Q12025

DigitalMarketIndex

Discoverthelatesttrendsofthequarter

acrossmobileappsanddigitaladvertising

SensorTower|OurCustomers

Toppublisherstrust

S

ensorTowerinsightstogrowtheirbusiness

Google

European

commission

OREAL

HERSHEY▲

AROVIO

depop

petco

dyson

walmart*

OMeto

OUTFiT7

Gett.

llByteDance

popeyes

Tencen寧騰訊

WARNERBROS.

GAMES

NBA

Revolut

Note:Toppublishersbyappstorerevenue|Source:SensorTower

-AllRightsReserved

2

3

-AllRightsReserved

Nextlevelinsights.

data.aiisnowpartofSensorTower

?SensorT-oAwlleiIgnt.ARleleisdReserved4

TableofContents

MobileAppMarket

MobileMarketOverview

5

TopMarkets

1

1

TopCategories

1

6

TopApps

21

TopMobileGames

2

4

DigitalAdvertisingMarket

DigitalAdvertisingOverview

27

RetailMediaAdvertisingSnapshot

35

5

-AllRightsReserved

Q12025:

MobileMarketOverview

?SensorT-oAwlleiIgnARlsdReserved6

AboutthisData:

MobileAppMethodology

●SensorTower’sInsightsteamcompiledthedownloadandin-apppurchase(IAP)revenueestimatesprovidedinthisreportusingtheSensorTowerMobileAppInsightsplatform.

●FigurescitedinthisreportreflectAppStoreandGooglePlaydownloadandIAPrevenueestimatesforJanuary1,2024throughMarch31,2025.

●Downloadestimatespresentedareonaper-userbasis,meaningthatonlyonedownloadperAppleorGoogleaccountiscountedtowardsthetotal.

●Downloadsofthesameappbythesameusertomultipledevices,updates,orre-installsofthesameappbythesameuserarenotcountedtowardsthetotal.

●AndroidappinstallandIAPrevenueestimatesrepresentdownloadsandrevenuefromtheGooglePlayStoreonly.SensorTowerdoesnotprovidedownloadestimatesforthird-

partyAndroidstores.

●IAPrevenueestimatesaregross—inclusiveofanypercenttakenbytheappstores.

7

-AllRightsReserved

IAPRevenueHits

$40BillionMilestone

$50B

$45B

Quarterlyglobalin-apppurchase(IAP)revenueacrossiOSandGooglePlayclimbed11%year-over-year(YoY)toreach$40billioninQ12025,anewall-timehighforaquarter.ThiswasthesixthstraightquarterthatIAP

revenueclimbedbyatleast10%YoYasmobile

continuedtotakealargershareofconsumers'wallets.MobileIAPrevenuehasdoubledsinceQ12019whenconsumersspent$20billion.

Appscontinuedtodrivethemajorityofthisgrowth,reaching$19.4billion(+24%YoY).Apprevenueisontracktoovertakegamerevenuebeforetheendofthisyear.Thisisatrulyremarkableshiftoverthepastfiveyears—in2020,consumersspent2.5Xinmobile

gamesthantheydidinapps.

Gamesstilllednon-gamesintermsofIAPrevenue,

thoughthegapisclosingfast.Consumersspent$20.6billiononIAPsingames(+1%YoY),aslightslowdownfromthe2to5%YoYgrowthseeninrecentquarters.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Revenueisgross—inclusiveofanypercenttakenbytheappstores.

QuarterlyWorldwideIn-AppPurchaseRevenueBetweenQ12024-Q12025

iOSandGooglePlay

OverallAppsGames

+11.1%

vs.Q12024

$40B$38.3B$39.3B$40.0B$35B$36.0B$36.3B

$30B

$25B

$20B

$15B

$10B

$5B

0

2024Q12024Q22024Q32024Q42025Q1

8

-AllRightsReserved

iOSContinuedtoBetheLeadingPlatformfor

MobileMonetization

iOSnotonlyhelditsspotasthetopplatformforIAP

monetization,italsogainedmarketshareoverGooglePlay.InQ12025,iOSaccountedformorethan$7outofevery$10spentonIAPsbetweenthetwoleading

appstores.iOSIAPrevenueclimbed13.5%YoY

includingpositivegrowthfromgamesandnon-games.

