Global mobile app spending reached a record $45 billion in Q1 2024, a 9.5% year-over-year increase driven primarily by an 11.5% growth in the iOS ecosystem.
See it on page 6Total app downloads declined by 3.5%, marking the third consecutive quarterly drop, even as iOS achieved its highest download volume since 2020.
See it on page 8Monopoly GO set a new mobile gaming record with $770 million in quarterly spend, becoming the only title to surpass $600 million in a single quarter.
See it on page 24Entertainment and productivity apps led category growth with over 30% year-over-year increases, while TikTok maintained its position as the top-earning app with $1.2 billion in revenue.
See it on page 16Short-form drama apps including ReelShort, DramaBox, and ShortMax emerged as top performers in both revenue and download growth during Q1 2024.
See it on page 22U.S. retail-media advertising was dominated by Walmart and Target, which collectively generated over 18 billion impressions through strategic brand partnerships.
See it on page 36Global consumer spending on mobile applications reached a record $45 billion in the first quarter of 2024, reflecting a 9.5% year‑over‑year increase that was largely driven by the iOS ecosystem, which grew 11.5% versus a 5.3% rise on Google Play. Despite this surge in spend, total app downloads fell 3.5%, marking the third consecutive quarterly decline since Q1 2021; nevertheless, iOS maintained its highest quarterly download volume since 2020. Entertainment and productivity categories led the spend growth, each expanding over 30% YoY, while gaming spending rebounded on iOS but remained flat on Google Play.
Hyper‑casual games continued to dominate the download landscape, with racing and action titles generating the largest volumes. Conversely, casual sub‑genres such as arcade and simulation experienced double‑digit declines. TikTok remained the top spender globally, generating more than $1.2 billion in revenue and outpacing YouTube by a wide margin, while emerging short‑form drama apps—ReelShort, DramaBox, and ShortMax—entered the top ten for both revenue and download growth. In mobile gaming, “Monopoly GO” set a new quarterly spend record of $770 million, surpassing the previous $765 million benchmark and standing alone as a title to exceed $600 million in a single quarter.
Retail‑media advertising in the United States was led by Walmart and Target, which together delivered over 18 billion impressions in Q1 2024. Specialized retailers such as Chewy and Home Depot captured significant niche shares, with personal care emerging as the top category overall—driven by Ulta and Sephora. Walmart dominated food, beverages, and consumer packaged goods, while Target excelled in shopping, household supplies, and baby & toddler segments. Co‑branded partnerships—including Chewy × Purina, Walmart × Unilever, and Target × Apple—generated hundreds of millions of impressions, underscoring the strategic value of retailer‑brand collaborations in expanding digital ad reach.
