2026 Global Mobile Apps Marketing Trends White Paper

2026 Global Mobile
Apps Marketing
Trends White Paper
www .s o c i a l p e t a .c o m

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About

2
About
AdChampagne is a full -cycle mobile marketing agency . The team delivers high -performance campaigns
designed to accelerate the growth of your brand and business .They partner with the largest and most premium
traffic sources, including TikTok, Unity, Facebook, Google UAC, AppLovin , Snapchat, Pinterest, Reddit ,
and other exclusive platforms .
At the core of their philosophy are honesty and transparency – they aim to improve the professional and
everyday lives of everyone they work with . Today, AdChampagne brings together experienced media buyers
and creators whose expertise and approach truly stand out . All the work is built on data, analytics, and
proprietary optimization technologies developed in -house .

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CONTENTS
01
Marketing
Overview
Advertising
Overview
Trending App
Categories
Other App
Categories Top Regions Industry
Insight
* 02 03 04 05

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Industry Insight

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Ondrej Monsberger 丨 Co -Founder at PlayableMaker
When examining acquisition performance shifts in 2025 , the most significant changes were observed across search, paid social,
programmatic, and emerging interactive ad formats .These shifts were primarily driven by privacy constraints, reduced targeting granularity, and
astructural move toward creative -and intent -driven acquisition strategies .
Performance shifts across acquisition channels are supported by :
-Search and Store -Based Channels :Search and app store environments (including Apple Search Ads, Google Search, and store search
placements) gained importance as privacy changes made precise audience targeting more difficult .Intent -based traffic remained resilient,
continuing to deliver strong conversion performance despite broader signal loss .
– Paid Social and Programmatic Transformation : While paid social and programmatic channels remained core traffic sources, their
effectiveness increasingly depended on creative quality rather than targeting sophistication .As targeting options became more restricted,
creative execution emerged as the primary driver of CPI, ROAS, and retention performance .
– Growth of Interactive Ad Formats :Interactive formats — particularly playable ads — expanded rapidly beyond gaming into non -gaming
verticals .These formats enabled advertisers to pre -qualify users, communicate complex product value propositions quickly, and achieve higher
install quality and retention compared to static or traditional video ads .
-Creative -Led Budget Allocation :Advertisers increasingly shifted budgets toward channels that support scalable interactive creatives (such
as Meta, TikTok, SDK networks, and select search placements), reflecting a broader transition from channel -centric optimization to creative –
centric iteration .

7
Emre Bayram 丨 CTO at AppNava
When assessing how non -gaming apps balance short -term performance goals with long -term user value in 2025 ,most teams are
not directly optimizing for lifetime value .Instead, they approximate long -term outcomes using early behavioral signals that serve as proxies
for retention and monetization potential .
The evolving approach to performance and retention is supported by :
-CPI and ROAS as Filtering Metrics :While CPI and ROAS remain necessary for operational control, leading teams increasingly treat
them as filters rather than final objectives, using them to eliminate poor -performing traffic rather than define success .
-Reliance on Early Behavioral Proxies :Optimization is shifting toward identifying early indicators of long -term value, such as meaningful
engagement, organic return behavior, and interaction with core value features during initial sessions .
Cohort -Based Decision Making :Performance evaluation increasingly occurs at the cohort level, combining machine learning outputs with
human judgment to avoid false precision in noisy, privacy -constrained data environments .
-LTV Prediction as a Directional Framework :Rather than attempting to forecast exact revenue, leading teams use LTV modeling to
translate early behavioral patterns into directional guidance .These models identify which cohorts to scale, which creatives to prioritize, and
where onboarding adjustments are needed .
At the core of both challenges is a structural mismatch :long -term value is realized late, while acquisition and creative decisions must be
made early .Teams that gain an advantage in 2025 are those that make better early assumptions, learn faster from user behavior, and
continuously close the loop between marketing signals and product outcomes .

8
Ashley Schmitt 丨 Director of Marketing at YouAppi , Affle
When examining how non -gaming apps balance short -term performance goals such as CPI and ROAS with long -term user value and retention in 2026 ,
leading teams are increasingly treating growth as alifecycle rather than asingle conversion event .While efficiency metrics continue to guide spend, they are now being
directly connected to in-app behaviors that signal durability and future value .
This shift toward lifecycle -based growth strategies is supported by :
-Performance Metrics Linked to Durable Behaviors :CPI and ROAS remain core controls, but they are increasingly evaluated alongside indicators such as feature
adoption, repeat usage, and moments of high intent within the app .These early behaviors serve as practical proxies for retention and lifetime value .
-Optimization Around Meaningful In-App Events :Acquisition and re-engagement strategies are increasingly planned around actions that correlate with downstream
value, including first transactions, product usage milestones, and participation in time -bound experiences .This allows teams to maintain short -term efficiency targets
while improving visibility into long -term LTV outcomes .
-Retargeting as aCore Growth Lever :Retargeting plays acentral role in aligning short -and long -term objectives .Non -gaming apps are segmenting audiences by
recency, engagement depth, and behavioral readiness, then sequencing messages across mobile and CTV to reintroduce value at the most relevant moment in the user
lifecycle .
-Performance -Led Reactivation at Scale :Real -world campaign execution demonstrates how performance rigor can be applied to retention .For example, during a
high -profile Super Bowl campaign, YouAppi supported Fetch by reactivating lapsed users around alive in-app event .Audiences were segmented by inactivity windows
and optimized toward app opens and deeper participation .The campaign drove 372 ,000 users back into the app at an average cost per open of $1.06 ,exceeding
efficiency benchmarks while reinforcing higher -quality engagement .
-Integrated Growth Operating Models :Across the market, growth teams are increasingly integrating acquisition, reactivation, and retention into asingle operating
system .Rather than optimizing each stage independently, teams use real -time behavioral signals and cross -screen planning to inform continuous investment decisions .
As this approach becomes standard, partners such as YouAppi enable non -gaming brands to apply performance discipline beyond acquisition —extending itinto
retention and reactivation —ensuring that short -term efficiency supports sustained, long -term growth at scale .

