The 2025 Middle East App Growth Report

FA LL 2 0 25
T h e 2 0 25 M id dle E ast
A pp G ro w th R ep o rt
In sid e t h e S hif ts in S pen d , S tr a te g y, a n d C onsu m er
B eh av io r D riv in g t h e R eg io n

Tab le o f C on te n tsIntroductionExecutive SummaryMethodologyThe State of the App Market in the GCCCategory Growth and Emerging LeadersSeasonality and Consumer CyclesBudget Allocation & Future SpendAI & Creative VelocityTeam Size, Hiring, & Resources34781115192229ConclusionAbout Bidease & Sensor Tower3443Competition and the Rise of Super Apps44

This report arrives at a pivotal moment for app marketers in the region. Q4 2025
represents not just the busiest season of the year, but the crucial window when teams
finalize budgets and architect strategies for 2026. Success requires navigating both
imperatives simultaneously.
The 2025 Middle East App Growth Report is built for this dual challenge. By synthesizing
market intelligence from Sensor Tower with ground truth from 425 regional app
marketers, we surface the patterns that matter now and the shifts shaping tomorrow:
how budgets are moving between UA, brand, and retention; which channels and
platforms are delivering consistent scale — and which are falling short; and how
seasonality, AI, and market maturity are reshaping strategies for 2026.
This report provides the strategic clarity teams need to capitalize on immediate
opportunities while building the foundation for the year ahead.
In tro du ctio n In d ex 3

Sau di A ra b ia K S A The 2025 Middle East Mobile App Growth Report combines Sensor Tower
market intelligence with insights from 425 app marketers across KSA,
UAE, and the wider region (surveyed Aug 2025 . Together, they reveal a
market that
down on user acquisition and AI to capture that growth while adapting to
shifting seasons, saturation, and evolving privacy rules.
E xe cu tiv e S um mary
Ku w aitE g yp tB ah ra inQ ata rO m an U nit e d A ra b E m ir a te s U AE
I n d ex 4

Middle East growth outpaces global
Downloads up 2.6% YoY in Q2 2025 vs 0.5% globally; IAP surpassed $700M
YoY) with the UAE leading revenue growth at
Category standouts
Finance and Food & Dining led download growth
rose 77% YoY on AI-driven apps; ChatGPT ranked #3 by revenue after TikTok and
Shahid. Within Finance, Digital Wallets and Consumer Banking led adoption.
Competition & formats
Global entrants
region shopping apps held share in KSA and gained in the UAE. Super-app
momentum accelerated across the GCC.
Seasonality & cycles
Shopping downloads spike
activity follows salary cycles, peaking at month-end in KSA and showing a different
pattern in the UAE.
Key I n sig h ts
Where The Market Is Moving
In d ex

Key I n sig h ts
UA stays central, brand/retention amplify
Most plan to increase UA
and retention
Video dominates budgets; performance at scale is execution-
sensitive
Increases concentrate on TikTok
trim spend
consistent.
AI is in production with high creative velocity
Marketers use AI for ad creative generation
allocation
multiple times per week, supported by creative automation
Regional dynamics: Shifting seasons, real saturation, mature
measurement
61.41% see new seasonal windows; 52.00% cite saturation in KSA/UAE. Privacy
headwinds are led by limited first-party data
Mode/GA4
outpace last-click.
How Marketers Are Responding
In d exK ey In sig htsIn d exK ey In sig htsIn d ex

Meth odo lo gyThis r e p ort c o m bin es m ark e t in te llig en ce f r o m S en so r T ow er a n d s u rv e y in sig hts f r o m
B id ease t o p ro vid e a c o m pre h en siv e v ie w o f m ob ile a p p g ro w th in t h e M id dle E ast.
S en so r T o w er M eth odo lo gyD ata in t h is r e p ort w as s o urc e d f r o m S en so r T ow er
co ve rin g iO S A pp S to re a n d G oog le P la y d ow nlo ad s a n d in -a p p p urc h ase
fr o m J an uary 2 0 23 t o J u ne 2 0 25.
A ll f ig ure s r e p re se n t u niq ue in sta lls p er u se r a c co unt a n d g ro ss IA P r e ve n u e ( in clu siv e
o f a p p s to re f e es). A nd ro id d ata r e fle cts G oog le P la y S to re o nly . T he G CC r e g io n
in clu d es S au d i A ra b ia , U nit e d A ra b E m ir a te s, K uw ait , Q ata r, B ah ra in , a n d O m an .
C ou ntr ie s
UAE, Saudi Arabia,
Qatar, and Egypt
S urv ey p erio d
August 2025
S urv e y D esig nSurv ey p artic ip an ts
425 mobile growth marketers
in the Middle East
E xc lu sio n s
No experience with
programmatic or non-app
marketers
S urv e y S tru ctu reT op ic a re as c o vere dBud g ets & f u tu re s p en d
T ech no lo g y & c h an nels
( in clu d in g A I
Team d esig n & r e so urc in g
R eg io nal d yn am ic s ( s e aso nalit y ,
sa tu ra tio n, p riv ac y/m easu re m e
S cre en in g C rit e riaE xp erie n ce l e v el
Moderate to extensive
programmatic advertising
experience
K ey In sig htsIn d ex 7

Th e S ta te o f t h e A pp
M ark e t i n t h e G C C
The Gulf
spend, and time spent in apps all point to a strong, expanding market. Engagement
remains high across major categories, supported by steady revenue momentum.
This foundation sets the tone for how marketers will plan and prioritize growth in
2026.
WHER E T H E M ARKET I S M OVIN G K ey In sig htsIn d ex

