SPIRAL

2026 Global Mobile App Marketing Trends White Paper

The 2026 Global Mobile App Marketing Trends White Paper analyzes the fundamental shifts in the global mobile app market during 2025, moving from traffic-driven growth to value-led operations, technology-enabled optimization, and deep localization.

• The mobile app market has shifted from volume-based growth to a quality-focused model, evidenced by a 16.7% YoY decline in active advertisers alongside a 73.3% surge in creatives per advertiser.
• Global user acquisition spend grew 13% YoY to $78 billion, with the increase driven almost exclusively by iOS advertising.
• Video remains the dominant advertising format, accounting for approximately 70% of social media inventory, while static and playable ads are relegated to testing and engagement signaling.