GooglePlayalsohadpositiverevenuegrowthinQ12025,andtheplatformactuallyprovidedsimilar

growthopportunitiesfornon-gamesasiOS.Non-

gameIAPrevenueonGooglePlayclimbed24%

(comparedto23%YoYgrowthoniOS).Games,

meanwhile,wereadragonGooglePlayrevenue,

declining5%YoY.ItIsworthnotingthatGooglePlayisnotavailableinChina(thesecondlargestmarketoniOS).

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Revenueisgross—inclusiveofanypercenttakenbytheappstores.

WorldwideIn-AppPurchaseRevenueinQ12025

iOSGooglePlay

Games.Non-GamesGamesNon-Games

$30B

$30B$28.3B

$25B

$20B

(+13.5%)

$25B

$20B

$15B

$15B

$11.7B

(+5.2%)

$10B

$10B

$5B

$5B

0

0

2024Q12025Q1

2024Q12025Q1

9

-AllRightsReserved

MobileAppsHaveBestQuarterByDownloadsinTwoYears

45B

40B

Appdownloadssurpassed35billionforthefirsttimeinaquartersinceQ12023asthemobilemarketfindsequilibrium.Mobiledevelopersarefindingnewwaystoreachusersamidshiftingconsumerpreferences

andprivacyregulations.GenerativeAIisalsoprovidinganiceboostasconsumersdiscovertheirnewfavoritesonmobile.Overall,non-gameappdownloadsclimbednearly6%YoYwhilemobilegamedownloadsfellby

2.5%YoY.

Despitefallingfromtheirpeakat37.5billioninQ2

2020,downloadswerestillwellabovepre-pandemiclevels.Appdownloadswereup25%comparedtoQ12019.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroid.

QuarterlyWorldwideAppDownloadsBetweenQ12024-Q12025

iOSandGooglePlay

OverallAppsGames

+2.9%

vs.Q12024

35B34.2B33.7B34.5B34.1B35.2B30B

25B

20B

15B

10B

5B

2024Q12024Q22024Q32024Q42025Q1

10

-AllRightsReserved

GooglePlayistheTop

PlatformforDownloads

asBothPlatformsSaw

ModestGrowthinQ12025

WhileiOSaccountedforroughly70%ofIAPrevenue

betweenthetwoplatformsinQ12025,GooglePlaytook75%ofdownloads.BothiOSandGooglePlayachievedpositivegrowthtostart2025,withiOSdownloadgrowthslightlyoutpacingGooglePlayIs.

Non-gamesdrovethepositivemomentuminQ12025asgenerativeAIandshortdramafueledgrowth.

MobilegamedownloadsdeclinedslightlyonbothplatformsYoY.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroid.

WorldwideAppDownloadsinQ12025

iOSGooglePlay

GamesNon-GamesGamesNon-Games

30B

30B

25B

20B

15B

26.3B

(+2.4%)

25B

20B

15B

8.9B

10B

(+3.9%)

10B

5B

5B

0

0

2024Q12025Q1

2024Q12025Q1

11

-AllRightsReserved

Q12025:

TopMarkets

12

-AllRightsReserved

Japan'sMarketCameRoaringBackAfter

SeveralSlowYears

TheUnitedStatesremainedthetopmobilemarketforappsmonetizingwithin-apppurchaseswith$13.65

billioninIAPrevenue.TheUSaccountedformore

thanathirdofglobalIAPrevenueacrossiOSand

GooglePlaywhiletakinglessthan10%ofdownloads.