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Steve P. Young 丨 Founder at App Masters
When analyzing why many non -gaming apps struggle to scale user growth, the core issue is rarely product quality .Instead, growth fails to scale because
itis not treated as asystem .Teams often invest heavily in building features while under -investing in the mechanisms that reliably bring users in and convert
them into revenue .
The most common challenges limiting scalable growth are supported by :
-Delayed Investment in Distribution :Many teams focus on product development for extended periods and only activate acquisition channels after launch .
Without early testing across ASO, paid social, and Apple Ads, there is no repeatable acquisition engine .As a result, product decisions are made without
feedback from real market demand .
-Growth and Product Operating in Silos :Acquisition, creative, and product development are often treated as downstream functions rather than integrated
inputs .This disconnect prevents learnings from distribution performance from influencing what features are prioritized or how the product is positioned .
-Weak or Late Monetization Signals :Fear of charging users too early leads many apps to delay monetization, resulting in unclear value exchange .This
weakens both retention and paid growth, as acquisition cannot be efficiently scaled without early revenue signals .
Practical adjustments to address these challenges include :
Testing acquisition channels in parallel with product development, allowing ASO, paid social, and Apple Ads performance to inform product and feature
decisions early .
Running early monetization experiments such as short trials, low -friction entry offers, and clearly positioned annual plans to establish value perception and
revenue per install .
Treating distribution, monetization, and creative execution as core product features rather than post -launch optimizations .
Non -gaming apps scale most effectively when growth is designed as an integrated system — where product, distribution, monetization, and creative strategy
evolve together based on continuous market feedback .

10
Asaf Yanai 丨 Co -Founder & CEO at Alison.ai
When evaluating non -gaming app marketing performance in 2025 ,the most significant structural change was the shift from media –
driven optimization to creative -driven performance .While channel mechanics, bidding systems, and targeting capabilities largely stabilized
across platforms, creative emerged as the primary constraint on scalable growth .
This structural shift is supported by :
-Convergence of Media and Targeting Capabilities :Across major platforms, targeting, bidding, and optimization tools have become
increasingly similar, reducing their role as performance differentiators and shifting competitive advantage away from media execution .
-Accelerating Creative Fatigue Cycles :Creative performance windows have shortened dramatically .In many cases, “winning” ads
deliver only a few days of meaningful impact before fatigue sets in, leaving limited time to diagnose why acreative worked or failed .
-Creative Burnout as a Growth Bottleneck :Creative teams are under increasing pressure to produce and iterate at higher velocity, often
without sufficient time or signal clarity .This has made creative throughput and learning speed the dominant limiting factors in performance .
-Learning Speed Overtaking Spend as a Competitive Advantage :Teams that outperform are not those spending more, but those
learning faster . Leading advertisers treat creative as a system, closely monitoring early performance signals and iterating before
performance collapses rather than reacting afterward .
-Creative as Core Growth Infrastructure :Creative has transitioned from a tactical asset to foundational infrastructure .In saturated
markets, sustained growth depends on acreative system that enables speed, iteration, and continuous learning at scale .

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Nina Perik 丨 Marketing Director at MAF
When examining how non -gaming apps are evolving their use of gamification, the most notable shift is amove away from surface -level mechanics
toward more purposeful, behavior -driven design .Successful implementations increasingly focus on relevance — aligning gamified elements directly with
core user motivations and product value .
The evolution of gamification in non -gaming apps is supported by :
-From Generic Mechanics to Behavior -Led Design :Apps are moving beyond basic points and badges toward systems intentionally designed to
reinforce specific user behaviors .Gamification is no longer additive ;itis embedded into the core experience to guide how and when users engage .
-Alignment with Intrinsic User Motivation :Leading examples such as Duolingo and Strava demonstrate that effective gamification directly maps to
why users use the app in the first place .Streaks encourage daily learning habits, leaderboards tap into competitive motivation, and progress systems
make long -term goals feel achievable .
-Immersive Experiences for Traditionally Low -Engagement Tasks :Gamification is increasingly used to transform functional or traditionally “boring”
activities into engaging experiences .In fintech, for example, some apps allow users to build and grow virtual environments — such as cities or worlds —
based on real financial behavior, turning routine actions into interactive progress .
-Psychology -Driven, Purposeful Implementation :Gamification delivers results when designed around user psychology and tightly aligned with the
behaviors an app aims to encourage .Features that lack clear behavioral intent tend to add novelty without improving retention or value .
As gamification continues to mature, the trend is moving toward deeper, more immersive, and more personalized systems .Looking ahead to 2026 ,
successful non -gaming apps are expected to explore new forms of gamification that further blur the line between utility and engagement, reinforcing
long -term habits rather than short -term novelty .

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Mesut Numanoğlu 丨 Genel Sekreter at TMUG Kulübü
When assessing user attention in 2025, non -gaming apps are increasingly competing directly with mobile games. This shift is very real, as users have
a finite “attention budget,” and gaming has historically captured a large share through fast dopamine loops, clear progressio n s ystems, and social
reinforcement. Non -gaming categories — such as social, short -form video, shopping, finance, health, and productivity — are adopting similar engagement
mechanics, including personalization, streaks, rewards, communities, and creator ecosystems, thereby capturing a larger porti on of user attention.
The implications for acquisition and engagement strategies are supported by:
-User Acquisition Optimized for Attention, Not Just Installs : CPI alone is insufficient. Teams must focus on metrics that capture downstream value,
including LTV, retention, session frequency, and payback periods.
-Entertainment -Native Creative Strategy : Creatives must hook users within the first 1 –2 seconds, communicate a clear value moment, and feel like
organic content, particularly for TikTok/Reels -style placements.
-Accelerated Value Delivery : Onboarding flows need to deliver immediate, tangible wins. Users quickly abandon apps if the perceived value moment is
delayed, especially with multiple competing attention products on the device.
-Habit -Forming Retention Mechanisms : Streaks, smart reminders, challenges, personalization, and social features drive repeat engagement without
turning the experience into a “casino” or purely reward -driven system.
Segmentation and Lifecycle Messaging : Different user cohorts require differentiated strategies, including new user activation, reactivation of lapsed
users, and nurturing of high -value segments.
-Cross -Category Benchmarking : Non -gaming apps compete not just with direct category peers but with the most engaging products on the device.
This necessitates adopting best practices from top attention -grabbing apps across categories.

