Asia’s app economy has grown 150% over the past six years, fueled by surging mobile adoption and deepening performance strategies. In 2024 alone, UA spend neared $70 billion, as marketers across the region doubled down on high-growth markets, lifecycle engagement, and platform-specific optimization.
Mobile marketing is shifting from volume-led acquisition to performance-driven growth. Markets like India, Indonesia, and the Philippines are accelerating UA investment, while vertical strategies across Asia are evolving toward deeper monetization, re-engagement, and fraud protection.
This report breaks down where growth is happening, how strategies are shifting, and what marketers need to lead in Asia’s next chapter.
What’s inside
- Long-term install trends across SEA, KR, JP, IN, and ANZ
- UA investment leaders: India, Indonesia, and rising regional players
- Monetization in Q1 2025: IAP leads in non-gaming, hybrid gains ground in gaming
- Where remarketing spend is accelerating—and how it’s reshaping LTV
- Fraud trends: bots dominate, but fake publisher attacks are rising fast
