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Triller’s S-1 filing claims 550M users, but its app installs fall far short, new data shows

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TikTok competitor Triller is getting ready to go public, however estimates from Apptopia name its self-reported consumer numbers into query.

Per Triller’s S-1 submitting, the short-form video app has had 550 million lifetime sign-ups. However market intelligence agency Apptopia estimates that Triller has been downloaded simply 73.2 million occasions since launch in 2015 — that’s 87% decrease than Triller’s personal stories. Apptopia’s information is barely inclusive of cellular app installs, which implies if Triller’s numbers are right, the remaining deficit must come through internet sign-ups.

Apptopia, a well-liked supply for app analytics, says that its estimates are 70% to 90% correct, on common. The corporate has tons of of shoppers, together with Visa, Andreessen Horowitz, Coca-Cola, Goal, Zoom and others.

Reached for remark, Triller maintains its numbers are correct. However this isn’t the primary time its personal numbers have come into query.

Picture Credit: Apptopia

When Triller tried to go public through SPAC in 2021, Billboard reported that the corporate claimed larger consumer numbers to the general public than it did to music rights holders. In a December 2019 press launch, Triller mentioned it had 26.5 million month-to-month energetic customers, although sources informed Billboard that its consumer base was truly half the dimensions; then, when Triller mentioned it had 50 million month-to-month energetic customers, Billboard’s sources mentioned this quantity was truly nearer to 25 million.

Triller CEO Mike Lu said on the time that “there isn’t a authorized definition of MAU/DAU.” (MAU and DAU are normal business metrics used to measure an app’s month-to-month or every day energetic customers.)

“Triller’s worth is in monetizing customers, not MAU or DAU. Up to now, the press has had a tough time understanding this,” he informed Billboard.

On the Google Play retailer, Triller’s obtain numbers additionally look comparatively low. Google Play signifies that Triller has over 10 million downloads. This might imply that the app has been downloaded anyplace between 10 and 50 million occasions (Google Play has badges for 10+ million downloads and 50+ million, however no designations in between).

Triller has had a number of weirder authorized dalliances all through its existence, past simply debates over consumer numbers. In the previous couple of years, Triller confronted particular person authorized actions from Sony Music, Universal Music Group and Timbaland and Swizz Beatz, all of whom accused Triller of owing them thousands and thousands of {dollars} in missed funds. Within the case of the UMG dispute, Lu described it as “a nasty ‘Punk’d’ episode.” The corporate was additionally present in a Washington Post report back to have missed many funds to creators in a Triller incubator program.

Picture Credit: Apptopia

Apptopia’s estimates additionally discovered that customers spend, on common, about 11 minutes per 30 days per gadget on Triller. Triller didn’t verify the determine, however a spokesperson informed TechCrunch that it “isn’t one thing that has any relevance to our enterprise mannequin.”

Per its S-1, Triller earned $47.7 million in income in 2022, but it surely has misplaced cash every year it’s operated. The corporate misplaced $195.6 million final yr, and in 2021, it misplaced $773.6 million.

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