Sensor Tower：2022年及以后移动经济和数字广告报告

March2023

THEMOBILEECONOMYANDDIGITALADSPACEIN2022ANDBEYOND.

AnAnalysisoftheGlobalTrendsShapingtheMobileandDigitalAdvertisingIndustry

Q12017

Q22017

Q32017

Q42017

Q12018

Q22018

Q32018

Q42018

Q12019

Q22019

Q32019

Q42019

Q12020

Q22020

Q32020

Q42020

Q12021

Q22021

Q32021

Q42021

Q12022

Q22022

Q32022

Q42022

GlobalAppInstallGrowthSlowsbutRemainsAbovePre-COVIDLevels

Quarterlyworldwidedownloads,AppStoreandGooglePlay

GlobaldownloadshaveslowedaftertheemergenceofCOVID-19butremainsignificantlyabovepre-pandemiclevels.Recentdataconfirmthistrend,withJanuary2023installsabovethesame

periodin2019and2020.Fromageographicperspective,India,

theU.S.,andemergingmarketssuchasBrazilandIndonesia

werethetopcountriesbyappinstallsin2022.TheEuropean

continent,includingTurkey,accountedfornearly19percentof

globaldownloads,withtheregion’ssharedeclininginthepast

fewyearsinfavorofemergingmarkets.

Intheshortterm,inacontextoflowdownloadgrowth,a

pushinadoptionmaycomefromChina.China’sreopeningaftertheendofitszero-COVIDpolicyandtheeasingofitstechcrackdownwilllikelyincreasemobileadoptioninthecomingweeks(e.g.,ride-hailingappDidiisbackontheAppleAppStoreandhasresumedtakingonnewcustomersafteran18-monthban).Inthemedium-term,Africancountries,mostofwhichareoutsidethetop20marketsbydownloads,willrisein

globaldownloadrankingsowingtoayoungandgrowing

populationaswellassomeofthefastest-growingsmartphone

penetrationratesglobally.

40B

COVID-19

30B

20B

10B

0

2|©2023SensorTowerInc.-AllRightsReserved

60B

$17B

$8B

$55B

30B

0

Utilities

Entertainment

Games

3|©2023SensorTowerInc.-AllRightsReserved

MobileGamesRemaintheNo.1CategorybyDownloadsGlobally

Topcategoriesbydownloadsin2022

Acrossthemobilespace,gamesremaintheNo.1categorybyawidemargin,withover50Bdownloadsin2022.Utilitiesand

Entertainmentappsfollowasthesecondandthird-largestcategories,withUtilitiesappssurginginIndialastyear.

WhileglobalGamedownloadswereflatin2022year-over-year,theyremainedmarkedlyabovepre-COVIDlevels,withlastyear’sdownloads13Babove2019.GamesweretheNo.1category

acrossallglobalmarketsin2022,withtheexceptionofsomeAfricancountries,includingKenyaandNigeria.Anincreasein

smartphoneownershipandimprovementsininternet

penetrationandpaymentecosystemswill,however,makeAfricaanimportantregionforGamepublishersinthecomingyears.

Focusingonlargemarketswithmorethan500MGameappdownloadsin2022,Asianconsumerswereamongthemostinterestedingaming.ThepopularityofmobileGameswasparticularlystronginVietnam,Kazakhstan,andTurkey,

whereGamesaccountedforover50percentofallapp

downloads.

Q42021

Q12022

Q22022

Q32022

Q42022

Games

800M

600M

400M

200M

0

-200M

-400M

Note:DataisindexedtoQ42021

Q42021=0

Utilities

4|©2023SensorTowerInc.-AllRightsReserved

UtilitiesAppsAreNowDrivingGlobalAdoptionGrowth

Quarterlyworldwidedownloadsbycategory,AppStoreandGooglePlay

Lookingatthefastest-growingmobilecategoriesin2022,Gamesdroveadoptioninthefirsthalfoftheyear

(particularlyinQ12022),whiletheUtilitiescategoryhasbeendrivinginstallgrowthinmostrecentquarters.