GC C A pp E co n om y O utp ace s
G lo bal G ro w th
Q 1 2 0 23 GCC R egion
800M600M400M200M0
Q1’23 Q2’23 Q3’23 Q4’23 Q1’24 Q2’2 4 Q3’2 4 Q4’2 4 Q1’25 Q2’25
Dow nlo ad sT he m ob ile a p p m ark e t is s tr o ng a c ro ss t h e G CC c o untr ie s. D ow nlo ad s in t h e r e g io n
w ere u p 2 .6 % y e ar- o ve r- y e ar
g lo b ally .
Note : iO S a n d G oog le P la y c o m bin ed . In -a p p p ru ch ase
b y t h e a p p s to re s., G CC r e g io n in clu d es S au d i A ra b ia , U nit e d A ra b E m ir a te s, K uw ait , Q ata r, B ah ra in , a n d O m an . K ey In sig htsIn d ex 9

Tota l t im e s p en t in t h e G CC s u rp asse d 2 0 b illio n h o urs f o r t h e f ir s t t im e in Q 2 2 0 25,
u p 4 % Y oY .
GCC R egion
20B15B10B5B0
Q1’23 Q2’23 Q3’23 Q4’23 Q1’24 Q2’2 4 Q3’2 4 Q4’2 4 Q1’25 Q2’25
Tim e S pen t G C C R eg io n
$80 0M$6 00M$4 0 0M$20 0M0
Q 1’2 3 Q 2’2 3 Q 3’2 3 Q 4’2 3 Q 1’2 4 Q 2’2 4 Q 3’2 4 Q 4’2 4 Q 1’2 5 Q 2’2 5
In -A pp P urc h ase R eve n u eIn -a p p p urc h ase
m illio n in Q 2 2 0 25
p artic u la rly s tr o ng in t h e U AE
K ey In sig htsIn d ex 10

Cate g o ry G ro w th a n d
Em erg in g L e ad ers
Growth is strongest in high-engagement verticals. Finance and Food & Dining
continue to lead by downloads, while AI-powered Software apps drive revenue gains.
Within Finance, Consumer Banking and Digital Wallets lead adoption, with Buy Now
Pay Later usage rising in Oman, Kuwait, and Qatar. Convenience, trust, and utility now
define where users spend time and money.
W HER E T H E M ARKET I S M OVIN G K ey In sig htsIn d ex

Fin an ce a n d F o od & D in in g C ap tu re
D ow nlo ad M om en tu m
TO P A PP G EN RES I N G CC, I O S A N D G O O GLE P LA YDow nlo ad s
GCC R egion
Softw ar e
Media & Ent ertainment
Shopping
Financial Ser vices
Tra vel & T ourism
Food & Dining Ser vices
Law & Gover nment
He alth & W ellness
Religion & Spir ituali ty
Jobs & Educ ation
0 100M200M300M400M500M
H1 2024 H1 2025
5%
7%
34%
7%
31%
17 %
14%
6%
7%
Y oY G ro w thF in an ce a n d F o od & D in in g le d d ow nlo ad g ro w th in H 1 2 0 25, w it h b oth g en re s
e xc e ed in g 3 0 % Y oY g ro w th in t h e G CC. C onsu m er F in an ce a p ps
W alle ts & P 2P P ay m en ts ) a n d L e n d in g a p ps w ere t h e m ain d riv e rs o f F in an ce a p p
dow nlo ad g ro w th .
K ey In sig htsIn d ex 12

TO P A PP G EN RES I N G CC, I O S A N D G O O GLE P LA YIn -A pp P urc h ase R eve n u e
GCC R egion
Media & Ent ertainment
Sof tw ar e
Jobs & Educ ation
Health & W ellness
Lifesty le & Ser vices
Financial Ser vices
Tra vel & T ourism
Religion & Spir ituali ty
Shopping
Aut o
0 $200M$400M$600M$800M
H1 202 4 H1 2025
18%
77%
16%
17 %
22%
57 %
18%
14%
35%
25%
YoY G ro w thA ll t o p g en re s s a w s tr o ng IA P r e ve n ue g ro w th in H 1 2 0 25 ( e ac h o ne s u rp asse d 1 5 %
Y oY g ro w th ).
A I g av e a n ic e b oost t o t h e S oftw are g en re a s r e ve n ue c lim bed 7 7% Y oY . C hatG PT
ra n ke d # 3 o ve ra ll b y r e ve n ue in t h e r e g io n in H 1 2 0 25, o nly b eh in d T ik T ok a n d S hah id .
Note : iO S a n d G oog le P la y c o m bin ed . In -a p p p ru ch ase
G CC r e g io n in clu d es S au d i A ra b ia , U nit e d A ra b E m ir a te s, K uw ait , Q ata r, B ah ra in , a n d O m an .A I a n d E n te rt a in m en t A pps
D riv e R eve n ue G ro w th
K ey In sig htsIn d ex 13

