User acquisition megatrends for 2019
summary
Smartphone install base hits 1.3 billion as penetration plateaus, China new-device demand collapses, and the top-grossing chart shifts toward streaming and non-games. Three megatrends for 2019: lean into algorithmic campaign management (give events to Facebook/Google, build creatives+analytics workflows, measure payback timelines rather than CPI), pursue monetization creativity (subscriptions, marketplaces; Apple’s 30% → 15% subscription cut matters), and prepare engineering and legal teams for rising privacy and regulatory scrutiny.
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chapters (25)
- 0:00Intro
- 1:02Who am I
- 1:46Structure
- 2:18Smartphone penetration
- 4:05Android penetration
- 4:35Chinese demand evaporating
- 6:27Subscriptions
- 8:03Advertising
- 9:09Top grossing
- 10:22Streaming and dating
- 12:42Mobile gaming
- 13:25Going off platform
- 14:32Distribution
- 15:02Mobile Consolidation
- 15:52Algorithmic Bidding
- 17:11Algorithmic Campaigns
- 17:42LTV Curves
- 18:24Infrastructure
- 20:18Creative team
- 22:36Experiment
- 22:59Monetization Creativity
- 23:19App Economy
- 23:59NonGaming
- 24:28Regulation
- 25:08Privacy regulation
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