ThegrowthinGamedownloadsin2022wasprimarilydrivenbyemergingmarkets,whichdominatedthetop20rankingbyrawdownloadgrowth.Indonesia,Pakistan,andthePhilippineswerethetopmarketsbyrawgrowth,withthethreerecording590Mmoredownloadsin2022comparedtothepreviousyear.

WithintheUtilitiescategory,Indiawasthetopmarketbygrowthin2022,withVPNappsoneofitsfastest-growingsegments.

DownloadsforthetopVPNappsinIndiawentfrom20Minthefirstsixmonthsof2022tonearly100Minthesecondhalfoftheyear.Increasinginternetshutdowns(thereweremorethan80in2022),theneedtoaccessgeo-restrictedappsandcontent,andtheriseinremoteworkingaresomeofthefactorsbelievedtobebehindthesurgeinVPNappinstallsinIndia.

Q42019

Q12020

Q22020

Q32020

Q42020

Q12021

Q22021

Q32021

Q42021

Q12022

Q22022

Q32022

Q42022

Note:DataisindexedtoQ42019Q42019=0

400M

300M

Turkey

200M

100M

0

-100M

-200M

5|©2023SensorTowerInc.-AllRightsReserved

TurkeyLeadsbyAdoption,

butEconomicTurmoilHalts

SpendingPotential

QuarterlydownloadsbyEuropeancountry,AppStoreandGooglePlay

InEurope,TurkeyhasbeenthecountrywhereappdownloadshavegrownatthefastestpacesincetheemergenceofCOVID-19.

Asignificantincreaseinsmartphonepenetrationrates

constitutesakeyfactorbehindtheriseinthepopularityof

mobileappsinthecountry.Gameshavebeenthestrongest

driverofdownloadsinthepastfewyearsinTurkey,but

ShoppingandFinanceappshavealsoseensolidgrowth,withthelatterrisingamidtheeconomicwoesthathaveaffectedthecountryinrecentquarters.

WhilestronginterestratecutshavesustainedTurkish

economicgrowthinpastquarters,theyhavealsoincreasedinflationtothesecond-highestintheG20.

Thesurgeininflation,asignificantunemploymentrateandacurrencycrisishaveshrunkhouseholds’spendingpower,makingithardertotranslatetheriseinmobileadoptionofrecentyearsintoasimilarincreaseinconsumerspending.

Jan-19

Jul-19

Jan-20

Jul-20

Jan-21

Jul-21

Jan-22

Jul-22

Jan-19

Jul-19

Jan-20

Jul-20

Jan-21

Jul-21

Jan-22

Jul-22

Jan-19

Jul-19

Jan-20

Jul-20

Jan-21

Jul-21

Jan-22

Jul-22

120M

50M

20M

Signal

40M

16M

90M

TikTok

30M

12M

60M

20M

8M

30M

10M

4M

Houseparty

0

0

0

6|©2023SensorTowerInc.-AllRightsReserved

DryingUpofVCFundingCouldSeeFewerDisruptorsArise

GlobalmonthlydownloadsofselectedSocialNetworkingappdisruptors

Themobilespacehasseenanumberofdisruptorsariseinthepastfewyears.Somehavedisappearedasfastastheyhave

risen.Others,likeTikTok,havebecomegame-changersinthemobilespace.

Whilehistoriclowinterestratesinthepastdecadehavehelpedcapitalflowtoriskierinvestments,theincreaseinthecostof

fundingmaymakeitharderfornewappdisruptorstoemerge,asinvestorsmayfocusonappswithmorepredictableprofits.

Recent

data

publishedbyequitymanagementfirmCartaseemtoconfirmthatventurecapitalfundsmaynowprefertosupportexistingportfoliocompaniesratherthanmakenewinvestments.Thiscouldmakeitmoredifficultfornewdisruptorstoarise,impactinginnovationinsomesegmentsofthemobilespaceinthecomingyears.