Fin an cia l I n nova tio n R is e s,
W hile C ry p to S ta ys N ic h e
DO W NLO AD T REN DS B Y F IN AN CE S U BG EN RE I N G CC I O S A N D G O O GLE P LA Y GCC R egion
05M10M15M20M
Q1 2023 Q2 2023 Q3 2023 Q4 2023 Q1 2024 Q2 202 4 Q3 202 4 Q4 202 4 Q1 2025 Q2 2025 Q3 2025
Consumer Banking Digital W allets & P2P P ayment s Buy No w, P ay Lat er
Inves ting & Financial Management Insur ance Lending Crypt ocur renc y Other
As w e s a w e arlie r ( # 3), F in an cia l S erv ic e s w as t h e f a ste st g ro w in g g en re b y
dow nlo ad s in H 1 2 0 25 in t h e G CC.
The le ad in g s u b g en re s, C onsu m er B an kin g a n d D ig it a l W all e ts & P 2P P ay m en ts , b oth
s a w s tr o ng g ro w th .
B uy N ow P ay L ate r a d op tio n s a w a n ic e u p tic k in Q 3 2 0 25, in clu d in g s p ik e s in O m an ,
K uw ait , a n d Q ata r.
C ry p to a p ps s till h av e r e la tiv e ly lo w d ow nlo ad s in t h e G CC d esp it e a b it o f a s u rg e
fr o m Q 1 2 0 24
Note : iO S a n d G oog le P la y c o m bin ed . G CC r e g io n in clu d es S au d i A ra b ia , U nit e d A ra b E m ir a te s, K uw ait , Q ata r, B ah ra in , a n d O m an .
K ey In sig htsIn d ex 14

Com petit io n a n d t h e
R is e o f S uper A pps
Competition in the GCC app market is accelerating. Global platforms are expanding
while local ecosystems remain resilient. Telecom, fintech, and delivery companies
are introducing multi-service offerings that merge communication, payments, and
commerce. These shifts are redefining how consumers access services and interact
with brands.
WHER E T H E M ARKET I S M OVIN G K ey In sig htsIn d ex

Glo bal E n tra n ts E xp an d, B ut L o ca l
S hoppin g A pps H old G ro u n d
SH O PPIN G D O W NLO ADS B Y L O CAL V S. G LO BA L P U BLIS H ER S I N G CC,
IO S A N D G O OGLE P LA Y
Note : iO S a n d G oog le P la y c o m bin ed . R est o f G CC r e g io n in clu d es K uw ait , Q ata r, B ah ra in , a n d O m an . D ow nlo ad s
th e t o p 3 0 S ho p in g a p ps in t h e r e g io n.A f e w C hin ese -b ac ke d e ta ile rs e xp an d ed in to t h e G CC, in clu d in g T em u m akin g a b ig
p ush in t h e r e g io n s ta rtin g in la te 2 0 23. S H EIN , A lib ab a.c o m , a n d A liE xp re ss w ere
o th er n o ta b le im ports .
In te re stin g ly , t h e c o m petit io n f r o m t h ese im ports d id n o t r e su lt in a s ig nif ic an t d eclin e
in d ow nlo ad s f r o m b uilt – in r e g io n c o m petit o rs . B uilt – in R eg io n d ow nlo ad s h eld s te ad y
in S au d i A ra b ia a n d a c tu ally in cre ase d in t h e U AE.
Saudi Ar abia United Ar ab Emir ates Res t of GCC
02M4M6M8M10M12M14M
Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 Q1 202 4 Q2 202 4 Q3 202 4 Q4 202 4 Q1 2025 Q2 2025 Q3 2025
Built In-R egion Impor t Global, Oper ates Wi th Loc al Oper ator Glob al, Oper ates Wi thout Loc al Operator
K ey In sig htsIn d ex 16

Super- A pp M om en tu m
A cce le ra te s A cro ss t h e G C C
Tele co m a n d s tr e am in g
Saudi Ar abia United Ar ab Emir ates Res t of GCC
00.5M1M1. 5M2M2. 5M
Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 Q1 202 4 Q2 202 4 Q3 202 4 Q4 202 4 Q1 2025 Q2 2025 Q3 2025
stc p ay botim Vir gin Mobile STARZ ON
D O W NLO ADS T REN D F O R S ELE C T ” S U PER A PPS ” I N G CC I O S A N D G O O GLE P LA YW e
Fo r e xa m ple , b otim in clu d es a n um ber o f f e atu re s, f r o m m oney t r a n sfe rs t o v id eo c alls
t o A I a ssis ta n ce .
stc p ay a n d S T A RZ O N e xe m plif y h o w r e g io nal t e le co m s a re e xp an d in g b eyo nd
co nnectiv it y — in to f in an ce , m ed ia , a n d lif e sty le e co sy ste m s.
V ir g in M ob ile M EA , a c q uir e d b y B eyo nd O NE, s ig nals t h e s a m e d ir e ctio n, la y e rin g
fin te ch a n d d ig it a l s e rv ic e s o n t o p o f it s c o re m ob ile o ffe rin g .
K ey In sig htsIn d ex 17

Note : iO S a n d G oog le P la y c o m bin ed . R est o f G CC r e g io n in clu d es K uw ait , Q ata r, B ah ra in , a n d O m an .W hile in d iv id ual a p p p erfo rm an ce v arie s, o ve ra ll d ow nlo ad s f o r t h ese a p p in t h e G CC
is o n t h e r is e . T his is p artic u la rly t r u e in t h e f o o d d eliv e ry s p ac e , w hic h h as e xp an d ed
to d eliv e rin g o th er p ro d ucts lik e g ro ce rie s a n d p harm ac ie s.
Saudi Ar abia United Ar ab Emir ates Res t of GCC
00.5M1M1. 5M2M2. 5M
Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 Q1 202 4 Q2 202 4 Q3 202 4 Q4 202 4 Q1 2025 Q2 2025 Q3 2025
Ninja Careem talab at instashop Snoonu
F o od d eliv e ryD O W NLO ADS T REN D F O R S ELE C T ” S U PER A PPS ”
IN G CC I O S A N D G O OGLE P LA Y K ey In sig htsIn d ex 18