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Katya Madonova 丨 Marketing Lead at web2wave
When evaluating non -gaming app marketing in 2025 ,the most significant structural change was the mainstream adoption of web 2app
funnels as a paid acquisition channel .This approach, in which users complete onboarding and payment on the web before downloading
the app, moved from aniche tactic to standard practice, enabling improved measurement, faster cash flow, and enhanced experimentation .
The impact of web 2app adoption is supported by :
-Restoration of First -Party Attribution :Web funnels capture real -time user behavior, including clicks, quiz completions, and purchases,
bypassing limitations introduced by iOS 14 .5+ and privacy -driven changes to SKAN or Meta Aggregated Event Measurement .Accurate
signals allow algorithms to optimize ads more effectively than probabilistic or aggregated data .
-Improved Unit Economics :Apps retain over 95 % of revenue via web funnels compared to roughly 70 % through app stores after platform
fees .Faster payouts (1–2days versus 30 –45 days) allow teams to reinvest in acquisition campaigns more quickly .
-Flexible Experimentation and Iteration :Web 2app funnels remove app store review constraints, enabling rapid testing of pricing, paywall
designs, onboarding flows, and other conversion optimizations .Users who pre -qualify themselves through quizzes or early payments are
more likely to engage and retain post -install .
-Portfolio Diversification in Acquisition :Rather than replacing direct -to -app campaigns, web 2app funnels serve as a parallel channel,
reducing reliance on asingle acquisition path in apost -IDFA environment .This diversification strengthens overall growth resilience .
-Enhanced Retention and LTV :Pre -qualified users entering the app via web funnels demonstrate higher retention and long -term value,
resulting from both improved targeting and more engaged onboarding experiences .

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Sasha Goncharov 丨 CEO, Co -founder at Spiral
When evaluating the non -gaming app landscape over the next 12 –18 months, health and finance apps leveraging AI are expected
to experience breakout growth . These categories combine proactive, high -context personalization with tangible outcomes in two
fundamental areas of life :physical health and wealth management .
The anticipated growth in these categories is supported by :
-AI -Powered Personalization :With user permission, health apps can integrate data from wearables and lab results, while finance apps
can connect to bank accounts, crypto wallets, and transaction histories .AI models turn this data into actionable guidance, alerts, and next –
best actions .
–Vertical Specialization and Integration :While large AI assistants like ChatGPT and Gemini provide broad capabilities, specialized apps
succeed by offering tighter vertical focus, superior integration with domain -specific data, and solutions tailored to specific user needs such
as chronic conditions, gut health, budgeting, investing, or tax optimization .
-Trust and Regulatory Alignment :Apps that provide strong data privacy, regulatory compliance, and transparent handling of sensitive
health or financial information have acompetitive edge in adoption and retention .
-Proactive Engagement :These apps can act before the user needs intervention, providing contextually relevant insights and prompts that
drive habitual usage and long -term retention .

1
Market ing Overview
01

3
Market Overview
The AppsFlyer report “Top 5 Data Trends of 2025 and Predictions for 2026 ”, based on the analysis of 32 billion paid installs,
45 ,000 apps, and 45 billion remarketing events, highlights a significant transformation of the global mobile marketing
landscape .
In 2025 ,total user acquisition spend reached $78 billion, marking a 13 % year -over -year increase .However, this growth was
driven exclusively by iOS : investments in Apple’s ecosystem grew by 35 % , while Android budgets effectively stagnated,
showing a 1% decline .
The primary contributors to the increase in marketing spend were non -gaming verticals, particularly eCommerce, FinTech, and
Betting, confirming that mature industries continue to invest heavily in sustainable growth and the acquisition of high -quality
users .

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+30% YoY eCommerce
+20%
+15%
+10%
+12%
FinTech
Betting & Gambling
Delivery & Mobility
Health & Wellness
$18 +40%
Strong iOS focus
High LTV
High dependency on seasonality and promotions
$28
$32
$22
$14
+55%
+70%
+35%
+25%
High conversion costs
Strict traffic quality requirements
Long decision -making cycle
One of the highest ARPU levels on the market
Aggressive acquisition strategies
Strong retention focus
High competition in urban areas
Strong dependence on local economic conditions
High sensitivity to order frequency
Strong organic demand
Highly engaged audience
Growth in premium iOS segment
Avg. CPM Remarketing
Growth Key Characteristics
Marketing
Spend Growth
(2025)
Vertical
$4.8
$5.2
$3.1
$2.0
$2.4
Avg. CPI
Top 5 Non -Gaming Verticals of 2025

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Key Market Shifts in Performance Marketing in 2025
Performance marketing in 2025 is undergoing several structural changes:
⚫ AI -generated content significantly reduces creative production costs, enabling brands to test a higher volume of formats.
⚫ Platform algorithms (Meta, TikTok, YouTube, VK Ads) increasingly optimize toward creative performance rather than
targeting.
⚫ Ad formats are becoming shorter, faster, and more native – speed of value delivery matters more than production quality.
⚫ CRE (Creative Rate of Efficiency) has emerged as a core KPI, measuring how quickly and cost -effectively each creative
generates results.
We will analyze the advertising effectiveness in performance marketing across three core formats: video, static, and playable
ads.