21%

-7%

30%

26%

28%

20%

16%

20%

18%

1%

201820192020202120222018201920202021

2022

GlobalAndroidSpendingFell

fortheFirstTimein2022Amid

RiseinInflation

Year-over-yearrevenuegrowthbystore

2022wasaneventfulyearinthemobileeconomyas

spendingonAndroidfellforthefirsttimeever.The

plungeinAndroidspending,whichdeclinedby

nearly7percent,wasdrivenbyadeclineinglobalGame

revenue.WhilespendingoniOSkeptgrowing,itsawa

recordslowdown,increasingbyjust1percentYOYin2022.

Japanwasthecountry-amongmajoreconomies-that

sawthelargestdeclineinAndroidspendingin2022.

Otherleadingmarkets,includingtheU.S.,alsosawa

decreaseinAndroidrevenue.ThedeclineinAndroid

revenueintheU.S.was,however,offsetbysolid

spendinggrowthoniOS,whichtendstoattractmore

high-incomeusers.

Inacontextofhighinflationanddecreasing

consumerspending,itisbecomingimperativetotest

outnewmonetizationstrategies:Someapp

developers(e.g.Tinder,Duolingo)arenowdevoting

moreresourcestoboostingsinglein-apppurchases,

whichhaveinthepastbeensidelinedinfavorofhigher-

valuesubscriptionservices.

40%

30%

20%

10%

0%

-10%

AppStore

GooglePlay

7|©2023SensorTowerInc.-AllRightsReserved

$100B

$47B

$79B

$63B

$54B

$86B

$79B

$50B

$0

201720182019202020212022

8|©2023SensorTowerInc.-AllRightsReserved

GameRevenueDeclinedfortheFirstTimeGloballyin2022…

Gameapps’grossrevenue

2022markedthefirsttimespendingonmobileGamesdeclinedYOYgloballyafterthesurgepropelledbytheemergenceof

COVID-19.Nevertheless,despitethedecreaseinspending,

revenuein2022remainedonparwith2020andwasstill

markedlyabovepre-pandemiclevels.Comparingconsumer

spendingin2022versus2019,allglobalmarketsexceptRussia,LebanonandTunisiasawanincreaseinrevenue,atestamenttothepopularityandresilienceofthemobileGamingspace.

TheU.S.,whichwastheleadingmarketbyGamerevenuein2022,recordedthesecond-largestfallinabsolutespendingin2022YOY.Asianmarkets,includingJapan,China,SouthKorea,TaiwanandThailand,alsosawsomeofthelargestdeclinesinabsolutespending,withJapanseeingthesteepestdropin

spendingglobally(seepage10).

WhilespendingdeclinedacrosstheentiremobileGamecategory,someGameapps,includingLineageW,DiabloImmortalandRoyalMatch,buckedthetrend,recordinggrossrevenuegrowthnorthof$300Min2022YOY.

$100B

$12B

$6B

$79B

$50B

$0

GamesEntertainmentSocialNetworking

9|©2023SensorTowerInc.-AllRightsReserved

…ButGameRevenueContinues

toDwarfSpendingonOther

Categories

Topcategoriesbyconsumerspendingin2022

DespitethedeclineinGamespending,Gamesstillledthe

mobilespacebygrossrevenuein2022,significantlyaheadof

EntertainmentandSocialNetworkingapps.Whilethegapin

spendingbetweenGameandnon-Gameappsremainswide,therecentriseinspendingonEntertainmentapps(seepage12)

couldalterthebalanceifGamerevenuestaysweakin2023.

Gulfcountries,ScandinaviaandLatinAmericanmarketsweretheregionswithsomeofthenarrowestdifferencesinspendingbetweenmobileGamesandthesecond-largestnon-Gamecategory(oftenEntertainment)in2022,with

EntertainmentpotentiallycannibalizingGamerevenueinthosemarkets.

Gamespendingremainedweakatthestartof2023YOY.The

releaseofsomehigh-profileGamesandGamepublishers’focusonestablishedfranchisesmayreversethedeclineinspending.ThepotentialwaningofregulatorygamingrestrictionsinChina,andtheimplementationofpost-IDFAstrategiesmayalsounlocknewlevelsofgrowthin2023.

