There has been an increase in video streaming app downloads, App Annie has revealed, with the UK the leading market for video content in Europe.
In the UK, Netflix, BBC iPlayer, YouTube, ITV Player and BBC Media Player were the top five most downloaded apps in Q3 of 2014.
BBC News, Sky Go, 4oD, BBC Sport and TV Catchup completed the top 10.
The list in Germany was topped by 7TV, RTL Inside and ZDFmediathek, while 6Play and YouTube topped the French chart.
In Q3 2014, the UK saw around 20 per cent more downloads of all apps than Germany. However, the top 10 video content apps in the UK received more than twice as many downloads as the top 10 in Germany.
App Annie noted that in Europe, many networks are using apps as a supplementary channel to maintain or enhance viewer loyalty.
The report noted: “As well as building brand equity through a constant presence on the mobile device, apps allow content providers to communicate directly with their audience and begin a two-way conversation to strengthen brand engagement. In this way, apps are enhancing traditional TV offerings. A strong app is now a vital component of successful viewer retention strategies for TV networks and operators.”
While many apps are free, others such as RTL require subscriptions or one-off payments required to access content after a 30-day free trial.
Live streaming, especially for sport, also provides an opportunity for content providers to monetise video apps, with 7TV in Germany allowing free access to a back-catalogue of content, but charging for live streaming.
App Annie predicted that in the future, apps will become the primary channel for content delivery, with apps considered as key, rather than ‘nice-to-have’.
Earlier this month, Enders predicted that revenue from video advertising would overtake Channel 4 ad revenue in 2016.