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Video Formats in 2025
In 2025 , video accounted for
approximately 70 % of total social
ad inventory, driven by algorithmic
prioritization, higher attention
retention, stronger CTR and CVR
in mid -funnel stages, and the
ability to demonstrate product
value within the first 2-3 seconds .
Main trends in 2025
Premium In -App
Social Paid
Programmatic
Search
UGC Video
(Pseudo -Native)
Premium In -App
Social Paid
Programmatic
Search
Premium In -App
Social Paid
Programmatic
Search
Premium In -App
Social Paid
Programmatic
Search
Product
Demo / Tutorial
Motion Static
Mid -Form Video
(>30s)
• Before/after scenarios
• Unboxing & feature walkthroughs
• “How to use” / “3 reasons to try”
• CTR +20 -40% vs static
• CVR +15 -30%
• Lower CAC due to in -ad explanation
• Cheaper than video
• More noticeable than static
• Ideal for eCommerce and complex products
• 1 -3 sec micro -animations
• Vertical -first by default
• Deeper USP explanation
• Requires strong storytelling
• High efficiency in remarketing
• High trust factor
• Strong performance on cold audiences
• Problem → solution → demo within 10 -20 seconds
• Strong hook in first 1 -2 seconds
• Authentic delivery, minimal staging
Sources Format Key Characteristics
Joom

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Static Ads in 2025
Despite video dominance, static ads remain highly
relevant in 2025 – especially for testing phases and
Android traffic.
Static creatives offer the lowest production cost, fast
hypothesis testing, effective A/B testing of offers and
USPs, and strong performance in “quick -conversion”
scenarios.
They are particularly effective for advertisers
distributing via alternative app stores.
Premium In -App,
Social Paid,
Programmatic,
Search
Offer -First
Creative
Premium In -App,
Social Paid,
Programmatic,
Search
Premium In -App,
Social Paid,
Programmatic,
Search
Premium In -App,
Social Paid,
Programmatic,
Search
Product
Card / Catalog
Story -Driven
Static
AI -Generated
Static
Emphasis on price, discounts, savings,
minimal visual noise
Higher upper -funnel CTR, warming
audiences before conversion,
brand support
Unlimited visual variations, fast
production speed, strong market
adoption trend
Clear and bold offer, single visual focus,
concise USP, high contrast, strong CTA
Sources Format Key Characteristics
Main trends in 2025

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Playable Ads in 2025
Playable ads are among the
fastest -growing formats in 2025 .
Media sources continue increasing
interactive inventory due to its
ability to generate the deepest
engagement signals for
optimization algorithms .
Premium In -App,
Programmatic
UI Simulation
Playable
Premium In -App,
Programmatic
Premium In -App,
Programmatic
Premium In -App,
Programmatic
Premium In -App,
Programmatic
Feature Tryout
Playable
Challenge
Playable
Configurator Playable
Benefit Calculator
Playable
Focus on a single core feature or main USP
Gamified mini -task directly aligned with product logic
Mini -configurator allowing users to build
a personalized solution
Users input parameters and instantly see
personalized benefits
Interaction with a simplified version of the app interface
Sources Format Key Characteristics
Main trends in 2025
Cuze

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Key Metrics by Format
Optimal media mix for most non -gaming verticals: 70% Video / 20% Static / 10% Playable
CTR
CVR
CRE
Scroll Stop Rate
Frequency to Burnout
Hook Rate
Thumb Stop Rate
CTR
CAC / CPA
Creative Fatigue
VTR (long -form)
Engagement Rate
Completion Rate
Time to Engagement
Post -Interaction CTR
Install / Lead CVR
Static Video Playable

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Attention Metrics (2025)
Attention Time / Active
Attention Duration
Video: 2.5 -5 sec
Static: 0.2 -1 sec
Playable: 5 -12 sec
Scroll Stop Rate
Video: 20 -35%
Static: 10 -25%
Playable: 25 -45%
Conversion Metrics Economic Efficiency Metrics
Pre -CTA Engagement → CTA
Click Ratio
Video: 10 -20%
Static: 5 -10%
Playable: 20 -40%
Cost per Engaged User
(CPEU)
Video: $0.9 -$4.3
Static: $0.7 -$1.5
Playable: $1 -$5
Install -to -Action Rate
Video: 5 -10%
Static: 2 -7%
Playable: 8 -20%
The most interesting metrics to measure

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Universal Performance Metrics Table (All Formats)
2025 Benchmarks | Non -Gaming Mobile Apps
0.5 -1.7% CTR
3-10%
$2.5 -$8
$10 -$35
20 -35%
2.5 -5 sec
110 -180%
30 -40%
8-14%
Conversion Rate
(Install / Action)
CPI
CPA / CAC
Scroll Stop Rate / Attention
Stop Rate
Attention Time
Creative ROAS (7 -day)
Day 1 Retention
Day 7 Retention
5-15%
$3 -$9
$8 -$30
10 -25%
0.2 -1 sec
120 -200%
28 -38%
8-12%
0.3 -1.1%
Video Metric Static
8-20%
$3 -$7
$8 -$25
25 -45%
5-12 sec
150 -250%
30 -45%
0-15%
1.5 -4.0%
Playable Ads

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• UGC video
• Reels
• Static
• Carousel
• Collection
Meta (Facebook /
Instagram Ads)
• Vertical video
• Static
• AR
• Short -form video
• UGC
• Spark Ads
Snapchat Ads
TikTok Ads
$3 -8 $10 -30 High
$2 -6
$2 -6
$8 -25
$8 -25
Medium
High
engagement
6-12 sec UGC videos
Offer -first static
Carousel
Short UGC videos
AR creatives
UGC videos
Challenges
Fast reactive content
• Lifestyle
• Fashion
• Wellbeing
• Content apps
• Subscriptions
• Utilities
• FinTech
• EdTech
• Social apps
• FinTech
• Subscriptions
• eCommerce
• Utilities
• Wellbeing
• Betting
CPI
(USD)
CPA
(USD)
Audience
Quality Best Creative Formats Core Formats Source Best Verticals
(Non -Gaming)
Social Traffic Sources
WW Non -Gaming Apps, 2025
Part 1