$5B

$949M

$2.5B

$589M

$0B

-$960M

-$158M

-$108M

AllOther

Markets

Japan

-$2.5B

Q42017Q42018Q42019Q42020Q42021Q42022

10|©2023SensorTowerInc.-AllRightsReserved

JapanHasSeentheLargest

DeclineinMobileGameRevenue

Gameapps’year-over-yearquarterlyconsumerspendingrawgrowth

FarEastAsia,theU.S.,andEuropewereamongthemarketsthatsawthelargestabsolutedeclineinGamerevenuein

2022YOY,withJapanseeingthesteepestdeclineglobally,withrevenuedownby$3.2Bin2022.

TheliftingofCOVIDrestrictions,Apple’sIDFAchanges,rising

inflation,andgamingfatigueafteryearsofrelyingonindoor

gamingareallfactorsthatcanhelpexplaintheglobaldecreaseinGamerevenue.

Focusingonthemostrecentquarter,Japansawthelargestdeclineinspendingattheendof2022YOY,withGame

revenuedownby$960MinQ42022versusthepreviousyear.

InJapan,specificfactorsthatmayhaveimpactedspendinginQ42022includealateCOVIDreopening,theWorldCup,whichmighthavekeptsomeusersawayfromgames,andrising

inflation-anunprecedentedeventinJapan,acountrywherethepriceofsomeeverydayitemshasnotincreasedinthepast40years.

Growing

EmergingMarkets

DecliningEmergingMarkets

High-IncomeMarkets

$100B

$80B

$60B

$40B

$20B

$0

201720182019202020212022

11|©2023SensorTowerInc.-AllRightsReserved

GameRevenueisGrowingin

EmergingMarkets,butNot

FastEnough

Gameapps’globalconsumerspendingbyyear

WhileGamerevenuehasbeendecliningacrossmajor

economies,spendingonmobileGamesisgrowinginsome

emergingmarkets.Brazil,Indonesia,India,andTurkeywere

amongthefastest-growingmarketsbyGamerevenuein2022YOY.However,althoughconsumerspendingisincreasingin

thesemarkets,itisnotrisingfastenoughtooffsetthedeclineinothermajormarkets.

Giventhecurrentscenarioofweakrevenuegrowth,

minimizingtheimpactoftheAppleIDFAchangesiscriticaltounlockinggrowth.Gamepublishershaveanumberofstrategiesavailable,includingusingapre-permission

prompttoemphasizethevalueuserscangainfromoptingin;findingtheoptimalmomenttodelivertheAppleIDFApop-up;rethinkingtheircreativetestingstrategyand

contextualadtargeting;andbuildingafirst-partydatastrategy.

Q42021

Q12022

Q22022

Q32022

Q42022

Note:DataisindexedtoQ42021Q42021=0

$1B

Entertainment

$0

Games

-$1B

-$2B

-$3B

12|©2023SensorTowerInc.-AllRightsReserved

EntertainmentisNowDriving

GlobalConsumerSpendingGrowth

Quarterlyworldwideconsumerspendingrawgrowthbycategory

Entertainmentisnowdrivingrevenuegrowthglobally.

Entertainmentisgrowingfast,withspendingpickinguppaceasGamerevenuedeclines.Fromageographicperspective,the

U.S.,China,andSouthKoreadrovespendinggrowthon

Entertainmentappsin2022,whileTikTok,HBOMaxandDisney+wereamongthefastest-growingappsbyconsumerspending.

TheincreaseinEntertainmentrevenueandtheconcurrent

declineinGamespendingraisesthequestionofwhetherGameusersaremovingtowardsEntertainmentapps,particularly

thosethataremakingapushintothegamingspace,suchasTikTokandNetflix.

