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Hey Adam,

Happy Friday 😎 


If you missed last week’s action-packed newsletter, you can check it out here.

Mobile Signal
FedEx(FDX) is scheduled to report earnings on 12/20. Downloads of its mobile app are up 4.3% YoY but down 0.6% QoQ. Dive deeper into FDX with a free trial of our Bloomberg Terminal App.
App Acquisition
Getir has acquired Gorillas, a top ultrafast delivery startup in Europe. The app's DAUs have been trending downward since March 2022.
peacock growting svod share@2x (1)
Bird is the word

Peacock has had three months in a row of strong downloads growth, reaching 24.3% of the market, more than any other player. In addition to having paid tiers, Peacock also offers a fully ad-supported tier. When placing Peacock into the AVOD market (think Pluto TV and Tubi), Peacock has also grown to be the market leader there with 40.2% of the share. Why are so many people downloading the app? It all comes down to its content, which is in demand; Olympics,  NFL football, World Cup soccer, The Office, movies like Nope and Halloween Ends, etc. Peacock also hit a monthly IAP revenue best for itself in November with almost $10 million.

D2C Q4 Growth@2x (1)
Down to consume
Lululemon is trying to take a page out of Nike's playbook and focus on digital. According to its recent earnings report, digital revenues increased 46% on a three-year CAGR basis and contributed 41% of total revenue. It makes sense for a D2C brand to focus on mobile, as the whole point is to own the relationship and sell more efficiently. Mobile gives you the most information on your customers, which is why apps are now the HQ for loyalty & rewards programs. Lululemon has been hammering Facebook and YouTube ads this year, launching a variety of app install creatives, many of which I noticed were focus on men (not its traditional shopper). In December the company started paying for keywords on iOS. Abercrombie & Fitch surprised me when it showed up on this list, as I assumed it was a dead entity. It looks like they've made some UI tweaks to its account page and its sort/filter functionality, as well as enabling products to be shipped to more convenient pickup locations like Walgreens, Office Depot and more.
Insights & Updates
It's Time to Focus: Apptopia CEO discusses data for the downtimes

Apptopia CEO Jonathan Kay joins the podcast for the first time in a long time (despite his many attempts at getting booked) because in today's economic climate, data is the hero we need in order to make smarter and more efficient decisions. Jonathan believes pairing first-party data with third-party data is crucial to answering brands' biggest questions. He lends his expertise on how to start attacking these questions so the data doesn't become overwhelming, and we get into which industries we think have the most opportunity for market share shake ups.

Top QSR apps in the U.S. for November 2022 by Downloads

The fastest growers so far this year are Zaxby’s (317%), Jersey Mike’s (176%), CAVA (130%), Panera Bread (39.5%) and Whataburger (39.3%). Some of these are not surprises at all if you’ve been tracking the quick-service mobile landscape.

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Adam Blacker
VP, Insights