Seaso n alit y a n d
C on su m er C yc le s
Consumer behavior in the GCC follows distinct seasonal and financial rhythms.
Ramadan, Black Friday, and salary cycles drive predictable spikes in engagement.
Shopping and Finance apps see the highest variation in these cycles across markets.
Understanding these patterns allows marketers to time campaigns and budgets more
effectively.
WHER E T H E M ARKET I S M OVIN G K ey In sig htsIn d ex

Shoppin g P eaks D urin g
R am ad an a n d B la ck F rid ay
IN DEX ED S H O PPIN G A PP D O W NLO ADS B Y D A Y
O F T H E Y EA R I O S A N D G O OGLE P LA YL ate N ove m ber is p eak d em an d f o r s h o p pin g a p ps in t h e G CC, c o rre sp ond in g w it h
d eals f o r B la c k F rid ay a n d C yb er M ond ay . D ow nlo ad s s p ik e m ore t h an 3 0 % v e rs u s
th e t y p ic al d ay in S au d i A ra b ia a n d t h e U AE.
In S au d i A ra b ia , s h o p pin g d ow nlo ad s a ls o s p ik e in la te F eb ru ary t h ro ug h M arc h
d urin g R am ad an .
Saudi Ar abia United Ar ab Emir ates Res t of GCC
010%20%30%40%
1 15 29 12 26 12 26 9 23 7 21 4 18 2 16 30 13 27 10 24 8 22 5 19 3 17 31
N ote : iO S a n d G oog le P la y c o m bin ed . In d exe d d ow nlo ad s s h o w p erc e n t a b ove / b elo w d aily a v e ra g e o ve r t h e p ast f o ur y e ars

O m an .
K ey In sig htsIn d ex 20

Fin an ce U sa g e M ir ro rs
M on th ly I n co m e C yc le s
IN DE XED F IN AN CE A PP D O W NLO ADS B Y
D A Y O F T H E Y EA R I O S A N D G O OGLE P LA YIn S au d i A ra b ia , F in an ce a p p d ow nlo ad s s p ik e a t t h e e n d o f e ac h m onth a n d r e m ain
h ig h in to t h e b eg in nin g o f t h e n ext m onth . D ow nlo ad s a ls o s p ik e a h ead o f t h e n ew
ye ar.
T he U AE a n d r e st o f G CC s e e m ore m ute d s e aso nal t r e n d s. M ay t e n d s t o b e a p op ula r
m onth f o r F in an ce a p ps in t h e U AE.
Note : iO S a n d G oog le P la y c o m bin ed . In d exe d d ow nlo ad s s h o w p erc e n t a b ove / b elo w d aily a v e ra g e o ve r t h e p ast f o ur y e ars

O m an .
Saudi Ar abia United Ar ab Emir ates Res t of GCC
050%100%
1 15 29 12 26 12 26 9 23 7 21 4 18 2 16 30 13 27 10 24 8 22 5 19 3 17 31
K ey In sig htsIn d ex 21

Budget A llo ca tio n
& F u tu re S pen d
Budgets are tuned to scale UA efficiently. UA and retargeting form the spine, brand
strengthens differentiation and paid efficiency, and retention compounds value. Spend
follows attention in video environments, but money moves on evidence. The model is
simple. Rethink your core channels to drive efficiency by optimizing creative and
audience quality with AI, attribution, and internal dashboards.
HO W M ARKET ER S A RE R ES PO NDIN G K ey In sig htsIn d ex

Budget M ix 2 0 25:
U A a t t h e C ore , B ra n d a s a n A m plif ie r
↑ INCREASE ↓ DECREASE
Brand A war eness User A cquisition Ret argeting Ret ention
67 %
56% 51%
4 1%
W HIC H O F T H E F O LLO W IN G A RE Y O U I N CREA SIN G
O R D EC REA SIN G B U DG ET O N?
U A r e m ain s a p rim ary b u dget l in e
56% will increase UA, and 51% will increase retargeting, keeping UA at the core
of budgets.
B ra n d r is e s t o s u ppo rt U A
67% will increase brand awareness, while 41% will allocate a higher retention
budget to improve paid efficiency over time. Brand is being used to strengthen
differentiation and improve paid efficiency.
Sm art r e ca lib ra tio n , n ot r e tre at
25% will trim UA and 34% will trim retention as part of optimization. These cuts
look targeted to ROI rather than a move away from acquisition.
2 3 K ey In sig htsIn d ex

What U nlo cks B udget?
In pu ts & E n ab le rs
C re ativ e p erfo rm an ce m ove s m on ey
39% c it e s tr o ng er c re ativ e a s t h e t o p r e aso n t o a d d b ud g et. L o w er C PA s a re c it e d
b y o nly 5 % , w hic h s h o w s d ecis io ns f a v o r in p ut q ualit y o ve r d is c o unts .
A udie n ce t a rg etin g i s a c lo se s e co n d
38 % p oin t t o b ette r a u d ie n ce t a rg etin g a s a p rim ary r e aso n t o in cre ase s p en d . T his
in d ic ate s b ud g ets f o llo w s e g m en ts t h at s h o w c le ar lif t in c o re c o nve rs io n m etr ic s.
T h e t o ols t h at m ake b ig ger b u dgets p o ssib le
6 7% c it e A I- p ow ere d o p tim iz a tio n, 5 3 % r e ly o n in te rn al d ash b oard s, 5 0 % o n
attr ib utio n a n d a n aly tic s, a n d 4 4% o n c re ativ e a u to m atio n. T og eth er, t h ese t o ols
p ro vid e t h e s ig nal a n d s p eed t e am s n eed t o r e allo cate w it h c o nfid en ce
39%38%18%5% Cre ativ e p erfo rm an ce
A ud ie n ce t a rg etin g
A tt r ib utio n &
m easu re m en t
Lo w er C PA s
W HAT I S Y O UR P R IM ARY R EA SO N F O R I N CREA SIN G
IN VES T M EN T I N A G RO W TH C H AN NEL?
K ey In sig htsIn d ex 24

