Dataai State of Mobile 2024 En

STATE OF
MOBILE 2024
The Industry's Leading Report
1 / 103
data.ai | E X E C U T I V E S U M M A R Y
1 AI is Everywhere 2 Social is the Battleground 3 Mobile Goes IRL

for $$
Generative AI Chatbots and Art Generators dominated Consumers are shifting their spending habits. Demand for revenge travel, Swiftie and Bey-Hive fans,
attention. But AI functionality is ubiquitous across nearly Popularized by TikTok, they are opting to spend directly and live sports booms — consumers seek real life
every app industry. in app via 'tips' to their favorite content creators, experiences... but always with their phones in tow.
opening the door for subscriptions and IAPs.
Learn More > Learn More >
Learn More >
4 Non-Gaming Apps Power 5 Mobile Gaming Growth

Mobile Economy in 2023
Spending Rebound Lags, But Still Leads Gaming
Industry App Store
$171
Non-gaming apps underpin mobile growth. Up 11% YoY, Demand remains steady. App store spend dips slightly. Billion
consumers can't live without streaming, dating and User Market is bolstered by new releases and APAC $533 Billion
Generated Content (UGC). publishers making inroads in western markets, similar to Ads
the ecommerce sector with the rise of Temu & SHEIN. $362
Learn More > Billion
Learn More >
2 / 103
data.ai | E X E C U T I V E S U M M A R Y
2023 Mobile Landscape at a Glance
New App App Store Daily Time Spent Mobile Total Hours
Downloads Spend Per User Ad Spend Spent
257 $171 5 $362 5.1

Billion Billion Hours Billion Trillion
+1% +3%
+6% +8% +6%
YoY Growth YoY Growth YoY Growth YoY Growth YoY Growth
iOS, Google Play, Third- iOS, Google Play, Third- Android Phones; Weighted Android phones
Party Android in China Party Android in China Average Among Top 10
Mobile-First Markets
>489,000 apps >$325,000 spent per 1/3 of daily Larger than the total 14 Billion hours
downloaded per minute in 2023 waking hours economies of countries collectively per day
minute in 2023 including Colombia, Finland in 2023
and New Zealand
3 / 103
Contents
01 Macro Mobile Trends 08 Food & Drink
02 AI & Mobile 09 Travel
03 Gaming 10 Health & Fitness
04 Finance 11 Sports
05 Retail 12 Other Industries Embracing Mobile
06 Video Streaming 13 Top App & Games of 2023
07 Social
4 / 103
data.ai | Our Customers
80 out of the 100 top publishers trust data.ai insights to grow their business
Media Retail
Gaming & Entertainment Technology & E-commerce Gig Economy QSR
Note: Top publishers by app store revenue | Source: data.ai Intelligence
5 / 103
See Your data.ai Powered Potential
First-Hand, For Free.
Get the top mobile app performance data for over
1 million apps with data.ai’s 10 Day Free Trial.
Claim your free trial with no commitment.
6 / 103
This report is powered by
data.ai Intelligence
App IQ & Game IQ Taxonomy
1.2 Million Apps Classified / 321 Subgenres Total
7 / 103
Top Performers by Mobile Performance Score
Mobile Performance Score is the industry's first mobile scoring system that's like a credit score, but for apps.
data.ai | STATE OF MOBILE 2024

Get an executive overview on desktop or on the Pulse iOS app.
Track Trending apps by their MPS within your genre: Compare apps to see each quadrant's performance by hovering over them.
Apps may have the same MPS score, but their quadrant score may be different:
Top Performer for Genre: Apps | Entertainment
Kwai Max: Stream HBO, TV, & Movies TikTok Star+ Spotify
Rank App Name Overall MPS Weekly Acquisition Score
Change
100
1 Kwai 99 -
80
Max: Stream
2 HBO, TV, & 99 -
Movies 60
Sentiment Score Engagement Score

3 TikTok 99 -
4 Star+ 98 +1
5 Spotify 98 -
Monetization Score
Powered by data.ai's App IQ and Game IQ Taxonomy

Source: data.ai Intelligence | Note: Worldwide, Mobile Performance Score for week ending 23rd December 2023
8 / 103
Apps with 80+ MPS Capture More than 90% of Consumer Spend, 80% of Installs

Consumer Spend by MPS Score Downloads by MPS Score
India India
100% 100%
90% 90%
80% 80%
70% 70%
60% 60%
50% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0%
Spend Downloads
90+ 80-90 70-80 60-70 50-60 90+ 80-90 70-80 60-70 50-60
Source: data.ai Intelligence | Note: Excludes apps without a calculated Mobile Performance Score. Apps Mobile Performance Score calculated as the average weekly score in 2023 at the country / genre level.
9 / 103
See How Top Breakout Apps in 2023 Improved Their Scores

Global Mobile Performance Scores for Select Apps Scores the Week of December 23, 2023
100
Fishdom Solitaire
94
90 Acquisition Score
100
80
80
70
60
Sentiment Score Engagement Score
60
Early 2023: Fishdom Solitaire improved user
sentiment as it expanded its userbase. Its new user
acquisition peaked in April as it made an ad push on
50 networks like TapJoy and Vungle. Monetization
quickly followed.
22 2-tc -92
22 2-tc N-21
22 2-voN-62
22 2-vo -01
22 2-ce -42
22 2-ce J-7
22 2-naJ-12
32 2-naF-4
32 2-beF-81
32 2-be -4
32 2-ra -81
32 2-ra -1
32 2-rp -51
32 2-rp -92
32 2-rp M-31
32 2-yaM-72
32 2-yaJ-01
32 2-nuJ-42
32 2-nu -8
32 2-lu -22
32 2-lu A-5
32 2-guA-91
32 2-guS-2
32 2-peS-61
32 2-peS-03
32 2-pe -41
32 2-tc -82
32 2-tc N-11
32 2-voN-52
32 2-vo -9
32 2-ce -32
32 2-ce
32
0
0
0
0 M
0 M
0 A
0 A
0 A
0
0
0
0
0 J
0 J
0
0
0
0
0
0 O
0 O
0
0
0 D
0 D
0
0 O
0 O
0
0
0 D
0 D
0
2-tc -51
O -1
Monetization Score
Overall Score Acquisition Score Engagement Score Monetization Score Sentiment Score
Source: data.ai Intelligence | Note: Mobile Performance Score at the genre level.
10 / 103
data.ai | S T A T E O F M O B I L E 2 0 2 4
Macro Mobile Trends

A mobile-centric world: app usage at an all time high. While spend in games
feels the squeeze from inflation, app services buck recessionary headwinds.
Consumers are increasingly spending more time in apps, creating new opportunities Mike Holtgrewe
for brands to build direct relationships with customers. Marketers who invest in Head of Sales, Apps
developing seamless app experiences and advanced app solutions are meeting
consumer expectations and driving ROI for their businesses.
11 / 103
MACRO MOBILE TRENDS Average Daily Hours Spent on Mobile Per User
Consumers in Mobile-First

2020 2021 2022 2023
Markets Spend More Than 5
Hours a Day on Mobile 6
Across the top 10 markets analyzed, the weighted

5
average surpassed 5 hours in 2023 — up 6% from 2022 —
to reach a new high.
4
Users in Indonesia surpassed 6 hours per day, while four
other markets including Thailand, Argentina, Saudi
Arabia, and Brazil surpassed 5 hours per day in mobile 3
Type something
apps in 2023.
Time spent grew the fastest since 2020 in Japan, 2

Australia and Canada at 18%, 16% and 16%.
0
aisenodnI
dnaliahT
anitnegrA
aibarA iduaS
lizarB
aidnI
ocixeM
eropagniS
aeroK htuoS
yekruT
setatS detinU
modgniK detinU
adanaC
napaJ
ylatI
anihC
niapS
ecnarF
ynamreG
ailartsuA
data.ai customer?
View how mobile usage estimates highlight growth
sectors to inform strategic roadmap and investment
priorities.
Source: data.ai Intelligence | Note: Android phones.
12 / 103
Top 20 Mobile Markets in 2023 MACRO MOBILE TRENDS
Consumer Spend Bounces

Downloads Consumer Spend (USD) Hours
Back While Time Spent
120B 11B
Growth Continues
110B 10B
100B 9B After declining 2% YoY in 2022, global consumer spend
bounced back in 2023 up 3%. South Korea, Brazil, Mexico
90B 8B and Turkey all exceeded 25% YoY growth in 2023.
80B
7B
70B Meanwhile, downloads growth stalled at 1% YoY.
6B Bangladesh has emerged as one of the fastest growing
60B
5B markets.
50B Type something
4B
40B Time spent grew 10% YoY. Time spent in Pakistan (#10 by
3B time spent), South Africa (#19) and Vietnam (#9) grew by
30B
14%, 13% and 12% respectively.
20B 2B
10B 1B
0 0
an
l i z a o d nI
ais 6 #
o T8
y aP 1#
n p il
m lgn
h 3
tp J 41
n re inU
y n ni K
m F7
e h
d 1# 02#
q h
a
esta
esn iV 11 1#
iad
c
a
a
iass 7#
n
a
e
a
o
y
ed 1 #
kru 9#
na T 8 1 #
icxe #
roK
tsi i hP 0
pa G 5 1 6 1 #
al i
ih
rI 9 tuoS
en
dg 1#
nte aB 2
gE #
r 5
ip #
m det
uR
B
t
a
C
r
k
In 2
a
M
S
4# #
1#
d
tein
#
U 3#
2021 2022 2023 2021 2022 2023 data.ai customer?

Size the market and keep tabs on fast-growing areas of
opportunity in data.ai.
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play and third-party Android in China combined; Time spent is Android phones only;
Spend is gross — inclusive of any percent taken by the app stores
13 / 103
Global Mobile Ad Spend MACRO MOBILE TRENDS
5-YR CAGR:
All Eyes On Mobile: Ad Spend

16.2%
$450B Set to Fly Past $400B in 2024
$400B $402B
$350B $362B Attention marketers: Mobile will continue to take a larger
$336B
share of the advertising wallet as more time than ever
$300B $295B
before is spent in apps. Total hours will reach 5.1 trillion in
$250B $240B 2023 on Android phones alone. Ad spend growth will
$200B $190B bounce back a bit from the slower growth in 2023, though
$150B it will remain below the rates seen between 2019 and
2022.
$100B
$50B Are videos the future of captivating your audience's
Type something
0 attention? YouTube and TikTok continue to gain
2019 2020 2021 2022 2023 2024F consumer attention and outpace to social networks by
average time spent per user.
Year-over-Year Growth
30%
26.3% 22.9%
20% 22.6%
14.0% 11.0%
10% 7.5%
0
2019 2020 2021 2022 2023 2024F
Plan with confidence:
Read our 5 Mobile App Predictions for 2024.
Source: data.ai Intelligence.
14 / 103
MACRO MOBILE TRENDS
First Time, Then Money: App Spend Climbs During Disposable Income Squeeze as Mobile Takes

a Larger Share of Wallet
Games spend is closely tied to disposable income and took a hit in 2022 and 2023 as a result. Apps — which could represent more 'need-to-have' services, prove more resilient
and mirror consumer behavior more similar to how people treat their cable bills, especially as consumers become more comfortable paying on mobile.
Games Consumer Spend Growth vs Disposable Income Growth Index Apps Consumer Spend Growth vs Disposable Income Growth Index
France France
1.08 3 1.10 6
1.08 5
1.06 2.5
1.06 4
emocnI elbisopsiD
emocnI elbisopsiD
snoitacilppA
1.04 2
semaG
1.04 3
1.02 1.5
1.02 2
1 1 1 1
1Q 71 2
2Q 710 2
3Q 7102
4Q810 2
1Q 8102
2Q 810 2
3Q 8102
4Q910 2
1Q 9102
2Q 910 2
3Q 9102
4Q020 2
1Q 0202
2Q 020 2
3Q 0202
4Q120 2
1Q 1202
2Q 120 2
3Q 1202
4Q220 2
1Q 2202
2Q 220 2
3Q 2202
4Q320 2
1Q 320
2Q
1Q 71 2
2Q 710 2
3Q 710
4Q81022
1Q 8102
2Q 810 2
3Q 810
4Q91022
1Q 9102
2Q 910 2
3Q 9102
2Q 020 2
4Q020 2
1Q 0202
3Q 020
4Q12022
1Q 1202
2Q 120 2
3Q 1202
4Q220 2
1Q 2202
2Q 220 2
3Q 2202
4Q320 2
1Q 320
2Q
71002
71002
2
2
Disposible Income Games Disposible Income Applications
Source: data.ai Intelligence and OECD | Note: Consumer Spend across iOS, Google Play; Spend is gross — inclusive of any percent taken by the app stores. Disposable income growth and consumer spend growth are both indexed to Q1 2017. Household disposable income data
from the Organisation for Economic Co-operation and Development (OECD) and available through Q2 2023.
15 / 103
MACRO MOBILE TRENDS
Will Consumers Soon Spend More in Apps Than Games? More Than $60 Billion Spent in Apps

