{"id":404,"date":"2022-08-16T05:16:00","date_gmt":"2022-08-16T05:16:00","guid":{"rendered":"https:\/\/apptopia.com\/blog\/?p=404"},"modified":"2024-01-26T16:58:01","modified_gmt":"2024-01-26T16:58:01","slug":"calm-and-headspace-losing-app-engagement","status":"publish","type":"post","link":"https:\/\/apptopia.com\/en\/blog\/calm-and-headspace-losing-app-engagement\/","title":{"rendered":"Meditation app user sessions fell 48% from their height in Q2 2020, and are continuing to fall"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li>Combined User Sessions of the top 10 meditation apps have fallen 48% from their height in Q2 2020.<br><\/li>\n\n\n\n<li>User sessions of Calm and Headspace are down 26.4% and 60.3% YoY in July, respectively.<br><\/li>\n\n\n\n<li>While in-app purchase revenue is down for their competitors, Calm and Headspace have grown Q2 IAP revenue by 17.6% and 12.7%, YoY, respectively.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full apptopia__blog--img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"750\" height=\"570\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/top-10-meditation-apps-decline-1.webp\" alt=\"top 10 meditation apps decline-1\" class=\"wp-image-410\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/top-10-meditation-apps-decline-1.webp 750w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/top-10-meditation-apps-decline-1-300x228.webp 300w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Calm just\u00a0<a href=\"https:\/\/www.wsj.com\/articles\/meditation-app-calm-lays-off-20-of-staff-11660261492\" target=\"_blank\" rel=\"noreferrer noopener\">announced<\/a> it is laying off 20% of its staff. The top two meditation apps have had a steady downward trend for engagement metrics since January 2021. User sessions of <a href=\"https:\/\/apptopia.com\/unified\/app\/8080096342\/about\" target=\"_blank\" rel=\"noreferrer noopener\">Calm<\/a> are down 26.4% YoY in July, and <a href=\"https:\/\/apptopia.com\/unified\/app\/8080508720\/about\" target=\"_blank\" rel=\"noreferrer noopener\">Headspace<\/a> is down a whopping 60.3%. As you can see in the graphic below, Calm did get a bump at the beginning of the year when almost all health &amp; fitness apps have their best few months, but it started to decline dramatically shortly after Memorial Day.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large apptopia__blog--img\"><img decoding=\"async\" width=\"1024\" height=\"801\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/calm-headspace-decline@2x-1-1-1024x801.webp\" alt=\"calm headspace decline@2x (1)-1\" class=\"wp-image-412\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/calm-headspace-decline@2x-1-1-1024x801.webp 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/calm-headspace-decline@2x-1-1-300x235.webp 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/calm-headspace-decline@2x-1-1-768x600.webp 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/calm-headspace-decline@2x-1-1.webp 1100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>All top meditation apps are experiencing downward trends in engagement with the exceptions of <a href=\"https:\/\/apptopia.com\/unified\/app\/8136266701\/about\" rel=\"noreferrer noopener\" target=\"_blank\">BetterMe: Mental Health<\/a> and <a href=\"https:\/\/apptopia.com\/unified\/app\/8130911173\/about\" rel=\"noreferrer noopener\" target=\"_blank\">Breethe<\/a>. On average, the apps in this market are seeing their sessions down 30% over the past 90 days. Over the same time period, BetterMe&#8217;s are up 12% while Breethe&#8217;s are up 55%.<\/p>\n\n\n\n<p>With less engagement comes less revenue, unless you are the leaders of this market. Calm and Headspace were still able to increase revenue year-over-year in the second quarter. Interestingly enough, both actually had negative growth rates from Q2 2020 to Q2 2021.<\/p>\n\n\n\n<p>Meditation apps were bloated with new users during the heart of the pandemic and these users are starting to churn. However, Calm and Headspace clearly did a better job of converting users to longtime, paid users. Normally I would have said this is a situation where people have stopped using Calm and Headspace but forgot to cancel their subscriptions. However, <a rel=\"noreferrer noopener\" href=\"https:\/\/apptopia.com\/x-ray-intelligence\" target=\"_blank\">Apptopia&#8217;s X-Ray Intelligence<\/a> tells us all of their top competitors also use a subscription style of monetization as well, and they are seeing IAP revenue slow.