01 February 2023 10:41



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Consumer Spend Cools and Short-Form Video Paves the Way for Double-Digit Growth

data.ai releases its annual State of Mobile Report which sees consumers spending more than 5 hours per day on mobile

data.ai (formerly App Annie), the leading mobile data analytics provider, reveals in its annual State of Mobile 2023 Report that demand for mobile apps accelerated last year while consumer spend shrank. Downloads grew to 255 billion (+11% YoY), and hours spent peaked at 4.1 trillion (+9% YoY). Meanwhile, consumer spending across all app stores, including third-party Android marketplaces in China, slipped by 2% YoY to $167 billion as economic headwinds impact discretionary spending.

“For the first time, macroeconomic factors are dampening growth in mobile spend,” says Theodore Krantz, Chief Executive Officer of data.ai. “Consumer spend is tightening while demand for mobile is the gold standard. In 2023, mobile will be the primary battleground for unprecedented consumer touch, engagement and loyalty.”

Short-Form Video apps, led by TikTok, dominated consumer attention in 2022. Users of these apps streamed a whopping 3.1 billion hours of user-generated content daily, up 22% YoY, and spent $5.6 billion, up 55% YoY, fueling the creator economy.

More key findings include:

Time spent on mobile increased to 5 hours per day, up 3% YoY in the top 10 markets.

OTT (Over-The-Top) apps such as Netflix and Disney+ grew 12% YoY to $7.2 billion.

Mobile ad spend is set to hit $362 billion in 2023, driven by growth in short-form video and video-sharing apps like TikTok and YouTube.

Spending on gaming apps dropped by 5% YoY to $110 billion, yet downloads reached new records at 90 billion, up 8% YoY.

Spending on other apps (non-gaming) increased by 6% YoY to $58 billion, largely driven by subscriptions and purchases in OTT, dating, and short videos. Downloads increased 13% YoY to 165 billion.

Simulation game genres, including Simulation Driving, Hypercasual Simulation, and Simulation Sports, drove growth YoY for downloads, while Action MOBA and Roguelike ARPG games bucked the spending downturn.

Financial volatility reshaped consumer appetite for risk: in the US, crypto trading and investing app downloads dropped 55% YoY, while personal loan app downloads surged 81%.

Price-sensitivity reshaped consumer retail spending priorities: BNPL (Buy Now, Pay Later) app downloads grew +47% YoY, Coupons & Rewards +27%, and Budget & Expense Tracker +19%.

Rebounds in travel and interest in language learning command share of wallet despite tightening purse strings. Apps such as Booking.com, Airbnb, and Duolingo saw growth.

This year’s State of Mobile report identifies and discusses macro-trends for leading brands and publishers and what success looks like for mature apps across gaming, fintech, retail, social, video streaming, and more. The report delves deep into demographics and app, and game categories made possible by the more than 250,000 apps categorized under data.ai’s industry-first Game and App IQ taxonomy.

The World Economic Forum (WEF) will hold its annual meeting at Davos in Switzerland from January 16 to 20, bringing together world leaders from government, business, and civil society to discuss the year's priorities. The five-day meeting is centred around the theme ' Cooperation in a Fragmented World'.

India will be in focus this time at the World Economic Forum due to a confluence of factors—economic and growth outlook stands out amid global fears of a recession and slowdown. Its global heft is on the rise, as it has assumed the G20 presidency and will convene the G20 Leaders’ summit for the first time in the country in 2023.

The IMF recently described India as a bright spot on an otherwise dark horizon because it has been a fast-growing pocket amid a slowing global economy. India is expected to drive a fifth of global growth in the coming decade, with some estimates forecasting that it will be the third-largest economy by 2027, adding more than $400 billion to its GDP every year. India has also led the world in building the public digital infrastructure that can be leveraged to facilitate transactions, ease the cost of doing business and better match buyers and sellers.

Moneycontrol, through its comprehensive and on-ground coverage of the World Economic Forum, will shine a light on the challenges racking the global economy, the outlook for 2023 and why India is a bright spot.

