bandwagon fans

Business

Mobile Signal

Rent the Runway (RENT) is scheduled to report earnings on 6/9. May downloads of its mobile app were up 84% YoY, and it is on pace to grow user sessions by 43% QoQ. Dive deeper into RENT with a free trial of our Bloomberg Terminal App.

App Acquisition

Pinterest has made a deal to acquire Yes, the AI-powered shopping service for fashion founded by former Stitch Fix COO Julie Bornstein. The app has been installed about 19M times since launch in 2014.

Musings

Ante up, bandwagon fans

Sports betting apps are looking for new fans as downloads and engagement decline. Legalization of online betting in New York and Louisiana boosted growth in January, followed up by the Super Bowl, which gets even casual fans to place a prop bet. MAUs peaked in March and have fallen -17% in the last 30 days, despite the action of the Kentucky Derby, another popular event for placing a wager. Can NBA and NHL finals this month bring a buzz back to mobile betting? Bandwagon fans just tuning in, the betting apps need you.

Karma comes for Flo Health

Flo Period & Ovulation Tracker app settled with the FTC last June for allegations that it shared user health data with Facebook and Google. Following bad press from the settlement, Flo grew U.S. downloads 28% from the prior year. However, May downloads totaled the lowest all year, as the Roe v. Wade ruling sparked concern that fertility data from tracker apps could be weaponized by government or employers and media covered Flo's settlement again. Apptopia Review Intelligence shows a negative sentiment score of 30% for the last 100 reviews, compared to 9% all-time average, and "Facebook" ranks in the top 10 most-used keywords in the last month.

Insights & Updates

Klarna's mobile engagement hit all-time-high in May

Klarna announced a physical debit card available in the U.S., expanding its “Pay in 4 service” offline and in direct competition with credit cards. The buy now, pay later leader had its highest amount of monthly active users worldwide in May, proving that it has deep relationships with shoppers, as it heads to another channel.

Netflix, Disney+ gain highest daily downloads for the month yesterday, following new releases

Stranger Things 4 and Obi-Wan Kenobi launched Friday at midnight on Netflix and Disney+, respectively. By Sunday of the holiday weekend in the U.S., mobile downloads increased 38% from Friday for both streaming competitors. Each also achieved the highest daily downloads for the month of May after a six-week slump.

Chick-fil-A downloads spike when Tampa Bay Lightning win

Chick-fil-A had one of the best examples in our report of post-ATT mobile marketing campaigns. The offline partnerships with teams boosted brand marketing and mobile growth simultaneously, with smart product placement and call-to-download.