Super Bowl 2024 mobile app play-by-play

In the wake of a Super Bowl that captivated audiences not just for its on-field gameplay but also for the high-profile romance between global pop icon Taylor Swift and football standout Travis Kelce, the event's digital aftermath offers a narrative as compelling as the game itself. This unique intersection of pop culture and sports brought unprecedented attention to the Super Bowl, with millions of new and diverse eyes glued to screens, eagerly following every play and halftime highlight. The ripple effect of this heightened interest was reflected in the realm of mobile app engagement, as highlighted by exclusive Adjust data.

This year’s Super Bowl not only delivered an unforgettable experience on the field but also catalyzed significant year-on-year (YoY) growth across several app verticals. Among the standout performers, music apps saw the biggest leap in session lengths this year with a 143% YoY increase. This is reflective of Spotify’s reported 550% increase in streams of Usher’s songs following his halftime performance. Sports games, mobility apps, and trivia games also saw notable YoY increases at 13%, 6%, and 6% respectively.

App installs also experienced a helping hand from Super Bowl engagement. Super Bowl parties made sure to integrate apps into the football festivities, as evidenced by Adjust data. Among the verticals to see the largest lift were food delivery apps at 29% above the year’s daily average on Super Bowl Sunday, trivia games at 25% above the daily average, and sports games at 15% above average.

Food delivery apps, in particular, saw early preparation (likely for both the Super Bowl and Valentine’s Day) with users getting a head start at the beginning of the month. From February 1 to 4, installs saw a lift compared to the daily average, peaking on February 3 and again the day before the Super Bowl at 32% above average both days.

However, not everyone leaned into the convenience of food delivery. For those who opted not to order in, recipe apps saw an install elevation of 11% on Super Bowl Sunday. Unsurprisingly, sports app installs also jumped over the 2024 YTD daily average. Viewers kept an eye on sports news, with installs 14% above average on the day of the Super Bowl, and joined in on the festivities with sports games, at 15% above average.

Shopping apps had their time to shine this year with sessions up 25% YoY on Super Bowl Sunday compared to 2023. However, not everyone stayed home and shopped from their phone; mobility apps experienced growth across a number of metrics, including sessions. At 25% session uplift YoY, and mobility app sessions rising 8% above the daily average on Super Bowl Sunday, it was clear that an increasing number of consumers wish to take driving and parking out of the equation for the day.