↑ INCREASE ↓ DECREA SE
TikTok Y ou Tube Met a XSnapchat UAC Shahid Apple
Se arch…
Pint eres t Mobile
DSPs
Reddi t
80% 80%
64%
47% 44%
36%
27 % 25%
19% 16% 11%
R eallo ca tio n b y P la tfo rm :
W here S pen d M ove s
WHIC H A DV ER T IS IN G P LA TFO RM A RE Y O U I N VES T IN G M ORE O R L E S S I N ? V id eo p la tfo rm s l e ad U A i n ve stm en t
Tik T ok a n d Y ouT ub e t o p t h e lis t, w it h 8 0 % o f m ark e te rs in cre asin g b ud g ets t o
c ap tu re r e ac h a n d a tte n tio n.
M eta a m ain sta y, w hile U AC ’s g ro w th r e m ain s s e le ctiv e
M eta b ud g ets r e m ain s te ad y a t 6 4 % , w hile U AC s p en d is m ore v aria b le a t 3 6% .
Cuts r e fle ct t u nin g, n ot r e tre at
Tik T ok
p erfo rm an ce a n d s c ala b ilit y v ary w id ely b y m ark e t a n d e xe cu tio n.
E ve n t h e m ajo rs g et o ptim iz e d
M eta a t 3 6% a n d U AC a t 2 8% a ls o s e e t r im s. T his in d ic ate s t h at t e am s a re
r e b ala n cin g a c ro ss a ll m ajo r p la tf o rm s t o a c h ie ve t h e m ost e ffic ie n t m ix .
K ey In sig htsIn d ex 25

Div e rs if ic a tio n & W hat L im it s I tW HAT H AVE B EEN Y O UR B IG GES T B A RRIE R S T O D IV ER SIF Y IN G
YO UR M ED IA M IX B EY O ND T H E M AJO R P LA TFO RM S?
Budget cons traint s
Limi ted me asurement and
attribution c apabili ties
Difficul ty t esting ne w creativ es
across plat for ms
Lack of loc al
par tners/in vent ory
Plat for m-specific le arning
cur ves
58%
45%
45%
30%
27 %
Budget i s t h e t o p b arrie r
58% cite budget constraints as the main limit to expanding beyond major platforms.
This shows that diversification and scale demand greater efficiency.
T h ro u gh pu t a n d m easu re m en t l im it e xp an sio n
45% report difficulty testing creatives across platforms and 45% report limited
measurement or attribution, indicating bottlenecks in asset production and proof,
which slows reliable channel adds.
M ark e t a cce ss a n d l e arn in g c u rv e s a d d f r ic tio n
30% cite lack of local partners or inventory and 27% cite platform learning curves.
This points to uneven access and enablement across the region.
Fo cu se d p o rt fo lio s a re t h e n orm
49% run 3 to 5 platforms, 28% run 6 to 10, and only 8% operate on 1 to 2, showing
that most teams switch and optimize within a focused set of core channels.
2 6 K ey In sig htsIn d ex

DSPs a re m ain stre am
80 % u se p ro g ra m matic D SPs t o d ay , a n d o nly 11% p la n t o r e d uce D SP b ud g ets .
T his s ig nals a r e silie n t p ath t o s c ale b eyo nd t h e b ig s o cia l p la tf o rm s.
K now -h ow a n d b u dget c o n stra in ts a re t h e m ain h urd le s
36% c it e la c k o f in te rn al e xp ertis e , a n d 3 6% c it e b ud g et o r p erc e iv e d c o st. F o r t e am s
th at o ve rc o m e t h ese h urd le s, p ro g ra m matic b eco m es a c o m petit iv e a d van ta g e f o r
sc alin g r e ac h e ffic ie n tly .
T ru st a n d q u alit y c o n ce rn s p ers is t
25% m en tio n t r a n sp are n cy o r t r u st is su es a n d 2 1% c it e f r a u d o r t r a ffic q uali t y .
S olv in g s u p ply t r a n sp are n cy a n d v e rif ic atio n t u rn s D SP u sa g e in to a d ura b le
a d van ta g e in 2 0 26.
W hy t h is m atte rs f o r 2 0 26
Str o ng a d op tio n a n d lo w p la n ned c u ts , c o m bin ed w it h k n o w n b arrie rs , p oin t t o a
s im ple t r u th : t e am s t h at m aste r p ro g ra m matic o p era tio ns a n d s u p ply q uali t y c an
d iv e rs if y b eyo nd t h e m ajo rs a n d p ro te ct U A s c ale .
P ro gra m matic D SP A do ptio n
& B arrie rs t o E n try
W HAT I S P R EV EN TIN G Y O U F R O M U SIN G P R O GRA M MATIC D SPS ?
Exper tise/tech
resour ces
Budget
constraint s
No r egional
par tners
Rel y on dir ect
buys
Limi ted trus t
in DSP
perfor mance
Negativ e
exper iences
Fraud
concer ns
36% 36%
27% 26% 25% 23% 21%
K ey In sig htsIn d ex 27