Excluding Games in 2023
Consumer spend outside of mobile gaming has skyrocketed during the past 10 years, What's driving the growth? Entertainment, Social Media and Utility &
climbing from less than $3 billion in 2014 to $64 billion in 2023. Productivity led the way in 2023 as every single genre grew YoY.
Yearly Worldwide App Consumer Spend Worldwide Consumer Spend Growth by App Genre
2014 - 2023 iOS and Google Play only: 2023 vs. 2022
$70B $8B Other
$64.0B Education
$60B Business
$57.5B
$54.1B $0.89B Health & Fitness
$6B $0.34B
$50B Generative AI
$0.36B
+$6.5B $0.39B Photo & Video
$41.9B
$40B in 2023 $0.41B
$0.43B
Books &
$4B Reference
$33.8B
$30B $0.61B Utility &
$26.5B Productivity
$0.92B Social Media
$20B Entertainment
$17.3B $2B
$0.98B
$10B $10.3B
0 0 $1.72B
2016 2017 2018 2019 2020 2021 2022 2023 Growth in 2023
Source: data.ai Intelligence | Note: Consumer Spend across iOS & Google Play and third-party Android stores in China; App genre breakdown includes iOS and Google Play only. Spend is gross — inclusive of any percent taken by the app stores. Based on App IQ
Taxonomy as of Jan 4, 2024.
16 / 103
Top 20 Global App Subgenres by Downloads in 2023 MACRO MOBILE TRENDS
Utility & Productivity Drives

India YoY
#1 App
Growth
Downloads with a Focus on
Utility & Productivity | VPN Servi… 50% Vold Speed
Shopping | E-Commerce -36% Meesho Privacy

Photo & Video | Video Editing -29% Snack Video Maker App with Song
VPN Service & Web Accelerator apps took the lead as the
Photo & Video | Photo Editing 8% Remini
top subgenre with 42% year-over-year growth. This
Entertainment | OTT -4% JioCinema
included 50% growth in top markets like India and the
Utility & Productivity | Tool 8% File Recovery - Photo Recovery
United States.
Utility & Productivity | Downloader -13% Status Saver App
Social Media | Media Sharing… -20% Instagram Outside of Utility & Productivity, E-Commerce and Over-
Finance | Personal Loans 1% Bajaj Finserv the-Top (OTT) apps were among the market leaders. E-
Type something
Utility & Productivity |… -12% FRND Commerce ranked #3 by downloads and top 10 by time
-18% PhonePe spent, while OTT also led the way for consumer spend.
Finance | Digital Wallets &…
Social Media | Communication -24% WhatsApp Messenger
Entertainment | Music & Audio -23% Wynk
Utility & Productivity | File… -22% Share Karo India
Social Media | Dating 27% Glamour – Live calling anytime
Business | Business Software 1% WPS Office
Social Media | Live Video Chat 4% ZeepLive
Entertainment | Other… 62% Taurus
Finance | Mobile Banking -5% YONO SBI
Finance | Personal Investing 13% Groww - Mutual Funds App Navigate macroeconomic headwinds:
0 0.2B 0.4B 0.6B 0.8B 1B 1.2B Spot high-growth markets on a weekly basis with a
data.ai account. Drill down deeper with our App IQ
taxonomy in each market.
Source: data.ai Intelligence | Note: Among non-gaming apps; Downloads and spend across iOS & Google Play and China is iOS only.Time spent is Android phones only;
Spend is gross — inclusive of any percent taken by the app stores; Based on App IQ primary categorization as of Jan 4, 2024
17 / 103
Top 20 Global App Subgenres by Consumer Spend in 2023 MACRO MOBILE TRENDS
Consumers Continue to Pay

India YoY
#1 App
Growth
for Video Streaming on
Social Media | Dating
Mobile
44% Bumble App
Social Media | Live Video Chat 6% Chamet
Entertainment | OTT 28% Hotstar
Video-based subgenres dominated the leaderboard by
Utility & Productivity | File… 29% Google One
global consumer spend in 2023, including the top
Entertainment | Live Streaming 18% Tango Live subgenre, Over-the-Top (OTT). Subgenres including
Business | Integrated Career… 59% LinkedIn Short Videos, Video Sharing and Live Sports all saw
Social Media | Voice Chat Room 40% YoYo double-digit growth compared to 2022.
Social Media | Communication 19% Skype
Social Media | Media Sharing… 686% Instagram Apps across the different app genres have figured out
Type something
Utility & Productivity | Caller ID … how to successfully monetize on mobile. Nine different
31% Truecaller
genres were represented among the top 20 subgenres in
Books & Reference | Fiction 15% GoodNovel
2023.
Entertainment | Video Sharing 39% YouTube
Entertainment | Music & Audio 175% Resso
Photo & Video | Photo Editing 46% Picsart
Photo & Video | Video Editing 31% KineMaster
Business | Business Software 34% Adobe Reader
Utility & Productivity | Tool 23% GoodNotes 5
Social Media | Social Networks 38% ShareChat
Health & Fitness | Fitness Program 42% Daily Yoga
Finance | Financial News 76% TradingView data.ai customer?
0 $10M $20M $30M $40M $50M $60M See which markets are driving this growth and provide
opportunities for future expansion.
18 / 103
Top 20 Global App Subgenres by Time Spent (Hours) in 2023 MACRO MOBILE TRENDS
Monopoly on Time: Social

India YoY
#1 App
Growth
Social Media | Communication 19% WhatsApp Messenger

Media and Entertainment
Entertainment | Video Sharing 6% YouTube
Four of the top five subgenres by time spent were in the
Social Media | Social Networks 13% Facebook Entertainment or Social Media genres. This is notable —
Social Media | Media Sharing… 52% Instagram the top five subgenres accounted for more than two-
Utility & Productivity | Browser … 4% Chrome Browser thirds of total time spent on mobile apps.
Entertainment | OTT 6% Hotstar
Utility & Productivity |… -10% Samsung TouchWiz Home
Media Sharing Networks had the strongest growth at 35%
Utility & Productivity | Caller ID … year-over-year with top apps including Instagram and
-16% Truecaller
Snapchat. Time spent for traditional Social Networks was
Utility & Productivity | Tool 25% Samsung Clock
Type something
roughly flat compared to 2022.
Business | Business… 19% WhatsApp Business
Shopping | E-Commerce 4% Flipkart
Graphic & Design | Gallery 15% Samsung Gallery
Finance | Digital Wallets &… 24% PhonePe
Utility & Productivity | File… 10% Google Drive
Entertainment | Media Player -3% PLAYit
Social Media | MicroBlogging 17% X
Utility & Productivity | Navigation 18% Google Maps
Entertainment | Music & Audio 0% Spotify
Business | Business Software 4% Adobe Reader
Finance | Personal Investing 19% Kite Zerodha

0 40B 80B 120B 160B 200B 240B data.ai customer?
Discover the market leaders in your subgenre with
Top Charts.
19 / 103
MACRO MOBILE TRENDS
The App Market is Resilient: Entertainment and Social Apps See Strong Growth — and

Generative AI Joined the Fray in 2023
While some subgenres took a step back in 2023, this was often overshadowed by strong growth across the rest of the industry.
Downloads: App Growth 2023 YoY Consumer Spend: App Growth 2023 YoY Time Spent (Hours): App Growth 2023 YoY
India India India

Utility & Productivity | VPN Social Media | Dating Social Media | Media
Service & Web Accelerator Sharing Networks
Entertainment | Other Social Media | Media Social Media |
Entertainment Sharing Networks Communication
Sports | Fantasy Sports Entertainment | OTT Social Media | Social
Networks
Social Media | Dating Utility & Productivity | File Entertainment | Video
Management Sharing
Social Media | Business | Integrated Utility & Productivity | Tool
MicroBlogging Career Platform
Utility & Productivity | Utility & Productivity | Business | Meeting
Translation Recorder
Utility & Productivity | Utility & Productivity | Utility & Productivity |
Mobile Cleaner & Antivirus Locator Mobile Cleaner & Antivirus
Entertainment | Short Finance | Digital Wallets & Entertainment | Short
Videos Payment Videos
Photo & Video | Video Entertainment | Short Utility & Productivity |
Editing Videos Personalization
Shopping | E-Commerce Utility & Productivity | Utility & Productivity |
Other Utility &… Caller ID & Call Blocker
-200M 0 200M 400M 0 $4M $8M $12M $16M $20M 0 10B 20B 30B 40B
Source: data.ai Intelligence and OECD | Note: Consumer Spend across iOS & Google Play and China is iOS only; Spend is gross — inclusive of any percent taken by the app stores. Time Spent on Android phones; Based on App IQ Taxonomy as of Jan 4, 2024.
20 / 103
MACRO MOBILE TRENDS Number of Apps Surpassing Annual Global Consumer Spend
The 2023 $1 Billion Club

$10 Million
Applications Games
More than 1,500 apps and games generated over $10 1,600
million dollars annually in 2023. 1,200
800
219 surpassed $100 million and 13 surpassed $1 billion 925 899 924
400 751 898
annually. 621 695
0 305 353 515 289 393 501 521 587
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
Economic headwinds disproportionately impacted top
games: The number of games with more than $10 million
in consumer spend bounced back, roughly even with the $100 Million
previous high in 2021. The number of games earning $100
200
million or $1 billion have yet to reach the highs from 2021. Type something
150
100
50 174 164 150
87 116 141 158
0 67 59 60 69
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
$1 Billion
12
8
7
4
6
Learn how to isolate changes in the competitive
0
7
4
6
2
2
3
landscape to make informed strategic decisions specific
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
to your business.
Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play, iOS only for China;
21 / 103
MACRO MOBILE TRENDS Apps to Reach $1 Billion in Annual Global Consumer Spend
for the First Time

Meet the New Entrants to the
$1 Billion Club in 2023
2013 2014 2015 2016 2017 2018
Four new apps joined the annual $1 billion club in 2023 with
Royal Match leading the way. This was a strong bounce
back after no apps entered the club in 2022.
Candy Crush
Saga
Clash of
Clans
Monster Strike 0 New Apps Honor of Kings 0 New Apps
Puzzle & Fate/Grand

No non-game app reached $1 billion in annual global Dragons Order
consumer spend until Tinder in 2020. Five more apps Lineage 2

Revolution
have reached this milestone since, including two new
additions this year (Google One and Max).
Type something
2019 2020 2021 2022 2023

0 New Apps Pokémon GO TikTok 0 New Apps
Royal Match
ROBLOX Genshin Impact
Google One
Coin Master YouTube
Max
Game for
Peace Disney+
Uma Musume Gardenscapes

Tinder
Pretty Derby
How did these new entrants monetize so effectively?
data.ai's In-App Purchase SKU data reveals which in-app PUBG Mobile
purchases drove these breakout performances.

Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play, iOS only for China;
22 / 103
MACRO MOBILE TRENDS
Gen Z Embraces User-Generated Content, from Videos to Forums

2023 | Average Age Group Index Among Select Subgenres
Top Apps by MAU by Likelihood of Use
Index >100 Skews Towards Demographic Group
India India
18 - 24 25+ 18 - 24 25+
140
Instagram (Social Media | Media Sharing WhatsApp Messenger (Social Media |
Networks) Communication)
120
PhonePe (Finance | Digital Wallets & Facebook (Social Media | Social Networks)
100 Payment)
80 Flipkart (Shopping | E-Commerce) Truecaller (Utility & Productivity | Caller ID &

Call Blocker)
60
Telegram (Social Media | Communication) Amazon (Shopping | E-Commerce)
g l Bo
g ot
g ys
str & no
m tro
s
g st
g
RS
lle eviL
ec latn
T el
… P s se
re B th
g D y ge
… S px E
… leT
h tl
tsro oC-
o
ryev T de uB
thla
n
n
T
u
e
seR
r
ed
intid rciM
i g g o hP
itid atna
ita ropS
intte
inko reco tnI
a
O aW l
op iss
Q
roF hS
c a g ilF
sn
l
&
eH
e
ev & te
pS E
ile tar
m
iV
he
D
S
st tiF
o
rT
e
o
E
MyJio (Utility & Productivity | Mobile Facebook Messenger (Social Media |

ar gd
m
o ed
Carriers) Communication)
eM
n
iV
a
F
u
rG
c
t i
si D
gi D
Source: data.ai Intelligence | Note: 2023, Android Phone. Average of Demographic Index : measure of demographic cohort compared to the overall population) among top 20 apps by average MAU per Genre.
23 / 103
MACRO MOBILE TRENDS
Health and Video Editing Apps Tend to Skew Female

2023 | Average Gender Index Among Select Subgenres
Top Apps by MAU by Likelihood of Use
Index >100 Skews Towards Demographic Group
India India
Female Male Female Male
WhatsApp Messenger (Social Media | Facebook (Social Media | Social Networks)

120 Communication)
Snapchat (Social Media | Media Sharing Instagram (Social Media | Media Sharing
Networks) Networks)
100
Meesho (Shopping | E-Commerce) Truecaller (Utility & Productivity | Caller ID & Call
Blocker)
80
Myntra (Shopping | E-Commerce) PhonePe (Finance | Digital Wallets & Payment)
60
ShareChat (Social Media | Social Networks) Flipkart (Shopping | E-Commerce)

gn moC rG
e D
RS T ss
s la
TT oto
g el e
str rT d
m st
g
… l B cs
g &
g px
… ysa
ll tel
… Bt
g
tsro
erk troh
o
e
ryev
c
thla
thla viL etnI
n
P
u
l
s
rem yrec
ed tneM
intid T
i g g no i s
itte
inta E &
iko
O hP
ev orciM iD
Q
o
t
roF ropS
eR aW l
ca S
sn tna
& s h g ilF
ii dE -E
eH
eh
pS etar
pS
il e
iV
D te
o
r
e
o su
E
B
e g
o e
l
di V
e n t iF
o
a
F
g
t i
du
gi D
B
Source: data.ai Intelligence | Note: 2023, Android Phone. Average of Demographic Index : measure of demographic cohort compared to the overall population) among top 20 apps by average MAU per Genre. Gender represented as Male and Female only and is not representative
of all gender identities
24 / 103
MACRO MOBILE TRENDS
The Most Searched iOS App Store Keywords in 2023

Entertainment | OTT
Rank Brazil Canada China France Germany India Indonesia Japan Mexico Saudi South Thailand Turkey United United
Arabia Korea Kingdom States
1 netflix netflix 视频 netflix netflix netflix video tver netflix netflix 넷플릭스 netflix netflix netflix netflix
2 globoplay amazon 爱奇艺 prime video disney hotstar film netflix hbo max shahid 쿠팡플레
wetv tv disney disney+
prime 이
3 prime video prime video 腾讯视 amazon prime rtl jio cinema netflix ねっとふり
hbo tv 티빙 viu exxen disney+ hulu
频 video っくす
てぃーばー 디즈니플
4 globo tv 腾讯 canal ard mediathek mx player videos 無料
disney ‫انمي‬
러스
iqiyi blutv bbc iplayer paramount
5 amazon prime amazon

prime video 电影 my canal amazon prime voot
video vidio abema prime video osn 웨이브 tv trt itv hub paramount+
6 tv disney 优酷 crunchyroll prime video sony liv app tv u next amazon ‫طيور الجنة‬ netflix trueid amazon itv hbo max
prime prime
樱花动
7 filmes prime 漫
paramount joyn zee5 rcti あべま tv tv anime 디즈니 disney videos sky go peacock tv
8 hbo max crave 芒果tv mytf1 wow prime video nonton あべま tv
amazon noor 왓챠 ais play bein prime video prime video
prime video connect
9 amazon prime videos france.tv sky go amazon ดูทีวี amazon
video 英超
prime video viu あべまtv totalplay ‫نت‬ 라프텔
ออนไลน์
disney now tv prime
10 hbo ctv 动漫 molotov tv crunchyroll disney wetv hulu universal amazon wavve ch3 star amazon tubi
hotstar prime prime video
Source: data.ai Intelligence | Note: iPhones; ranked by average Search Volume
25 / 103
AI on Mobile
AI took the world by storm in 2023, and mobile was no exception. Generative AI was
the breakout mobile genre and market leaders across verticals integrated AI into
their mobile solutions.
In 2023, we became #1 French consumer app publisher in the world by focusing on Jean-Baptiste Hironde
creating exceptional products for profitable growth. Leveraging data.ai for market CEO & Founder
insights allows us to build scalable publishing solutions with our expanding
community of developers. With 2024's AI Act reshaping the landscape, market
foresight becomes indispensable.
26 / 103
Generative AI App Weekly Downloads by Subgenre AI ON MOBILE
India
Generative AI is the Breakout

AI Chatbot AI Art Generator
12M Genre of 2023
10M
Generative AI, data.ai's latest addition to its App IQ
8M
taxonomy, emerged as one of the fastest growing genres
6M of 2023. AI Chatbot apps really took off in the later part
4M of the year with the launches of ChatGPT and Character
AI and adoption has remained strong since.
2M
0
Consumer spend also continued to climb throughout 2023
22 naJ- 2
22 beF- 1
22 ra M-
22 rpA- 2
22 rpA- 51
22 ya M
22 nuJ- 2
22 nuJ-
22 luJ-7
22 guA- 2
22 guA- 1
22 peS-
22 tcO- 3
22 tcO- 2
22 voN- 1
22 ce D-
22 naJ- 2
32 naJ- 1
32 beF-
32 ra M- 2
32 ra M- 1
32 rpA-
32 ya M 82
32 ya M 1
32 nuJ-
32 luJ-9
32 luJ-0 2
32 guA- 1
32 peS-
32 tcO- 2
32 tcO- 1
32 voN-
32 ce D- 2
32 ce D-
32
after huge growth earlier in the year. Many top apps like
- 2
- 2
- 5
- 6
- 6
- -7
- -
- 8
-
- 3
- 0
- 0
- 1
- 2
- 2
- 3
- 4
-
-n 0
- 0
- 3
- 3
- 4
- -
- 5
- 6
- 1
- 7
- 8
- 8
- 9
- 0
- 0
- 1
- 1
a J-9 3
Type something
ChatGPT include subscription offerings to unlock
additional features.
Generative AI App Weekly Consumer Spend by Subgenre
The AI popularity was fairly global, though the genre did
AI Chatbot AI Art Generator not rank among the top five breakout genres in several
$120K
Asian and Middle Eastern market including China, Japan,
$100K Saudi Arabia, and Turkey.
$80K
$60K
$40K
$20K
0
22 naJ- 2
22 beF- 1
22 ra M-
22 rpA- 2
22 nuJ- 2
22 rpA- 51
22 ya M
22 nuJ-
22 luJ-7
22 guA- 2
22 guA- 1
22 peS-
22 tcO- 3
22 tcO- 2
22 voN- 1
22 ce D-
22 naJ- 2
32 naJ- 1
32 beF-
32 ra M- 2
32 ra M- 1
32 rpA-
32 ya M 82
32 ya M 1
32 nuJ-
32 luJ-9
32 luJ-0 2
32 peS-
32 guA- 1
32 tcO- 2
32 tcO- 1
32 voN-
32 ce D- 2
32 ce D-
32
Find out which apps are driving this growth with Top Apps,
- 2
- 2
- 5
- 6
- 6
- -7
- -
- 8
-
- 3
- 0
- 0
- 1
- 2
- 2
- 3
- 4
-
-n 0
- 0
- 3
- 3
- 5
- 4
- -
- 6
- 1
- 7
- 8
- 8
- 9
- 0
- 0
- 1
- 1
a J-9 3
powered by data.ai's App IQ

Source: data.ai Intelligence | Note: Downloads and consumer spend across iOS, Google Play; China is iOS only.
Generative AI apps are classified using data.ai's App IQ taxonomy.
27 / 103
AI ON MOBILE Year-over-Year Global Download Growth
for Apps that Have Added AI Features
Not Just for Chatting: Apps

1.2B +11% -15% +39% +28% +21% +12% +1,500% +94% -13% +9%
Across Verticals Find Success 1B

0.8B
with AI
0.6B
A cohort of 20 top apps that recently added AI features 0.4B
outperformed the market in 2023 with 11% YoY growth. 0.2B
The positive results were also well distributed — 13 of the
0
20 (65% ) saw positive growth.
trohoC
tahcpanS
:ognilouD
nraeL
segaugnaL
elgooG
elgooG
spaM
ezaW
tfosorciM
gniB
egdE
epykS
aidepxE
AI has made its way across the mobile spectrum, from
Social (Snapchat) to Education (Duolingo) to Finance
Type something
(Wells Fargo). In fact, these 20 apps represent eight 2022 2023
different genres and 14 subgenres.
-7% +83% -14% -3% -24% +0% -43% +16% +6% +20% +113%
15M
10M
5M
0
kcalS
yfipohS
ASLE
kaepS
tracatsnI
mlaC
slleW
ograF
eliboM
citarcoS
elgooG yb
ggehC
ecrofselaS
oelC
yllA
Check out how recent feature improvements affected an
app's performance across all key metrics.
Source: data.ai Intelligence | Note: Cohort of select apps that have added AI features.
28 / 103
AI ON MOBILE Apps with AI-Related Terms in App Names or Descriptions in 2023
The AI Enthusiasm Hit Mobile

"ai art" "ai chat" "ai write" "chatbot" "chatgpt" "gpt"
in 2023 — and with Many iOS Google Play
More Apps Than Just 1,200
ChatGPT 800
Thousands of apps flocked to the iOS App Store and 400
Google Play store with ai-related solutions. More than
0
4,000 apps added "chatbot" to their app descriptions,
Name Description
and more than 3,500 added "gpt".
The majority of ai-related apps launched in 2023. For Release Years for Apps with AI-Related Terms
Type something
example, 2,500 apps launched in 2023 with "chatbot" in

their description — nearly double the apps launched in the
previous four years combined.
"ai art" "ai chat" "ai write" "chatbot" "chatgpt" "gpt"
2019 2020 2021 2022 2023
1,000
800
600
400
200
0
Want to take the next step? Name Description
See which apps are capitalizing on boosting organic
discovery amidst the ai hype with ASO Keywords
Source: data.ai Intelligence | Note: Based on the latest app names and descriptions. Includes apps released on iOS and Google Play that have ranked in the
top category rankings.
29 / 103
Gaming
Demand for games at all-time high, yet spending on in-game purchases cools.
data.ai offers market industry benchmarking and competitive insights that are an Matt Liu
essential aid to companies that desire to be at the forefront. Complementing our Head of NetEase Games Overseas Publishing
own analytics, it offers side by side view of market data that affords us the
opportunity to maintain a competitive edge, to remain innovative and to have the
ability to pivot as the fast paced gaming market requires.
30 / 103
GAMING Mobile Game Consumer Spend Growth
Consumer Spend in Mobile

India
Gaming Fell 2% in 2023 to
$107.3 Billion — Downloads $0.20B
-$0.04B
$0.04B
$0.02B
Dipped to Around 88 Billion $0.15B
$0.10B $0.21B $0.23B
In 2023, well known IP games such as Monopoly GO and $0.05B
EA SPORTS FC Mobile Soccer saw breakout success as
mobile games are now capable of offering console-
0
quality graphics and gameplay experiences. 2020 2020-2021 2021-2022 2022-2023 2023
Growth Growth Growth
Hit Open World RPG Genshin Impact continued to break Type something
new grounds, crossing $4 Billion in all-time consumer Mobile Game Download Growth
spend in Q1 2023.
India
Puzzle and Hypercasual games like Block Blast Adventure
Master and Attack Hole were key download drivers, but
10B
0.08B 0.31B 0.01B
2023 saw some surprise hits such as Avatar Life 8B
Simulation game Gacha Life 2, and Party Royale game 6B
Eggy Party, making major gains in downloads and usage. 4B 9.26B 9.66B
2B
0
Monitor market movements day-by-day with a data.ai
2020 2020-2021 2021-2022 2022-2023 2023
account to get the scoop on the latest shifts and
Growth Growth Growth
emerging opportunities.
31 / 103
32 / 103
voN-3202
peS-3202
luJ-3202
yaM-3202
raM-3202
naJ-3202
Over 1.1 B Downloads, $1.5B Spend Spent Per Week on Mobile Games Globally in 2023
voN-2202
peS-2202
luJ-2202
yaM-2202
Consumer Spend
raM-2202
naJ-2202
voN-1202
Month
Average Weekly Downloads and Consumer Spend for Mobile Games Each Month
peS-1202
luJ-1202
yaM-1202
raM-1202
naJ-1202
voN-0202
peS-0202
luJ-0202
yaM-0202
raM-0202
naJ-0202
$4M
$6M
$2M
$3M
$1M
2020 - 2023
0
India
voN-3202
peS-3202
luJ-3202
Source: data.ai Intelligence | Note: Downloads and consumer spend are across iOS and Google Play. iOS only for China.
yaM-3202
raM-3202
naJ-3202
voN-2202
peS-2202
luJ-2202
yaM-2202
raM-2202
naJ-2202
Downloads
voN-1202
Month
peS-1202
luJ-1202
yaM-1202
raM-1202
naJ-1202
voN-0202
peS-0202
luJ-0202
yaM-0202
raM-0202
naJ-0202
200M
220M
GAMING
100M
140M
160M
180M
120M
40M
60M
80M
20M
0
GAMING
Who are the Leaders by Downloads?

