Sensor Tower：Strava：通过社交功能盈利

Strava:

MonetizingThroughSocialFeatures

MonetizationMasteryReportSeries|Howapppublishersaresavingbudgetsandfindingnewrevenue

AdeepdiveintoStrava’suser

engagementandpotentialpartnerships

OneofthemostintriguingfacetsofStrava'smeteoricriseisitsadept

integrationofsocialfeaturesthatnotonlyenhanceuserengagementbutalso

openthedoortoinnovativemonetizationstrategies.AsStravacontinuesto

strengthenitspositionasacommunity-drivenfitnessplatform,itssocial

dynamicspresentafertilegroundforcapitalizingontheapp'sinherentappeal.

ThisreportdelvesintoStrava'sdistinctiveblendofphysicalactivityand

socialbonds,withafocusonuncoveringstrategicavenuesformonetization.

Ouranalysisdelvesintofeasiblestrategies,frompremiumtierstailoredto

challengeenthusiaststopartnershipswithwellnessandsocialappsthat

shareStrava'suserbase.

Keytakeaways:

•Eveningpeakusageindicatesusersvaluecommunity,friendupdates,andchallenges,notjustworkouts.

•Strava'ssocialfabricofferslucrativepossibilities.Premiumtiers,

partnerships,andin-apppurchasesalignrevenuewithusersatisfaction,butcarefulbalanceiscrucial.

•Strava'sproactiveapproachandpartnershipsdrivegrowth.Featureddownloads,innovations,anduser-centricresponsescementitsroleinwellnessandfitnessappevolution.

2|©2023SensorTowerInc.-AllRightsReserved

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TimeSpentbyTimeofDay.Stravavs.SelectCompetitors

GooglePlay,Worldwide

10%

5%

Strava

OtherOutdoor

FitnessApps

0%

3|©2023SensorTowerInc.-AllRightsReserved

Strava’seveningenigma

anduserengagement

Unlikeotheroutdoorfitnessapps,Stravastandsoutduetoadistincttrendofincreasedusageduringtheeveninghours.ThisintriguingpeakindicatesthatmanyStravausersloginduringthistimenotonlyforthepurposeof

physicalactivities,butalsotoengagewiththeStravacommunity,keeptabsonfriends’progress,andpartakeinchallenges.Incontrast,competingappslikeKomootandAllTrailsexhibitusagepatternsthatcloselyalignwith

traditionalworkouthours,implyingthatusersoftheseplatformsareprimarilyfocusedontheirphysicalroutines.

Strava'sdeliberateemphasisonthesocialdimensionsoffitnessandits

community-buildingfeatureslikelyencourageuserstoremainconsistentlyactive,evenduringtheevening,whichgivestheappaclearedgeoveritsrivals.Thisnotiongainssupportfromthefrequencyofusersessions,whichdemonstratesthatStravausersinteractwiththeappmorethanoncedaily,asignificantlyhigherratecomparedtousersofcompetingapps.

Strava’sAverageMonthlySessionCountsvs.SelectCompetitors

Q12023onGooglePlay.Worldwide

StravaKomootWikilocOutdooractiveAllTrails

40

30

20

10

0

10.4%

9.58%

11.4%

12.2%

12.8%

16.3%

PercentageofReviewsthatMentionSocial-RelatedWords

Strava's4and5-starEnglishreviewsonGooglePlay-January2022toMay2023

20%

10%

0%

Q12022Q22022Q32022Q42022Q12023Q22023

Note:

Wordstrackedinthisanalysisinclude‘friend’,‘friends’,‘friendship’,‘community’,‘challenges’,‘belong’,‘social’,‘people’,‘share’,‘motivated’,‘motivates’,‘motivating’‘connections’,‘supported’,‘interact’,‘supportive’,‘socialize’,‘sharing’,‘FB’,‘Facebook’.

