iWorld
Netflix Q3 app revenue up 90% y-o-y
MUMBAI: Netflix's financials show it had a strong Q3 on mobile. The app dramatically observed an upswing by generating gross $243.7 million which represented a 90 per cent year-on-year increase as compared to Q3 2017. The popular streaming app has surpassed an estimated $1.4 billion in total gross revenue to date worldwide on the App Store and Google Play.
According to the Sensor Tower, during Q3, Netflix’s app gained the most new users from the US, Brazil and India accounted for 19, 13, and 10 per cent of all downloads, respectively. Each of these regions saw growth in installs compared to Q2, but none as large as India, which experienced an increase in downloads of more than 100 per cent.
Overall global consumer spending on the App Store and Google Play totalled $18.2 billion during the third quarter. Apple’s App store widened its lead over Google Play, as the App Store earned $12 billion during Q3 — nearly 93 per cent more than Google Play, and representing the biggest revenue disparity since at least 2014 between the two platforms.
According to reports, Netflix also saw solid growth in downloads over the course of Q3, adding more than 50 million installs. This estimate marks a 16 per cent increase in downloads compared to Q2, and represents an even larger year-over-year growth of 36 per cent. The more than 50 million new users helped push Netflix past 600 million worldwide installs to date. In terms of number of downloads, Facebook again topped the global chart with four of the top five apps for Q3 — WhatsApp at number one, Messenger at number two, Facebook at number three and Instagram at number five. Bytedance’s social-video app TikTok, which the company merged with Musical.ly in August, took the number fourth spot worldwide, marking 15 per cent growth quarter-over-quarter and 440 per cent year-over-year.
Downloads of mobile games grew 2.2 per cent year-over-year last quarter to total 9.5 billion on the two platforms. Google Play saw 76 per cent of those, with 7.2 billion download in the period, according to Sensor Tower.
iWorld
Frodoh, Chaupal introduce non-intrusive first-screen ads for OTT platforms
New ad-tech layer unlocks revenue without interrupting OTT viewing
MUMBAI: Frodoh has partnered with regional OTT platform Chaupal to roll out what it calls an industry-first “first-screen” monetisation framework, aimed at helping subscription-led streaming services generate additional revenue without interrupting content viewing.
The new model focuses on connected TV home screens, introducing ad formats that sit within the discovery layer rather than the content itself. In simple terms, viewers may notice subtle brand placements while browsing, but once they hit play, the experience remains ad-free.
The technology is designed to tap into high-attention areas such as session depth, viewing intent and discovery behaviour, turning previously unused interface space into monetisable real estate. For OTT platforms, this opens up a fresh revenue stream without diluting the premium experience that subscribers expect.
Chaupal chief executive officer Sandeep Bansal said the move balances growth with user trust. “By partnering with Frodoh, we are introducing a sophisticated ‘first-screen’ monetisation layer that integrates seamlessly into our UI, ensuring discovery remains native and non-intrusive while keeping content consumption ad-free.”
From Frodoh’s side, the pitch is clear: expand the ad pie without cluttering the screen. Frodoh founder and chief executive officer Russhabh R Thakkar said the framework creates a new category of advertising by unlocking high-visibility home screen inventory that was previously untapped.
Industry watchers see this as part of a broader shift in OTT monetisation strategies, especially as subscription platforms look to diversify revenue without risking churn. With connected TV usage rising steadily, the home screen is quickly becoming the next battleground for attention.
If the model scales, this partnership could signal a subtle but significant shift in how OTT platforms monetise, proving that sometimes, the most valuable ad space is the one you see before the show even begins.
