Market (Overall)·Updated Apr 8, 2026 by Tenjin
In-app purchase revenue grew significantly between January 2022 and June 2023, with a 23% increase on Android and a 24% increase on iOS.
Google Ads became the top-performing network for Android installs in H1 2023, while AppLovin rose to the number one position for iOS installs.
Meta has successfully entered the top five ad networks on both Android and iOS platforms as of H1 2023.
The top five Android install markets remained consistent from 2022 through H1 2023, led by India, Brazil, the United States, Indonesia, and Mexico.
iOS install market focus shifted geographically between 2022 and H1 2023, moving away from China and Japan toward Canada and Germany.
Advertisers 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.
In-app purchase revenue grew significantly between January 2022 and June 2023, with a 23% increase on Android and a 24% increase on iOS.
Google Ads became the top-performing network for Android installs in H1 2023, while AppLovin rose to the number one position for iOS installs.
Meta has successfully entered the top five ad networks on both Android and iOS platforms as of H1 2023.
The top five Android install markets remained consistent from 2022 through H1 2023, led by India, Brazil, the United States, Indonesia, and Mexico.
iOS install market focus shifted geographically between 2022 and H1 2023, moving away from China and Japan toward Canada and Germany.
Advertisers 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.