Insightrackr has released the Top Short Drama and Education Apps by Downloads for October 2024, based on data monitored from global mobile market.
The list is divided into two categories: Top 15 Short Drama Apps and Top 15 Education Apps, with an in-depth analysis of the advertising strategies and creative tactics of the month's hot cases.
Top 15 Short Drama Apps
In October, the short drama category experienced another wave of growth, with only two of the top 15 short drama apps showing a decline in downloads, while the rest saw varying degrees of increase.
The apps in the first half of the list maintained relatively stable rankings, with changes within three positions.
Among them, My Drama, launched by the Ukrainian AI startup Holywater, achieved a doubling of downloads MoM. This App has been widely noticed for achieving 1 million downloads and 3 million USD in revenue within five months of its launch.
Greater growth was seen in the latter half of the list.
NetShort achieved a download increase of over 400% MoM, rising nine positions to break into the Top 10 of the October short drama apps, and it is also the app with the highest download growth rate MoM in the Top 15.
Two apps mainly targeting the Southeast Asian market, Reelbuzz and Drama Fever, also saw download increases of 184.55% and 384.13% MoM, respectively, showing that the Southeast Asian short drama category has considerable growth potential.
01 NetShort
Launched by NETSTORY in July this year, Insightrackr's data shows that this product maintained a low level of advertising from July to early September, and even stopped advertising creatives in mid-September.
However, in October, NetShort resumed advertising, and the number of creatives increased significantly several times. Concurrently, downloads also showed a fluctuating upward trend.
From the content of the advertising creatives, NetShort currently focuses on translated Chinese dramas with a very rich range of themes, from modern to ancient dramas.
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In terms of localization, most of these creatives only provide subtitle translations while retaining the original Chinese audio, and a small portion uses AI dubbing.
On the other hand, some of NetShort's creatives include viral social media video clips, which often have a strong eye-catching effect, ensuring that the audience's attention can be quickly captured.
However, these viral video clips are usually only a few seconds long, and after capturing attention, they switch to showing the actual drama content.
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Additionally, as we mentioned in previous articles, the "video + landing page" creative combination is very common in short drama apps.
On NetShort, we found a similar creative combination strategy, and the layout of the landing page is also the same, featuring the logo, episode cover, episode name, plot introduction, and CTA.
02 Reelbuzz
Launched in April this year, the developer account for Reelbuzz is LOTUS DIGITAL TECH LIMITED.
Through Insightrackr's statistical data, it can be seen that Reelbuzz experienced a dramatic fluctuation in both downloads and creatives from the end of September to October.
In terms of regional distribution, Reelbuzz received over 70% of its downloads from Indonesia. Additionally, Malaysia and Singapore are also major sources of downloads. At the same time, over 98% of Reelbuzz's advertising copy is in Indonesian, showing its strategy to target Indonesia, the most populous country in Southeast Asia, as its primary market for user acquisition.
On the creative level, Reelbuzz uses both local Indonesian dramas and translated Chinese dramas. Its recent main push includes dramas such as "Maaf Dari Ibu" (Sorry From Mom) and "子时杂货铺" (Zodiac Store).
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Similarly, the themes of Reelbuzz's advertising creatives are also very rich, ranging from common family ethics to fresh horror themes.
So we can easily see that as the last round of "Alpha male", "werewolf", and "vampire" trends fade, the exploration of new themes may become the main competitive point for future short drama apps.
TOP 15 Education Apps
October's Insightrackr monthly market insights also focused on the education app category.
Among the Top 15 downloads, three Chinese education apps made the list, namely ByteDance's AI learning partner "Gauth", BabyBus's early education app "Baby Panda's School Bus", and Yuanfudao's tutoring app "Uknow.AI".
Moreover, the first two apps achieved a MoM download increase of 51.45% and 20%, respectively, second only to Codeway Digital's AI speaking practice app "Learna" in this list.
It is not difficult to find that many apps on the list emphasize the keyword "AI" in their names and subtitles, to some extent, showing the trend of "AI + Education".
01 Gauth
Gauth, formerly known as "Gauthmath," is an app that has been online for nearly 4 years, offering AI calculator, real live tutors, and expert assistance. With the development of AI technology in recent years, Gauth's capabilities have continued to improve, covering more subjects.
Insightrackr's data shows that Gauth's downloads in October generally showed a downward trend, and its 50% MoM growth mainly came from a download peak in the first half of October, which continued from the end of September, and by the second half of October, it had fallen back to the level before the peak.
During the same period, Gauth's advertising creatives also continued to decrease and eventually stabilized at about 120 creatives per day.
In terms of advertising creativity, Gauth is good at integrating various types of life scenes into the creatives.
For example, the creative case on the left below sets a common daily life scene of "parents tutoring their children," using the conflict between parents and children to make parents empathize, and then introduces Gauth's tutoring function.
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Another creative case sets a pink learning scene favored by female users and enhances the sense of substitution through the first-person perspective.
Then, it continues to operate the phone to complete the search and problem-solving process in the first person, highlighting the easy-to-use features of Gauth.
02 Learna
Learna is an AI speaking practice app that was launched in September. Using AI as a speaking practice partner has always been a popular approach in AI products.
Insightrackr's data shows that Learna's advertising creatives have been fluctuating upwards since its launch, with some days having particularly high new creative inputs.
Downloads also grew the fastest on these days with more new creatives, eventually reaching a single-day download peak of over 80,000.
In terms of advertising creativity, Learna presents the scene of users having an English conversation with an AI practice partner in an upper and lower structure, which, combined with the AI-generated character images, makes the overall conversation feel more apparent.
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On the other hand, Learna also understands the pursuit of potential learners for "quick results" and "cost-effectiveness," so it directly uses copy like "in Just 30 Days" or "50x Cheaper" in the advertisements.
The above is the download and advertising situation of short drama and education apps in October 2024.
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