Report

Digital Market Index: Q4 2024

1 December 202446 pages7,485 words

Summary

Global digital markets reached a significant milestone in the final quarter of 2024, with in-app purchase revenue hitting a record $39.4 billion. This growth was primarily fueled by a 28.2% year-over-year surge in non-game applications, exemplified by TikTok becoming the first app to surpass $6 billion in annual revenue. While the iOS ecosystem remains the primary driver of monetization by capturing 70% of total revenue, Google Play maintains its dominance in scale, facilitating nearly three-quarters of the 34.1 billion global downloads recorded during the period. The mobile gaming landscape underwent a notable structural shift as consumer preferences migrated from traditional RPGs toward Strategy and Puzzle titles. Strategy games experienced a 26% year-over-year increase in downloads, helping to offset regional revenue declines in major markets like Japan and South Korea. Despite these shifts, Japan’s mobile sector showed signs of overall recovery, while emerging Android markets in Indonesia and Pakistan continued to expand rapidly. The successful launch of high-profile titles like Pokémon TCG Pocket further stabilized the gaming sector during this transition. Advertising and retail media also reached unprecedented levels, with U.S. digital ad spend hitting $34 billion. Social media channels dominated this space, accounting for 77% of total expenditures as major retailers like Amazon and Walmart increased holiday investments. Retail media specifically generated a record 75.4 billion impressions, driven by high demand in consumer electronics and personal care. Strategic co-branded partnerships, such as the collaboration between Best Buy and Samsung, emerged as critical drivers of visibility, cementing the role of retail platforms as essential components of the broader digital advertising ecosystem.

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