2026年全球非游戏应用趋势报告 Global Non-Gaming App Trends Report

2026

Global

Non-GamingAppTrendsReport

MiTtegralCinsightrackr

02

UserAcquisition

Intensifiedcompetitionisforcinga

shifttowardsmartbiddingsolutions.

2026GlobalNon-GamingAppTrendsReport

Contents

01

Download&Revenue

AIandShortDramaappsareleadingnon-gamingappgrowth.

04

SuccessStories

Appscanachieveupto10xgrowthandprofitablescalewithMintegral.

03

AdMonetization

ThedominanceofIAA-onlymodelsandthebenefitsofvideo-basedformats.

Today’smarketleadersarenolongerjustthosewhosolveaproblem,butthosewhotransformappsfromafunctionaluser

experienceintoanengagingone.

However,thepressuretoacquireusers

efficientlyandmonetizeeffectivelyhasneverbeenhigher.

Tonavigatethislandscape,MintegralandInsightrackrhavecombinedglobalmarketintelligencewithgranularplatformdata.

Thisreportprovidesastrategicroadmap—

fromOS-levelrevenuepatternstoautomatedbiddingbenchmarks—equippingdeveloperswiththetoolstoscaleprofitablyinto2026.

KeyFindings

TheHeadline

Trend

Short-FormContent

Androidvs.iOS

AI-focusedappssuchas

ShortDramaappsachieved

Androidremainstheprimary

ChatGPTandPerplexityare

unprecedentedYoYrevenue

driverforuseracquisition

drivingrapidgrowth.AI-

growth,signalingamajorshift

volume,butrevenuepatterns

enhancementsappeartobe

inglobalcontentconsumption.

skewtowardiOS,especiallyin

contributingtoarevenueuplift

Finance&BusinessandLife

inmanygenres.

Servicesverticals.

IntensifyingCompetition

Thenumberofadvertisersisincreasingacrossallgenres,withFinance&Business

recordingthefastestYoY

growthinadvertisercount.

AutomatedBidding

AdoptionofSmartBidding

modelssuchasTargetROAS

andTargetCPEisaccelerating,withUtilitiesappsleadingtheway.

2026GlobalNon-GamingAppTrendsReport

2026GlobalNon-GamingAppTrendsReport

Research

Methodology

DataSources

Thisreportdrawsontwoprimarydatasources:Mintegral,aleadingmobileadvertisingplatformthatprovidesaggregated,anonymizeddatafromitsownplatform,and

Insightrackr,whichtracksglobalmobileadvertisingactivity.

AppCategories

Thestudyfocusesonnon-gamingmobileapplications,withparticularemphasisonEntertainment,E-

Commerce,Utilities,andAIChat.

DataCoverage&Period

ThedataspansJanuaryto

December2025,covering100+keyglobalmarketsexcludingMainlandChina.

01

Download&Revenue

2026GlobalNon-GamingAppTrendsReport

01Download&Revenue

UtilitiesandEntertainmentLeadNon-GamingApp

Downloads

Utilities(21.6billion(B)downloads)andEntertainment(20.6B)arethetwolargestgenresbydownloadvolumein2025.

Downloadtrendsshowclearseasonalitywith

fluctuationsconcentratedinthesummerandyear-endholidayseason.

MonthlyAppDownloadsbyCategory

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)

2.0B

1.5B

1.0B

0.5B

0.0B

Utilities

21.6Bintotal

Entertainment

20.6Bintotal

Finance&Business

13.7Bintotal

LifeServices

10.5Bintotal

Social

8.4Bintotal

E-Commerce

5.3Bintotal

Education

3.9Bintotal

JanFebMarAprMayJunJulAugSepOctNovDec

DataSource:Insightrackr

01Download&Revenue

2026GlobalNon-GamingAppTrendsReport

Scale-DrivenGrowthonAndroidvs.Value-DrivenMonetizationoniOS

Betweenoperatingsystems(OS),Androiddominatesdownloadvolume,revealingitsroleastheprimarydriverofuserscale.Utilities(79.1%)areheavilyAndroid-dependent,whileLifeServices(57.8%)andE-Commerce(52.4%)showedamorebalancedsplit.