Run a w eekly b u dget r e vie w w it h a s im ple
s c o re ca rd
For each channel and audience, track three things:
improvement versus your baseline, break even time,
and whether results stay steady for two weeks.
Decide to increase, hold, or cut based on that score.
Use DSPs to diversify beyond big
social
Start in one or two priority countries by
turning on curated PMP deals in your DSP
and require full visibility into publishers,
auctions, and performance. Keep only the
supply that passes your quality checks and
meets your break even target.
P ath t o 2 0 26
“The majority of time spent among Middle East
customers is in the open app economy, but 70% of
budgets are spent on four or five apps. The opportunity
to diversify and reach customers in a variety of different
places is a lever that is under-utilized in this market.”
K ey In sig htsIn d ex

AI & C re ativ e
V elo cit y
AI is already in production across marketing teams in the Middle East. It powers
creative generation and adaptation, helps select audiences, guides budget allocation,
and improves day-to-day optimization. A creative refresh is typically conducted
weekly or more frequently for most teams, supported by automation and GenAI tools.
The result is more tests, faster learning, and budget moves that are based on clearer
evidence.
HO W M ARKET ER S A RE R ES PO NDIN G K ey In sig htsIn d ex

Ad cr eativ e
gener ation
Personalization Budget
alloc ation
Camp aign
optimization
Audience
segment ation
Attr ibution
modeling
64%
53%
4 7%
40% 40%
23%
H ow A I i s U se d A cro ss
th e U A S ta ck
IN W HIC H A REA S A RE Y O U C URREN TLY U SIN G A I A C RO SS Y O UR
M ARK ET IN G S T A C K?
A I a lr e ad y p o w ers c re ativ e a n d p ers o n aliz a tio n
64 % u se A I f o r a d c re ativ e g en era tio n a n d 5 3 % f o r p ers o naliz a tio n. T his s h o w s
AI is p art o f e ve ry d ay p ro d uctio n a n d m essa g e t a ilo rin g .
O ptim iz a tio n a n d b u dgetin g u se A I
40% u se A I f o r c am paig n o p tim iz a tio n a n d 4 7% f o r b ud g et a llo catio n, in d ic atin g
te am s u se t o ols a n d m od els t o g uid e s p en d a n d d ay -to -d ay a d ju stm en ts .
A ttrib u tio n a d o ptio n i s e arli e r
O nly 2 3% u se A I o r m od elin g f o r a ttr ib utio n. M ark e te rs a re s til l p ro vin g o ut
m eth o d s b efo re m akin g t h em s ta n d ard p ra c tic e .
K ey In sig htsIn d ex 30

37%32%14%13% Perfo rm an ce o p tim iz a tio n
Faste r c re ativ e p ro d uctio n
E ff ic ie n cy in a d s p en d
D eep er p ers o naliz a tio n
R ed uce d m an ual
re p ortin g
W here A I W ill A dd t h e M ost
V alu e i n t h e N ext Y ear
WHER E D O Y O U E X PEC T A I T O D ELIV ER T H E M OST V A LU E T O Y O U
AS A M OBIL E A PP M ARK ET ER O VER T H E N EX T 1 2 M ONTH S?
P erfo rm an ce o ptim iz a tio n i s t h e t o p e xp ecte d g ain
37% say AI
the quality and stability of day-to-day decisions.
S peed i s n ext
32% expect faster creative production to drive impact, indicating output volume
and turnaround time are seen as major levers.
S pen d e ffic ie n cy a n d p ers o n aliz a tio n t ra il t h e l e ad ers
14% cite spend efficiency, and 13% cite deeper personalization.
C re ativ e a u to m atio n d eliv e re d i m pact
47% say creative automation or AI-assisted design tools made the biggest
difference in growth. This shows that production speed and iteration quality
are already proven drivers, not just pilot ideas.
3 1 K ey In sig htsIn d ex

Cre ativ e T estin g
V elo cit y
HO W O FT EN D O Y O U R EFR ES H
Y O UR M OBIL E A D C REA TIV ES ?
M ost r e fr e sh w eekly o r f a ste r
6% refresh weekly and 32% refresh multiple times per week, reflecting a shift
toward continuous testing cycles.
S lo w c yc le s a re r a re
Only 10% refresh monthly, and 1% refresh less than monthly.
A uto m atio n a n d G en A I a re s ta n dard
60% use creative automation and 48% use generative AI tools for production and
testing. This shows these tools are part of everyday workflows rather than pilots.
46%32%11%10% W eekly
M ult ip le t im es p er w eek
B i- w eekly
M onth ly
L e ss t h an o nce a
m onth
3 2 K ey In sig htsIn d ex

Exp lo re a va ila b le A I t o ols f o r y o u r c a m paig n s
Explore generative AI tools that can spin up multiple
images, icons, and insights for your ad creatives. This will
reduce cycles and allow you to test more concepts, more
quickly. Find partners who use AI, like neural networks, to
tease out nuances among users that improve targeting and
overall campaign performance.
Regularly test and scale
Refresh creatives every one to two weeks by country
with regional partners to keep content fresh while
allowing ML algorithms to learn and optimize. Avoid
over-refreshing, which can disrupt learning. Rotate
new formats biweekly to access fresh inventory, and
set clear performance thresholds
spend scales only where results hold.
P ath t o 2 0 26
“Does creative matter? Absolutely. But how often you
need to update it really depends on the vertical, on
seasonality, on the promos you are running. One important
shift we are seeing is teams becoming more data driven
about how they approach the creatives… if you keep an
eye on the KPIs and CTR replacement, for example, you
will always know when creative is not performing
anymore, and it
K ey In sig htsIn d ex