2023 | Worldwide Top Mobile Game Genres by Downloads | Powered by data.ai's Game IQ Taxonomy
India #1 - Hypercasual #5 - Racing

2.4 B in Downloads 625.5 M in Downloads
YoY Downloads -6.2% YoY Downloads -9.1%
YoY IAP Spend +51.9% YoY IAP Spend +2.8%
u mi S
25% of All Downloads 7% of All Downloads
el z z u P
oital
tO
0.7% of All IAP Spend 0.8% of All IAP Spend

opS n
sreh
n oi
tO
Pv #2 - Simulation #6 - Match
str
tcA
h
ES
sre
ho
oti 1.9 B in Downloads 526.8 M in Downloads
n g t io n
O th u la
stropS
ers S im YoY Downloads -2.3% YoY Downloads -2.3%

uP
l
sua
el z z

hS
rca . io
o
pe
ito
O th e r Hy
n
s K id 20% of All Downloads 6% of All Downloads

g
s Racing
Shooting 7.2% of All IAP Spend 12.1% of All IAP Spend
Casino
Teen Patti Others #3 - Action #7 - Casino
Others Match 954.3 M in Downloads 517.5 M in Downloads
ta YoY Downloads -9.9% YoY Downloads +0.0%
M3-Me ter ng
S im
b b l e Shoo Ra ci u la
t io Drivi YoY IAP Spend +5.5% YoY IAP Spend -7.5%
Bu g n ng
a c in
pot
n R 10% of All Downloads 6% of All Downloads

io
ulat
el b
noitcA
S im ng
aT
R a ci 3.1% of All IAP Spend 7.4% of All IAP Spend

e #4 - Tabletop #8 - Kids
cad
erC
A r
sre draoB
em
a
aS P
t
ht O
630.2 M in Downloads 483.7 M in Downloads

i
aG
te
ev
O
dlroW nepO
odu
YoY Downloads -5.2% YoY Downloads +3.7%

sreh
srehtO
rennuR
b d
L
xo

3.9% of All IAP Spend 0.6% of All IAP Spend
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play. iOS Only for China. Spend is gross — inclusive of any percent taken by the app stores
33 / 103
Top 20 Global Game Subgenres by Downloads in 2023 GAMING
Hypercasual Games Continue

Share of
India Total
#1 App
to Drive the Largest Share of

Simulation | Driving 10.9% Indian Bikes Driving 3D
Hypercasual | Puzzle 6.8% Pull the Pin Downloads
Hypercasual | Action 6.1% Hunter Assassin
Hypercasual games as a genre have seen a boom in
Hypercasual | Simulation 5.0% Color Page ASMR
demand. As the market becomes increasingly
Racing | Arcade Racing 3.9% Hill Climb Racing
competitive, we expect more hypercasual games to
Action | Runner 3.2% Subway Surfers
evolve in terms of blending mechanics to create deeper
Tabletop | Ludo 3.1% Ludo King engagement.
Action | Open World 2.9% Rope Hero: Vice Town
Racing | Simulation Racing 2.7% Traffic Rider Hypercasual games have been a great user acquisition
Type something
Sports | Simulation Sports 2.6% Cricket League funnel for many publishers and now we expect the focus
Hypercasual | .io 2.5% Bridge Race to shift partially to building depth and engagement since
Shooting | PvE Shooting they have acquired a significant footprint.
2.5% FPS Commando Secret Mission
Casino | Teen Patti 2.3% Teen Patti Gold
Innovative Genres such as Avatar Life (Gacha Life 2) and
Casino | Card Games Casino 2.0% RummyCircle
Party Royale (Eggy Party) are poised to disrupt incumbent
Simulation | Dress Up & Lifestyle 1.9% Fashion Princess: Dress Up Time market dominance.
Match | Bubble Shooter 1.9% Bubble Rainbow
Tabletop | Board Game 1.7% Carrom Pool
Hypercasual | Racing 1.5% Furious Car Race Speed Master
Simulation | Pet 1.5% My Talking Tom 2
Simulation | Creative Sandbox 1.3% ROBLOX
0 0.1B 0.2B 0.3B 0.4B 0.5B 0.6B 0.7B 0.8B 0.9B 1B 1.1B
Remain ahead of competitors with market specific
insights segmented by sub-genre, using data.ai's unique
Game IQ taxonomy.
Source: data.ai Intelligence | Note: Among non-gaming apps; Downloads and spend across iOS & Google Play and China is iOS only.
Time spent is Android phones only; Spend is gross — inclusive of any percent taken by the app stores; Based on Game IQ primary categorization as of Jan 4, 2024
34 / 103
GAMING
Fewer New Releases Enter the Market; Average Downloads of Past Releases Surpass Volume

by New Releases Indicating Mobile Games Having Longer Life Cycle
Number of New Games Released Per Year & Average Downloads Per Game Among Top 1,000 Games by Downloads
India Top New Releases by Downloads
2019 2020 2021 2022 2023

Hypercasual Simulation Action Casino Match Fun Race 3D My Talking Tom Merge & Fight Bike Race 3D: Bike
Racing Other 1 (Hypercasual | Friends (Simulation | Bridge Race (Hypercasual | Merge Racing (Racing |
Action) Pet) (Hypercasual | .io) HC) Arcade Racing)
Number of New Releases
200 Sand Balls Cover Strike FAU-G: Fearless and Tall Man Run Real Car Driving:
2 (Hypercasual | (Shooting | PvE United Guards (Action (Hypercasual | Race City 3D (Racing |
Puzzle) Shooting) | Other Action) Action) Simulation Racing)
100 Stack Ball Join Clash 3D Battlegrounds Mobile Commando Fps
3 (Hypercasual | (Hypercasual | India (Shooting | Battle Survival Strike Vehicle Masters
Ball) Action) Royale) (Shooting | PvE (Simulation | Driving)
Shooting)
0
Pick Me Up Modern Tuk Tuk Auto Hair Challenge Snow Race Stick Fight: Endless
2019 2020 2021 2022 2023 4 (Hypercasual | Rickshaw (Simulation Battle (Hypercasual |
Action) | Driving) (Hypercasual | Action) (Hypercasual | .io) Puzzle)
8M Run Race 3D How to Loot Parking Jam: Mega Mega Car Crash
5 (Hypercasual | (Hypercasual | Going Balls Escape (Hypercasual Simulator (Racing |
Action) Puzzle) (Hypercasual | Ball) | Puzzle) Arcade Racing)
6M
Avg Downloads
Top Past Releases by Downloads

4M Ludo King Ludo King (Tabletop Ludo King (Tabletop | Ludo King (Tabletop | Ludo King (Tabletop |
1 (Tabletop | Ludo) | Ludo) Ludo) Ludo) Ludo)
2M PUBG MOBILE Carrom Pool Indian Bikes Driving
2 (Shooting | Battle (Tabletop | Board Free Fire (Shooting | Free Fire (Shooting | 3D (Simulation |
Royale) Game) Battle Royale) Battle Royale) Driving)
0
2019 2020 2021 2022 2023 Free Fire Hunter Assassin Carrom Pool (Tabletop Carrom Pool Carrom Pool
3 (Shooting | Battle (Hypercasual | | Board Game) (Tabletop | Board (Tabletop | Board
Royale) Action) Game) Game)
Past Release Avg Downloads New Release Avg Downloads
Subway Surfers Free Fire (Shooting | Bubble Shooter by Candy Crush Saga Candy Crush Saga
4 (Action | Runner) Battle Royale) Ilyon (Match | Bubble (Match | M3) (Match | M3)
Shooter)
Carrom Pool Bubble Shooter by
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play, iOS only for China; Spend is gross — inclusive of any percent taken by the app stores. Candy Crush Saga Subway Surfers Free Fire (Shooting |
35 / 103
GAMING
Discover Which Game Genres are the Most Saturated

2023 | Top Genre Per Market Concentration by Downloads
India
Top Genre by Market Concentration Share of Downloads by Time Since Release Top 3 Games
Top 3 Game Share of Market Top 20 Share of Market Rest of Market < 6 Mths 6 Mths to 1 Yr 1 to 2 Yrs > 2 Yrs
Party 37.6% 47.5% 14.9% 22.47% 69.51%
Other 33.9% 54.9% 11.2% 23.66% 28.93% 41.37%
Tabletop 25.3% 23.0% 51.8% 28.87% 59.65%
Strategy 22.0% 42.4% 35.6% 13.97% 17.53% 65.40%
RPG 20.7% 32.2% 47.1% 9.55% 20.09% 65.22%
Sports 19.8% 32.0% 48.2% 31.25% 60.44%
Shooting 18.9% 24.0% 57.0% 36.47% 57.68%
Match 18.1% 27.4% 54.5% 9.57% 35.63% 50.55%
Racing 14.4% 27.1% 58.5% 20.67% 67.95%
Casino 13.4% 21.5% 65.1% 31.73% 28.94% 30.77%
Action 13.2% 20.9% 65.9% 9.13% 17.94% 68.77%
Puzzle 11.0% 25.7% 63.4% 9.80% 25.87% 61.82%
Simulation 6.1% 12.9% 81.0% 9.31% 35.85% 50.96%
Kids 17.7% 76.7% 23.86% 69.44%
Hypercasual 12.1% 83.7% 11.94% 57.17% 26.20%
0% 20% 40% 60% 80% 100% 20% 40% 60% 80% 100%
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play. China is iOS only. Genre breakdown based on data.ai Game IQ Taxonomy as of January 4th, 2024
36 / 103
GAMING
Who are the Leaders by Consumer Spend?

2023 | Worldwide Top Mobile Game Genres by Consumer Spend | Powered by data.ai's Game IQ Taxonomy
India #1 - Shooting #5 - Sports

$56.8 M in (IAP) Spend $18.6 M in (IAP) Spend
YoY Downloads -19.0% YoY Downloads +5.5%
srehtO
srehtO
24% of All IAP Spend 8% of All IAP Spend
gi F
odu rao B
gnith
leay
d
oR
L
aG
e
Ot #2 - Strategy #6 - Casino
em
ltta
he
B
Op rs
en $34.1 M in (IAP) Spend $17.6 M in (IAP) Spend
W
Tea orld
noitcA
m B RP YoY IAP Spend +5.8% YoY IAP Spend -7.5%

aT
attl G
el b
g
O th e
ni t
t
RP YoY Downloads +28.7% YoY Downloads +0.0%

o
rs
oo
G
p
hS
Creative Teammatch 14% of All IAP Spend 7% of All IAP Spend
Sandbo
x Simulat Death
Farming ion 1% of All Downloads 6% of All Downloads
#3 - Match #7 - Simulation
Slots
Poker Casino Stra $28.5 M in (IAP) Spend $16.9 M in (IAP) Spend
tegy 4X Ma
rch-Ba YoY IAP Spend +41.5% YoY IAP Spend +20.8%
Patti ort
s ttle
Teen Sp YoY Downloads -2.3% YoY Downloads -2.3%
hctaM

ytraP
rts Bu
o ild -
Sp Ba 6% of All Downloads 20% of All Downloads
t io n ttle
#4 - Party #8 - RPG
u la
tO h
S im
sre
$22.2 M in (IAP) Spend $16.7 M in (IAP) Spend

elttaB
3M
ateM-3M
srehtO

kcuL
YoY Downloads +19.4% YoY Downloads +35.1%

Source: data.ai Intelligence | Note: Consumer spend across iOS, Google Play. iOS Only for China. Spend is gross — inclusive of any percent taken by the app stores
37 / 103
Top 20 Global Game Subgenres by Consumer Spend in 2023 GAMING
Strategy and RPG are Among