RevenuepatternsskewtowardiOS.Finance&Business(51.3%)andLifeServices(56.9%)accountedforalargershareofrevenuefromiOSdespitefewerinstalls.

DownloadDistributionbyOS

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)

100%

80%

60%

40%

20%

0%

Utilities

Entertainment

Finance&Business

LifeServices

Social

E-Commerce

Education

AndroidDownloadiOSDownload

20.9%

25.7%

27.3%42.2%

72.7%57.8%

32.3%

26.0%47.6%

79.1%

74.3%

67.7%

74.0%52.4%

RevenueDistributionbyOS

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)

100%

80%

60%

40%

20%

0%

Utilities

Entertainment

Finance&Business

LifeServices

Social

E-Commerce

Education

AndroidRevenueiOSRevenue

36.3%

43.2%

44.1%

46.4%

51.3%

39.8%56.9%

63.7%

56.8%

55.9%

53.6%

48.7%

60.2%43.1%

DataSource:Insightrackr.RevenuedatareflectsestimatedIAPandIAArevenue..

01Download&Revenue

DownloadGrowthisSplitBetweenEmergingand

MatureCategories

UtilitiesrankingswerereshapedbyAI-focusedappsdeliveringexceptionalYoYdownloadgrowth.

E-CommerceremainedamatureandstablesectorwithgrowthconcentratedinappsfromemergingmarketslikeIndiaandLatinAmerica.

SixofthetopShortDramaappsrecordedmorethantripledigitgrowth.

2025TopUtilities,E-Commerce&ShortDramaAppsbyDownloads

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)

Utilities

#

YoYGrowth

AppName

01

02

03

04

05

06

07

08

09

10

ChatGPT

Messenger

Dola:FormerlyCiciTruecaller

Google

PerplexityDeepSeekSHAREit

TeraBox

GoogleChrome

+1340.61%

-10.44%

+307.62%

-2.72%

-6.93%

+3612.86%

NEW

+31.57%

-11.02%

-1.82%

E-Commerce

#

YoYGrowth

AppName

01

02

03

04

05

06

07

08

09

10

Temu

MeeshoSHEINFlipkart

AmazonShopping

AliExpress

Shopee

Myntra

MercadoLibre

Shop

-5.91%

-17.92%

-21.32%

+41.89%

-3.05%

-2.98%

-15.03%

+15.26%

+171.52%

+60.10%

ShortDrama

#

YoYGrowth

AppName

01

02

03

04

05

06

07

08

09

10

DramaBox

ReelShort

KukuTV

ShortMax

GoodShort

NetShort

DramaWave

Melolo

DramaReels

QuickTV

+130.93%

+215.03%

+4267.70%

-30.43%

+757.08%

+3449.70%

+8363.73%

NEW

NEW

NEW

DataSource:Insightrackr.“NEW”indicatesappslaunchedin2025orlate2024withinsufficientdataforYoYcomparison.

01Download&Revenue

AIAdoptionandShort-FormContentConsumptionDriveExplosiveRevenueGrowth

ShortDramaappsdeliverexceptionalYoYrevenuegrowth,withtwonewregionalplayersgainingtractionalongsideestablishedleaders.

AISocialappsbenefitdirectlyfromtheGenerativeAIadoptionwave.

EducationappgrowthisprimarilydrivenbyAI-enhancedusecasessuchastranslation,languagelearning,andproblemsolving,leadingtogrowinguseandrevenue.

