The State of App Marketing in Spanish LATAM – Edition 2025

Spanish-speaking LATAM’s app economy is just getting started.

The region has long been defined by its resilience. App marketers across Mexico, Colombia, Argentina, and Chile have proven they can do more than weather uncertainty, they can grow through it. User bases are growing. Digital adoption is accelerating. And while the mobile ecosystem is maturing fast, there’s still a huge opportunity waiting to be unlocked.

This report analyzes 32 billion installs (since 2018) of over 6,000 apps to uncover key trends, gaps, and growth areas marketers in Spanish-speaking LATAM need to know about to succeed in 2025.

What’s inside

• The economic landscape and what it means for mobile growth
• Trends in installs, ad spend, remarketing, and fraud
• Deep dives into finance, e-commerce, and gaming
• Actionable insights to help you grow in a fast-changing market