Share of
India Total
#1 App
the Most Successful Genres

Shooting | Battle Royale 18.7% Free Fire
Strategy | 4X March-Battle 10.6% Evony for Game Monetization
Party | Luck Battle 9.0% Coin Master
Casino genres have been the leading genre in markets
Sports | Simulation Sports
7.1% EA SPORTS FC™ MOBILE 24
SOCCER including the United States and Canada, but in recent
Match | M3
6.0% Candy Crush Saga years Strategy and RPG Games have encroached on
Shooting | Team Deathmatch
5.0% Call of Duty: Mobile market share. Top genres such as 4x March-Battle,
Match | M3-Meta MMORPG and Battle Royale tend to feature online
4.8% Gardenscapes by Playrix
Casino | Teen Patti multiplayer mechanics — indicating an appetite for
4.0% Teen Patti
Strategy | Build-Battle connection and social experiences exists across the
Type something 2.7% Clash of Clans
Simulation | Farming gaming spectrum.
2.1% Township
Simulation | Creative Sandbox
2.1% ROBLOX Cross-play features are becoming increasingly prominent
Tabletop | Ludo
1.7% Yalla Ludo in the top games — the ability to access the same game
Action | Fighting
1.5% Marvel Contest of Champions progress across devices (whether on mobile or console,
Casino | Poker
1.5% Zynga Poker for instance) appears to be on the rise, as is playing
RPG | Team Battle
1.4% Hero Wars against players using different platform versions of the
Tabletop | Board Game same game.
1.3% Carrom Pool
Casino | Slots
1.2% Jackpot City Slots
RPG | Open World RPG
1.0% Genshin Impact
RPG | MMORPG
0.9% Diablo Immortal
RPG | Empire Simulation RPG
0 $5M $10M $15M $20M $25M $30M $35M $40M $45M
0.8% Game of Khans Navigate macroeconomic headwinds:
Spot high-growth markets on a weekly basis with a
data.ai account. Drill down deeper with our Game IQ
Source: data.ai Intelligence | Note: Among gaming apps; Consumer spend across iOS & Google Play and China is iOS only. taxonomy in each market.
Spend is gross — inclusive of any percent taken by the app stores; Based on Game IQ primary categorization as of Jan 4, 2024
38 / 103
GAMING
Older Games Are Driving Revenue While Average Consumer Spend Among
New Releases Remains Stable

Number of New Games Released Per Year & Average Consumer Spend Per Game Among Top 1,000 Games by Consumer Spend
Top New Releases by Consumer Spend Each Year

2019 2020 2021 2022 2023
India Battlegrounds
Call of Duty: Mobile Genshin Impact Mobile India Apex Legends Whiteout Survival
1 (Shooting | Team (RPG | Open World (Shooting | Battle (Shooting | Battle (Strategy | 4X
RPG Strategy Simulation Sports Match Action Deathmatch) RPG) Royale) Royale) March-Battle)
Other Bubble Shooter by
Shoot Bubble Inc Poker Gold (Casino Royal Match (Match | Land of Empires: Monopoly GO:
Number of New Release
100 2 Immortal (Strategy | Family Board Game

(Match | Bubble | Poker) M3-Meta) 4X March-Battle) (Party | Luck Battle)
Shooter)
Tennis Clash: 3D Dream League The Ants: Real Cricket 22 Call of Dragons
50 3 Sports (Sports | Soccer 2020 Underground (Sports | Simulation (Strategy | 4X
Arcade Sports) (Sports | Simulation Kingdom (Strategy | Sports) March-Battle)
Sports) 4X March-Battle)
0 The Seven Deadly Cricket League City of Crime: Gang
4 MU Awakening Sins: Hikari to Yami (Sports | Simulation Wars (Strategy | 4X Honkai: Star Rail
2019 2020 2021 2022 2023 (RPG | MMORPG) no Grand Cross Sports) March-Battle) (RPG | Team Battle)
(RPG | Team Battle)
RAID: Shadow Dragon Reborn The Walking Dead: Diablo Immortal Viking Rise
5 Legends (RPG | (Strategy | 4X Survivors (Strategy | (RPG | MMORPG) (Strategy | 4X
Team Battle) March-Battle) 4X March-Battle) March-Battle)
$300K Top Past Releases by Consumer Spend
Avg Consumer Spend
PUBG MOBILE Free Fire (Shooting Free Fire (Shooting | Free Fire (Shooting | Free Fire (Shooting |
$200K 1 (Shooting | Battle | Battle Royale) Battle Royale) Battle Royale) Battle Royale)
Royale)
PUBG MOBILE Call of Duty: Mobile Battlegrounds
$100K Free Fire (Shooting | Coin Master (Party | Mobile India
2 Battle Royale) (Shooting | Battle (Shooting | Team Luck Battle) (Shooting | Battle
Royale) Deathmatch) Royale)
0 Battlegrounds
2019 2020 2021 2022 2023 3 Coin Master (Party | Coin Master (Party Coin Master (Party | Mobile India Coin Master (Party |
Luck Battle) | Luck Battle) Luck Battle) (Shooting | Battle Luck Battle)
Royale)
Past Release Avg Spend New Release Avg Spend Teen Patti (Casino | Teen Patti (Casino | Candy Crush Saga Candy Crush Saga Candy Crush Saga
4 Teen Patti) Teen Patti) (Match | M3) (Match | M3) (Match | M3)
Clash of Clans Call of Duty: Mobile
Source: data.ai Intelligence | Note: Consumer spend across iOS, Google Play, iOS only for China; Spend is gross — inclusive of any percent taken by the app stores.
39 / 103
GAMING
Monopoly GO a Standout Launch for the Party Genre

2023 | Top Genre Per Market Concentration by Consumer Spend
India
Top Genre by Market Concentration Share of Consumer Spend by Time Since Release Top 3 Games
Top 3 Game Share of Market Top 20 Share of Market Rest of Market < 6 Mths 6 Mths to 1 Yr 1 to 2 Yrs > 2 Yrs
Other 90.4% 8.2% 94.3%
Party 89.3% 8.9% 93.0%
Shooting 89.2% 9.0% 35.4% 64.5%
Match 69.1% 25.7% 16.9% 82.7%
Sports 64.2% 29.6% 11.4% 87.4%
Tabletop 63.8% 28.1% 8.1% 98.1%
Casino 57.2% 27.5% 15.3% 98.5%
Racing 53.3% 29.6% 17.1% 92.1%
Strategy 42.7% 35.2% 22.2% 10.8% 10.1% 78.8%
Simulation 40.6% 27.3% 32.1% 15.6% 82.2%
Action 37.2% 41.4% 21.4% 8.0% 90.0%
Hypercasual 32.3% 18.6% 49.1% 64.1% 28.0%
RPG 26.7% 38.3% 35.0% 9.6% 21.1% 66.5%
Puzzle 22.5% 20.8% 56.7% 12.4% 84.2%
Kids 20.2% 9.9% 69.9% 12.2% 85.3%
0% 20% 40% 60% 80% 100% 20% 40% 60% 80% 100%
Source: data.ai Intelligence | Note: Consumer spend across iOS, Google Play, iOS only for China; Spend is gross — inclusive of any percent taken by the app stores. Genre breakdown based on data.ai Game IQ Taxonomy as of January 4th, 2024
40 / 103
MACRO MOBILE TRENDS
Which Game Subgenres Defy Global Trends?

Top Breakout Gaming Subgenres: 2023 vs 2022
DOWNLOADS CONSUMER SPEND
India #1 Game By Downloads India #1 Game By Consumer Spend
Casino | Card 29.78M RummyCircle Shooting | Battle $13.10M Free Fire

Games Casino Royale
Puzzle | 26.26M Block Blast Adventure $7.74M Coin Master
Tile-Matching Master Party | Luck Battle
Strategy | 4X 22.97M Lords Mobile Sports | $5.78M EA SPORTS FC™

March-Battle Simulation Sports MOBILE 24 SOCCER
Tabletop | Card 21.82M Callbreak Master - $4.00M Gardenscapes by
Games Tabletop Card Game Match | M3-Meta Playrix
Simulation | Idle 18.74M Idle Lumber Empire Match | M3 $3.78M Candy Crush Saga
Racing | Arcade -54.37M Hill Climb Racing -$0.18M Brawl Stars

Racing Action | Brawl
Tabletop | Ludo -64.22M Ludo King Strategy | Legion -$0.21M Art of War: Legions
Battle
Shooting | PvE -71.74M FPS Commando Casino | Card -$0.79M
Shooting Secret Mission Games Casino Indian Rummy
Simulation | -77.04M Indian Bikes Driving RPG | Open World -$1.43M

Driving 3D RPG Genshin Impact
Hypercasual | -86.01M -$1.61M

Puzzle Pull the Pin Casino | Teen Patti Teen Patti
-60M -30M 0 30M 0 $4M $8M $12M
Source: data.ai Intelligence | Note: Downloads and consumer spend across iOS and Google Play. iOS Only for China. Spend is gross — inclusive of any percent taken by the app stores
41 / 103
Top 20 Global Game Subgenres by Time Spent in 2023 GAMING
Creative Sandbox and Genres

Share of
India Total
#1 App
with Online & Social Features

Shooting | Battle Royale 24.3% Free Fire
Match | M3 8.4% Candy Crush Saga Will Further Drive Global
Tabletop | Ludo 6.4% Ludo King Gaming Time
Sports | Simulation Sports
4.9% EA SPORTS FC™ MOBILE 24
SOCCER
Simulation | Driving We expect social and multiplayer gaming features to
3.0% Indian Bikes Driving 3D
Match | Bubble Shooter remain in high demand in 2024 as consumers seek to stay
2.6% Bubble Shooter by Ilyon
Casino | Card Games Casino connected with family and friends, even as pandemic
2.2% Callbreak Multiplayer measures ease.
Strategy | Build-Battle
2.2% Clash of Clans
Hypercasual | Puzzle
Type something 2.1% Water Sortpuz Mobile has enabled core games to become more ‘casual’
Simulation | Creative Sandbox
2.0% Minecraft Pocket Edition in nature given the device specs and user interface. Yet,
Action | Runner
1.9% Subway Surfers mobile phones are powerful enough to stand up to the
Match | M3-Meta
1.9% Royal Match ‘core’ game experience and enable cross-platform play.
Tabletop | Board Game
1.8% Carrom Pool
Tabletop | Chess Connected games are the biggest driver of overall
1.8% Chess.com
Casino | Teen Patti consumer spend in mobile games and we predict will be a
1.7% Teen Patti Gold
Shooting | Team Deathmatch key area of growth in 2024 and beyond.
1.6% Call of Duty: Mobile
Tabletop | Card Games Tabletop
1.4% Callbreak Master - Card Game
Strategy | 4X March-Battle
1.3% Lords Mobile
Action | Open World
1.2% Rope Hero: Vice Town
Puzzle | Tile-Matching
0 2B 4B 6B 8B 10B 12B 14B 16B
1.2% Block Blast Adventure Master Be the first to spot potential breakout apps in your sector
with detailed genres and subgenres from data.ai's Game
IQ Taxonomy
Source: data.ai Intelligence | Note: Among gaming apps; Time spent is Android phones only; Based on Game IQ primary categorization as of Jan 4, 2024
42 / 103
2023 Top Games & Breakout Rankings by Market | Games

AMER - Downloads
Worldwide United States Canada Mexico Brazil Argentina Colombia Chile Peru
1 Monopoly GO: Monopoly GO:

Subway Surfers Family Board Game Family Board Game FreeBattle
Fire (Shooting | ROBLOX (Simulation | ROBLOX (Simulation | Free Fire (Shooting | ROBLOX (Simulation | Free Fire (Shooting |
(Action | Runner) (Party | Luck Battle) (Party | Luck Battle) Royale) Creative Sandbox) Creative Sandbox) Battle Royale) Creative Sandbox) Battle Royale)
2 Gacha Life 2 ROBLOX

Free Fire (Shooting | (Simulation ROBLOX (Simulation
| Avatar Creative Sandbox) | (Simulation | Free Fire (Shooting | Free Fire (Shooting | ROBLOX (Simulation | Block Blast Adventure ROBLOX (Simulation |
Battle Royale) Life) Creative Sandbox) Battle Royale) Battle Royale) Creative Sandbox) Master (Puzzle | Tile- Creative Sandbox)
Matching)
Type something
3 ROBLOX ROBLOX Block Blast

(Simulation | (Simulation | Adventure Master Subway Surfers Subway Surfers Stumble Guys (Party | Subway Surfers Free Fire (Shooting | Ludo Club (Tabletop |
Creative Sandbox) Creative Sandbox) (Puzzle | Tile- (Action | Runner) (Action | Runner) Party Royale) (Action | Runner) Battle Royale) Ludo)
Matching)
4 Gacha Life 2 Parchisi STAR

Ludo King (Tabletop Royal Match (Match Chess.com (Tabletop Stumble Guys (Party (Simulation | Avatar Subway Surfers (Tabletop | Board Royal Match (Match | Stumble Guys (Party |
| Ludo) | M3-Meta) | Chess) | Party Royale) Life) (Action | Runner) Game) M3-Meta) Party Royale)
5 My Perfect Hotel EA SPORTS FC™