4|©2023SensorTowerInc.-AllRightsReserved

ExploringStrava’ssocial

strengthandgrowthpotential

Stravasetsitselfapartfromitscompetitorsintheworldofoutdoor

fitnessbycapitalizingonitssocialcapabilitiesasauniqueselling

proposition.AscrutinyofStrava'suserfeedbackonGooglePlay

emphasizesthisdistinction,showcasingthefusionoffitnessandsocialengagementthatusersfindappealing.

ThepivotalroleofStrava'ssocialfeaturesinitsallureisprojected

togainevenmoresignificancewiththeunveilingofrecentproduct

advancements.Duringitsannualflagshipevent,Stravaofferedasneakpeekintoforthcominginnovations,withaparticularfocusonenhancingtheapp'ssocialdynamics.Notableamongtheseimprovementsisan

upgradedcommentingsystemdesignedtofacilitatemoreprofoundconversationsandenhancedmechanismsforchallengingfriendstofitnessobjectives.

Whiletheseenhancementsarestillinthepipeline,therecognition

forStrava'ssocialdimensionisalreadyonanupwardtrajectory.Inthe

secondquarterof2023(spanningApriltothebeginningofMay),reviewsfeaturing4and5-starratingsandmentioningsocial-relatedtermsspikedtoanunprecedented16.3percent.Thissurgeunderscoresthegrowingadmirationfortheapp'ssocialattributes.

Userreviewsduringthesecondquarterof2023prominentlyunderscoreStrava'ssocialelements.Expressionslike"Facebookforactivepeople,""Loveit.Facebookforcyclists,"and"Enjoyconnectingwithallmyfriendsandsharingouraccomplishments'details"highlighttheapp'srobust

socialallure.

CorrelationAmongSelectWordsinStrava’s4and5-StarReviews

Strava'sEnglishreviewsonGooglePlay-January2022toMay2023

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TheheartbeatofStrava'ssocialandmotivationallandscape

Intherealmofoutdoorfitness,Stravahascarveditsowndistinct

spacebyprioritizingcommunityengagementandsocialinteractions.

Anexplorationofuserreviewsrevealsthattheconceptof‘challenges,'

apivotalfeaturewithinStrava,playsacrucialroleinfosteringthisvibrantsocialmilieu.

Theterm'challenges'consistentlyalignswithsocially-orientedwords

like:friends,share,community,social,andpeople.Itfrequentlypairswithtermsindicatingmotivation(e.g.,'motivated','motivates'),underliningthestronglinkbetweenchallengesandusers'drive,ashighlightedbythe

robustcorrelationof0.98between'motivated'and'challenges.'

Reviewnarrativesoffervividillustrationsofthisconnection,applaudingtheblendof"friendsandchallenges"andtheinspiringaspectof

challenges.Otherreviewscommendtheamalgamationof"awesome

challengesandcommunity,"relishingthethrillofcompetingwith

unfamiliarfacesviachallenges.Moreover,arecurringthemerevolves

aroundchallengesfosteringawarenessofothers'workoutroutines,withusersexpressingenjoymentinobservingtheirfriends'fitnessendeavors.

ThiscomprehensivereviewanalysisunderscorestheprofoundimpactofStrava's‘challenges’inmotivatingusersandfosteringasenseof

community.Astheappendeavorstoenrichitssocialfabricwith

innovativefeatures,harnessingtheinherentsocialdynamicsof

challengespresentsapromisingavenuetobolsteruserengagementandcultivateenduringloyalty.

Q12022

Q22022

Q32022

Q42022

Q12023

2022Q1

2022Q2

2022Q3

2022Q4

2023Q1

Strava’sFeatureDownloadsbyFeatureType

iOS,Worldwide

300K

Strava’sHerofeatures

Hero

OtherFeatures

List

150K

0

6|©2023SensorTowerInc.-AllRightsReserved

Visualupgradeandhero

banners:boostingStrava’s

AppStoreinfluence

Strava'sportionoffeaturedAppStoredownloads,thosegeneratedthroughAppStorehighlights,hasrecentlyexperiencedanimpressivesurge,peakingat25percentduringtheinitialquarterof2023.Herobanners,strategicallypositionedattheforefrontofthestore,haveprovennotablyadvantageous.