JapanhadthefastestIAPrevenuegrowthamongthetopmarkets(+18%YoY).Thisfollowedyearsofdeclinebetweenthestartof2021throughearly2024as

JapanIsmobilegamingmarketcontracted.Thereturnofpositivegrowthpointstohowapppublishersare

learningtonavigateprivacyregulationsandshiftingconsumerpreferences,plusanimprovingeconomy.

Germanyledtherapid-risingEuropeanregionwith

$1.35billioninIAPrevenue(+17%).Europeasaregionalsoachieved17%YoYgrowth,faroutpacingother

regionslikeNorthAmericaandAsia.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Revenueisgross—inclusiveofanypercenttakenbytheappstores.

TopMarketsbyIn-AppPurchaseRevenueinQ12025

iOSandGooglePlay

2024Q12025Q1

$15B

+6%

$10B

+9%

$5B+18%

-8%

+17%

0

UnitedStatesChinaMainlandJapanSouthKoreaGermany

13

-AllRightsReserved

TheBig3MobileMarketsAdded$2BillioninIAP

RevenueYoY

TheUnitedStates,Japan,andChinaMainland

combinedtoaddmorethan$2billioninadditionalIAPrevenueinQ12025vs.Q12024.Thesethree

marketsaloneaccountedforroughlyhalfofthegrowthgloballyoverthisperiod.

GermanyandtheUnitedKingdomroundedout

$15B+6%

thetopfivemarketsbyYoYgrowth.Bothare

representativeofthehighgrowthratesinwestern

Europe(the17%YoYgrowthinthemarketsoutpacedthe11%rateglobally).

TopBreakoutMarketsbyYear-over-YearIn-AppPurchaseRevenueGrowthinQ12025

iOSandGooglePlay

YoYGrowth

+$1B

+$0.5B

0

UnitedStatesJapanChinaMainlandGermanyUnitedKingdom

2024Q12025Q1

$10B

$5B

+18%

+9%

+17%+17%

0

UnitedStates

Japan

ChinaMainland

Germany

UnitedKingdom

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Revenueisgross—inclusiveofanypercenttakenbytheappstores.

米

14

-AllRightsReserved

MostTopMarkets

HaveAchievedStable

DownloadsbyEarly2025

Mobileadoptionhasheldfairlysteadyinthetopthreemarkets.IndiaandtheUSachievedslightlypositive

growthasgenerativeAIappsprovidedaboosttothemarkets.Brazil'sdownloadsdeclinedslightly.

Indonesiahasbeenararemarkettosustainpositive

momentumevenfollowingtheCOVID-19pandemic.

Overthepastfiveyears,Indonesiahasmoveduptwospotstorankasthe#4marketbydownloadsandisontracktoovertakeBrazilintheupcomingquarters.

TopMarketsbyAppDownloadsinQ12025

iOSandGooglePlay

2024Q12025Q1

8B

6B

+3%

4B

+2%

-3%

+15%

2B

-12%

0

India

UnitedStates

Brazil

Indonesia

ChinaMainland

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroid.

15

-AllRightsReserved

LooktoAsiaandAfricatoFindNewUsers

IndonesiaandIndiawerethetopmarketsby

downloadgrowth.Someofthefastestgrowing

categoriesinthesemarketsincludedPhoto&Video,Productivity,andEntertainment.

Asaregion,Africaachieved11%YoYgrowth,far

outpacingtheglobalrateof+3%.SouthAfricaandNigeriasurpassedeventheregionalratewithmorethan20%YoYgrowth.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroid.