Download data
Source: data.ai Intelligence | Note: Top apps by year-over-year download and consumer spend growth across iOS and Google Play. MAU Growth on iPhone and Android Phone. Games apps are classified using data.ai's Game IQ taxonomy as of Jan 4, 2024.
43 / 103
Finance
Consumers feel the financial pressure: personal loans on the rise as crypto trading and
investing growth stalls. The lines between different subgenres continues to blur as "super
apps" add new features.
Building the Allstate of the future means making sure customers can do business with Mike Antognoli
us whenever and however they choose, and the Allstate mobile app helps us deliver Allstate Mobile Product Director
on that commitment with a competitive, personalized digital experience. Whether it’s
making it easy to find parking, fuel, and repair shops to offering innovative safe
driving tools like Drivewise and crash detection services, we’re continually enhancing
the Allstate mobile app to give customers more ways to seamlessly connect with their
coverage and protect what matters most.
44 / 103
Finance Subgenre App Downloads Top Apps by Downloads FINANCE
by Country in 2023
Consumers Embrace Mobile
Powered by data.ai's App IQ Taxonomy

for their Finance Needs from
India App Subgenre
Digital Wallets & Banking to Payment
Mobile Banking Digital Wallets & Payment 1 PhonePe Payment
Personal Loans Personal Investing Digital Wallets & Mobile app adoption across top subgenres like Mobile
Cryptocurrency Trading Other 2 Paytm Payment Banking and Digital Wallets & Payment continued to climb
200M
Digital Wallets & as consumers continue to turn to their mobile devices
3 Google Pay Payment more than ever for their finance needs.
4 Bajaj Finserv Personal Loans

150M Meanwhile, Personal Loans app adoption remained
strong as economic headwinds continued in 2023. The
Type something
5 Navi Personal Loans
prevalence is highly regional, however, with much of the
6 YONO SBI Mobile Banking growth driven by markets like India, Indonesia, and
100M Mexico.
7 Groww - Mutual Personal
Funds App Investing The dip in Cryptocurrency Trading leveled off in 2023
8 Angel One Personal after seeing a pronounced downturn in 2022.
Investing
50M Unsurprisingly, downloads tend to track with the
9 Money View:
Personal Loan App Personal Loans
turbulence in the cryptocurrency market.
10 KreditBee Personal Loans

0
1 02 2
2Q 02002
3Q 02 2
4Q120 2
1Q 1202
2Q 120 2
3Q 1202
4Q220 2
1Q 2202
2Q 220 2
3Q 2202
4Q320 2
1Q 3202
2Q 320 2
3Q 320
4Q
Q
0 02
Want to see which markets are emerging for each

202
subgenre? data.ai's Market Size lets you keep up with the

latest trends across the globe.
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only.
Finance apps are classified using data.ai's App IQ taxonomy.
45 / 103
FINANCE Share of Finance Downloads by Local-HQ'd Publishers
Know Your Market — Local

AMER APAC EMEA
Publishers Dominate their 2020 2021 2022 2023
Mobile Finance Markets 100%
90%
Understanding each country's unique financial rules and
regulations — plus the unique consumer needs for each
80%
market — gives local-based publishers a major leg up in
the finance space. 70%
The local advantage particularly strong in China, Japan, 60%

South Korea and the United States. Most markets have
seen the share from outside publishers pick up a bit in 50% Type something
recent years, though India and Indonesia are notable

exceptions as their mobile industries thrive. 40%
30%
20%
10%
0
United States Brazil Mexico Argentina Chile Canada
Find out which publishers are looking abroad with the

Company HQ filter, part of data.ai's Top Apps
Source: data.ai Intelligence | Note: Downloads across iOS and Google Play; China is iOS only.
Finance apps are classified using data.ai's App IQ taxonomy.
46 / 103
Inflation vs. Personal Loan Downloads FINANCE
Personal Loans is the Fastest

India
Inflation (CPI) Personal Loan Downloads (Millions)
Growing Subgenre as
9 160 Inflation Remains High
)snoilliM( sdaolnwoD naoL lanosreP

8 142.22
7 124.44
6 106.67
5 88.89 While most subgenres saw downloads rise along with high
)IPC( noitaflnI
4 71.11 inflation over the past few years, no subgenre saw a

3 53.33
2 35.56 higher correlation than Personal Loans. The scale of the
1 17.78 growth was also notable — global downloads for Personal
0 0
Loans apps climbed more than 250% between 2020 and
1Q 10
2 1 02
3 1 02
4 1 02
1 Q 1 02
2 1 02
3 Q 1 02
4 202
1 20
2 20
3 20
4 202
1 20
2 202
3 202
4 202
1Q 202
2 20
3Q 202
4 202
1 20
2 20
3
2023, even outpacing Cryptocurrency's 238% growth over
Q
Q
Q
Q
Q
Q
Q
Q
81 0 2
0 2
1 2
3 2
8
0 2
3
8
0 2
2 2
3 2
8
2
the same period.
2
Type something
Personal Loans downloads don't have the highest

correlation with inflation in all markets, though it tends to
Correlation Between Inflation and Finance be high throughout. In Europe, for example, Personal
Subgenre Downloads Q1 2018 - Q3 2023 Loans apps saw strong growth even though gross totals
0.8 for the subgenre remained quite low.
0.4
0.07 0.12 0.04 0.13 0.04
0
-0.08 -0.11 -0.29 -0.08
-0.4 -0.12 -0.22 -0.14
-0.8
Personal Mobile Digital Personal Cryptocurr Insurance Other Budget & Financial Personal Credit Donation
Loans Banking Wallets & Investing ency Finance Expense News Taxes Score With more than 800,000 apps classified, data.ai's App
Payment Trading Tracker
IQ taxonomy gives you the power to dive deeper into the
impacts of the global economy on the app ecosystem
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only.
Apps are classified using data.ai's App IQ taxonomy. Inflation is from the OECD. Correlation measured is the Pearson correlation coefficient (r).
47 / 103
FINANCE Features for Finance "Super Apps"
Finance "Super Apps" Use

India
Multiple Useful Features to App Subgenre Bill Pay
Budget Buy/Sell Contactless Donation Investment Mobile QR Code Request Send
ABCDE ABCDE
Planner ABCDE
Crypto ABCDE ABCDE
Payment Facilitation ABCDE
Recs ABCDE
Deposit ABCDE
Payment ABCDE
Money ABCDE
Money
Maintain Market Share Google Digital Wallets &

Pay Payment
In a competitive mobile market, top finance apps have YONO Mobile Banking
SBI
continued to add new features to incentivize customers
turning to their app for all finance needs, from mobile
banking to sending money to trading in crypto. Super
apps have become particularly popular in China, with
Alipay as a prime example.
Type something
data.ai's Feature Tags reveals that all of the top markets
have at least one app with four or more of the features
listed here, and several including the US, UK, China and
Brazil have three or more such apps. These apps tend to
be market leaders in the finance space. In fact, these Features for Finance "Super Apps"
super apps control more than 20% of the Finance monthly
Share of Finance Downloads Share of Finance MAU
active user base in China (47%), the US (32%) and
15%
Argentina (24%).
10%
5%
1.9%
0 4.4% 14.3% 3.5%
Another component of data.ai's App IQ taxonomy is Google Pay YONO SBI
the feature tags — with 20 different features tagged
specific to the Finance genre alone. Filter by different
features to see what is helping apps stay on top. Source: data.ai Intelligence | Note: Includes Mobile Banking and Digital Wallets & Payment apps among the top 10 Finance apps by downloads in each market.
48 / 103
2023 Rankings by Market | Finance

AMER - Breakout Downloads
1 B-Love Network CoinSnap: Value Guide RBC Mobile Banco del Mercado Pago Nequi Colombia CrediSol–
TAPP Caja Los Andes Préstamo
(Finance | Other (Finance | Other (Finance | Bienestar Movil Nubank (Finance | Mobile (Finance | Digital (Finance | Mobile de
(Finance | Digital crédito (Finance
Finance) Finance) Mobile Banking) (Finance | Mobile
Banking)
Banking) Wallets & Payment) Banking) Wallets & Payment) Personal Loans)|
2 Alipay (Finance | CoinSnap: Value DiDi Préstamos Naranja X (Finance | CencoPay (Finance | Sol Ya-Préstamo
Digital Wallets & Schwab (Finance | SerasaConsumidor
Guide (Finance | (Finance | Personal (Finance Digital Wallets & Davivienda (Finance | Digital Wallets & de Perú (Finance |
Payment) Personal Investing) Other Finance) Loans) | Credit Score) Payment) Mobile Banking) Payment) Personal Loans)
Type something
3 Google Wallet Remitly Súper Efectivo Valores a Receber - Guia AstroPay (Finance | LuckyPlata - Préstamo Santander Chile Banca Móvil BCP
Navi (Finance | (Finance | Digital (Finance |
Personal Loans) Wallets & Payment) Digital Wallets & (Finance | Personal 2023 (Finance | Other
Loans) Finance)
Digital Wallets &
Payment)
en línea (Finance |
Personal Loans)
(Finance | Mobile
Banking)
(Finance | Mobile
Banking)
Payment)
4 Cryptomania —Trading Beneva BBVA México BancoEstado Bim (Finance |

Simulator (Finance | Chime (Finance | (Finance | (Finance | Mobile PicPay (Finance | Mobile YOY (Finance | Digital Lulo Bank (Finance | (Finance | Mobile Digital Wallets &
Cryptocurrency Mobile Banking) Insurance) Banking) Banking) Wallets & Payment) Mobile Banking) Banking) Payment)
Trading)
Source: data.ai Intelligence | Note: Top Apps by year-over-year downloads growth across iOS, Google Play. MAU Growth on iPhone and Android Phone. Finance apps are classified using data.ai's App IQ taxonomy as of Jan 4, 2024.
49 / 103
Top Features Loved by Finance
App IQ Cross-App Extended Ratings and

Usage Retention Reviews
50 / 103
Retail
Personalization, optimized experience, frictionless checkout: mobile shopping apps bridge
in-person and at-home shopping experiences.
51 / 103
Annual Hours Spent in Shopping Apps RETAIL
Mobile Shopping Time Spent

India
Remains Well Above Pre-
Pandemic Levels
10B
The economic headwinds, combined with a natural
contraction from the huge mobile growth seen early in the
pandemic, led to a slight dip in total time spent in
5B Shopping apps. Total hours declined 1% year-over-year in
2023, though it was still up more than 25% compared to
2020.
0 Type something
While some of the largest retail markets like China and the
2020 2021 2022 2023 United States saw a dip in time spent in 2023, other
markets bucked this trend. The leaders by YoY growth
were Brazil (+31%), Australia (+13%), and Mexico (+7%).
Year-over-Year Growth
40%
30%
20%
10%
0 Want to dive deeper?
2021 2022 2023 Discover the top performers by engagement
depth, usage stickiness and more with data.ai's
Source: data.ai Intelligence | Note: Android Phones. Shopping apps are classified using data.ai's App IQ taxonomy.
Insights Generator
52 / 103
Shopping Subgenre Year-over-Year Top Apps by Breakout RETAIL
Download Growth by Market in 2023 Downloads in 2023

The Retail Market is Heating

India App Subgenre Up: Temu Makes a Splash in
1 LimeRoad E-Commerce 2023
Resell Tira: Beauty
2 Shopping E-Commerce
Among mobile apps across all genres, only Threads
Supermarket & gained more downloads in 2023 compared to 2022 than
Convenience Store 3 Purplle E-Commerce
Temu. The e-commerce app from Chinese PDD Holdings
used substantial advertising and low prices to attract new
Retailer Store 4 FreeUp Resell
users and become a key player to watch.
5 Spin To Win - Coupons &
Coupons & Rewards Cash & Recharge Rewards E-Commerce apps also face competition from brick &
Type something
6 Kissht BNPL mortar stores, which are capitalizing on the return to in-
BNPL person shopping to boost mobile adoption. Supermarket
7 DOKODEMO E-Commerce & Convenience Store and Retailer Store apps saw year-
Pharmacy & over-year download growth at 9% and 7%, respectively,
Drugstore Vishal Mega Supermarket & well ahead of E-Commerce's -7% annual growth.
8 Mart-Select Convenience
E-Commerce Cities Store
For brick & mortar retailers, it is clear that failing to
9 FirstCry Retailer Store embrace a mobile shopping experience puts you at a
Other Shopping
disadvantage.
10 Temu E-Commerce
Malls & Shopping
Centers
-40% -20% 0
Temu's massive advertising push in 2023 propelled it to
the top of the charts. data.ai customers can use
Download Channel data to find out how paid vs. organic
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. Shopping apps are classified using data.ai's App IQ taxonomy.
Subgenres with less than 15,000 downloads in the prior year are excluded. Brekaout apps are defined by gross download growth in 2023 compared to 2022. channels contributed to adoption.
53 / 103
RETAIL Share of Shopping App Downloads
by Publisher Headquarters
Going Global: SHEIN and

