How much do you think the average consumer would pay for YouTube, Facebook or Twitter on a monthly basis?
Not a whole lot, according to new research from the McGuffin Creative Group.
In fact, most consumers would only shell out $4.20 per month for YouTube — and that’s more than any other app on the market.
For its findings, the Chicago-based agency paid a market-research platform to survey about 2,000 U.S. adults. To establish revenue projections, it then used the latest publicly available data from top app makers, with regard to annual ad-based revenue and number of active monthly users.
That produced some interesting results.
For example, the agency found that women would pay 20% more than men for Google Maps, Facebook and Pinterest, while millennials would pay 78% more for Instagram and 42% more for Google Maps, compared to baby boomers.
According to this unique analysis, three Google properties (YouTube, Google Maps, and Google Drive) topped the list of most valuable apps.
Putting Facebook in fourth place, 64% of respondents said they would only pay $2.92 per month for access to the social-media app.
While it might be an apples-to-oranges comparison, that’s far less than the $9 per month that Netflix charges for its entry-level service.
As for Facebook Inc.’s other properties, 70% said they would pay $2.56 for Instagram, while 66% of respondents said they would pay $2.52 for Facebook Messenger and 89% said they would pay $2.38 for WhatsApp.
Performing even worse, 72% of respondents said they would only pay $2.35 per month for Twitter; 74% said they would pay $2.11 for Pinterest; while 77% said they would pay $1.89 for Snapchat.
Continuing with its hypothetical exercise, McGuffin also compared each company’s current ad revenue against what they would earn if they charged the percentage of users willing to pay the average amount respondents established per app.What it found: If YouTube charged users $4.20 per month for access to its app (and every user agreed to that cost), the unit’s projected annual revenue would approach $70 billion — nearly 2,000% more than the $3.4 billion it collected in 2018.