13
• Feed
• Video clips
• Static
• Carousel
• Short video
• Static
• Banners
• Video
• Smart banners
VK Ads
BIGO Ads
(Bigo Live, Likee)
Yandex Ads
$1.5 -4
$1.5 -4
$1.5 -4
$5 -18
$6 -20
$5 -18
Good
Mixed
Good
Short videos
Meme -style creatives
Offer -driven static
Entertaining UGC
Dynamic short clips
Offer -driven static
Explainer videos
• Services
• Utilities
• eCommerce
• Social apps
• Social services
• Entertainment
• Content apps
• Betting
• FinTech
• eCommerce
• Local services
CPI
(USD)
CPA
(USD)
Audience
Quality Best Creative Formats Core Formats Source Best Verticals
(Non -Gaming)
Social Traffic Sources
WW Non -Gaming Apps, 2025
Part 2

27
Advertising Overview
02
Market scale, advertising rankings, marketing trends, and case studies

28
11 TikTok TikTok Pte. Ltd.
12 MoboReels
MOBOREADER TECHNOLOGY USA CO LTD
13 GoodNovel
SINGAPORE NEW READING TECHNOLOGY PTE. LTD
14 StardustTV HongXing Media Co.,Limited
15 Literie LITERIE PTE. LTD.
16 RocNovel rocnovel
17 KalosTV Kalos_ShortTV
18 FlickReels FARSUN PTE. LTD.
19 FlareFlow FlareFlow Pte. Ltd.
20 NovelBar Q-VOR PTE. LTD.
1 Temu Temu
2 NewsBreak Particle Media Inc.
3 DramaWave SKYWORK AI PTE LTD
4 NetShort NETSTORY PTE. LTD
5 ShortMax SHORTTV LIMITED
6 SHEIN Roadget Business PET.LTD.
7 DramaBox STORYMATRIX PTE. LTD.
8 ReelShort NewLeaf Publishing
9 My Drama HolyWaterLimited
10 GoodShort
SINGAPORE NEW READING TECHNOLOGY PTE. LTD
11 MoboReels
CHANGDU(HK) TECHNOLOGY LTD
12 KalosTV 明颜
13 StardustTV
HongXingMedia Co.,Limited
14 FlickReels FARSUN PTE.LTD
15 NovelaGo
Hong Kong Begin Wealth Limited
16 FlareFlow FlareFlowPte.Ltd
17 MetroNovel LITERIE PTE. LTD.
18 AnyStories READ ASAP LTD
19 Novellair QVON
20 Кабінет Продавця
Prom.ua UAPROM
1 NetShort NETSTORY PTE.
LTD.
2 DramaWave SKYWORK AI PTE
LTD
3 ShortMax SHORTTV LIMITED
4 DramaBox STORYMATRIX PTE.
LTD.
5 My Drama HolyWater Limited
6 ReelShort NewLeaf Publishing
7 GoodNovel SINGAPORE NEW READING
TECHNOLOGY PTE. LTD
8 GoodShort SINGAPORE NEW READING
TECHNOLOGY PTE. LTD
9 Literie LITERIE PTE. LTD.
10 RocNovel rocnovel
iOS Android
Top 20 Non -Game Apps by Advertising in 2025
Source: SocialPeta -Analysis of Top Apps by Advertising; advertisers are sorted (from high to low) by the number of their deduplicated creatives within the date range. Date Range: Jan -Dec 2025

29
Advertising Trends in Global Mobile Apps in 2025
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan 2024 -Dec 2025
Monthly active
advertisers in 2025
YoY 16.7% ↓ 105K
Monthly creatives per
advertiser in 2025
306 YoY 73.3% ↑
2025 saw a greater decline in mobile app advertisers .The monthly advertisers decreased by about 16 .7% compared with
2024 .There was a significant YoY increase in monthly creatives, mainly for drama apps and AI apps .Monthly creatives per
advertiser increased by about 73 .3% YoY to reach 306 in 2025 .
121 128
144
162
175 167
191 193 191 203
219 225 229
245
273
289
311
346
364 370
351
325
291 280
0.0 K
20.0 K
40.0 K
60.0 K
80.0 K
100.0 K
120.0 K
140.0 K
160.0 K
Jan 2024 Apr Jul Oct Jan 2025 Apr Jul Oct
Advertisers Monthly creatives

30
Most advertisers in 2025:
Europe
As of Dec .,2025 ,Europe recorded
over 181 K active mobile app
advertisers, the highest among all
regions .
Most creatives per advertiser
in 2025: Oceania
With its total advertisers far below average
and its total creatives around average,
Oceania had the highest creatives per
advertiser, followed by North America and
Middle East.
Europe reported the Most advertisers while South Asia
the lowest.
Middle East had the third most creatives per advertiser,
second only to North America.
App Advertising Trends in Top Countries/Regions in 2025
823 771 723 683
1007
738 683
800
619
752
0 K
20 K
40 K
60 K
80 K
100 K
120 K
140 K
160 K
180 K
200 K
North America Japan &
South Korea
Hong Kong, Macao
and Taiwan
Europe Oceania Southeast Asia South America Middle East South Asia Africa
Advertisers Creatives per advertiser
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan 2025 -Dec 2025

