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Facebook and Myspace App Platforms: A Brief Update
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Facebook and Myspace App Platforms: A Brief Update

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With the 2-year anniversary of Facebook's platform a few weeks away, I've put together an overview o the current state of Facebook and Myspace apps. At a time when iTunes attracts most of the media …

With the 2-year anniversary of Facebook's platform a few weeks away, I've put together an overview o the current state of Facebook and Myspace apps. At a time when iTunes attracts most of the media coverage, the Facebook & Myspace (particularly Facebook) platforms are quietly producing apps and developers with impressive usage numbers.

Published in Technology , Business
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  • 1. Facebook and Myspace App Platforms: A Brief Update May 10,2009 Ben Lorica O’Reilly Research twitter.com/dliman radar.oreilly.com/research radar.oreilly.com/ben
  • 2. Overview  Facebook App platform 2nd year anniversary - Launch in May-07  Lately, iTunes has grabbed most press coverage - iTunes app store launched Jul-08  Popular Facebook and Myspace apps reportedly earning substantial revenue  Time for a brief update on the Facebook and Myspace app platforms
  • 3. Data Description - from O’Reilly Research  Facebook App Platform: Data from September 2007  Facebook Demographics: Data from May 2008  Myspace App Platform: Data from May 2008 U.S.  iTunes App Store: Data from July 2008
  • 4. Facebook App Platform - Total Active Usage There is an upward trend in the Number of Active Users. 662M Total Number of Active Users: All Facebook Apps Source: O’Reilly Research
  • 5. Facebook App Platform - Active Usage Per App As the number of available apps has increased, the number of active users per app has decreased. Facebook: Active Users Per App [ (Total Users of All Apps) / (# of Apps ) ] ~ 10.1K ~ 7.4K Source: O’Reilly Research
  • 6. Facebook App Platform - Active Usage Per Member As the number of (active) members increased from 86M (in Aug-08) to 200M (past week), app usage per member decreased. However, usage per member has remained stable since the start of 2009. Facebook: Usage Per Member [ (Total Users of All Apps) / (Total Members) ] ~ 4.4 ~ 3.4 ~ 3.1 Source: O’Reilly Research
  • 7. Myspace App Platform - Total Installs There is an upward trend in Number of Users. ~ 182M Total Installs: All Myspace Apps Source: O’Reilly Research
  • 8. Myspace App Platform - Installs Per App The upward trend in Number of Users Per app, is less impressive. Myspace: Installs Per App [ (Total Installs of All Apps) / (# of Apps ) ] ~ 33.3K Source: O’Reilly Research
  • 9. Outline  Comparing three app platforms - # of “Active” Apps: Facebook, Myspace, iTunes  Distribution of users and apps - Percentage of apps with at least 100K users  Major App Categories  Revenue and the Top App Suppliers - Revenue: Some recent estimates - How apps generate revenue - Top Suppliers: Overall and in the Games category
  • 10. Number of Apps
  • 11. Unique Apps - Apps that Appear Each Week Number of Unique Apps Each Week First 19 Weeks of 2009 iTunes is adding applications Platform Launch Dates at a much faster rate Facebook: May-07 Myspace : Feb-08 iTunes : Jul-08 Source: O’Reilly Research (through 5/10/2009) [Normalized to a starting value of 100 on 1/4/2009]
  • 12. Unique Apps - Comparing “Size” of Platforms  In comparing the size of the different platforms, we tried to exclude inactive applications.  Unfortunately, the three platforms expose different metrics.  After examining data for all the platforms, we settled on the sets of apps described in the next slide.
  • 13. Unique Apps - “Active” Apps Defined  Facebook Apps with at least 50 active users  Myspace Apps with at least 500 installs  iPhone Apps with at least 1 rating
  • 14. Active Apps - Facebook Has Largest # of Active Apps Share of “Active” Apps (Active is defined in previous slide) Facebook ~ 55% , Mypace ~ 61%, iTunes ~ 51% 49K Number of Active Apps (through 5/10/2009) Last Three Weeks Source: O’Reilly Research !quot;#$%&&'( )*+,$-( ./01quot;#$(
  • 15. Distribution of Users & Apps
  • 16. Facebook Apps - Distribution By Active Users Number of Active Users has decreased slightly: On average, an app has 300 active users. PERCENTILE This Week 12 Weeks 24 Weeks Ago Ago (5/3/2009) MEDIAN 300 400 400 Limited to apps 75% 1,400 1,600 1,700 with at least one active user. 90% 5,500 7,400 7,900 95% 19,000 20,400 22,200 99% 146,554 202,150 203,953
