Global Apps in February 2023

The analysis focuses on February 2023 non‑game mobile applications, ranking the top 20 by advertising spend, revenue, and downloads. Using SocialPeta’s App Intelligence platform, the study aggregates data from iOS App Store and Google Play, providing a month‑over‑month view of market dynamics across key regions such as the United States, Middle East, India, Brazil, and Europe.

Advertising activity highlighted a sharp rise for the live‑video dating app PeachLive, which increased its creative volume by 41 % on iOS and dominated the Middle Eastern market with over a quarter of its spend in UAE, Saudi Arabia, and neighboring countries. The photo‑editing app Picsart leveraged an AI feature that “removes ex‑boyfriends” from images, driving a 4.3 % download lift on Google Play and generating significant creative activity in India. Tool apps, particularly File Cleanup Expert, captured half the Android advertising slots, with productivity media accounting for 68 % of their spend and a focus on “free download” messaging.

Revenue growth was strongest among health‑fitness and streaming services. MyFitnessPal posted a 13.2 % month‑over‑month increase on the App Store, buoyed by celebrity endorsement, while Japan’s ABEMA grew 23.5 % after securing Bundesliga rights. On Google Play, Globoplay’s Carnival‑era content spurred a 4.4 % rise in Brazil, and Badoo’s dating revenue climbed 8.7 % thanks to India, the UK, and Indonesia.

Download momentum was led by communication tools: Google Meet saw an 18.6 % jump, largely from the U.S., and the location‑sharing app whoo grew 56 % with a strong Japanese base. Picsart and PLAYit also achieved notable download gains, the latter driven by Indian users (78 % of global installs). The report therefore maps a February landscape where AI‑enabled creative, regional targeting, and content‑specific events shape app performance across advertising, revenue, and user acquisition.