Following a year of steady growth in 2024, 2025 marks a new phase for mobile marketing, with overall ad spend on the rise driven by significant iOS gains. The market is defined by greater efficiency, renewed confidence, and a surge in creative innovation with AI.
While Google Ads and Apple Ads remain on top, AppLovin, Mintegral, Meta Ads, and TikTok for Business are closing the gap across both gaming and non-gaming.
The 2025 edition also introduces the Creative Index — a first-of-its-kind addition that highlights the media sources driving the strongest creative performance across video formats like UGC and gameplay.
Marking its 10-year anniversary, The AppsFlyer Performance Index — the industry’s standard report card on mobile media performance since 2015 — analyzed 16.2 billion installs from 39K apps across 88 media sources to reveal where marketers are achieving the best results today.
What’s inside
- New! Creative Index: find out which sources excel in various creative video formats
- User acquisition and remarketing rankings for Android and iOS, covering up to 22 categories in 11 regions
- Performance and volume rankings for Google, Meta, Apple, TikTok, Unity, AppLovin, Snap, Moloco, and many others