DatafromSensorTower’sAppOverlapmoduleshowthat

TikTokandNetflixareamongtheappsthatusersoftop-

grossingGameappsworldwidearemostlikelytospendtimeon:TikTokandNetflixareamongthetopnon-Gameapps

thatCoinMasterandPokemonGo’sAndroidusersaremorelikelytouseina30-dayperiod.TikTokisalsopopularamongGenshinImpact’suserbase,rankingastheNo.2app

GenshinImpact’sAndroidusersaremorelikelytospendtimeonworldwide.

GrossRevenue

200M400M600M800M

0M

0M

200M400M600M800M

0M

200M400M600M800M

0M

2019

2020

2021

2022

SpendingonEntertainment

AppsisNowTwicethatofthe

Entertainment

$4B

Next-LargestCategoryintheU.S.

Consumerspendingvs.downloadsbycategoryintheU.S.

$3.5B

Entertainment

TheU.S.isaclearexampleofhowmuchspendingon

$3B

$2.5B

Entertainmentappshasriseninrecentyears:Entertainment

revenuehasgrownsteadilysincetheemergenceofCOVID-19,

withspendingonEntertainmentappsreaching$4Bin2022,

morethandoubletheamountof2019.

SocialNetworking

SocialNetworking

$2B

Entertainment

SpendingonEntertainmentappshasgrownsofastinthe

U.S.thatin2022Entertainmentappsrevenuewas,forthe

firsttime,twicethatofthenext-largestcategory,Social

$1.5B

Entertainment

SocialNetworking

SocialNetworking

Avg.Spend

Networking(however,Gameapps,notshowninthechart,

remainedthetopbyspend).

$1B

TikTok,HBOMaxandDisney+werethetopgrossing

EntertainmentappsintheU.S.in2022,withTikToksurpassing

evenGameapps,withtheexceptionofCandyCrushSaga.

$500M

TikTokwasalsothefastest-growingbyrawconsumerspending

in2022YOY,followedbyTVStreamingapps,includingHBOMax,

PeacockTVandParamount+.

$0M

200M400M600M800M

NoteRegardingRevenueEstimates:

Downloads

Gameappsarenotincludedinthechart.

13|©2023SensorTowerInc.-AllRightsReserved

GrossRevenue

0M

0M

50M100M150M200M

0M

50M100M150M200M

0M

50M100M150M200M

2019

2020

2021

2022

$1.5B$1.4B$1.3B$1.2B$1.1B $1B$900M$800M$700M$600M$500M$400M$300M$200M$100M

$0M

AMangaReaderAppisNow

theTopGrossinginJapan

Entertainment

Entertainment

Consumerspendingvs.downloadsbycategoryinJapan

SocialNetworking

SocialNetworking

SocialNetworking

Books

Books

Entertainment

EntertainmenthasalsobeendrivingspendinggrowthinJapan

inrecentyears,withthecategorybecomingthetopgrossingin

2021amongnon-Gameapps,arecorditmaintainedlastyear.

However,whatsetsJapanasidefromothermajormarketsisthe

sizeandgrowththattheBookscategoryhasseeninrecent

years.Andwhilemostmobilecategoriessawadecreasein

SocialNetworking

Books

revenuein2022,Bookssawoneofthesmallestdeclinesamong

topcategories,makingitoneofthemostresilientinthe

Japanesemobilespace.

WithintheBookscategory,MangaReaderappshavebeen

amongitsfastest-growingsegments.Thisisapparentifone

BooksEntertainment

looksatthetop-grossingappsacrosstheentiremobile

ecosystem:Historically,theleadingappbyrevenueacross

bothstoresinJapanhasalwaysbeenaGameapp.However,

Avg.Spend

in2022,aMangaReaderapp-Piccoma-becametheNo.1by

revenueacrossbothstores,replacingaGameappforthe

firsttimeever.

50M100M150M200M

NoteRegardingRevenueEstimates:

Downloads

Gameappsarenotincludedinthechart.

