Apr 12, 2022
In Wellness Forum
Another observation is that Headspace has more revenue power than its longtime competitor, Calm. According to Apptopia's data, since March this year, Headspace's revenue per user download is higher than Calm's, which means that with the same download volume, Headspace's revenue is higher than Calm's. This is mainly from the perspective of function and subscription plan, to see why Headspace is more monetizable than Calm. Data source: Apptopia Revenue per download and install for Headspace and Calm 1. Video content enhances the meditation experience According to a report by profitwell, the longer meditation users use the app, the higher the amount they are willing to pay for the app. Data source: profitwell The willingness to pay of meditation app users under different usage time Therefore, attracting users to increase the usage time through content is actually very important for the realization of meditation app. So it can be seen that even if the Insight Timer mentioned above is so Buddhist in monetization strategy and marketing, but relying on the user stickiness higher than other apps, the revenue in 2019 can still be ranked 4th among all meditation apps. . Data source: SensorTower In 2019, the sudden increase in the revenue text message service capacity of the top 10 Headspace of the meditation app revenue should also be related to its functional differentiation to better attract users. App Annie's update log on July 3 shows that Headspace has adopted a new page layout, and this time point is the node where Headspace's revenue capacity suddenly increases in the chart. It can be easily guessed that this update has played a role in promoting the realization of Headspace. . Although it is not clear where the point of the update is, from the perspective of the new and old versions before and after the update, the addition of Focus and Move to the bottom-level label is a relatively big change, and the core points of these two bottom label innovations are concentrated. in content form.