- 01
Mobile developers are shifting from hyper-casual to hybrid-casual models to counter declining ad revenue profitability caused by Apple’s App Tracking Transparency and post-pandemic behavioral shifts.
- 02
In-app purchase volume grew across both Android and iOS in 2022, signaling a successful industry-wide pivot toward diversified revenue streams beyond traditional advertising.
- 03
Ad-centric monetization models faced a cooling market in 2022, characterized by a downward trend in both ad impressions and effective cost per mille (eCPM) on all platforms.
- 04
Apple Search Ads is the top-performing channel for iOS installs, retention, and lifetime value, while AppLovin and ironSource lead the Android market.
- 05
AppLovin currently serves as the leading monetization channel by total ad revenue across both Android and iOS platforms.
- 06
The United States remains the primary global market for both ad revenue and in-app purchase value, while India leads in total Android install volume.