Observation on Agora's overseas expansion in North America: Local developers firmly occupy the top position in the pan-entertainment market, and domestic overseas expansion is mainly short dramas
2024-08-20
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In previous issues, we have learned about several popular overseas destinations including the Middle East, Latin America, Southeast Asia, Japan and South Korea. In this issue, we will enter the North American market.
The United States has a high per capita income, a high proportion of young people, and Spanish is the second most commonly used language
The US GDP in 2023 is 27.4 trillion US dollars, the total population is about 335 million, and the per capita GDP is 82,000 US dollars, with strong payment ability. Among the US population aged 5 and above, 78% only use English, and the remaining 22% are multilingual people.The largest proportion of them is Spanish, is spoken by 41.8 million people, accounting for more than 60% of all non-English speakers.
Due to the large number of international immigrants, although the elderly population over 65 years old accounts for a high proportion in the United States, there are many people between 20 and 34 years old, and the average age is around 38 years old, which is still relatively young compared to the average age of over 45 years old in Japan and Germany.
North America has a high Internet penetration rate and average online time per person is high
The Internet penetration rate in North America is over 93%, and the average online time per person is more than 7 hours.Above the global average, the time spent using mobile phones is 3 hours and 39 minutes per day. According to the latest data from Ookla, the average mobile network speed in the United States is slightly lower than that in China. Under the test environment, the download speed of mobile networks in the United States is 113Mbp/s (China 135.7Mbp/s).
iOS Devices are the leading source of mobile app downloads and revenue in the U.S.
In terms of hardware equipment, the performance of American users' equipment is relatively good, and iOS is the main market for mobile applications.2024H1 Nearly 60% of downloads and 70% of revenue in the U.S. mobile app market come from iOS endOn average, iOS users have a slightly stronger ability to pay than Android users, and the overall difference is not big. Overseas customers need to ensure compatibility between both ends.
US users have strong paying ability, and app revenue continues to grow
The United States is the world's largest mobile application market.2023The revenue scale of pan-entertainment applications reached74100 million US dollars, which is 4.6 times that of the second largest market, Japan, and has increased by 12.6% year-on-year. The download growth rate is also relatively high among the leading countries, and the market size is still growing steadily.
American developers occupy the top market of pan-entertainment, while Chinese developers going overseas mainly focus on short dramas
The social entertainment market in the United States is relatively mature, with local developers accounting for two-thirds of the top 100 apps in terms of revenue.Chinese applications exported to overseas only account for12%, and most of them are short dramas, and social media is less popular.In the top 100 apps, long videos and short dramas are the main categories, followed by social dating apps.Live and 1v1 This type of video product also has good income。
Although there are relatively few Chinese social entertainment apps exported to the US among the top apps, the advantage of exporting to the US is that mid- and long-tail apps account for a relatively high proportion of usage time and users have strong paying capabilities, so small and medium-sized apps can also generate good revenue in the US.
1v1social contact,dating, Voice Chat&KSong, Livetop AppThe penetration rate of SoundNet ranks first
Among the top 20 1v1 apps in North America (sorted by revenue), Agora covers 14 of them, with a penetration rate of 70%; the top dating apps are mainly developed by overseas developers, and Agora covers 7 of them, with a penetration rate of 35%; Agora’s coverage of the top 20 voice chat and karaoke rooms has reached 50%; Agora’s penetration rate of the top live broadcast apps is 50%, ranking first in all of these penetration rates.
Company registration, payment, placement and advertising monetization
The process of registering a company in the United States is already very complete. The mainstream types of companies include LLC (limited liability company) and C-Corp (incorporated company), among which most software companies will choose C-Corp. Since the business regulations and tax plans of each state are different, it is necessary to determine the state where the company is located after determining the company type. Among them, Delaware is the first choice for startups because the company law has the most comprehensive protection, the most cases, and is more friendly to startups. In addition, it should be noted that in every week of operation, it is also necessary to report and file taxes to the government. If the company is relatively large, when registering the main body of the US company, it is best to have a professional law firm or accounting firm to plan in advance.
The financial infrastructure for payments in North America is relatively good, and digital wallets and credit cards are both quite popular.In the U.S. online economy, the use of digital wallets has surpassed that of traditional credit cards.。
Comparison of average creative volume of social advertisers and advertisers in different regions around the world in the first half of 2024
Source: 2024 H1 Global Mobile Application (Non-Game) Marketing White Paper
As a T1 country, North America has high user pay-per-download and corresponding higher volume costs. Against the backdrop of tightening advertising policies by major media platforms, in the first half of 2024, although the number of social advertisers in North America is decreasing, the average main creative has increased, showing a steady rise.
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