Binoy Prabhakar, Executive Editor, Moneycontrol, said, “Global leaders from business, politics and civil society are gathering at the World Economic Forum and Moneycontrol will again be present in Davos to give a ringside view into what is happening and a peek into behind the scenes at this important event. We will provide our audience an array of conversations with business leaders and policymakers and news and context on the big themes from the big stage. There will be insightful conversations to look forward to from global thinkers, economists, CEOs and business leaders.”



Grand EFFIE was won by Leo Burnett India for Whisper India’s campaign ‘Whisper: Changing the education system to keep girls in school

Meta presents Special Award for creator marketing was awarded to Mondelez, Wavemaker, and Ogilvy

The Advertising Club hosted the latest edition of the coveted ‘EFFIE INDIA AWARDS 2022’ presented by Meta, Associate Sponsor Colors along with Ultratech Cement Limited as Category Sponsor and Crav/ing Digital as the Celebration Partner. Mondelez India Pvt. Ltd. was judged the EFFIE India Client of the Year, while Ogilvy Group was named EFFIE India Agency of the Year. The coveted Grand EFFIE was won by Leo Burnett India for Whisper India’s campaign ‘Whisper: Changing the education system to keep girls in school.’

Announced at a celebratory event at Taj Lands’ End, Mumbai, the awards acknowledged the impact of success through work done by agencies and clients that set new benchmarks in effectiveness in marketing and advertising communication. Surpassing all its previous records, this year, EFFIE India received 986 entries, the highest ever in 22 years, and saw participation from 53 agencies.

EEFIE India 2022 - Agency of the year

Speaking at the EFFIEs, Partha Sinha, President, The Advertising Club, said, “It is extremely heartening to witness EFFIE become the most coveted trophy within the marketing and advertising fraternity. Like every year, this year too, EFFIE has witnessed significant patronage from industry veterans and category leaders. I’d like to congratulate all the winners for crafting impactful campaigns that are now sheer examples of innovation and effectiveness.”

Elaborating on the awards, Mitrajit Bhattacharya, Chairperson, EFFIE India, said, “It gives me great joy to host the EFFIE Awards once again as a physical event, celebrating the best work of the year with the people who create them. A big thank you to 493 judges who judged a record-breaking 986 entries over three rounds of online judging. I also thank each participating agency and client for their support. And a huge shout out to our sponsors, The Ad Club managing committee, the EFFIE committee, EFFIE New York, and The Ad Club secretariat to make this event a huge success.”

Adding on the enhancements in the award process this year, Pradeep Dwivedi, Co-Chairperson, EFFIE India, added, “We have built a sustainable trajectory as a leading EFFIE organizing body, having successfully implemented the new ACCLAIM Platform for the jury process this year, in tandem with our worldwide peers and EFFIE Global team. The adoption and change management of the same by our industry members has been truly amazing!”

Meta presents Special Award for creator marketing was awarded to Mondelez, Wavemaker, and Ogilvy.

Referred to as a solid acknowledgment of any agency’s power to build brands, EFFIE continues to epitomize the pinnacle of advertising effectiveness by recognizing and rewarding a campaign’s innovation, execution efficiency, and communication impact.


Memsaab No.1 Season 11 will be bringing in a novel concept of Devrani Jethani houses who will compete against each other

New season will see Youth Bhojpuri Superstar Singer sensation Ankush Raja taking on as the host

High novelty season will see Bhojpuri superstar Smriti Sinha pitted against youth sensation Ritu Singh as judges and owners of house Jethani and house Devrani, respectively, aggressively competing against each other ~

32 talented, competitive women contestants, 11 weeks of intense competition, and 1 Maha Taaj of Memsaab No 1

Having entertained audiences throughout its previous 10 seasons, Zee Ganga, India’s Bhojpuri favourite GEC channel, is bringing back one of its most popular reality shows – Memsaab No. 1! Season 11 of this women-only reality show is shaking things up Ek Naya Andaz Me featuring two teams – Devrani and Jethani, led by the gorgeous Ritu Singh and the sensational Smrity Sinha respectively. As one would expect, the competition will be intense, and the contestants will have to bring in their A-game! Also, with popular Bhojpuri singer Ankush Raja taking over as the new host of the show, fans are assured of an exciting ride.