2025TopShortDrama,AISocial&EducationAppsbyRevenue

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)

ShortDrama

#

YoYGrowth

AppName

01

02

03

04

05

06

07

08

09

10

ReelShort

DramaBox

NetShort

GoodShort

DramaWave

ShortMax

FlickReels

KukuTV

RapidTV

StardustTV

+576.9%

+1284.4%

+13400.8%

+2270.1%

+12715.4%

+395.8%

+44659.9%

+45039.4%

+498456.4%

+853.5%

2026GlobalNon-GamingAppTrendsReport

CharacterAI

PolyBuzz

Talkie

LinkyAI

Emochi

Friends

Flirtify

LoveyDovey

HiWaifu

Dialogue

01

02

03

04

05

06

07

08

09

10

AISocial

#

YoYGrowth

AppName

+917.8%

+2813.9%

+1545.4%

+852.7%

+6132.1%

+284.2%

NEW

+22192.6%

+696.8%

+711.9%

01

02

03

04

05

06

07

08

09

10

NaverPapago

DeepLTranslatePhotomath

HiTranslateClassDojo

WeMuslim

UDictionaryTranslatorLingokids

Finch

Babbel

Education

#

YoYGrowth

AppName

+898.9%

+953.2%

-23.2%

+281.6%

+1144.5%

+1041.9%

+460.4%

+1408.0%

+4022.6%

+529.7%

DataSource:Insightrackr.“NEW”indicatesappslaunchedin2025orlate2024withinsufficientdataforYoYcomparison.RevenuedatareflectsestimatedIAPandIAArevenue.

02

UserAcquisition

2026GlobalNon-GamingAppTrendsReport

02UserAcquisition

UserAcquisitionCompetitionContinuestoFlourish

Thenumberofnon-gamingappsrunninguser

acquisitioncampaignsisincreasingacrossallmajorgenres,signalingacompetitiveUAenvironment.

LifeServices(+42%)leadsinappcount,drivenbyitsfragmentedmarketalongsidestrongdemand.

Finance&Business(+43.5%)recordsthefastestYoY

growth,reflectingrisingcompetitionasmoreappsinvestinpaidacquisitiontoreachhigh-valueusers.

Entertainment(+38.2%)andUtilities(+24.3%)alsoseenotableincreasesinadvertiserparticipation,while

Education(+36.2%)andE-Commerce(+35.2%)maintainsolidgrowthdespitesmallerscale.

GlobalAdvertisingAppCountbyCategory(2024vs.2025)Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)

LifeServicesFinance&Business

25000

20000

15000

10000

5000

0

2025AppCount2024AppCount

+42.0%+43.5%+38.2%+24.3%+26.5%+36.2%+35.2%

EntertainmentUtilitiesSocialEducationE-Commerce

DataSource:Insightrackr

02UserAcquisition

E-CommerceLeadsinAdvertisingScale

E-Commerceexhibitsthehighestadcreativedensityamongnon-gaminggenres,reflectinganadvertisingmodelwheremostextensiveproductcatalogsand

visualassetsaresystematicallyrepurposedasadcreatives,amplifiedbysolutionslikeDCOand

retargeting.

Finance&BusinessandLifeServicesshowhighdensity,indicatingsignificantcompetitionwithbothsubstantialadcreativeandappcounts.

Socialachievescomparabledensitylevelsbutwith

roughlyhalftheadcreativeandappcountsofFinance&BusinessandLifeServices,highlightingconcentratedcreativeefforts.

AdCreativeDensitybyCategory

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)

AdCreativeCount

63

43

6.0M

5.0M

4.0M

3.0M

2.0M

1.0M

0.0M

528

133123

99

13

0

0500010000150002000025000

E-Commerce

Finance&Business

LifeServices

Social

Entertainment

Utilities

Education

AppCount

DataSource:Insightrackr.Bubblesizerepresentstheaveragenumberofadcreativesperappin2025foreachgenre.

02UserAcquisition

2026GlobalNon-GamingAppTrendsReport

SmartBiddingSolutionstoEfficientlyScaleUser

Acquisition

MintegralSmartBiddingseessignificantnon-gamingadspendgrowth.BothTargetROASandTargetCPEexpendituressurgebyover50%,signalingastrongmarketshifttowardROI-drivenUAstrategies.

UtilitiescontinuestoleadtheadoptionofTargetROAScampaigns,underscoringafocusonrevenue-optimizedacquisition,whileEntertainmentmaintainsasteadygrowthprofile.