&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full apptopia__blog--img\"><img decoding=\"async\" width=\"740\" height=\"364\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/meditation-apps-IAPR-growth.webp\" alt=\"meditation apps IAPR growth\" class=\"wp-image-414\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/meditation-apps-IAPR-growth.webp 740w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/meditation-apps-IAPR-growth-300x148.webp 300w\" sizes=\"(max-width: 740px) 100vw, 740px\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Part of the reason engagement is down may not be that people do not want to meditate but that they have or feel like they have less time to do so now that &#8220;normal&#8221; life has resumed. For example, public transit apps like <a rel=\"noreferrer noopener\" href=\"https:\/\/apptopia.com\/unified\/app\/8080070101\/about\" target=\"_blank\">MTA<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/apptopia.com\/unified\/app\/8181188398\/about\" target=\"_blank\">BART<\/a> and <a rel=\"noreferrer noopener\" href=\"https:\/\/apptopia.com\/unified\/app\/8135164247\/about\" target=\"_blank\">MBTA<\/a> are almost back at pre-pandemic levels of engagement. From the U.S. perspective, which is the largest market for meditation apps, could who is president have an effect on people wanting to chill out and use meditation as a tool? I think the timing of the chart below is more coincidence than not, but I still wanted to provide this annotated view of meditation app engagement over time:<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full apptopia__blog--img\"><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"561\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/meditation-app-usage-is-down-since-biden-elected.webp\" alt=\"meditation app usage is down since biden elected\" class=\"wp-image-417\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/meditation-app-usage-is-down-since-biden-elected.webp 740w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/09\/meditation-app-usage-is-down-since-biden-elected-300x227.webp 300w\" sizes=\"(max-width: 740px) 100vw, 740px\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>After reviewing this data, you may want to dive deeper into mental health, exploring professional therapy apps like <a rel=\"noreferrer noopener\" href=\"https:\/\/apptopia.com\/unified\/app\/8181324713\/about\" target=\"_blank\">BetterHelp<\/a> or <a rel=\"noreferrer noopener\" href=\"https:\/\/apptopia.com\/unified\/app\/8180810516\/about\" target=\"_blank\">Talkspace<\/a>, or maybe apps more focused on anxiety &amp; depression like <a rel=\"noreferrer noopener\" href=\"https:\/\/apptopia.com\/unified\/app\/8080128963\/about\" target=\"_blank\">Sanvello<\/a> or <a rel=\"noreferrer noopener\" href=\"https:\/\/apptopia.com\/unified\/app\/8121078875\/about\" target=\"_blank\">Wysa<\/a>. You can get your custom free report on these apps or any others by clicking the blue button below.<\/p>\n\n\n\n<div class=\"wp-block-group has-background is-horizontal is-content-justification-space-between is-nowrap is-layout-flex wp-container-core-group-is-layout-5f0daa91 wp-block-group-is-layout-flex\" style=\"background-color:#f1f6ff;padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50)\">\n<p class=\"has-text-align-left has-text-color\" style=\"color:#3f89ff;font-size:20px\">Dive deeper into mental health apps with a <br>free custom report<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fdcfc74e wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background has-border-color wp-element-button\" href=\"https:\/\/blog.apptopia.com\/cs\/c\/?cta_guid=83cec9c7-70a8-440b-b972-b210d4211204&amp;signature=AAH58kEvEhvR8H9K2RmJa15PGqZUSdUk_A&amp;pageId=82024047172&amp;placement_guid=85dec370-9065-47f0-8855-55fb6bd48c53&amp;click=e522b074-746a-4ad7-9a84-8437c1d9c16c&amp;hsutk=408d291b8749b1ba907eae97ceb5c47c&amp;canon=https%3A%2F%2Fblog.apptopia.com%2Fcalm-and-headspace-losing-app-engagement&amp;portal_id=2045506&amp;redirect_url=APefjpGRZcrPRQvnsb3L_CiMAi0JLQAk7JKbwktAjYcXcU0fn07mRnMMPlypKfDlXpTESAoz5L4ul8dQnZLLZlQvFwEPsbHtAamh72qIWiCUXdg574rmqwhLT7qDHpFhOYBgNLWBQ5SCaBI2ISgQMNYuwU1r6SdAqSeUinMu40Fl0jug4CcRb1gjr0tSG0S6deNUJDN1HpFpEZuB-ua0vjrRcAipiHYTAQp97l7aTxbSdhehu5Civ_MBIk2e9bFZtLwK_sHyKs6gJzD-_sDJE1lKuGO8DBEl99aHBG-SExcRTMmvRQbUASRWXWUesxkQg7C-XiksW30KT_fK20XTd-4QOVnjBVqcxxTzVqk2hTACKy-eqNGgZHpHBLZSZ_bLic-Sr72JTFIMlPkeQFMGumDThzRYiPnYkA&amp;__hstc=93377474.408d291b8749b1ba907eae97ceb5c47c.1694102034501.1696608636547.1696658872991.30&amp;__hssc=93377474.6.1696658872991&amp;__hsfp=3236417962&amp;contentType=site-page\" style=\"border-color:#3f89ff;border-width:1px;border-radius:5px;color:#3f89ff;background-color:#f1f6ff\">Get my report<\/a><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Calm just\u00a0announced it is laying off 20% of its staff. The top two meditation apps have had a steady downward trend for engagement metrics since January 2021. User sessions of Calm are down 26.4% YoY in July, and Headspace is down a whopping 60.3%. As you can see in the graphic below, Calm did get [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":407,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-404","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-health-and-fitness"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Meditation app user sessions fell 48% from their height in Q2 2020, and are continuing to fall - Apptopia<\/title>\n<meta name=\"description\" content=\"Calm and Headspace losing app engagement: What&#039;s behind the shift? 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