Global Mobile Apps in July 2025

The July 2025 snapshot of the global mobile app market highlights a pronounced shift toward content‑driven platforms, particularly web novel and micro‑drama apps. Advertising activity surged, with 130 k deduplicated creatives deployed worldwide; new creative volumes exceeded 65 % of total spend, and video formats dominated at roughly 73 %. RocNovel, a newcomer that began iOS campaigns in November 2024, achieved its first global ranking entry by launching 260 k creatives across 74 regions, with the United States accounting for 82 % of spend. Its video ads focused on emotional storytelling, driving high conversion rates and generating 1.8 M estimated impressions on Facebook.

AnyStories continued to expand its reach, deploying 102 k creatives in July across 77 countries; 99 % of these were AI‑generated videos featuring fantastical imagery. FlareFlow, which started advertising in April 2025, entered the top 15 with 134 k creatives across 78 regions, promoting 400 micro‑dramas—74 % new titles—and achieving 370 k impressions on Facebook.

Download trends mirrored these advertising patterns. NetShort’s micro‑drama titles saw a 50 % month‑over‑month increase, with seven titles entering the App Store Top 20. Prime Video’s new releases lifted downloads by 25 %, while Pinterest’s AI‑enabled auto‑collages and Meesho’s rebranding spurred 16.7 % growth on Google Play.

Revenue data underscored the dominance of content platforms: Crunchyroll’s expanded anime library pushed it to No. 19 on the App Store revenue chart, and Twitch leveraged its Summer Drops Fest and TwitchCon events to capture significant user engagement on Google Play. Overall, the July report demonstrates that aggressive video advertising and fresh content offerings are key drivers of both download velocity and monetization across the global mobile app ecosystem.