iPhone in-app analytics firm Flurry has said that the audience of social games on the Apple devices is now rivally prime-time audiences in the US.
Citing the cancellation of the longest running TV drama, the CBS show "Guiding Light" which has been running since 1952, Flurry pointed to advertising revenue on US TV soaps falling nearly 30 per cent from 2005 to 2009 and then another 20 per cent in the first half of 2010.
Flurry said the industry had adapted by introducing a "glut of cheaper, but profitable competition reality shows" but iPhone applications were a disrupting shift in audience where iOS social games appeared middle of the pack in US prime time viewing figures according to data surveyed from 50,000 apps.
"Given that the app store only launched in July 2008, these figures are staggering. Mass consumption of applications on mobile devices has exploded in record time," Flurry spokesman Peter Farago wrote on the firm's Blog.
"Also noteworthy is that the enormous audience these applications reach takes place every day, 365 days a year. Compared to a top television series, which airs 22 episodes a season, advertisers can reach a larger consumer audience through applications 15 times more frequently."
The company said that iOS social game users as an audience size ranked "somewhere between NBC’s Sunday Night Football and ABC’s Dancing with the Stars" and just 4 million viewers short of number one US prime-time show, American Idol.