Team S iz e , H ir in g,
& R eso u rc e s
Teams in the Middle East are built for throughput. The leading pattern is a hybrid
structure with an in-house core supported by agencies, backed by creative and AI
talent, and a simple enablement stack of data, attribution, and automation. The goal
is faster output and better decisions while keeping UA at the center.
HO W M ARKET ER S A RE R ES PO NDIN G K ey In sig htsIn d ex

52%
49%
49%
47%
4 7%
42%
T eam S tru ctu re
& H ir in g P rio rit ie s
WHAT S K IL L S ET S A RE Y O U P LA N NIN G T O H IR E
FO R O R D EV ELO P I N TER N ALLY I N 2 0 25?
H yb rid l e ad s
39% r u n in -h o use w it h a g en cy s u p port. T his s u g gests t e am s w an t c o ntr o l o f
str a te g y w it h f le xib le e xe cu tio n c ap ac it y .
S tro n g i n -h ou se c o re
3 3% a re f u lly in -h o use , a n d o nly 7 % a re f u lly o uts o urc e d , in d ic atin g t h at
e xe cu tio n is a n ch o re d w it h in t h e c o m pan y f o r s p eed a n d c o nsis te n cy.
C re ativ e a n d A I a re t a b le s ta ke s
52 % p la n t o h ir e f o r c re ativ e d eve lo p m en t a n d d esig n, a n d 4 9% f o r A I
au to m atio n. T his s h o w s t e am s a re p rio rit iz in g f r e q uen t s h ip pin g a n d t h e t o ols
t h at a c ce le ra te it .
K ey In sig htsIn d ex 35Creativ e de velopment &
design AI automation f or adver tising Influencer marketing Growt h s trat egy &
oper ations Mobile app user lifecycle
mar keting App stor e optimization

67%
53%
50%
44%
3%
E n ab le m en t & C re ativ e
R eso u rc in g
WHIC H T O OLS O R T EC H N O LO GIE S A RE
H ELP IN G Y O U D IV ER SIF Y Y O UR M ED IA M IX ?
A I o ptim iz a tio n i s t h e t o p e n ab le r
67% c it e A I- p ow ere d o p tim iz a tio n a s k e y. T his s h o w s t e am s d ep en d o n m od el-
d riv e n s u g gestio ns t o g uid e d aily d ecis io ns.
D ata a n d a ttrib u tio n g u id e s p en d
53 % le an o n in te rn al d ash b oard s a n d 5 0 % o n a ttr ib utio n a n d a n aly tic s, in d ic atin g
th at a s h are d v ie w o f p erfo rm an ce is c e n tr a l t o b ud g et r e vie w s.
C re ativ e r e so u rc in g i s m ix e d
47% r e ly o n a n in -h o use c re ativ e t e am , a n d 4 6% u se a g en cie s o r f r e ela n ce rs .
T his b le n d ed a p pro ac h a llo w s t e am s t o m ain ta in v e lo cit y a c ro ss c o untr ie s.
K ey In sig htsIn d ex 36AI-power ed c amp aign
optimization Internal dat a teams or
dashbo ards Attr ibution and anal ytics
tools Creativ e aut omation
platfor ms None yet

Stre n gth en y o u r e co sy ste m o f p art n ers
Choose agencies and partners that align with your
goals—whether brand, UA, or retention—and can
integrate seamlessly with your in-house team. Build
tight collaboration between your MMP, internal
dashboards, and external partners to ensure data
consistency and shared accountability.
Test AI solutions to shore up staffing needs
With nearly half of marketers relying on freelancers for
design, generative AI tools can bridge talent gaps and
lower costs. Use AI to accelerate creative production,
support freelancers with direction and variations, and
maintain consistency across partners and campaigns.
P ath t o 2 0 26
“AI is the most powerful force reshaping marketing
teams today. It changes how we hire, how we produce,
and how we scale. The next wave of leaders will be the
ones who treat AI not as a tool, but as a teammate —
integrated into every creative and operational decision.”
K ey In sig htsIn d ex

Reg io n al T re n ds
& M ark e t S hif t s
Seasonality is moving, saturation is real in KSA and UAE, and privacy and platform
rules continue to evolve. Teams that keep UA at the center are responding with
faster testing, mix agility, and clearer measurement so they can move budget with
confidence. At the same time, more brands are increasing investment in the region,
which raises expectations for disciplined execution.
HO W M ARKET ER S A RE R ES PO NDIN G K ey In sig htsIn d ex

Seaso n alit y I s S hif t ing ;
Mix & M essa g in g A dju st
HO W D O S EA SO NAL M OM EN TS I M PA C T
YO UR G RO W TH S T R A TEG Y?
N ew w in do w s a re e m erg in g
61% say new seasonal windows are appearing, and 29% say behavior is less
predictable. This shows calendars are widening and teams anticipate more
volatility throughout the year.
Team s a d ju st m ix a n d c re ativ e b efo re b ig s p en d m ove s
55% adjust channel mix and refresh creatives, while blunt spend shifts rank lower
at 45%. This indicates that marketers are using execution levers first, then
adjusting the budget when results hold.
55%
55%
45%
33%
15%
K ey In sig htsIn d ex We adjus t channel mix We loc alize
creativ es/messaging We shif t spend signific antly We p ause or r educe
camp aigns They ha ve minimal imp act

