Recently, Omdia released new research showing thatiPhone users spend about 40% more on mini-drama apps than Android users.This finding also challenges some conventional perceptions regarding the spending power and willingness to pay among mini-drama users.
For a long time, mini-dramas were often thought to primarily attract low-income or niche audiences. However, Omdia's research shows that in several major markets, iPhone users are significantly more willing to pay for mini-drama content than Android users, demonstrating higher commercial value.
Taking the US market as an example, over the past three months, approximately 9% of iPhone users and 10% of Android users have used at least one mini-drama app, indicating that user penetration across the two platforms is very close.
In terms of payment rates, the difference between the two is also minimal: 69% of iPhone users and 68% of Android users reported having paid for mini-drama content through subscriptions, one-time purchases, or in-app currency.
However, in terms of actual spending amounts, iPhone users are clearly more willing to spend money.
By combining data from Sensor Tower, Omdia found thatiPhone users spend an average of about $14 per week on mini-drama apps, while Android users spend around $10.
Furthermore, in several markets outside the United States, the spending gap between iPhone and Android users is even more pronounced.
Specifically, in Brazil, 48% of iPhone users paid for mini-drama content, compared to 39% of Android users; in Germany, the figures were 49% and 44%, respectively; South Korea saw the largest gap, with 59% of iPhone users paying, compared to 45% of Android users.
Omdia believes that as the mini-drama market expands rapidly, focusing solely on user scale is no longer sufficient to measure its commercial value. Differences in willingness to pay and spending power between users of different device ecosystems are becoming key metrics that content platforms, developers, and advertisers need to closely monitor.
Omdia's Head of Media & Entertainment pointed out that mini-drama users are not predominantly low-income or niche consumers as commonly assumed,In many markets, iPhone users actually demonstrate a stronger willingness to pay, indicating that the audience for mini-dramas is becoming more diverse and holds greater commercial value.