TopBreakoutMarketsbyYear-over-YearDownloadGrowthinQ12025

iOSandGooglePlay

YoYGrowth

+300M

+200M

+100M

0

IndonesiaIndiaSouthAfricaNigeriaPakistan

2024Q12025Q1

6B

+3%

4B

2B

+15%

+23%

+8%

+28%

0

Indonesia

India

SouthAfrica

Nigeria

Pakistan

16

-AllRightsReserved

Q12025:

TopCategories

17

-AllRightsReserved

EightoftheTop10

CategoriesSawRevenueClimbbyatLeast14%YoY

In-apppurchase(IAP)revenueinnon-games

continueditsrapidclimbinto2025.Consumer

demandforAIhelpedboostcategorieslike

ProductivityandPhoto&Videowhichachieved45%and40%YoYgrowth,respectively.

Entertainmentledthewaywithmoreaquarterofthemarket.Italsomaintainedstronggrowthfromshortvideoappslike

TikTok

,streamingappslike

Max

and

AmazonPrimeVideo

,andshortdramaappslike

DramaBox

and

ReelShort

.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroid.Revenueisgross—inclusiveofanypercenttakenbytheappstores.Categories

classifiedbytheiOSAppStoreandGooglePlaycategoriesforeachapp.

TopAppCategoriesbyIn-AppPurchaseRevenueinQ12025

iOSandGooglePlay

SharebyCategory

TopCategories

<

Worldwide>

Entertainment

Photo&Video

Social…

Productivity

Music

Lifestyle

Health&Fitness

Books

Education

Utilities

0

BOOKS

heath&Fitres

$1B

$2B

Q12024Q12025

$3B

$4B

$5B

YoYGrowth

25%

40%

14%

45%

17%

9%

9%

24%

14%

33%

18

-AllRightsReserved

AIContinuedtoPropelDownloadGrowth

Globally

Productivityappdownloadsclimbed23%YoYinQ1

2025,largelyduetothecontinuedriseofgenerativeAI.Topapps(excludinggames)bydownloadgrowthoverthepastfourquarters(comparedtothepriorfour

quarters)included

ChatGPT

(#1bygrowth),

Google-

Gemini

(#4),

DeepSeek

(#6),and

Doubao

(#8).

Entertainmentwastheonlyothercategorytoachievedouble-digitgrowth.TherapidriseinShortDrama

appsexplainedthissurge,withappslike

DramaBox

,

ShortMax

,and

ReelShort

graduallyexpandingtheirreachacrosstheglobe.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroid.CategoriesclassifiedbytheiOSAppStoreandGooglePlaycategoriesforeachapp.

TopAppCategoriesbyDownloadsinQ12025

iOSandGooglePlay

<

Q12024Q12025

Worldwide>

wlntst

Education

Music

1B

2B

3B

4B

SharebyCategoryTopCategories

Utilities

Entertainment

Productivity

Finance

Photo&Video

Shopping

Social…

Lifestyle

Music

Education

0

YoYGrowth

1%

13%

23%

4%

5%

2%

3%

3%

0%

7%

19

-AllRightsReserved

StrategyhasOvertakenRPGastheTopGenre

onMobile

StrategygameIAPrevenueapproached$5billionin

Q12025asthegenrecontinuedtoexpanditsleadoverRPGforthetopspotonmobile.TopStrategygames

includedlong-establishedtitleslike

WhiteoutSurvival

and

HonorofKings

,aswellasarecentlaunch:

Dark-

WarSurvival

.Puzzle,Shooter,andActiongamesalsohadstronggrowthinQ12025.

Role-PlayingGame(RPG)revenuedeclinedagaininQ12025,draggingdownrevenueinmarketslikeJapan

andSouthKorea.However,gamedevelopersare

findingnewwaystosucceedinthesemarketsthataretraditionallydominatedbylocalpublishers.Strategy

gamerevenueclimbed71%YoYinJapan,helpingto

offsetthe13%declinefromRPGs.Meanwhile,inSouthKorea,StrategyandPuzzleachieved10%and16%YoYgrowth,respectively,somewhatbalancingoutthe29%YoYdropoffamongRPGs.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Revenueisgross—inclusiveofanypercenttakenbytheappstores.Excludesthird-partyAndroid.GamesclassifiedbySensorTower'sGameTaxonomyasofApril21,2025.

