MMM: Lemon, a Social Media and Lifestyle App Launched in US

Key Takeaways:

• ByteDance-owned social media and lifestyle app Lemon launched in the US this past week, briefly cracking the top 15 ranked US iOS apps overall and jumping to the top ranked position in the lifestyle category. Lemon provides users with a social experience characterized by sharing about specific topics such as beauty, travel, and food

  • Since its US launch last week Lemon has garnered nearly 326k domestic installs per ST estimates. Although Lemon has experienced newfound US popularity, the app has been live in various markets in APAC since Apr’20, accumulating 4mn MAUs on 17mn installs since launch

• AI chatbot app Replika: My AI Friend allows users to converse with an AI companion that they can digitally customize and tailor their personalities to based on user conversation history and other personalized details. After a mid-February update to the app significantly altered the personalities of the AI chatbots on Replika, users have been left longing for their AI companions

  • ST data indicates that since Replika released a mid-February update that made chatbot personalities more “stale”, WAUs and downloads of Replika AI have fallen 26% and 42% (for the week beginning March 20), respectively

  • Further demonstrating user disappointment, in-app purchase revenue has also fallen 33% in the same time period as users lost enthusiasm for purchasing subscriptions to an AI they deem less personable

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