Market (Overall)·Updated Mar 17, 2026 by Adjust
Fintech and e-commerce drove significant market growth in 2023, with fintech seeing a 42% increase in installs and a 118% surge in in-app revenue.
E-commerce performance remained strong with a 43% year-over-year rise in installs and a 34% increase in revenue.
Banking sector efficiency improved significantly as eCPIs dropped from $2.33 to $1.37, enabling faster return on investment for marketers.
The gaming sector experienced a 2% annual decline in total installs, though it saw a Q4 recovery led by a 7% year-over-year growth in installs and the rise of the hybrid casual genre.
Specific gaming subverticals outperformed the broader market, with racing and simulation genres recording install spikes of 61% and 53%, respectively.
Global gaming stickiness remained stable at 20%, with RPG and adventure titles maintaining high lifetime value despite broader ecosystem retention pressures.
Future growth strategies require the integration of AI and predictive analytics alongside media diversification into channels like Connected TV.
Fintech and e-commerce drove significant market growth in 2023, with fintech seeing a 42% increase in installs and a 118% surge in in-app revenue.
E-commerce performance remained strong with a 43% year-over-year rise in installs and a 34% increase in revenue.
Banking sector efficiency improved significantly as eCPIs dropped from $2.33 to $1.37, enabling faster return on investment for marketers.
The gaming sector experienced a 2% annual decline in total installs, though it saw a Q4 recovery led by a 7% year-over-year growth in installs and the rise of the hybrid casual genre.
Specific gaming subverticals outperformed the broader market, with racing and simulation genres recording install spikes of 61% and 53%, respectively.
Global gaming stickiness remained stable at 20%, with RPG and adventure titles maintaining high lifetime value despite broader ecosystem retention pressures.
Future growth strategies require the integration of AI and predictive analytics alongside media diversification into channels like Connected TV.