  • 17. Facebook Apps - Apps With Many Active Users Close to 700 apps had at least 100K ACTIVE users: 0.8% of all apps had at least 100K active users (limited to apps with at least one active user) Minimum This Week 12 Weeks 24 Weeks Ago Ago (5/10/2009) ACTIVE Users 1 87,401 58,558 45,140 10,000 3,695 (4.2%) 2,803 (4.8%) 2,180 (4.8%) 25,000 1,987 (2.3%) 1,465 (2.5%) 1,180 (2.6%) 50,000 1,207 (1.4%) 877 (1.5%) 748 (1.7%) 100,000 696 (0.8%) 531 (0.9%) 451 (1%)
  • 18. Myspace Apps - Distribution By Installs Number of Installs has been increasing: On average, an app has been installed 2,274 times. PERCENTILE This Week 12 Weeks 24 Weeks Ago Ago (5/3/2009) MEDIAN 2,274 1,932 1,416 Limited to apps 75% 5,377 5,124 4,393 with at least one install. 90% 13,978 12,495 11,733 95% 34,081 33,932 30,313 99% 824,145 719,047 611,115
  • 19. Myspace Apps - Apps With Many Installs 114 apps had at least 100K installs: 2.6% of all apps had at least 100K installs (limited to apps with at least one install) Minimum This Week 12 Weeks 24 Weeks Ago Ago (5/10/2009) Installs 1 4,437 3,982 3,520 10,000 620 (14%) 522 (13.1%) 408 (11.6%) 25,000 274 (6.2%) 231 (5.8%) 196 (5.6%) 50,000 183 (4.1%) 162 (4.1%) 134 (3.8%) 100,000 114 (2.6%) 98 (2.5%) 86 (2.4%)
  • 20. Major Categories
  • 21. Facebook App Categories - Share of Active Usage THIS WEEK 12 WEEKS AGO Share of Active Usage Source: O’Reilly Research (5/3/2009)
  • 22. Facebook App Categories - Users Per Application Games, Dating, Video, and Alerts attract most ACTIVE users per app. THIS WEEK 12 WEEKS AGO ACTIVE Users (in 000’s) per Unique App Source: O’Reilly Research (5/3/2009)
  • 23. Myspace App Categories - Share of Installs THIS WEEK 12 WEEKS AGO Source: O’Reilly Research (5/3/2009)
  • 24. Myspace App Categories - Installs Per Application Pets, Fun Stuff, Communicating, and Games attract most installs per app. THIS WEEK 12 WEEKS AGO Source: O’Reilly Research INSTALLS (in 000’s) per Unique App (5/3/2009)
  • 25. Revenue and Top App Suppliers
  • 26. Revenue from Facebook & Myspace Apps  Inside Facebook: Significant revenue from Game (& other Top) Apps - Survey of Facebook payment providers indicate 35% YOY growth in Q1-09 (both in transaction volume and revenue)  VentureBeat - Top Developers will generate (a combined) $150M in 2009 - Estimated Total 2009 revenue for Games range from $300M to $500M  TechCrunch (via SocialMedia ad platform) - One SocialMedia client generating $700K monthly - Other top app developers rumored to be generating $1M monthly
  • 27. Revenue from Facebook & Myspace Apps  Game Apps - In-game points system that can be used to purchase virtual goods that enhance users “powers” - Virtual Goods are important enough that Facebook & Myspace are considering introducing virtual currencies - Points system becomes a major source of revenue: Points can be bought  All Apps - Top Facebook Apps sell ads to other Facebook apps - Offer-based ads: coupons, contests, surveys, software downloads - Game apps can be popular for a few months: placing ads on other top apps allow developers to attract new users
  • 28. Facebook App Developers - Number of Active Users There were more than 29,000 developers during the past week: 2.1% of all developers had apps with at least 100,000 combined active users Minimum Total 12 Weeks Ago 24 Weeks Ago This Week (5/10/2009) ACTIVE Users 1,000 22.5% 23.1% 23% 10,000 8.1% 8.3% 7.9% 25,000 5% 5% 4.8% 50,000 3.4% 3% 3.1% 100,000 2.1% 1.9% 2% Unique 29,023 22,158 18,430 Developers
  • 29. Top 25 Facebook Developers - ALL Apps THIS WEEK Active Users in Millions Total (All Apps) Per App (5/10/2009) Source: 4 of the Top 10 were O’Reilly Research Game Developers, including 3 of the Top 5
  • 30. Top 25 Facebook Developers - ALL Apps 12 Weeks Ago Active Users in Millions (2/15/2009) Total (All Apps) Per App Source: O’Reilly Research 4 of the Top 10 were Game Developers, including 2 of the Top 5
  • 31. Top 25 Facebook Developers - Games THIS WEEK 12 WEEKS AGO Source: O’Reilly Research (5/10/2009) (2/15/2009) Active Users in Millions Active Users in Millions Total (All Game Apps) Per Game App Total (All Game Apps) Per Game App
  • 32. Top 25 Myspace Developers - All Apps THIS WEEK 12 WEEKS AGO Installs in Millions Installs in Millions (5/3/2009) (2/8/2009) Total (All Apps) Per App Total (All Apps) Per App Source: O’Reilly Research Zynga and Flixster are also top app sellers on Facebook
  • 33. Interested in creating Facebook & Myspace Apps? O’Reilly Radar Report http://bit.ly/1ad1gb SF 2010
  • 34. Questions? twitter.com/dliman radar.oreilly.com/research/ radar.oreilly.com/ben