14|©2023SensorTowerInc.-AllRightsReserved

$4B

$1.03B

$1.41B

$1.83B

$3.81B

$3.35B

$2.71B

$2B

$0

Jan2018Jan2019Jan2020Jan2021Jan2022Jan2023

15|©2023SensorTowerInc.-AllRightsReserved

GlobalMobileSpending

ContinuestoIncreaseDespiteMacroHeadwinds

Globalnon-Gameapps’grossrevenueinJanuaryofeachyear(excludingChina)

Globalconsumerspendingonnon-GameappsreachedarecordhighinJanuary2023YOY,withgrossrevenuehitting$3.8B.Theincreaseinspendinghascomeonthebackofaneconomythat-despitehighinflation-hasshownsurprisingstrengthacross

markets,includingtheU.S.

Mostglobalmarkets,withtheexceptionofRussiaandJapan,sawanincreaseinnon-GamemobilespendinginJanuary2023YOY.EntertainmentandPhoto&Videowerethefastest-growingsegmentsbyrawrevenue,whiletheU.S.andSouthKoreawerethemarketswherespendingincreasedthemostinabsolute

terms.

Whilemobilespendingremainsstrong,thelatesteconomicdatafromtheU.S.suggestthattheFederalReservemay

considerlargerinterestrateincreasestobringinflationback

toitstwopercenttargetinthenextfewyears.Higher

interestratesmightslowconsumerspending,also

impactingrevenueinthemobileeconomy.

NoteRegardingRevenueEstimates:

Gameappsarenotincludedinthechart.

Chinaisnotincluded.

$236M

$279M

ConsumerSpendingisRising

AgaininChinaAmidthe

Country’sReopening

$600M

$538M

$511M

$540M

$351M

Non-Gameapps’grossrevenueinJanuaryofeachyearinChina

Mirroringothermarkets,mobilespendingreachedarecordhigh

inChinainJanuary2023YOYamidthecountry’sreopening

followingtheendofitszero-COVIDpolicy.Spendingonnon-

Gameappshit$540MinJanuary2023,thehighesteverforthe

month.

$300M

Whilemobilespendingisincreasing,itisnotrisingasmuchasin

thepre-COVIDperiod.Nevertheless,Chinesehouseholdsare

sittingonthelargestpoolofnewsavingsinhistory,whichmay

representasignificantmonetizationopportunityforapp

developersinthecomingmonths.

Theaccumulationofsavings,theeasingofChina’stech

crackdown,alowinflationratecomparedtootherglobal

markets,andsignsofapotentialrelaxationofstringent

gamingregulationsmaycombinetounlocknewgrowth

opportunitiesinthecomingquarters.

$0

Jan2018Jan2019Jan2020Jan2021Jan2022Jan2023

NoteRegardingRevenueEstimates:

Gameappsarenotincludedinthechart.

RevenueestimatesinChinaonlyincludetheAppStore.

16|©2023SensorTowerInc.-AllRightsReserved

$28B

$25B$25B

$22B

DigitalAdSpendisPickingUpPace,butAppsEyeAlternativeRevenueStreams

Quarterlydigitaladspendin2022(U.S.,Canada,U.K.,Germany,France,Italy,Spain)

Digitaladspendinghasincreasedquarter-over-quarterinthe

pastfewquarters,reaching$28BacrossNorthAmericaandlargeEuropeanmarketsinQ42022.Comparing2022to2021,

however,someofthelargestadchannelshaveseenadecreaseinspendasbrandshavecuttheirmarketingbudgetsatatimeofrisinginflationandasaresponsetoApple’santi-trackingrules.IncreasingcompetitionfromAmazon,AppleandTikTokhasalsoshiftedinvestments.

TheFallinadvertisingrevenuehaspushedappsthatrely

moreheavilyonadvertisingtolookfornewsourcesof

revenue.Meta’sVerifiedsubscriptionisthelatestexampleofthistrend,whichhasseenSnapchatandTwitterlaunchtheirsubscriptionservicesinrecentmonths.Subscriptionrevenuewillhardlymakeupforlostrevenuefromadvertising,butthe

focusonsubscriptionscouldbeawindfallforGoogleandApple:Theymakenomoneyfromapps’advertisingrevenuebuttakeacutfro