31
Number and proportion
of advertisers with new
creatives in 2025
305K 96.9%
Number and proportion
of new creatives in
2025
21.3M 94.5%
Compared with 2024 , 2025 reported a slight increase in the total number of advertisers with new creatives which
accounted for above 85 % in each quarter .
Total new creatives peaked in Q 3 of both 2023 and 2025 .Most apps released more creatives in summers .
89.0%
86.7%
88.5%
86.6%
80.6% 78.7%
79.9%
82.6%
87.5%
90.1% 89.0%
92.3%
70%
75%
80%
85%
90%
95%
0.0 K
20.0 K
40.0 K
60.0 K
80.0 K
100.0 K
120.0 K
140.0 K
160.0 K
180.0 K
200.0 K
Q1 2023 Q3 Q1 2024 Q3 Q1 2025 Q3
Advertisers with new creatives Share
73.5% 74.4%
79.9% 77.9% 78.9%
79.3% 76.8%
74.4%
76.6%
80.0% 78.3%
76.2%
50%
55%
60%
65%
70%
75%
80%
85%
0.0M
10.0M
20.0M
30.0M
40.0M
50.0M
60.0M
70.0M
Q1 2023 Q3 Q1 2024 Q3 Q1 2025 Q3
New creatives Share
Observations about New Creatives for Global Mobile Apps in 2025
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan 2023 -Dec 2025

32
Proportions of Mobile App Advertising by Category in 2025
Category Share of advertisers In comparison to 2024
Business & Office 14.25% 0.85%
Tool 12.48% 1.70%
Entertainment 8.03% 0.95%
Finance 7.83% 0.18%
Lifestyle 7.62% -1.50%
Health & Fitness 7.04% 0.69%
Productivity 6.97% 0.78%
Education 6.90% 0.92%
Shopping 4.60% -2.81%
Food & Drink 3.88% -0.70%
Category Share of creatives In comparison to 2023
Entertainment 33.86% 15.06%
Reading 25.15% 10.76%
Tool 6.44% -2.16%
Finance 4.40% -1.49%
Business & Office 4.16% -2.93%
Shopping 4.10% -7.13%
Lifestyle 3.18% -4.95%
Health & Fitness 3.12% -0.98%
Social 2.77% -0.35%
Productivity 3% -1.28%
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan 2024 -Dec 2025

33
Ad creatives on iOS &
Android in 2025
The ratio of creatives on iOS to
creatives on Android stabilized at 4:6.
The total number of creatives on both
iOS and Android was higher than last
year .But iOS had more creatives per
advertiser .
Creatives per advertiser on iOS in
H2 2025
648
Creatives per advertiser on
Android in H2 2025
602 42.44% ,23.2M
31.43% ,13.9M
28.53% ,11.9M
30.38% ,17.3M
27.49% ,15.1M
34.90% ,22.6M
40.90% ,29.2M
41.57% ,34.7M
40.85% ,44.2M
40.42% ,54.3M
57.56% ,31.5M
68.57% ,30.3M
71.47% ,29.8M
69.62% ,39.6M
72.51% ,39.9M
65.10% ,42.1M
59.10% ,42.2M
58.43% ,48.7M
59.15% ,64.1M
59.58% ,80.0M
0.0M 20.0M 40.0M 60.0M 80.0M 100.0M 120.0M 140.0M 160.0M
H1 2021
H2 2021
H1 2022
H2 2022
H1 2023
H2 2023
H1 2024
H2 2024
H1 2025
H2 2025
Advertising of Mobile Apps on iOS & Android in 2025
Ad creatives started to increase on iOS, resulting in a higher number of monthly creatives per advertiser than on Android.
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan 2021 -Dec 2025

34
# Company Name Number of
Advertised Apps Representative Apps
11 NewLeaf Publishing 2
12 Hong Kong Begin Wealth
Limited 4
13 QVON 2
14 QINRON 3
15 rocnovel 2
16 FARSUN PTE. LTD. 1
17 HongXing Media Co.,Limited 2
18 FlareFlow Pte. Ltd. 2
19 TikTok Pte. Ltd. 13
20 IReader 32
# Company Name Number of
Advertised Apps Representative Apps
1 SKYWORK AI PTE LTD 13
2 Temu 2
3
SINGAPORE NEW
READING TECHNOLOGY
PTE. LTD
8
4 NETSTORY PTE. LTD. 2
5 SHORTTV LIMITED 3
6
MOBOREADER
TECHNOLOGY USA CO
LTD
10
7 Huu Dai Pham 3
8 STORYMATRIX PTE. LTD. 3
9 LITERIE PTE. LTD 2
10 HolyWaterLimited 4
Source: SocialPeta –Advertising Intelligence –Company Analysis; companies are sorted by the total number of deduplicated creat ives for their products, from high to low. Each app package is counted as one advertiser. Date Range: Jan -Dec 2025
Top 20 Companies by Advertising in 2025

35
03
AI
Market scale, advertising rankings, marketing trends, and case studies
Trending App Categories

36
2026 will be the first year for AI apps going global to achieve their commercial value .The
industry’s focus will change from technology empowerment to scale monetization, driven by
mature technologies, market demands, and global development .
In terms of technologies, multimodality fusion and on -device AI will reduce the cost by 60 % .AI
apps will upgrade from tools to digital employees, offering complex reasoning and lightweight
experience as their core competence in the global market .Consumer -facing apps will focus on
AI micro dramas, creative tools, and other businesses for short -term monetization .Business –
facing apps will go deep into industrial inspection, smart energy, and other vertical fields .
In terms of market layout, North America and Europe will still stand out with paying users, while
Southeast Asia and Middle East will expect a market boom .The key is “hyper -local operation +
multi -platform seamless experience” .Chinese AI apps occupy an important position in the global
market, leveraging their advantages in open -source models and engineering prowess .
There will be big changes in the business model .Subscription and independent product charges
will become mainstream .AI -powered marketing and automated decision -making for user growth
will lead to continuously increasing ROI .Law compliance and privacy security are the bottom –
line requirements .The idea “AI for good” will help enterprises break geographical barriers .
All in all, AI apps going global will form a pattern of technical progress, focused application fields,
and global collaboration in 2026 ,and will become the core driving force behind the growth of
Chinese digital services going global .
Al

