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So musicians should support streaming services that limit the free usage period – preferably to about three months.
The same effect can be observed in Vietnam, where access to Facebook is also restricted but active usage is growing owing to expanding VPN adoption.
And who's active usage is falling?
Monthly active usage of messaging apps has eclipsed social media – with daily usage rapidly accelerating.
But there is a difference, as Kosner points out, between "active" usage and "passive" usage.
While this summer Instagram said its monthly active users had hit 500M, doubling its active usage in two years.
A full charge was good for around 15 hours of actual usage, with over a day and a half of standby time, with a heavy usage period that involved a lot of video viewing on a plane bringing that down to just shy of a day with nearly 11 hours actual active use.
Otherwise, you'll need to obsess over active usage and ongoing engagement of your customers.
More midcore games are also climbing in active usage.
The company doesn't disclose active usage numbers.
Considering Slack sees 320 million minutes of active usage per weekday, that breaks down to about 140 minutes of usage per user per weekday.
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