AI Features Strengthen Fitness Apps

Key Takeaways:

• In 2Q24, US in-app revenue, downloads and MAUs for the fitness cohort, selected because of their focus on AI, rose 28%, 59% and 34% YoY, respectively, led by strength at Ladder, Lazyfit and Bodbot, per Sensor Tower data

  • These apps comprise 35% of US MAU market share in YTD 2024, but perhaps even more importantly, these apps make-up 55% of total downloads in YTD 2024, highlighting the importance of AI capabilities and personalization to drive user interest

• Despite its rivals’ recent successes, Peloton remains the cohort leader in in-app revenue, garnering 49% of YTD 2024 revenue, suggesting that, thus far, a majority of users for the remaining cohort have been using free offerings, rather than subscribing to more premium offerings

• Advertising could also be playing a factor in driving demand. Between Peloton, Fitbod, Bodbot and Lazyfit, Peloton is the best performer, with 80% of its 2Q24 downloads from organic sources. On the other hand, Lazyfit, which saw outsized YoY growth, saw just over 50% of its 2Q24 downloads from paid sources, suggesting that it is investing heavily to drive customers

• Out of the advertising cohort, Planet Fitness and Peloton are the largest investors, making up 42% and 40% of the cohort’s YTD 2024 US ad spend, respectively. The majority of the cohort’s ad spend through 2024 YTD is directed to Meta’s Facebook (22%) and Instagram (25%)

• Despite advertising, it's been hard to drive and maintain engagement. Within the cohort of Bodbot, Freeletics and Peloton, worldwide average session count has been down since 4Q22, while worldwide average time spent has been down YoY since 2Q23

For more information, request the full report from reports@sensortower.com.