TheTargetCPElandscapeisundergoingamajorstructuralshift,withFinance&BusinessandUtilitiesrapidlyexpandingtheirfootprint.

AdSpendviaMintegralSmartBidding

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)

TargetROASTargetCPE

+50.2%

+57.2%

JanFebMarAprMayJunJulAugSepOctNovDec

TargetROASAdSpendbyCategory

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)

20252024

+4.0pp+1.9pp-2.2pp-3.8pp

54.6%

50.6%

23.8%

18.2%

21.9%

14.4%9.3%

7.2%

Others

UtilitiesEntertainmentHealth&Fitness

TargetCPEAdSpendbyCategory

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)

20252024

+16.1pp+12.3pp+5.0pp-33.4pp

69.9%

36.5%

28.3%

25.2%

12.9%

12.2%

10.0%

5.0%

Finance&Business

UtilitiesSocialOthers

DataSource:Mintegral.MintegralSmartBiddingincludesbothTargetROASandTargetCPEcampaigns.

02UserAcquisition

2026GlobalNon-GamingAppTrendsReport

CPIDivergesSharplybyCategoryandOS

OnAndroid,E-Commerce(3x)recordsthehighestCPI,indicatingintensecompetitionfortransactionalusers,followedbyFinance&Business(1.5x)andShortDrama(1.3x).Entertainment(0.6x)remainsthemostcost-efficientcategory.

OniOS,CPIexhibitshigherrange:Finance&Business(4.6x)standsoutwithasubstantiallyhigherCPI,reflectingstrongcompetitionforhigh-valueusers.

AverageCPIIndexonAndroid

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)|CPIvaluesareindexed

3.00

1.50

1.29

1.141.071.001.00

E-Commerce

Finance&Business

ShortDrama

AISocial

Social

AllNon-gaming

Utilities

Entertainment

0.64

AverageCPIIndexoniOS

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)|CPIvaluesareindexed

4.57

1.45

1.000.810.77

0.500.490.31

Finance&Business

Utilities

AllNon-gaming

Social

E-Commerce

ShortDrama

AISocial

Entertainment

DataSource:Mintegral.Indexedtobaseline(1.0)CPIacrosscategories.

02UserAcquisition

2026GlobalNon-GamingAppTrendsReport

AverageCPIbyCategory

AcrossKeyRegionsonAndroid

InNorthAmerica&SoutheastAsia,E-CommerceshowsaclearCPIpremiumovertheregionalnon-gaming

baseline,reflectingintensifiedcompetitiondrivenbyscale-orienteduseracquisition.

Mostothernon-gaminggenresremainatorbelowtheregionalaverage,indicatingarelativelystablecost

environmentoutsideofcommerce-focusedcampaigns.

InEurope,Finance&Business(4.6x)emergesastheprimaryCPIdriverwithintheregion.

InLatinAmerica,Social(3x)recordsthehighestCPIamongselectednon-gaminggenres,indicating

intensifiedcompetitionforscalablesocialtraffic.

AverageCPIIndexofSelectedCategoriesonAndroid

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)|CPIvaluesareindexedbyregion

E-CommerceShortDramaUtilitiesFinance&BusinessSocialEntertainment

1.41

1.00

0.92

0.92

0.59

0.67

1.29

1.00

0.92

0.92

0.65

0.55

1.00

0.94

0.28

0.64

0.53

0.51

1.36

0.911.00

1.001.00

0.45

NorthAmerica

2.25

SoutheastAsia

6.19

Europe

4.57

LatinAmerica

3.00

DataSource:Mintegral.Indexedtobaseline(1.0)CPIacrosscategories.

02UserAcquisition

2026GlobalNon-GamingAppTrendsReport

AverageCPIbyCategory

AcrossKeyRegionsoniOS

InNorthAmerica,CPIlevelsarerelativelybalanced,withFinance&Business(1.4x)andUtilities(1.2x)showing

moderatelyhigheracquisitioncosts.

