Digital sexual wellness market likely to reach $1bn by 2025: Juniper Research

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A new study from Juniper Research has found that the total revenue from digital sexual wellness content will surpass $950 million in 2025; rising from $323 million in 2020. Digital sexual wellness incorporates content for sexual education, health, and well-being.

The new research, Sextech & Sexual Wellness: Market Strategies & Emerging Opportunities 2020-2025, identified in-app purchases as a key monetisation model for app developers in the digital sexual wellness market; allowing users to explore introductory content at no cost, before committing to spend on premium sexual wellness content.

As a result, the research forecasts that 62% of sexual wellness content revenue will be attributable to the in-app purchases model.

Growth in Sexual Wellness App Use to Extend Beyond Lockdown

The report found that revenue from sexual wellness apps will reach $160 million this year; growing 42% from 2019, and driven by unprecedented country-level lockdowns and increased spare time. It also predicts that this growth will be maintained into the longer term. The number of sexual wellness apps installed is predicted to increase from 106 million in 2020 to 134 million in 2025, as stigma towards the concept of sexual wellness lessens.

Research author Scarlett Woodford noted: ‘Despite increased adoption, sexual wellness will remain a niche industry over the next five years, but its inclusion in the health and well-being category will significantly increase its visibility to end users.’

Separation from Adult Content Key to Industry Success

The report predicts that over 60% of spend in the digital sexual wellness market will be attributable to North America and Europe by 2025, due to greater access to digital content stores, high levels of smartphone ownership and disposable income.

However, it highlights that future growth of digital sexual wellness content can be accelerated if it is perceived as being separate to the adult content industry. The research urges key stakeholders to continue to brand their apps as educational, and minimise adult content within their apps to accomplish this.

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