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Sensor Tower · Seema Shah · December 2023
MMM: Spotify Wrapped Drives App Usage; Ski/Resort Apps Propelled By Winter Demand
While Sensor Tower data shows that the annual release of Spotify Wrapped led to increased app usage for Spotify, news surrounding the company has been much bleaker. Recent layoffs and a looming CFO departure have been major headlines for the company. Vail Resorts, Inc. missed on earning expectations for FY24, as revenue fell 8% YoY. Despite missing on estimates largely due to inflation and lack of demand over summer months, ST download and MAU estimates for Vail suggest incremental growth on the mobile front as winter sports have gained popularity.
Key Takeaways:
Sensor Tower data shows that global Spotify DAUs spiked by 14% DoD when “Spotify Wrapped” went live this year, on 11/29. As potential new users turned to the app to discover top artists and genres for the year, global downloads surged 35% DoD, up from a 23% DoD surge in 2022
In 2023, Spotify increased its US ad spend ~25% MoM for Nov’23, a 10% YoY increase from Nov’22, though Apple Music saw the greatest increase in spend during that same period, up 10x, potentially bidding for greater relevance with its own “Apple Replay” offering
Per Sensor Tower estimates, downloads of Vail Resorts’ app, My Epic, jumped over 200% YoY in Nov’23. My Epic, and its closest competitor, Ikon Pass (owned by Alterra Mountain Company) are both experiencing positive gains through 2023 YTD, with downloads up 96% YoY and 48% YoY, respectively
Although both companies (Vail and Alterra) have similar summer offerings, MAUs for the My Epic app declined an average of -55% YoY from 1Q23-3Q23, compared to -11% YoY for Ikon Pass
Alterra Mountain Company’s Ikon Pass has consistently invested more in its US ad spend than Vail Resorts’ My Epic Season Pass, accounting for 75% of spend amongst the two brands through 2023 YTD
For more information, request the full report from reports@sensortower.com.