InEurope,Finance&Business(3.5x)standsoutwithsignificantlyelevatedCPIrelativetoothernon-gamingcategoriesoniOS.

InAsia-Pacific,Finance&Business(2x)andSocial(1.4x)areprimaryCPIdrivers,bothexceedingtheregionalnon-gamingbenchmark.

InLatinAmerica,Utilities(2.6x),Finance&Business(2.1x),andSocial(2x)recordhighCPIlevels.

AverageCPIIndexofSelectedCategoriesoniOS

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)|CPIvaluesareindexedbyregion

E-CommerceShortDramaUtilitiesFinance&BusinessSocialEntertainment

NorthAmerica

Europe

1.38

3.48

1.24

1.00

0.92

0.84

0.72

1.22

1.00

0.31

0.46

0.34

0.34

Asia-Pacific

LatinAmerica

2.11

2.62

2.06

1.42

1.93

1.16

1.00

1.00

0.59

0.56

0.24

0.33

0.25

0.22

DataSource:Mintegral.Indexedtobaseline(1.0)CPIacrosscategories.

UAintheHolidaySeason:

Stats,Facts,andTipstoRefineYourUAStrategies

2026GlobalNon-GamingAppTrendsReport

02UserAcquisition

2026GlobalNon-GamingAppTrendsReport

WhoIsFocusingMostonHolidaySeasonUA?

Mostcategories’adcreativevolumeshowsnetpositivegrowthfromSeptembertoDecember,indicatingbroadholidaymomentum.

Utilities,Entertainment,SocialandEducationappsarethemostactiveadvertisersinHolidaySeason,rampingupadcreativevolumesatthistime.

E-CommerceandHealth&Fitnessappsalsoshowsolid,consistentgrowth,steadilyinvestingincreativesthroughouttheperiodtocaptureholidaymomentum.

AdCreativeTrendsDuringHolidaySeasonbyCategory

Sep1,2025–Dec31,2025|Global(Excl.MainlandChina)

Finance&Business

Health&Fitness

Entertainment

E-Commerce

LifeService

Education

Utilities

Social

DataSource:Insightrackr

02UserAcquisition

2026GlobalNon-GamingAppTrendsReport

HowtoEngageYourAudienceintheHolidaySeason

Duringthehigh-stakesholidayseason,useracquisitionisonlyhalfthebattle.With77%ofuserstypically

droppingoffwithinthreedays,retargetingisasanincreasinglyvaluablestrategyforadvertiserstoprotectseasonalspend.

JennyLin

DirectorofBusinessDevelopmentMintegral

3ActionableTips

PrioritizewarmaudiencestomaximizeholidayROI

Focusonretargetinglapsedusers,pastinstallers,orhigh-intentaudienceswhoalreadyknowyourapp.Theseusersconvertandengagesignificantlybetterthannewusers.

Useoutcome-basedbuyingwithsmartfrequencycontrol

Workwithpartnersthatchargebasedonrealoutcomes(suchaspurchasesorre-installs),notimpressionsorclicks.Combinethiswithblocklistsandfrequency

capstoavoidwastingspendonactiveusersandreduceimpressionfatigueduringpeakholidaytraffic.

Leverageplatformstrengthsandcreativeflexibility

DoubledownonAndroidretargetingforandselectivelyruniOSretargetingwherecohortsarelargeenough.Choosepartnersthatsupportflexibleadformatsand

frequentcreativerefreshestokeepholidaymessagingtimely,engaging,andconversion-driven.

02UserAcquisition

Early&Aggressive:

E-CommerceAdCreative

ExpansionforHolidaySeason

E-commerceappsareinvestingheavilyandstartingsignificantlyearlierthanthetraditionalNovember–Decemberholidayretailpeaktocapturethefullopportunity.AdcreativevolumeshowsstrongoverallgrowthfromSeptemberonward,withclearaccelerationintoDecember.

LatinAmericaandEuropeemergeastheleadingtargets,togetheraccountingforover40%ofholidayadcreatives—signalingrobustdemandinbothhigh-growthemergingand

maturemarkets.