37
Top 20 AI Apps by Advertising in 2025
11 ARTA AIBY
12 Dialogue: AI
Character Chat Pheon Inc.
13 ChatGPT OpenAI
OpCo,LLC
14 Friday AI Email
Writer
PLAYERS
LINK INC
15 PicGo Now Tech
16 Easy Mail App Lab
Studios
17 Fast Launcher Innova Tool
18 AI Chat App -AI
Chatbot
Airport Flights
Status
19 Botify AI Ex -human, Inc
20 AI Chat
iKame
Applications –
Begamob
Global
1 SelfyzAI AIGX Technology
Co.,Limited
2 PolyBuzz
CLOUD WHALE
INTERACTIVE
TECHNOLOGY LLC.
3 Talkie SUBSUP PTE.LTD.
4 DevBytes Candela Labs
Private Limited
5 Perplexity Perplexity AI, Inc.
6 AI Chatbot –
Nova
SCALEUP YAZILIM
HIZMETLERI
7 AI Mirror
POLYVERSE
ENTERTAINMENT
INC.
8 Chai: Chat AI
Platform Chai Research Corp.
9 Momo SCALEUP YAZILIM
HIZMETLERI
10 DaVinci HUBX
11 DaVinci HUBX
12 MyTunes HUBX
13 Glam AI Glam Labs, Inc.
14 VivaVideo
Hangzhou Xiaoying Innovation Technology Co.,Ltd .
15 Livensa
FERASET YAZILIM VE DANISMANLIK ANONIM SIRKETI
16 SpeakApp AI VoicePop Inc.
17 ImagineArt vyro.ai pvt ltd
18 Arvin® -AI
Logo Maker IdeaLabs
19 Artimind
Apero
Technologies
Group PTE.LTD
20 Cleaner Pure Pure Apps
1 PolyBuzz
CLOUD WHALE
INTERACTIVE
TECHNOLOGY LLC.
2 Perplexity Perplexity AI, Inc.
3 ARTA AIBY
4 Translate Lion
EIGHT
PUNCH(HONGKON
G)CO.,LIMITED
5 Hicut 成浩 于
6 AI Chatbot –
Nova
SCALEUP YAZILIM
HIZMETLERI
7 AI Mirror
POLYVERSE
ENTERTAINMENT
INC.
8 Now Translate MEGAMOBI
LIMITED
9 Question.AI 3HOUSE
10 Momo SCALEUP YAZILIM
HIZMETLERI
iOS Android
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jan –Dec 2025

38
Trends in Advertisers & Creatives for Global AI Apps in 2025
2025 witnessed a knockout match in the AI industry .Small and medium -sized products were forced out of business for being weak
in monetization and highly homogenized . As a result, the total number of advertisers declined by 48 % . Monthly creatives
peaked in December, probably due to the holiday marketing .There was a YoY increase of 83 .0% in monthly creatives per
advertiser .Total creatives increased by 13 .4% .
192 189
216
257 239 231
267 283 269 284
313 331
304
276
328
360 372 396
488
568 559
616
643
713
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Jan 2024 Apr Jul Oct Jan 2025 Apr Jul Oct
Advertisers Monthly creatives
Monthly advertisers Down 41.0%
2 . 15 K ↓
Monthly creatives per
advertiser Up 83.0%
469 ↑
Source: SocialPeta, based on data that were captured and analyzed.Date Range: Jan 2024 -Dec 2025

39
Most advertisers: Europe
North America and Europe recorded
the highest numbers of active AI app
advertisers of over 2.5K.
Highest share of creatives:
North America
About 66 .1% of the creatives were
released in North America .South Asia
contributed the smallest share of
creatives .
• Many advertisers were attracted to Europe thanks to its high Internet
penetration rate and diverse demand for AI apps .
• North America had the most mature commercialization system of AI
apps .Creatives were updated the most frequently to keep arousing
users’ interest .
• There were fewer advertisers and creatives in Hong Kong, Macao and
Taiwan and South Asia, because the markets were small or the AI
demand there was not completely activated .
AI App Advertising Trends in Top Countries/Regions in 2025
Source: SocialPeta, based on data that were captured and analyzed. A share of creatives was the percentage of total creatives that were released in a region. Date Range: Jan -Dec 2025
64.11%
54.42%
35.61%
20.80%
34.84% 31.77% 28.97% 31.50%
25.01% 24.42%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
0
500
1000
1500
2000
2500
3000
North America Europe Southeast Asia South Asia South America Japan & South
Korea
Oceania Middle East Hong Kong,
Macao and
Taiwan
Africa
Advertisers Share of creatives

40
Perplexity AI is a conversational search engine developed by former engineers of OpenAI and DeepMind .Built on large language
models and designed with a strong focus on real -time web search, the app features source traceability, multimodal interactions, and
complex multi -turn conversations .The app was selected as one of the Global Top 100 AI Apps in July 2025 .It was valued at over
$20 billion in September 2025 .
A Pathbreaker of Conversational Search Engines
Perplexity
Perplexity AI
Advertising Data
First advertising date: May 2024
Total deduplicated creatives: 57.9K
• With a sudden surge, its ad creatives peaked in Sep .– Oct .2025
just after its value increased and itwas included in the list of Global Top
100 AI Apps .Ad creatives were released when the app was gaining
traction .
• The U.S.market was far ahead in ad creatives .Most of the app’s
creatives were released in the U.S.where it was developed and had
the most target users .The app released the second and third most
creatives in India and Brazil .In those emerging markets with large
populations, the demand for AI apps increases fast and the app can
acquire users at a low cost .
0.0 K
2.0 K
4.0 K
6.0 K
8.0 K
10.0 K
12.0 K
14.0 K
2025/1/1 2025/3/1 2025/5/1 2025/7/1 2025/9/1 2025/11/1
Android iOS
Advertising trends in 2025
Hong Kong (China)
Spain
France
Indonesia
India
Top 10 Countries/Regions by Advertising
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jan -Oct 2025