TopGameGenresbyIn-AppPurchaseRevenueinQ12025

iOSandGooglePlay

SharebyGameGenre/Subgenre

TopGameGenres

<

>

Worldwide

sandbox

cs

、

$1B

$2B

$3B

$4B

$5B

Q12024Q12025

Strategy

RPG

Puzzle

Casino

Simulation

Shooter

Action

Sports

Lifestyle

Arcade

0

YoYGrowth

16%

15%

10%

13%

0%

17%

53%

6%

8%

16%

20

-AllRightsReserved

ThreeGenresCombinedfor60%ofMobileGameDownloadsinQ12025

Puzzle,Simulation,andArcadeeachcontributedmorethan2.4billiondownloadsinQ12025.Thesegenres

havebeenverysteadysourcesofnewdownloadsinreventyears.

Strategywastheonlytopgenretosurpass2%YoY

growthinQ12025withdownloadsclimbing7%YoYglobally.JapanwasatopmarketforStrategygamesduringthequarterwithdownloadsclimbing19%YoYinthemarket.ThiswasnItsurprisinggiventherecentlaunchof

PokémonTCGPocket

capitalizingon

PokémonIspopularIPinthecountry.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroid.GamesclassifiedbySensorTower'sGameTaxonomyasofApril21,2025.

TopGameGenresbyDownloadsinQ12025

iOSandGooglePlay

SharebyGameGenre/Subgenre

TopGameGenres

<

>

Worldwide

Q12024Q12025

Arcade

simulator

FPS/3PS

gosit

Simulation

Puzzle

Lifestyle

Tabletop

Shooter

Action

\

\

.'

\

/

/

/

Strategy

Sports

Racing

00.4B0.8B1.2B1.6B2B2.4B

YoYGrowth

2%

1%

2%

15%

0%

1%

6%

7%

9%

19%

21

-AllRightsReserved

Q12025:

TopApps

22

-AllRightsReserved

ChatGPTApproachestheTopFiveAppsbyIAPRevenue

ThedemandforgenerativeAIisclearlystillbuildingasweenter2025.

ChatGPT

hasskyrocketedupthetopchartsbyin-apppurchaserevenue,rankingjustoutsidethetopfiveat#6inQ12025.Consumers

spentmorethan$330milliononChatGPTIsin-appsubscription,nearly50%growthoverQ42024.

TikTok

regainedtheleadintermsofglobaldownloadsafter

Instagram

heldthetopspotforback-to-back

quarterstocloseout2024.Thetwoappshavebeenneck-and-neckforthepastthreeyears,witheach

takingthetopspotsixofthepast12quarters.ChatGPTmoveduptwospotstorankatby

downloads#3inQ12025.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroidChangeisvs.thepreviousquarter(Q42024).

TopAppsinQ12025

<

>

Worldwide

iOSandGooglePlay

InAppPurchaseRevenue

Downloads

RankchangeAPP

1

TikTok

2

YouTube

3

GoogleOne

4

Disney+

5

TinderDatingApp62

ChatGPT

7

Max

82

WeTV

9

CapCut

10

Duolingo

Rankchange

1

1

21

33

41

51

61

7

81

93

102

APP

TikTok

Instagram

ChatGPT

WhatsAppMessenger

Facebook

Temu

CapCut

Telegram

Snapchat

Threads

23

-AllRightsReserved

AIandShortDrama'sAscentonMobile

Continuedinto2025

TwogenerativeAIappsledthebreakoutIAPrevenueanddownlaodrankings(

ChatGPT

and

DeepSeek

,

respectively).Thespaceisonlygettingmore

competitivewithnewappsincludingDeepSeekand

Grok

gainingtraction.

