A new study shows that most of us are yearning for entertainment from our favourite apps.

Bright shiny things

The report from Sensor Tower reveals US users are spending more cash on iPhone apps, and the trend doesn't look like slowing soon.

The average mobile user lashed out US$40 on apps in 2016, compared to US$35 the previous year.

Make me smile

The fastest growing category is Entertainment, including Netflix, HBO NOW, and Hulu. Indeed, this category has seen a 130% year-on-year increase.

Many of these users are "cord cutters", those trading in cable TV contracts for streaming. 

HBO NOW has over 2 million subscribers – double the number one year ago.

Netflix posted US$7.9 million in gross revenue back in Q4 2015, in the final quarter of 2016 that figure ballooned to US$58 million.

Less is more

Amid the thirst for paid apps, the number of apps we use is actually declining.

Sensor Tower found the average number of new app installs dropped from 35 to 33 in 2016.

To find out more visit sensortower.com.