Market (Overall)ยทUpdated Apr 13, 2026 by Tenjin
In-app purchase (IAP) activity grew significantly between 2022 and H1 2023, with revenue increasing by 23% on Android and 24% on Apple platforms.
On iOS, the United Kingdom, Canada, and Germany have displaced China and Saudi Arabia in the top five markets for installs, signaling a pivot toward Western regions.
Google Ads became the top-performing network for Android installs in H1 2023, while AppLovin reclaimed the leading position for iOS installs.
Meta has successfully re-entered the top five ad networks for both Android and iOS, reflecting increased competition for market share among major advertising platforms.
Android install distribution remained stable, with India, Brazil, and the United States continuing to hold the top three positions throughout the reporting period.
The data, aggregated by Tenjin from January 2022 through June 2023, focuses on significant market activity by tracking only ad networks and countries with at least 25 million installs.
In-app purchase (IAP) activity grew significantly between 2022 and H1 2023, with revenue increasing by 23% on Android and 24% on Apple platforms.
On iOS, the United Kingdom, Canada, and Germany have displaced China and Saudi Arabia in the top five markets for installs, signaling a pivot toward Western regions.
Google Ads became the top-performing network for Android installs in H1 2023, while AppLovin reclaimed the leading position for iOS installs.
Meta has successfully re-entered the top five ad networks for both Android and iOS, reflecting increased competition for market share among major advertising platforms.
Android install distribution remained stable, with India, Brazil, and the United States continuing to hold the top three positions throughout the reporting period.
The data, aggregated by Tenjin from January 2022 through June 2023, focuses on significant market activity by tracking only ad networks and countries with at least 25 million installs.