Fourofthetop10appsbyquarter-over-quarter(QoQ)IAPrevenuegrowthwereshortdramaappswith

DramaBox

and

ReelShort

leadingtheway.Manyoftheseappsarecontinuingtheirglobalexpansion,

addingnewmarketsafterlaunchinginafewkey

countriesliketheUnitedStates.Newappsarevyingfortheshortdramamarketaswell,with

Dramawave

rankingasthe#4appbyQoQdownloadgrowth.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroidChangeisvs.thepreviousquarter(Q42024).

TopBreakoutAppsbyGrowthinQ12025vs.Q42024

iOSandGooglePlay

<

>

Worldwide

InAppPurchaseRevenue

Breakout

Rank

1

2

3

4

5

6

7

8

9

10

current

QuarterRank

6

2

20

24

17

27

23

13

43

104

change

2

=

4

3

4

2

1

4

16

288

APPName

ChatGPT

YouTube

LINEManga

ReelShort

Amazon

Shopping

DramaBox

piccoma

AmazonPrime

Video

GoodShort

FlickReels

Breakout

Rank

1

2

3

4

5

6

7

8

9

10

current

QuarterRank

11

14

3

25

78

94

89

105

43

112

change

96

3

708

101

APPName

DeepSeek

JioHotstar

ChatGPT

Dramawave

PixVerse

Grok

AIPhotoEditorCollageMaker

PDFReader&PDFViewer

rednote

PDFViewer

24

-AllRightsReserved

Q12025:

TopGames

25

-AllRightsReserved

TopMobileGamesChartsPointtoaStableMarket

Itismorechallengingthaneverfornewgamesto

competein2025.Asaresult,thetopgamesbyIAP

revenueinQ12025weremanytitlesthathadrankedamongthetop10before(includingnineofthetop10fromthepreviousquarter).Afewnewtitleshavestillmanagedtofindsuccessinrecentyears,

including

PokémonTCGPocket

releasedinlate2024.

Thetopgamesbydownloadsalsoincludedmanyoldertitles.Allofthetopfivegameslaunchedin2022orearlier,andfourofthetopfivereleased

before2018.

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroidChangeisvs.thepreviousquarter(Q42024).

TopGamesinQ12025

<

>

Worldwide

iOSandGooglePlay

InAppPurchaseRevenue

Downloads

Rank

1

2

3

4

5

6

7

8

9

10

change

=

=

=

1

1

6

1

1

3

1

APP

HonorofKings

LastWar:Survival

RoyalMatch

WhiteoutSurvival

MONOPOLYGO!

GameforPeace

CandyCrushSaga

PokémonTCGPocket

Roblox

CoinMaster

Rankchange

1

2

31

41

53

64

74

8152

99

107

APP

GarenaFreeFire

BlockBlast!

Roblox

SubwaySurfers

LudoKing

PizzaReady!

Hole.io

456RunChallenge

PUBGMOBILE

MiniGames:Calm&Relax

26

-AllRightsReserved

Q12025wasaHugeQuarterforTencent

Tencentaccountedforfourofthetop10mobile

gamesbyQoQIAPrevenuegrowthinQ12025,

includingallofthetopthreegames.TheworldIstopmobilegamepublishersawrevenueclimb22%QoQ.OtherChinesepublisherswerealsocommonamongthetopbreakoutrankings,includingHABBY,CenturyGames,andNetEase.

456RunChallenge

,anasymmetricbattlegame,wasthetopbreakoutgamebyglobaldownloadsinQ1

2025.ItwasjoinedbyseveralSimulationgames(

Cat-

Chaos:Prankster

,

Roblox

,

ExtremeCarDriving

Simulator

)andArcadegames(

IAmSecurity

,

Super-

BearAdventure

,SurvivalEscape:PrisonEscape

).

Source:SensorTower

Note:iOSandGooglePlaycombined.iOSonlyforChina.Excludesthird-partyAndroidChangeisvs.thepreviousquarter(Q42024).