India
Temu Break into Markets United States China Singapore India Other
Across the Globe 100%
5.1%
6.8% 6.8% 6.0%
The United States has long been the home to some of the
90%
biggest retailers like Amazon, Walmart and eBay.
However, the emergence of some Asia-based e-
80%
commerce platforms had contributed to the US losing
market share over the past few years.
70%
60%
Temu's massive global launch in 2023 helped China gain
Type something
3.4 percentage points in market share compared to
50%
2020. Singapore-based SHEIN has also had a strong
47.6% 50.2%
presence in recent years across top retail markets.
40% 54.6%
8.2% 58.3%
30%
20%
10%
0% 36.5% 29.6% 40.6% 37.7%

data.ai customers can find out where the top Shopping
2020 2021 2022 2023
apps are from in your local market with Top Charts
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play;

China is iOS only. Shopping apps are classified using data.ai's App IQ taxonomy.
54 / 103
2023 Rankings by Market | Shopping

AMER - Breakout Downloads
1 Alibaba.com Mifarma Movil

Temu (Shopping | Temu (Shopping | E- Temu (Shopping | E- Temu (Shopping | SHEIN (Shopping | E- (Shopping | E- Falabella (Shopping | Temu (Shopping | E- (Shopping |
E-Commerce) Commerce) Commerce) E-Commerce) Commerce) Commerce) E-Commerce) Commerce) Pharmacy &
Drugstore)
2 MercadoLibre Ripley: Compras Ripley Perú:

SHEIN (Shopping | SHEIN (Shopping | E- SHEIN (Shopping | SHEIN (Shopping | Amazon (Shopping | E- (Shopping | E- AliExpress (Shopping Online (Shopping | E- Compras Online
E-Commerce) Commerce) E-Commerce) E-Commerce) Commerce)
Type something Commerce) | E-Commerce) Commerce) (Shopping | Retailer
Store)
3 Red－Shop the Capital One Shopping Michaels Stores Coppel (Shopping AliExpress (Shopping |
World (Social Media (Shopping | Coupons & Canada (Shopping | | Retailer Store) Temu (Shopping | E- SHEIN (Shopping | E- AliExpress (Shopping Falabella (Shopping
| Media Sharing Rewards) Retailer Store) E-Commerce) Commerce) Commerce) | E-Commerce) | E-Commerce)
Networks)
Circle K by Circle K Farmacias Cruz

4 AliExpress North America AliExpress Magazine Luiza Natura Latam Verde Chile
(Shopping | E- (Shopping | Sephora (Shopping | (Shopping | E- (Shopping | E- (Shopping | E- Temu (Shopping | E- (Shopping | SHEIN (Shopping |
Commerce) Supermarket & Retailer Store) Commerce) Commerce) Commerce) Commerce) Pharmacy & E-Commerce)
Convenience Store) Drugstore)
Source: data.ai Intelligence | Note: Top Apps by year-over-year downloads growth across iOS, Google Play. MAU Growth on iPhone and Android Phone. Shopping apps are classified using data.ai's App IQ taxonomy as of Jan 4, 2024.
55 / 103
Top Features Loved by Retail
Creative App IQ Ratings Download Usage &

Gallery & Reviews Channel Engagement
56 / 103
Video Streaming
TikTok encroaches on the video streaming space: User-Generated Content
captures mobile-first audiences alongside exclusive content releases.
'With its unparalleled capabilities, we have harnessed the power of data to drive Dor Isseroff
innovation, make informed decisions, and stay one step ahead in today's COO
competitive landscape. Through our partnership with data.ai, we have unlocked
valuable insights, optimized processes, and achieved remarkable growth.
57 / 103
Yearly OTT Consumer Spend OTT Revenue Growth vs. Market VIDEO STREAMING
by Market Concentration
(Herfindahl-Hirschman Index)
The Streaming Battle: Strong

India Bubble size = Consumer spend (Million USD) Revenue Growth Suggests
Hotstar Sony LIV ZEE5 Ullu
Netflix Other 2020 2021 2022 2023 Market is not Oversaturated
200
$30M
Competitive Moderately Highly Concentrated Consumer spend in OTT (over-the-top) streaming apps
Conentrated
climbed 13% globally in 2023 to surpass $8 billion in 2023,
$25M 150 an slight acceleration from the 12% growth in 2022.
)%( htworG gnidnepS remusnoC YoY

This growth came even as the market became a little less
$20M competitive. The top five streamers combined for nearly
100 50% of the market in 2023, up from 45% in 2022. Disney+,
Type something
the top app each of the past four years, gained even
$15M more market share as well.
50
Some countries have become more competitive in recent
$10M years as apps like Disney+ and Max expand into new
markets. Brazil, for example, has seen consumer spend
0 grow more than 230% since 2020 as apps like Max,
$5M Disney+, Crunchyroll, and Star+ joined the market leader
Globo Play.
-50
0 0 1,000 2,000 3,000 4,000 5,000 6,000
2020 2021 2022 2023 Herfindahl-Hirschman Index (HHI)
Disney+ has found success across the globe, earning at
least $1 million in consumer spend in more than 50
different markets. data.ai customers can see the full
Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play; China is iOS only. Spend is gross — inclusive of any percent taken by the
app stores. OTT apps are classified using data.ai's App IQ taxonomy. breakdown of Disney+'s performance here.
58 / 103
VIDEO STREAMING
Share of OTT Consumer Share of OTT Consumer Spend
Spend by Price on iOS by Subscription vs. One-Time
Streaming Services Adjust

Purchases on iOS
India India Subscription Offerings for
₹ 0 - ₹ 199 ₹ 200 - ₹ 299 ₹ 300 - ₹ 499 Subscription One-Time Purchase Cost-Conscious Customers
₹ 500 - ₹ 1999 ₹ 2000+ 100%
100%
Increasing competition from the abundance of streaming
90% options has prompted top apps to adjust their prices to
90%
changing consumer demands.
80%
80%
70% The share of US consumer spend from in-app purchases
70% priced less than $15 has climbed 7 percentage points since
60% the start of 2022. While top apps have gradually
60% Type something
increased prices over time, tighter budgets for many
50% 50% consumers in 2023 have forced apps to get creative with
their monetization.
40% 40%
Netflix added an ad-based option in late 2022, and
30% 30% Disney+ and Hulu are raising the monthly price of their
ad-free options while leaving the ad-supported tier price
20% 20% unchanged.
10% 10%
0% 0%
22 pA
2 u
2 cO
2 u
2 eD
2 be
32 pA
3 u
3 u
3 cO
3 eD
3
22 pA
2 u
2 cO
2 u
2 eD
2 be
32 pA
3 u
3 u
3 cO
3 eD
3
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
Want to see how updated pricing or ad-supported

-
-r J
-n A
-g
-t
-c
-
-r J
-g
-n A
-t
-c F
-
-r J
-n A
-g
-t
-c
-
-r J
-g
-n A
-t
-c F
b
b
eF
eF
options are impacting an app's revenue? data.ai's

IAP SKU pulls back the curtain on revenue from
Source: data.ai Intelligence | Note: Consumer Spend is iOS only. OTT apps are classified using data.ai's App IQ taxonomy.
individual IAPs.
59 / 103
2023 Rankings by Market | Video Streaming

AMER - Downloads AMER - Consumer Spend APAC - Downloads APAC - Consumer Spend EMEA - Downloads EMEA - Consumer Spend
1 YouTube Max: Stream HBO, Amazon Prime PrendeTV: TV en YouTube Netflix Netflix
(Entertainment | TV, & Movies Video Español (Entertainment | Star+ (Entertainment (Entertainment | Star+ (Entertainment (Entertainment |
Video Sharing) (Entertainment | (Entertainment | (Entertainment | Video Sharing) | OTT) OTT) | OTT) OTT)
OTT) OTT) OTT)
2 Netflix Netflix Disney+ Netflix Netflix Netflix PrendeTV: TV en Pluto.tv PrendeTV: TV en

(Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | Español (Entertainment | Español
OTT) OTT) OTT) OTT) OTT)
Type something OTT) (Entertainment | OTT) (Entertainment |
OTT) OTT)
3 JioCinema YouTube Netflix YouTube Pluto.tv Pluto.tv YouTube Max: Stream HBO, Disney+
(Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | TV, & Movies (Entertainment |
OTT) Video Sharing) OTT) Video Sharing) OTT) OTT) Video Sharing) (Entertainment | OTT)
OTT)
4 Amazon Prime Video Peacock TV YouTube Disney+ Globo Play Disney+ Disney+ Disney+
(Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | Star+ (Entertainment
OTT) OTT) Video Sharing) OTT) OTT) OTT) OTT) OTT) | OTT)
Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and Consumer Spend across iOS, Google Play.
Video Streaming apps are classified from Entertainment - ‘OTT’,‘Live Streaming’,‘Video Sharing’ subgenres using data.ai's App IQ taxonomy as of Jan 4, 2024.
60 / 103
Social
Disrupting social media: "tipping" content creators carves out social media monetization
pathways outside of advertising.
In a market that is so saturated with multiple apps in every genre you need to David Lee
articulate your differentiation and value. First and foremost, focus on the user. Build Head of Apps, Global Business Solutions - North America
a platform that is focused primarily on your users and iterate on the features and
benefits of that platform based off of the ones that are most used, most liked, most
loved, so that the people you're bringing in then ultimately have higher retention
rates and stick around and add value to your business overall.
61 / 103
Global Metrics for Social Apps SOCIAL
Time Spent in Social Apps

Total Hours
Grows 9% in 2023
2T Time spent in social apps on Android phones shows no
signs of slowing, climbing 9% in 2023 to more than 2.3
1.5T trillion hours.
Consumer spend growth also remained strong at 13%

1T
year-over-year to nearly $9 billion in 2023. Top social
platforms are continuing to unlock monetization
0.5T strategies outside of advertising, with TikTok, the best
Type something
app monetizer in the history of the app stores, as a prime
0 example.
2020 2021 2022 2023
Global downloads, on the other hand, declined nearly 4%.
Year-over-Year Growth This was still impressive as the category maintained most
of the strong gains seen in 2022.
15%
10%
5%
0 Need tips on how to keep up with the shift towards in-app

2021 2022 2023 purchase revenue for social apps? Check out our latest
Monetization Guide.
Source: data.ai Intelligence | Note: Consumer spend and downloads across iOS, Google Play; China is iOS only. Spend is gross — inclusive of any percent taken by
the app stores.Total sessions, total hours and total MB are Android only. Total MB measures the total megabytes of data used by Social apps during the year.
Social apps are classified using data.ai's App IQ taxonomy and include Short Videos and Live Streaming apps from the Entertainment genre and exclude Dating.
62 / 103
SOCIAL
Average Annual Monthly Active Annual Monthly Active Users
Users for Social Apps by Subgenre Growth Indexed to 2020
A New Normal? Social Apps

India India See Headwinds in the US
Despite Global Growth
Communication Short Videos 2020 2021 2022 2023
Media Sharing Networks Social Networks 2
MicroBlogging Discussion & Forum Active user growth remained strong across Social
2.5B subgenres in 2023. However, results for subgenres in
some notable markets like the US, China and the UK was
1.5 more mixed.
2B
In the United States, for example, average monthly active
users for Communication, Social Networks and
Type something 1
MicroBlogging apps was below the levels in 2020, and
1.5B Shorts Videos and Discussion & Forum apps also saw a
year-over-year decline.
0.5
1B Mature mobile markets are seeing Social usage stabilize
after the rapid increase caused by the start of the
pandemic in 2020.
0
0.5B
noitacinummoC
soediV trohS
gnirahS aideM
skrowteN
skrowteN laicoS
gniggolBorciM
muroF & noissucsiD

0
2020 2021 2022 2023
With 164 unique subgenres across 20 genres, data.ai's
App IQ taxonomy gives you the granularity you need
to analyze the latest trends in the market.
Source: data.ai Intelligence | Note: Monthly active users across iOS, Android. Social apps are classified using data.ai's App IQ taxonomy.
63 / 103
SOCIAL MicroBlogging App Average MAU by Market
Are Visual-Focused Social

India India
Apps Making MicroBlogging X Threads Koo Tumblr
Less Relevant? 120M Hood - Discover Truth Other
X's struggles to keep its user-base have been well

publicized in 2023. While this has prompted a number of 100M
20M
competitors like Threads and Bluesky to launch in 2023,
the ceiling for MicroBlogging's market is still in question
with many mobile users preferring video-based platforms 80M
like TikTok.
15M
Type something
Globally, the decline in X usage has been more than offset
60M
by growth from competitors like Threads. In the US,
however, X competitors have yet to make up for the 10M
decline in X's user base and overall MicroBlogging usage
declined slightly in 2023. 40M
5M
20M
0 0
2020 2021 2022 2023 2020 2021 2022 2023
Keep track of our latest reports on Threads and other
breakout apps on our blog
Source: data.ai Intelligence | Note: Monthly active users across iOS, Android. MicroBlogging apps are classified using data.ai's App IQ taxonomy.
64 / 103
SOCIAL Top Apps by Cumulative Consumer Spend Over Time
2013 - 2023
Watch TikTok's Rapid Climb

