How much longer can the Pokémon Go phenomenon last? If the latest data is any indication, much longer than you might think.
On Monday, nearly 6% of all U.S.-based Android owners were playing Pokémon Go, exceeding usage for some of the world's most popular services, including Netflix (nflx), which was running on 3.6% of Android devices, and Pandora (p), which topped out at 5.7% of Android products, according to new data from digital-tracking company Similarweb. It easily bested Twitter's (twtr) 4.1% usage.
While Pokémon Go's daily activity was seemingly high, it still paled in comparison to Facebook Messenger, which was used by 22.1% of all Android device owners in the U.S. Facebook (fb)-owned Instagram was in use on 13.1% of devices.
Regardless, Pokémon Go has become a global phenomenon. The game allows players to search for, capture, and train Pokémon characters around their environment thanks to a technology known as augmented reality, which displays graphical characters (in this case, Pokémons) over the real world captured via the device's camera.
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Since its launch on July 6, Pokémon Go's popularity has soared astronomically. Last week, it was used by more people than Tinder and was, at that time, closing in on Twitter. Now that it's surpassed Twitter, it has its sights set on photo-sharing service Snapchat and Facebook-owned messaging app WhatsApp. It's also been crowned as the most popular mobile video game in history by survey company SurveyMonkey and is estimated to have had 21 million daily active users at its peak in the United States.
However, daily activity is just one metric by which a game can be judged. Similarweb, which only analyzed Android usage and not iOS usage, specified that while Pokémon Go has attracted more use than some of the world's most popular apps, it's yet to match them on downloads. In fact, as of July 11, Pokémon Go was running on 10.8% of all Android devices. In comparison, Spotify is installed on 17% of Android devices and Twitter 20%.
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Regardless, Similarweb anticipates continued growth for Pokémon Go as its popularity continues to skyrocket and more markets around the world get a chance to play the game. All the while, its developer Niantic, along with Nintendo, the Pokemon Company, and Google, will be enjoying all that success.