Market (Overall)·Updated Mar 21, 2026 by Tenjin
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.
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.
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.
Apple Search Ads is the top-performing channel for iOS installs, retention, and lifetime value, while AppLovin and ironSource lead the Android market.
AppLovin currently serves as the leading monetization channel by total ad revenue across both Android and iOS platforms.
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.
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.
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.
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.
Apple Search Ads is the top-performing channel for iOS installs, retention, and lifetime value, while AppLovin and ironSource lead the Android market.
AppLovin currently serves as the leading monetization channel by total ad revenue across both Android and iOS platforms.
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.