Mobile ad market tightens as Apple and Google hold lead, AppLovin expands across key genres

The 2025 edition of the AppsFlyer Performance Index shows a mobile advertising landscape undergoing rapid shifts, with long-time leaders Apple and Google retaining their top positions while challengers close in across multiple categories. The report, marking its tenth year, tracks performance trends across 88 media sources and highlights how competition is intensifying as budgets and creative strategies evolve.

Rising Spend and a Narrowing Gap

AppsFlyer’s latest analysis indicates that 2025 brought an overall increase in mobile ad spend, particularly on iOS. While Apple Ads remained the highest-ranked network for iOS gaming and non-gaming, its lead is shrinking. The gap between Apple and AppLovin in the global gaming power ranking fell from 43% to 28%, reflecting ongoing gains by the latter across genres such as Hypercasual and Simulation, as well as strong placement in North America and Western Europe.

On Android, Google Ads continued to dominate most categories, backed by large-scale distribution and steady quality scores. However, AppLovin again narrowed the distance, securing the No. 2 global position and outperforming Google in certain segments, including match-genre games in Eastern Europe. Mintegral advanced to third place after outperforming competitors in Action, Hypercasual, and Racing.

Shifting Regional and Genre Dynamics

The Index points to notable movements across regions. Apple Ads sustained leadership in Japan, Greater China, Korea, Southeast Asia, and the Middle East, but AppLovin overtook it in Europe and North America. Google maintained a solid third place in iOS gaming, supported by strong retention rates, while Moloco and Mintegral rounded out the top five.

In Android gaming, Google held top positions across nearly all markets and genres. Unity Ads slipped to fourth, while Meta Ads climbed in scale but landed fifth in power ranking. TikTok for Business gained traction as well, rising several positions across both operating systems thanks to higher retention and increased install volume.

Non-Gaming Remains Highly Concentrated

In non-gaming categories, Apple and Google continued to dominate. Apple held the No. 1 global position on iOS, with Meta Ads securely in second. TikTok for Business moved into third place, supported by stronger retention and improved performance in finance and lifestyle categories. Google Ads advanced in the iOS ranking but faced increased competition from Snapchat, which entered the top five following a rise in retention scores.

Android non-gaming showed similar patterns, with Google and Meta occupying the top two global positions. TikTok for Business remained third, while Google’s Marketing Platform and Snapchat each jumped eight spots to break into the top tier, aided by quality improvements and stronger performance in lifestyle and dating categories.

Creative Performance Becomes a Competitive Divider

For the first time, AppsFlyer included a Creative Index evaluating networks based on video ad effectiveness. AppLovin led in gaming creatives—particularly gameplay-focused formats and ads that mix animation with real-life footage. Moloco followed with strong results in animated mid-core content, while TikTok performed well across regions in UGC-style creatives.

In non-gaming, Google (largely via YouTube) ranked first for UGC creatives, followed by Meta Ads and TikTok for Business. The new index reflects a broader industry shift toward creative-driven optimization as networks seek differentiation beyond scale alone.

Remarketing Grows in Scale and Competition

Remarketing activity expanded in 2025, with conversions and participating apps rising 20% year-over-year. Google and Meta remained the most prominent players, holding the top two positions in power and volume rankings across platforms.

On Android non-gaming, Google stayed at No. 1, while Meta held No. 2 with strong performance in shopping categories. TikTok advanced to No. 3 after gains in finance and food-related remarketing, and Criteo climbed to fourth globally.

On iOS, Meta overtook Google for the first time, driven by leadership in shopping and growth across North America, APAC, and Latin America. Google maintained strength in Europe and the Middle East.

In the gaming segment, Adikteev reached the No. 1 spot on Android, supported by top rankings in Casual and Casino, while Google led iOS gaming remarketing. RevX and RTB House also moved into higher positions, signaling broader diversification in the field.

A More Fragmented Market Ahead

The tenth-anniversary Index points to an increasingly divided and competitive ad ecosystem, shaped by evolving creative strategies, regional differences, and a growing reliance on remarketing. While Apple and Google maintain their leadership roles, the momentum behind AppLovin, Mintegral, TikTok for Business, and other networks signals ongoing shifts that are likely to continue into the next performance cycle.