E-CommerceAdCreativeVolume

Sep1,2025–Dec31,2025|Global(Excl.MainlandChina)

3.0M

+5.6%MoM

2.9M

-1.1%MoM

2.8M

+9.1%MoM

2.7M

2.6M

2.5M

SepOctNovDec

2026GlobalNon-GamingAppTrendsReport

E-CommerceAdCreativeDistributionbyRegion

Oct1,2025–Dec31,2025|Global(Excl.MainlandChina)

LatinAmerica

Others15.3%

22.1%

MiddleEast

10.6%

Europe

20.7%

SoutheastAsia

12.8%

DataSource:Insightrackr

NorthAmerica

18.6%

02UserAcquisition

2026GlobalNon-GamingAppTrendsReport

UnlockingMobile

PerformanceMarketingforE-CommerceSellers

Smallerandmid-sizedcompaniescantakeadvantageofwhatplayershaveknownforawhile:mobile

performancemarketingisagrowthsuperpowerforall.

It’sabouttimethatecommercecompaniesleanintothisenvironmenttoidentifynewprospects,drivesalesandstrengthentheirrelationshipswithexistingcustomers.

MatthewLeopold

DirectorofNewBusinessMintegral

4ActionableTips:

Shifttoengagement-basedtargeting

Useperformance-drivencampaignmodelsliketargetCPEinsteadofrelying

solelyoninstall-basedtargetingtobettercapturemeaningfuluserinteractions.

Investinaccurateattributionandtracking

Leverageadvancedtrackingtoolstoconnectuseractionstorealecommerce

outcomes,enablingsmarteroptimization,lowercosts,andclearerROIinsights.

ChoosetherightPMPpartnersandKPIs

Workwithtransparent,data-drivenpartners,optimizetowardtheright

ecommerceKPIs,andensurestrongcreative,attribution,andreporting

foundations.

Prepareforamobile-firstfuture

Exploreemergingformatslikeplayableadsandprioritizemobileperformance

advertisingtostaycompetitiveasshoppingbehaviorcontinuesshiftingawayfromdesktop.

03

AdMonetization

2026GlobalNon-GamingAppTrendsReport

03AdMonetization

IAADominatesNon-GamingMonetization

IAA-onlymonetizationisthedominantrevenuemodel.Education(48.1%),Utilities(46.3%),andEntertainment(44.1%)leadintheirshareofIAA.

TheshareofIAPappsinSocial(35.9%)andLifeServices(34.1%)ishighercomparedwithothercategories,

reflectingauserbasewillingtospendonin-apppurchases.

ShortDramademonstratesabalanceddistribution

acrossIAA,IAP,andHybridmodels,signaling

diversificationandexperimentationwithinthecategory.

ProportionofAppMonetizationModelbyAppCategory(IAPvs.Hybridvs.IAA)

36.5%

31.1%46.3%

38.9%

42.1%

48.1%

33.0%

23.8%

32.3%

28.2%

24.4%

29.1%

34.1%

30.1%

28.8%

27.7%

27.5%

35.9%24.6%

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)aIAPOnlyHybridaIAAOnly

100%

90%

80%

44.1%

70%

60%

50%

33.3%

40%

30%

20%

10%

0%

UtilitiesSocialEntertainmentShortDramaLifeServicesEducationFinance&

Business

DataSource:Insightrackr

03AdMonetization

2026GlobalNon-GamingAppTrendsReport

RewardedandInterstitialVideoDeliverSignificantlyHighereCPMonMintegral

OnbothAndroidandiOS,video-basedadplacementsoutperformotherformatsonMintegral.

RewardedVideodeliversthehighesteCPM,128xofanAndroidbannerand165xoniOS,followedbyInterstitialVideowithsimilarlystrongperformance.

ThepatternisconsistentacrossAndroidandiOS,withthelattershowinganevenlargerpremiumforvideoads.