41
Perplexity ’s creatives find a highly
efficient way of acquiring users through
a combination of trust -building,
problem -solving, and function
demonstration.
Real people interview:
The creatives start with controversial
topics to attract people’s attention, and
then mention problems in daily life
before talking about the app’s value.
Delete competitive products:
The creatives lower users’ decision –
making cost by using influencers and
create a cognitive shock by deleting
competitive products. The last part is
the product demonstration, visually
proving the app’s high efficiency.
Split -screen demonstration:
An influencer is sharing their using
experience on the upper screen and
the corresponding operations are made
simultaneously on the bottom screen as
proof, which is more convincing than
simply oral speaking.
Perplexity ‘s Excellent Active Ad Creatives
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. Date Range: Jan -Dec 2025

42
By the end of 2025 , ByteDance’s global AI app Dola (formerly Cici) surpassed 10 million DAUs and recorded 10 + million
downloads across Android and iOS in December alone .Focused on Southeast Asia and Latin America, the app grew rapidly
through localized operations and diverse features, topping the download charts in Mexico and ranking among the leading apps
in multiple markets .Dola has become one of ByteDance’s standout successes in taking AI apps global .
10M DAUs, Top Charts Worldwide: ByteDance led the global AI market
Dola
ByteDance
Advertising Data
First advertising date: Aug. 2023
Total deduplicated creatives: 147K
• Precise targeting on iOS : The app released relatively fewer but
precise ad creatives for iOS, especially in mature markets including
the UK (84 .56 % ) and Mexico (10 .98 % ).
• Its creatives started to rise significantly in July 2025 and peaked
in Nov .-Dec .,which was timed to coincide with Dola’s achievement
of 10 M DAUs and surging downloads . The increase in ad creatives
and the product growth created a positive flywheel effect .
0.0 K
5.0 K
10.0 K
15.0 K
20.0 K
25.0 K
30.0 K
2025/1/1 2025/3/1 2025/5/1 2025/7/1 2025/9/1 2025/11/1
Android iOS
Advertising trends in 2025
Argentina
Chile
Singapore
USA
The UK
Brazil
Malaysia
Mexico
Philippines
Indonesia
Colombia
Argentina
New…
Peru
USA
Philippines
Singapore
Indonesia
Mexico
The UK
Top 10 Countries/Regions by Advertising
Source: SocialPeta -Advertiser Analysis, displaying the new or relatively popular creatives within the date range. Date Range: Jan -Oct 2025

43
Dola is good at reaching its target
users through a combination of natural
product integration, practical tutorials,
and entertaining traffic -driving content.
Local influencers’ daily life:
The product is seamlessly woven into
many influencers’ everyday vlogs
through brief, real -life usage scenes
lasting under 20 seconds, making the
exposure feel authentic and unobtrusive.
Streamer -led tutorials:
The creatives start with real use cases,
followed by step -by -step demonstrations,
showing people how to use the app.
Street interview:
The creatives use viral funny images
and relaxing street interviews to attract
young target users. Prompts such as
“check the answer with Dola” effectively
convert curiosity into app downloads.
Dola’s Excellent Active Ad Creatives
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. Date Range: Jan -Dec 2025

44
It was one of the productivity apps with the greatest increase in downloads in 2025. Nearly 80% of its creatives were released for
iOS.
AI + Productivity: The Video Tool with a Max -Speed Growth in 2025
Videa
Pure Apps
Advertising Data
First advertising date: Feb., 2025
Total deduplicated creatives: 10.2K
• Its creatives on iOS were far more than on Android (a curve with
large fluctuation), and accounted for nearly 80 % of the total .
Creatives on Android were fewer, and exhibited minimal fluctuation,
serving as a supplementary channel .
• Among the Top 10 countries/regions by advertising, USA was in a
dominant position (far ahead of others in terms of shares of
creatives) ,followed by the Philippines and the UK .
0.0 K
0.2 K
0.4 K
0.6 K
0.8 K
1.0 K
1.2 K
1.4 K
1.6 K
2025/1/1 2025/3/1 2025/5/1 2025/7/1 2025/9/1 2025/11/1
Android iOS
Advertising trends in 2025
Belgium
New Zealand
Israel
Portugal
Canada
Brazil
Australia
The UK
Philippines
USA
Top 10 Countries/Regions by Advertising
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. Date Range: Jan -Dec 2025

45
Videa ’s creatives were mostly AI
videos combined with oral advertising .
The more novelty the video, the more
popular itwill be .
Novelty AI videos :
People will be more likely to click to
open novelty videos for visually
impactful scenes .
“Money -making” oral
advertising:
The oral advertising focused on how
“young people make money through
AI,” a publicity stunt for acquiring more
users .
Following trends :
Keep up to date with the latest popular
AI -generated images or videos, and
link the product with them .
Videa’s Excellent Active Ad Creatives
Source: Advertising data were from SocialPeta –Advertiser Analysis; the advertising audience data are summarized data and only for your information. Date Range: Jan -Dec 2025

46
04
Market size, top apps by advertising, marketing trends, case studies
Other App Categories

47
AI financial technologies are upgraded from “assistant tools” to “core productive forces”,
remodeling finance apps’ service logic and user experience .According to top platforms’
practical experience, AI financial technologies have been applied in three key links including
intelligent risk control, personalized service, and scenario interaction :
Intelligent Risk Control Reform :Wise, Airwallex ,and other cross -border payment platforms
optimize exchange rate calculation and fund routing by using AI technology, enabling some of
their transfers to arrive within 20 seconds and 95 % of their transfers to arrive within the same
business day .
Personalized Service Upgrade : PayPal has partnered with OpenAI to bring payments
directly into ChatGPT in 2026 , allowing users to find products to purchase and make
payments directly through ChatGPT conversations, creating a seamless loop of “demands —
search — transaction” .Retail banking apps,