This year The Masters tournament had the added fun of watching PGA tour golfers playing against LIV golfers (breakaway league financed by a Saudi PIF). This year's five day stretch of app installs was the most since 2018 and a 63% increase over last year's haul. In addition to tracking scores and players, the app enables fans to watch the tournament and invite friends to watch with them in a video chat.

...you make Lemon8. The app has actually been around since March 2020 but was only recently promoted in the U.S., as the threat to ban TikTok has grown. The app bears resemblance to both Instagram and Pinterest in that it is photo based and used for "inspo." Lemon8 has about one million U.S. downloads so far and does not yet pose much danger to Instagram unless Bytedance turns its paid UA machine to 11.

I wonder if Bytedance is taking a page out of the travel agency playbook. Companies like Expedia and Booking Holdings own several companies that essentially do the same thing so that when someone searches for a travel app, they have a higher chance of having one of theirs installed. The added complexity with social apps is that you need some level of a network effect for them to be successful, and having more of them could create a no-win scenario for all of the umbrella apps.