AverageeCPMIndexbyAdFormatonAndroid

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)|eCPMvaluesareindexed

128.25

61.50

4.501.00

RewardedVideoInterstitialAdsOthersBannerAds

(Benchmark)

AverageeCPMIndexbyAdFormatoniOS

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)|eCPMvaluesareindexed

165.00

114.50

2.101.00

RewardedVideoInterstitialAdsOthersBannerAds

(Benchmark)

DataSource:Mintegral.IndexedtotheaverageeCPMofBannerAds(1.0).

03AdMonetization

2026GlobalNon-GamingAppTrendsReport

MonetizationisHighly

Category-DependentandOS-Specific

AISocialdeliversthestrongestmonetizationoniOS,reachingnearly2.8xthenon-gamingbenchmark.Thisreflectshighadvertiserdemandandstronguser

engagement.

UtilitiesandFinance&Businessperformparticularly

wellonAndroid,indicatingstablevalueinfunctionalandhigh-intentusecases.

E-CommerceandShortDramashowmoderateeCPMs,withslightlybetteriOSperformance.

AllNon-gaming

AISocial

E-Commerce

ShortDrama

Utilities

Finance&Business

Social

Entertainment

AverageeCPMbyAppCategoryonMintegral

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)|eCPMvaluesareindexed

iOSeCPMAndroideCPM

3

2.5

2

1.5

1.00

1

0.5

0

DataSource:Mintegral.Indexedtobaseline(1.0)eCPMacrosscategories.

03AdMonetization

2026GlobalNon-GamingAppTrendsReport

Geo-DependentRewardedMonetizationTrendson

Mintegral

NorthAmericashowsthehighestrewardedvideoeCPM,withespeciallypronouncedpremiumsinShortDrama(11.82x)andUtilities(6.44x),indicatingstrongadvertiserdemandandmonetizationefficiency.

LatinAmericaandAsia-PacificgenerallysitatthelowerendoftheeCPMrange,servingasbaselinemarketsacrosscategories.

ThegapbetweentopandbottomregionsismostextremeinShortDrama,highlightingasensitivitytomarket-levelpurchasingpowerandadvertisercompetition.

AverageeCPMofRewardedVideoAdsbyRegionandAppCategoryonMintegral

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)|eCPMvaluesareindexedwithineachcategory

ShortDrama

11.82

5.68

2.181.00

NAMELATAMSEA

Entertainment

1.011.001.00

4.07

NAEUAPACLATAM

Utilities

6.44

2.171.291.00

NA

EULATAMAPAC

Finance&Business

3.59

3.191.471.00

NAEULATAMAPAC

Social

1.311.121.00

4.26

NAMELATAMEU

DataSource:

Mintegral.Indexedtothelowest-performingregionpercategory(baseline=100%).

03AdMonetization

NorthAmericaDominatesInterstitialVideoeCPM

NorthAmericadeliversthehighesteCPMacrossallselectedgenres,withparticularlylargepremiumsinShortDrama(17.59x)andEntertainment(16.98x).

ThewidegapbetweenregionshighlightsthatInterstitialVideomonetizationvariesbyregion,reinforcingtheimportanceofgeo-specificstrategies.

AverageeCPMofInterstitialVideoAdsbyRegionandAppCategoryonMintegral

Jan1,2025–Dec31,2025|Global(Excl.MainlandChina)|eCPMvaluesareindexedwithineachcategory

ShortDrama

4.763.47

1.00

17.59

NAAPACLATAMSEA

Entertainment

3.431.921.00

16.98

NAEULATAMSEA

Utilities

9.78

2.442.021.00

NA

EUAPACLATAM

Finance&Business

9.98

6.57

1.521.00

NA

EULATAMAPAC

Social

3.68

1.101.071.00

NA

MEEULATAM

DataSource:Mintegral.Indexedtothelowest-performingregionper

category(baseline=100%).

04

CustomerSuccessStories&Solutions

2026GlobalNon-GamingAppTrendsReport

04MintegralCustomerSuccessStories&Solutions

Entertainment

MyDramaandMyPassionScalewithMintegral’sTargetCPEBidding

TheResult

2X

RevenueGrowth

100X

InstallGrowth

E-Commerce

Wine