In-App Purchases Increase 24% and eCPMs Decrease 26% between H2 2022 and H1 2023

Tenjin’s latest report shows a 26% decrease in eCPM on Android and 12% on iOS between H2 2022 and H1 2023. 

Although decreasing eCPMs could be seen as a hint of changes in how digital content makes money, it’s important to understand that advertising income is still a strong and important part of the online world. The trick to adapting to this changing environment is finding a good balance between different ways of making money. 

The report also points out a notable rise in in-app purchases, with Android experiencing a 23% increase and iOS in-app purchases going up by 24%. 

“The remarkable growth in the number of in-app purchases is a testament to that. Game developers have embraced hybrid monetisation and successfully implemented it,” Roman Garbar stated, Marketing Director at Tenjin.

The top 5 countries for total app installs on Android haven’t changed much from 2022 to 2023. But on iOS, the UK has moved ahead of China, Japan, Canada, and Germany. 

These shifts on iOS are making app developers and advertisers reconsider their plans. The UK’s rising significance as a user center and a potential revenue generator could mean that advertisers should adapt their campaigns to suit the preferences of UK users. Adjusting how apps make money might also attract this growing user group, resulting in more in-app purchases and subscriptions. 

This change also underlines the significance of knowing what app monetization and advertising methods work best in specific areas. As the UK gains importance, other places might adopt similar app engagement patterns. Developers and advertisers need to stay open to change and be ready to adjust, keeping in mind the shifting user habits on various platforms and in different parts of the world. 

Check out this other recent report by Tenjin. As the game industry is undergoing a transition from hypercasual to hybrid games, Tenjin has released a brand new report providing developers with insights into both advertising and ad monetization to help smoothen this process.

Written by Gizem Yılmaz


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