TopBreakoutGamesbyGrowthinQ12025vs.Q42024

<

>

Worldwide

iOSandGooglePlay

Breakout

Rank

1

2

3

4

5

6

7

8

9

10

current

QuarterRank

6

15

1

26

38

4

17

52

109

36

change

6

81

=

53

84

1

8

57

APPName

GameforPeace

CrossFire:Legends

HonorofKings

DRAGONBALLZDOKKANBATTLE

Archero2

WhiteoutSurvival

TFT:TeamfightTactics

DarkWarSurvival

WhereWindsMeet

IdentityV

Breakout

Rank

1

2

3

4

5

6

7

8

9

10

current

QuarterRank

8

17

23

3

43

25

49

48

20

21

change

152

980

749

1

APPName

456RunChallenge

FPSStrikeOps:

ModernArena

CatChaos:

Prankster

Roblox

IAmSecurity

SuperBearAdventure

SurvivalEscape:PrisonGame

ColorBlockJam

PrisonSurvival:

TapChallenge

ExtremeCar

DrivingSimulator

443

165

158

24

27

-AllRightsReserved

Q12025:

DigitalAdvertisingOverview

?SensorT-oAwlleiIgnARlsdReserved28

AboutthisData:

DigitalAdvertisingMethodology

●Thedigitaladspendingandimpressionsestimatespresentedinthisreportwere

compiledbySensorTowerIsInsightsteamusingPathmaticsbySensorTowerDigitalAdvertisingInsights.

●ThefiguresmentionedinthisreportreflectestimatedadinvestmentsmadebyadvertisersthroughMarch31,2025.

●Dataincludesselectchannelsineachmarket.Figuresinthisreportrepresentthetotalsforthesechannelsonly,notacrossalldigitalformats.

●DataCollection:Pathmaticscollectsasampleofdigitaladsfromtheweb.Inordertoreportthemostcompletepictureofthedigitaladvertisinglandscape,weutilizetwoleadingdatasourcingtechnologies:panelsanddataaggregators.

●Pathmaticsusesstatisticalsamplingmethodstoestimateimpressions,costper

thousandimpressions(CPMs),andspendforeachcreative.EachimpressionservedtoourdataaggregatorsandpanelistsisassignedaCPM,whichwhencombinedwithimpressionsresultsinourspendestimates.

●PathmaticsOTTdataispoweredbyapanelofrealOTT&CTVviewersandincludesdatarepresentativeofallSmartTVbrands,suchasAmazonPrimeVideo,Disney+,HBOMax,Hulu,Netflix,PlutoTV,Tubi,Peacock,andParamount+.

29

-AllRightsReserved

TheDigitalAdvertisingMarketKeepsBuildingMomentuminto2025

DigitaladspendintheUnitedStatesacrossmobile,

desktop,andOTTreached$31billioninQ12025witharecord-high3.9trillionimpressions.Thedigitalad

marketshowsnosignsofslowingdownasbothspendandimpressionsachievedmorethan10%growthYoY.

AdspendgrowthwasparticularlyhighinEuropean

marketslikeFrance(+17%YoY),Italy(+16%),Spain

(+16%),andtheUK(+15%).ThedigitaladmarketalsodisplayedstronggrowthintopAPACmarketslike

SouthKoreaandJapan.Pleasenotethattheincludedadchannelsvarybymarket.

Source:SensorTower

Note:Includesaselectionofadvertisingchannels.AdspendestimatesasofApril

21,2025.Availableadchannelsvarybymarket.See

Appendix(page43)

forlistofadchannelsincludedineachmarket.

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>

UnitedStates

DigitalAdSpendbyCountry

$31B

$40B

+12%

vsQ12024

$30B

$20B

$10B

0

2024Q12024Q22024Q32024Q42025Q1

DigitalAdImpressionsbyCountry

4T

3.9T

+11%

vsQ12024

3T

2T

1T

0

2024Q12024Q22024Q32024Q42025Q1

IncludedAdChannels

Onlyselectadchannelsareavailableineachmarket

Included?

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

X

(form