase viewership, specifically on mobile, how can marketers strategize around these hit entertainment events to drive conversions?
This year, consumers will spend around 680 billion hours in entertainment and video player apps on Android phones alone. That’s an increase of nearly 560 billion hours from 2019.
Seasonal events are a driving force behind the growth of ad spend in the entertainment vertical. Where there are eyes, the ad dollars will follow. More mobile viewers are tuning into events like the Super Bowl, March Madness, the Olympics, and the like drive increased engagement with streaming apps. As such, these should be key audiences for marketers to target.
Streaming Apps Seasonality Strategies
Leading up to big live stream events, plan your UA (user acquisition) budget. Continuously increase your budget during the event. Budget increases during these experiences lead more users to your app, so hit users with ads while they’re searching for an app to stream the games. Working with a popular streaming app, we drove an increase of 4x traffic volume for a typical weekend featuring an NCAA football playoff game.
Remember to use relevant keywords in your Search Ads, product page, and promotional text, strategizing based on user search intent. Making your product page more playful with an updated seasonal app icon, screenshots, and copy can also generate conversions. These optimizations increase your likelihood of getting featured. In addition, consider giving users a free trial to encourage more subscriptions for the remainder of the event. Include these deals in your promotional text to further entice users.
Seasonality is also a good prompt for a burst campaign. Users already have an interest in these events and could be looking for a streaming app. With a concentrated media spend, you can attract more users and see an organic lift in chart rankings.
What’s Your Streaming Apps Seasonality Growth Plan?
Every season is sports season. Throughout the next year, we’ll see a different approach to live sports. It’s now more than ever about creating a digital fan experience. Look at all the events coming in the next year and start planning now to fuel your growth plan to acquire more quality users.
Hitting these streaming-heavy events and increasing your budget to do so will drive more conversions. Need help developing your plan? Talk to one of our mobile app marketing professionals today.