Memsaab No.1 Season 11 is coming with a new concept this time, the show is formatted as a household of Devrani and Jethani. Judges will be this household's Devrani and Jethani, each with their own team. During the 11-week search for the Memsaab No. 1, 32 best handpicked women will be divided into two teams. Yes, Smriti Sinha and Ritu Singh will be judging the competition, but at the same time, both will be competing and pushing for their own teams to win! Expect to see high-energy dance performances, cooking competitions, physical challenges, quizzes, and plenty of twists and turns. Every week, four competitors will compete against each other, and at the end of the week, there will be an elimination with one winner. This will continue until the grand finale, where only four finalists will compete for the Maha Taaj of Memsaab No.1!

The show's novelty would not just stop here but to add humour and twist it will have two additional free radicals in the show called Nanad and Jija. While Nanad Ladli Roy, will bring relief to audience and contestants through our earthy and local humour. Jija Bijendra Singh will be building tension and curiosity as he would be adding unexpected, unheard-of twists in the games to make it tough for contestants to win the games.

Speaking about this unique show, Samrat Ghosh, Chief Cluster Officer – East, ZEEL, said, , “The Bhojpuri entertainment business is expanding as a result of evolving content preferences among viewers. With outmost focus being on consumer needs, our endeavour has been to provide unique and relatable content so as to make us a brand of love and relevance amongst the Bhojpuri audience. We are thrilled to present the new season of Memsaab No. 1, which has become a brand in itself. The new season has been designed in line with changing consumer expectations and family viewing sensibility of the region. The forthcoming season has got a lot more intense and interesting , and we are sure the viewers will enjoy this fun journey.”

Amarpreet Singh Saini, Chief Channel Officer – ZEE Ganga added, “Over the course of 10 successful seasons, we have guaranteed that the popularity of Memsaab No. 1 continues to scale newer heights. The show is not just about entertainment; it offers a platform for everyday Bhojpuri to pursue and achieve their dreams. Every season has something new to offer and similarly, this season has the show format completely revamped on many levels with a production infrastructure never-seen-before on Bhojpuri TV. We are excited about the show's launch and are confident that Memsaab No. 1 new season will once again impress the audience.”

Don't miss the highly anticipated new season of Memsaab No. 1 Ek Naya Andaz Me, starting from 14, Jan on Zee Ganga, every Saturday and Sunday at 8 pm

ZEE Ganga’s endeavour has always been to bring to the fore the rich Bhojpuri culture and heritage. These festive associations and programs are yet another step in that direction. With more such region empowering shows in the pipeline, the channel is all geared up to redefine entertainment and continue its mission to bring original and authentic content for its regional Bhojpuri audiences.

Colors Kannada recently rolled out a marketing campaign for the launch of its fantasy drama Tripura Sundari. The campaign has become the talk of the town as the video has gone viral and has been shared by netizens and mainstream electronic media in Karnataka.

As part of the initiative and to create intrigue, Divya Suresh, the female protagonist of the show was dressed as a celestial being wandering across the major hotspots in Bengaluru such as Metro stations, malls, shopping avenues, lakes, parks, and others searching for her soulmate. This created curiosity in the minds of people. The two-day campaign was later revealed as a publicity stunt for the launch of their new show Tripura Sundari.

News channels carried the story of a girl dressed up as celestial being searching for her soulmate on the eve of New Year when the whole city was just preparing to welcome the new year in all new excitement. The identity of the girl was revealed on the channel’s social media handles on January 2nd, the launch day.

Speaking about the on-ground campaign of Tripura Sundari, Shriram Ravishankar, Director, Marketing, Colors Kannada said, “As Tripura Sundari is all about creating an experience of its visual treat and a unique storyline of a celestial being landing in earth in search of her soulmate separated from her long ago, we wanted to let people experience all the surprise and fantasy elements of Tripura Sundari by taking her amongst public. We are absolutely overwhelmed by the kind of response that we have received from public.”

Tripura Sundari is a fantasy drama, in which a celestial girl with magical powers lands on earth searching for her soulmate who also hails from the celestial world but was separated from the same world decades ago.

Tripura Sundari was launched on January 2nd at 9.30PM and has very popular faces from the film industry such as Sparsha Rekha, Ananya Kasaravalli, Abhinav Vishwanathan of Nannarasi Radhe, Rohit Shrinath of Malgudi Days, and others in lead roles.

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