Reg io n -S pecif ic
C halle n ges t o G ro w th
W HAT A RE T H E B IG GES T R EG IO N
TO M OBIL E G RO W TH I N M EN A T O DA Y?
S atu ra tio n t o ps t h e l is t
52 % c it e s a tu ra tio n in K SA a n d U AE a s t h e n um ber o ne c h all e n g e. T his r a is e s
th e b ar f o r d if fe re n tia tio n a n d e ffic ie n t r e ac h .
R ule s a n d c o sts a d d p re ssu re
4 6% p oin t t o p la tf o rm r e str ic tio ns, 4 4% t o p riv ac y c h an g es, a n d 4 3% t o r is in g
ac q uis it io n c o sts . T his s h o w s t h at c o m plia n t e xe cu tio n a n d c o st c o ntr o l a re
c o nsta n t r e q uir e m en ts .
52%
46%
44%
43%
39%
21%
K ey In sig htsIn d ex 40Saturation in k ey mar ket s
(e.g. KSA, UAE Platfor m r estrictions ( e.g.
Apple/Google policies) Data pr ivac y changes Rising acquisition costs Geopolitical or economic
shif ts Localization needs acr oss
diverse countr ies

54%50%36%33%30%
Multi-touch at tribution
Incr ement ality t esting
MMM ( media mix modeling)
AI-driven at tribution
Las t-click at tribution
P riv a cy & M easu re m en t S hap e E xe cu tio nTh e h ard est p riv a cy h u rd le i s d ata
4 4% c it e lim it e d f ir s t- p arty d ata , a h ead o f a ttr ib utio n v is ib ilit y a t 2 5% a n d
re ta rg etin g s ig nal lo ss a t 2 0 % . T his s u g gests a u d ie n ce r e b uild in g is t h e p rim ary
c h alle n g e.
D is ru ptiv e c h an ges t o p riv a cy
50 % c it e C onse n t M od e a n d G A4, 4 7% c it e A nd ro id p riv ac y, 4 3% c it e S K A N li m it s ,
a n d 3 9% c it e lo cal r e g ula tio ns. T eam s a re m an ag in g s e ve ra l s h if ts a t o nce .
M easu re m en t i s r e la tiv e ly a d va n ce d
54 % u se m ult i- to uch a ttr ib utio n a n d 5 0 % u se in cre m en ta lit y , c o m pare d w it h 3 0 %
w ho u se la st- c lic k a ttr ib utio n, s h o w in g t h at m ark e te rs a re r e ly in g o n m ore r o b ust
m eth o d s t o g uid e t h eir m ix a n d v alid ate c h an g es.
44%25%20%11%
Limi ted f irst-p arty dat a
Attr ibution visibili ty
R et argeting signal loss
User opt -outs
WHAT P R IV A C Y
CH ALLE N GE H AS B EEN T H E
HARD ES T T O N AVIG ATE?
H O W D O Y O U C URREN TLY
M EA SU RE R O I A C RO SS
C H AN NELS
K ey In sig htsIn d ex 41

49%
47%
44%
42%
34%
33%
33%
18%
M acro S hif t s & 2 0 25
T re n d R ad ar
WHIC H O F T H E F O LLO W IN G G LO BA L O R M AC RO EC O NO M IC
C H AN GES A RE I N FLU EN CIN G Y O UR M EN A G RO W TH S T R A TEG Y?
M ore b ra n ds a re l e an in g i n to t h e r e g io n
60% say global changes mean they are investing more in the region, positioning
the Middle East as a priority growth market going into 2026.
W hy t h e s h if t ?
49% cite tariffs and trade, 47% investor pressure, and 44% supply chain instability,
proving that external factors are shaping budget decisions.
U se r s o ph is tic a tio n i s a t a ilw in d
48% say high mobile savviness will most influence strategy, while 42% point to
saturation in KSA and UAE as a defining factor. This combination pushes higher
standards for product and creative while keeping pressure on efficient reach.
K ey In sig htsIn d exChanges in global tariffs or tr ade
policies Inves tor shif ts or funding
pr essur e Supply chain ins tabili ty Currenc y fluctuations or inflation
in key mar ket s Reduced f ocus on U .S./Wes ter n
mar ket s Entry or e xit of competi tors fr om
the r egion Shifting labor or oper ational
costs Rising cost of capital or int eres t
rat es

Pla n d yn am ic a lly f o r p eaks a n d s h if t s
Build a rolling seasonal plan with flexible budgets that scale up or down
as performance changes. Use early indicators like CTR, CVR, and CPI
to adjust weekly, then review cohort data
validation. Set simple triggers to scale, hold, or cut, and keep a reserve
to react quickly to market shifts or unexpected surges.
Diversify across markets and partners
Expand beyond KSA and UAE by testing small budgets in new
markets to find high-quality, cost-efficient users. Partner with
agile, transparent DSPs that can operate effectively across
the region, and localize creatives not just by language but by
cultural and contextual signals to maximize resonance.
P ath t o 2 0 26
Conclusion
User acquisition remains the engine of growth in the Middle East.
Brand and retention support it by improving differentiation and lifetime
value. Teams are shifting money based on input quality. Creative that
proves lift and audiences that convert get more budget. Video attracts
the most attention, but repeatable performance depends on execution
and measurement, not channel headlines.
AI is already in production, and it is speeding up the work. Teams are
using it for creative, audience selection, budget allocation, and daily
optimization. Hybrid orgs and a clear enablement stack help ship work
every week with confidence. Seasonality is shifting, saturation is a
reality in KSA and UAE, and privacy rules are evolving. The marketers
who win have one measurement playbook, move budget on
evidence, and keep testing ready for the next change.
K ey In sig htsIn d ex

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