Fitness Apps Need Engagement and Usage Strength

Key Takeaways:

• Per ST data, total downloads and MAUs for the fitness app cohort fell 2% and 3% YoY, respectively, in 2Q24, driven by weakness at Lose It!

  • Recently launched, Arrow: Social Fitness has limited data available but is already seeing volatility, with downloads rising 60% QoQ in 1Q24, falling 63% QoQ in 2Q24 and up 76% QoQ in QTD 3Q24

• Per ST data, ongoing penetration in paid downloads is not leading to increased session count or average time spent. This is suggesting that users are enticed by advertising to download and try the app, but then due to a lack of compelling features or even cost, they begin to use the app at a decreasing frequency

  • Strong Workout’s penetration of inorganic downloads resided at ~15% in 2Q24, just 3ppts down from 1Q24, yet average time spent fell -26% YoY in 2Q24, compared to -16% YoY in 1Q24

• The negative trajectory of download and MAU growth seems to be commensurate with the jump in less favorable user ratings of the apps’ features and functionality. Average app ratings fell 37%, 19% and 4% YoY for Fitness AI, Lose It! and Strong Workout Tracker, respectively, in 2Q24

• Meta Platforms, particularly Facebook, is the largest channel for the Fitness & Weight Loss Programs category, garnering over 60% of the category’s US ad budget in QTD 3Q24, according to ST data. Meta has been gaining share, predominantly from OTT, whose share share of spend dropped from 17% in 1Q23 to just 9% in QTD 3Q24

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