Key insights
6 takeaways · ~2 min read- 01In-app purchase revenue grew significantly between January 2022 and June 2023, with a 23% increase on Android and a 24% increase on iOS.See it on page 4
- 02Google Ads became the top-performing network for Android installs in H1 2023, while AppLovin rose to the number one position for iOS installs.See it on page 8
- 03Meta has successfully entered the top five ad networks on both Android and iOS platforms as of H1 2023.See it on page 8
- 04The top five Android install markets remained consistent from 2022 through H1 2023, led by India, Brazil, the United States, Indonesia, and Mexico.See it on page 5
- 05iOS install market focus shifted geographically between 2022 and H1 2023, moving away from China and Japan toward Canada and Germany.See it on page 6
- 06Advertisers are increasingly prioritizing networks with strong cross-platform reach and data capabilities, as evidenced by the entry of Google Ads into the iOS top five for the first time.See it on page 9
Summary
The report examines mobile advertising and in‑app purchase (IAP) trends across Android and iOS platforms from January 2022 through June 2023, focusing on the shift toward hybrid marketing strategies. Key findings show a 23 % rise in Android IAPs and a 24 % increase on Apple, indicating robust revenue growth for both ecosystems. Geographic analysis reveals that India, Brazil, the United States, Indonesia, and Mexico remain the top five Android install markets in both 2022 and H1 2023, while iOS installs shift from China and Japan in 2022 to Canada and Germany in H1 2023, underscoring changing regional appetites.
Ad network performance also evolved: Google Ads ascended to the top Android spot in H1 2023, overtaking AppLovin, while Meta entered the top five on both platforms. On iOS, AppLovin moved from second to first place, and Google Ads entered the top five for the first time. These shifts suggest advertisers are reallocating spend toward networks with stronger cross‑platform reach and data capabilities.
The methodology relies on anonymized Tenjin data collected between 1 January 2022 and 30 June 2023, with rankings limited to networks and countries exceeding 25 million installs. Tenjin positions itself beyond attribution, offering a data‑science platform, SKAdNetwork reporting, LTV analytics, automation APIs, and cost aggregation to support hyper‑growth for small and medium publishers. The report thus provides actionable insights into platform performance, regional dynamics, and network effectiveness for mobile marketers navigating the hybrid advertising landscape.
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