Specifically,withintheperiodspanningJanuarytoMarch2023,HerobannerssingularlycontributedsignificantlytoStrava'sfeatured

installations,accountingfornearly240,000iTunesdownloads.

ThesefeaturesgrantStravaenhancedvisibilityandcredibility,bestowingtheappwithpotentmarketingleveragecapableofamplifyinguser

engagement.Notably,thissurgeindownloadscoincidedwithaphase

whentheappintroducedfreshupdates.Theseencompassedvisual

enhancements,novelfeatureswithintheMapstab,andanarrayofin-appevents.Thesedevelopmentstranspiredbetweentheconcludingmonthsof2022andthecommencementof2023.

ShareofStrava’sFeatureDownloadstoTotalDownloads

iOS,Worldwide

30%

20%

10%

0%

MAU(LogScale)

Tinder

Fitbit

$1

$2

$3

$4

$5

$7

$8

$9

$0

$10

$11

$13

$6

GrossRPD

MonthlyActiveUsersvs.GrossRevenue-per-Download

Q12023,GooglePlay

Thesizeofthedotsindicatestheapps’likelihoodtouseStravaduringthesamemonth.

$12

100M

50M

20M

10M

5M

2M

1M

500K

200K

100K

50K

20K

10K

Strongest

Opportunities

Bumble

Dropbox

Audible

MyFitnessPal

Headspace

Note:

Someappshavebeenexcludedforvisualclarity

7|©2023SensorTowerInc.-AllRightsReserved

SensorTower’sinsightsintoStrava’sappoverlapdynamics

SensorTower'sAppOverlapanalysiswasusedtopinpointleading

appswhoseusersengagedwithStravaduringQ32023.Eachdotin

theaccompanyingfigurerepresentstheseapps,withvaryingdotsizesdenotingthelikelihoodoftheseapps'usersutilizingStrava.

Whenadditionalmobilemetricswerefactoredin,arealmofpotential

partnershipandmonetizationopportunitiessurfaced.PlottingGross

revenueperdownload(RPD)againstmonthlyactiveusers(MAU)revealedadistinctclusterofappspredominantlysituatedintheupper-rightquadrant.Notably,appslikeHeadspace,Bumble,andTinderstoodoutwithinthis

group.UsersoftheseapplicationsexhibitedrobustinteractionlevelswithStrava,whiletheappsthemselvesboastedasubstantialactiveuserbasewithanotablyhighrevenue-per-downloadratio.Thischaracteristic

potentiallysignifiesauserbaseinclinedtowardsin-apppurchases.

TheshareduserbasebetweenHeadspaceandStravahighlightsa

promisingavenueforStrava'sgrowth.ThisopensthedoorforStravatopotentiallyinfusemindfulnessandmentalwellnesscomponentsintoitsplatform,ortodesignspecificchallengestargetingthisoverlappingusersegment.

Similarly,theoverlappinguserbasebetweenStravaanddatingapps

suchasTinderandBumblepresentsanequallylucrativeprospect.This

correlationsuggestsausercommunityenthusiasticaboutfitnesswhilealsocherishingsocialinteractions.Inresponse,Stravacouldenhanceitssocialfunctionalitiestofosterdeeperconnectionsamongfitnessenthusiasts,

cateringtothisdynamicuserblend.

Conclusion

Intheintricatelandscapewherefitnessandcommunityintertwine,

Stravahasprovenitselfapioneer,redefiningtheboundariesofwellness

engagement.Asourjourneythroughthisreportdrawstoaclose,it

becomesevidentthatStrava'suniqueemphasisonsocialinteractions

withintherealmoffitnessgrantsitadistinctiveadvantage.Thesurgeof

eveningusage,thesymbioticrelationshipbetweenchallengesand

motivation,andthepotentialpartnerships