TikTok
to $10 Billion — the First App Tinder
to Ever Reach This Milestone YouTube
TikTok became the first app ever — exl games — to reach Disney+
$10 billion in all-time consumer spend. This milestone
seemed impossible only a few years ago. It took nearly 10
years for any non-game app to accumulate just $1 billion
Tencent Video
0 $1B $2B $3B $4B $5B $6B $7B $8B
2023 Q4 $9B $10B $11B
in all-time consumer spend. TikTok is now surpassing $1
billion in consumer spend each quarter.
TikTok unlocked the secret to monetization on mobile. The Top Apps by Quarterly Consumer Spend Over Time
Type something
bulk of its in-app purchase revenue comes from coins 2013 - 2023
which can be used to tip creators during live streams.
TikTok
YouTube
Disney+
Tinder
Google One
0 $0.1B $0.2B $0.3B $0.4B $0.5B $0.6B $0.7B $0.8B $0.9B
2023 Q4 $1B $1.1B $1.2B
data.ai customer?
Check out the revenue trajectory for these top apps.
Which ones will reach $10 billion next and which ones are
losing steam? Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play;
China is iOS only. Spend is gross — inclusive of any percent taken by the app stores. Excludes mobile games
65 / 103
Subscription vs. One-Time Purchase Consumer Spend SOCIAL
for Social Apps

Can Other Apps Capture

India
Subscription One-Time Purchase
TikTok's IAP Success?
600K It took a while for leading social platforms to expand from
advertising as their only source of revenue on mobile.
400K
TikTok's success with tipping as well as the rise of the
200K subscription model outside of mobile games has revealed
the potential for in-app purchases to boost revenue.
0 Consumer spend in Social apps nearly doubled between
2020 and 2023.
22 -be
2 ra
… -rp
2 ya
… -nu
2 -lu
2 -g
2 -p
2 -t
2 -v
2 -c
2 -n
3 -b
3 ra
… -rp
3 ya
… -nu
3 -lu
3 -g
3 -p
3 -t
3 -v
3 -c
3
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
0
0
02 eF
02 M
02 M
02 J
02 uA
02 eS
02 cO
02 oN
02 eD
02
0
02 M
02 M
02 J
02 uA
02 eS
02 cO
02 oN
02 eD
02 aJ
2- A
2- J
2- A
2- J
2- F
naJ
Type something
While TikTok's monetization mostly comes from one-time
purchases, it is an outlier in this respect. Nearly all other
Share of Consumer Spend top non-game monetizers rely heavily on subscriptions.
India Snapchat, for example, has found strong revenue growth
with its Snapchat+ subscription.
Subscription One-Time Purchase
100% Instagram, on the other hand, is attempting to replicate
80% some of TikTok's magic with its Instagram Badges (similar
60% to TikTok coins).
40%
20%
0%
Want to see how well Instagram Badges are
2 -b
2 ra
… -rp
2 ya
… -nu
2 -lu
2 -g
2 -p
2 -t
2 -v
2 -c
2 -n
3 -b
3 ra
… -rp
3 ya
… -nu
3 -lu
3 -g
3 -p
3 -t
3 -v
3 -c
3
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
0
0
02 eF
02 M
02 M
02 J
02 uA
02 eS
02 cO
02 oN
02 eD
02
02 eF
02 M
02 M
02 J
02 uA
02 eS
02 cO
02 oN
02 eD
02 aJ
2- A
2- J
2- A
2- J
performing? data.ai customers can track the latest

-na
J
trends with IAP SKU

Source: data.ai Intelligence | Note: Consumer Spend is iOS only. Social apps are classified using data.ai's App IQ taxonomy and include Short Videos
and Live Streaming apps from the Entertainment genre and excludes Dating.
66 / 103
SOCIAL Social App Monetization
TikTok Monetization is India

Unparalleled Chamet Instagram ParaU
Better Monetization
YoYo Honeycam Chat Bubble size = Consumer spend
sresU evitcA ylhtnoM egarevA

600M
TikTok now earns nearly $1 per user in the United States,
e s a B re s U re g r a L
up from just 61 cents per user in 2022. Among the top five 400M
apps by total consumer spend, Discord ranks a distant
second at 15 cents per user. 200M
0
Some of the largest social media platforms in the US do
show some promise in terms of monetizing through in-app -200M
purchases. Snapchat's consumed spend increased 5X on 0.0 0.5 1.0 1.5 2
the back of its Snapchat+ subscription, and Instagram Average Monthly Revenue Per User ($)
Type something
also saw rapid growth.
Yearly Average Monthly ARPU for Top Social Apps

It'll be interesting to see how long these social platforms
2022 2023
can maintain this strong monetization. In-app purchases $1.4
are becoming a critical way for social platforms to
$1.2
mitigate the risks seen in the advertising market.
$1.0
$0.8
$0.6
313.0$
$0.4
821.0$
000.0$
944.0$
888.0$
100.0$
536.0$
$0.2
083.1$
166.0$
780.1$
data.ai customers can use Insights Generator to discover 0
the heavy hitters for user monetization in any genre Chamet Instagram ParaU YoYo Honeycam Chat
Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play; China is iOS only. MAU across iOS, Android; China is iOS only.
Spend is gross — inclusive of any percent taken by the app stores. Social apps are classified using data.ai's App IQ taxonomy and include Short
Videos apps from the Entertainment genre and excludes Dating. 67 / 103
2023 Rankings by Market | Social

1 TikTok TikTok Threads (Social TikTok TikTok TikTok TikTok TikTok TikTok
(Entertainment | (Entertainment | Media | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment |
Short Videos) Short Videos) MicroBlogging) Short Videos) Short Videos) Short Videos) Short Videos) Short Videos) Short Videos)
2 Instagram (Social Threads (Social TikTok WhatsApp Instagram (Social Instagram (Social Facebook (Social Instagram (Social Facebook (Social
Media | Media Media | (Entertainment | Messenger (Social Media | Media Media | Media Media | Social Media | Media Media | Social
Sharing Networks) MicroBlogging) Short Videos) Media | Sharing Networks) Sharing Networks) Networks) Sharing Networks) Networks)
Communication) Type something
3 Facebook (Social WhatsApp WhatsApp Facebook (Social Threads (Social Facebook (Social Instagram (Social WhatsApp WhatsApp
Media | Social Messenger (Social Messenger (Social Media | Social Media | Media | Social Media | Media Messenger (Social Messenger (Social
Networks) Media | Media | Networks) MicroBlogging) Networks) Sharing Networks) Media | Media |
Communication) Communication) Communication) Communication)
4 WhatsApp Instagram (Social Instagram (Social Instagram (Social WhatsApp WhatsApp WhatsApp Facebook (Social Instagram (Social
Messenger (Social Media | Media Media | Media Media | Media Messenger (Social Messenger (Social Messenger (Social Media | Social Media | Media
Media | Sharing Networks) Sharing Networks) Sharing Networks) Media | Media | Media | Networks) Sharing Networks)
Communication) Communication) Communication) Communication)
Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and Consumer Spend across iOS, Google Play.
Social apps are classified from Social Media (excluding Dating) and Entertainment - ‘Short Videos’ and 'Live Streaming' subgenres using data.ai's App IQ taxonomy as of Jan 4, 2024.
68 / 103
Food & Drink

No turning back: hungry consumers embrace mobile ordering and food delivery as
weekly habits.
DiDi as a global leader in ride-hailing services, continues to grow rapidly in Ajay Kaul
international markets in providing affordable ride-hailing, food delivery and fintech Global Performance Marketing Head
services in 2023. In this venture, data.ai has been a trustworthy and invaluable
analytics partner, providing us comprehensive market data and user behavior
analytics, which have enabled us to understand and adapt to diverse market dynamics
across different regions. Their in-depth analysis of app usage trends, competitive
landscapes, and consumer preferences have been pivotal in crafting localized
marketing strategies.
69 / 103
FOOD & DRINK
Quarterly Metrics for Food & Drink Subgenres by Market
Food & Drink Apps Soared

Downloads Sessions
During the Pandemic and
India India
Maintained the Gains Since
Food Delivery & Carryout QSR Food Delivery & Carryout QSR
Grocery Delivery Cooking & Recipes Grocery Delivery Cooking & Recipes Quick-service restaurant (QSR) apps downloads climbed
Ratings, Reviews & Reservations Other Ratings, Reviews & Reservations Other
40M 25B 50% between 2020 and 2023, with most of that growth
coming since Q3 2022. QSR saw particularly strong
adoption growth in China and the UK.
20B
30M Food Delivery & Carryout remained the top subgenre by
downloads and held an even larger gap by total sessions.
Type something
While sessions have dropped off a bit from their peak in
15B
2022, they remain well above pre-pandemic levels.
20M
In the US, the QSR and Food Delivery & Carryout
10B subgenres have diverged as in-person dining resumed,
both in terms of new downloads and sessions. Top QSRs
10M like McDonald's and Starbucks have made mobile apps an
5B integral part of their strategy, including loyalty and
rewards programs and in-app ordering options.
0 0
1Q 0202
2Q 020 2
3Q 0202
4Q120 2
1Q 1202
2Q 120 2
3Q 1202
4Q220 2
1Q 2202
2Q 220 2
3Q 2202
4Q320 2
1Q 3202
2Q 320 2
3Q 320
4Q
1Q 0202
2 Q 02 02
3 Q 02 2
4Q120 2
1Q 1202
2Q 120 2
3Q 1202
4Q220 2
1Q 2202
2Q 220 2
3Q 2202
4Q320 2
1Q 3202
2Q 320 2
3Q 320
4Q
0 2
0 02
2
Combine data.ai's Market Size with its unique

02
02
App IQ taxonomy to monitor the latest trends

for Food & Drink apps
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. Sessions on Android Phones only.
Food & Drink apps are classified using data.ai's App IQ taxonomy.
70 / 103
FOOD
Top Quick-Service Restaurant Top Apps by Average MAU
(QSR) App MAU Growth vs. in 2023
Mobile Apps Provide a Session per User Growth

Valuable Way to Boost India
App
Customer Loyalty Domino's Pizza India McDonald's App KFC India
Pizza Hut Delivery & Takeaway 1 Domino's Pizza India
McDelivery- India West & South
Like many retailers, QSR apps have found that improving
the customer experience and adding rewards programs Growing User Base 2 McDonald's App
are great ways to keep customers coming back.
0 3 KFC India
)%( htworG resU rep snoisseS ylhtnoM egarevA YoY

Discover which apps have been the best at adding users
4 Pizza Hut Delivery & Takeaway
and increasing engagement. In the United States, for
t n e m e g a g n E g n i v o r p mI
instance, McDonald's and Domino's were able to grow
-2 Type something 5 McDelivery- India West & South
their user base and increase the number of sessions per
user in 2023.
6 Burger King India
-4 7 Starbucks India
8 Behrouz
9 Taco Bell IN
-6
10 Chai Point
0 10 20 30 40
Discover how McDonald's is boosting engagement YoY Average MAU Growth (%)
with features like a rewards program, mobile ordering
Bubble size = Average MAU
and delivery
Source: data.ai Intelligence | Note: MAU across iOS and Android. Sessions on Android Phones only.
QSR apps are classified using data.ai's App IQ taxonomy.
71 / 103
2023 Rankings by Market | Food & Drink

AMER - Downloads AMER - MAU APAC - Downloads APAC - MAU EMEA - Downloads EMEA - MAU
1 Zomato (Food & McDonald's (Food & McDonalds Canada Rappi (Food & Drink | iFood Delivery de PedidosYa (Food & Rappi (Food & Drink | PedidosYa (Food & PedidosYa (Food &
Drink | Food Food Delivery & Comida (Food & Drink Drink | Food Delivery Food Delivery & Drink | Food Drink | Food Delivery
Delivery & Carryout) Drink | QSR) (Food & Drink | QSR) Carryout) | Food Delivery & & Carryout) Carryout) Delivery & & Carryout)
Carryout) Carryout)
2 McDonald's App DoorDash (Food & Uber Eats (Food & DiDi Food (Food & Drink DiDi Food (Food & McDonald’s App Agora: Ahorra,
(Food & Drink | Drink | Food Drink | Food Delivery | Food Delivery & McDonald’s App McDonald’s App Drink | Food Delivery (Food & Drink | compra y paga (Food
QSR) Delivery & & Carryout) Carryout) (Food & Drink
Type something
| QSR) (Food & Drink | QSR) & Carryout) QSR) & Drink | Grocery
Carryout) Delivery)
3 Uber Eats (Food & Uber Eats (Food & DoorDash (Food & Uber Eats (Food & Drink
Drink | Food Zé Delivery de Mostaza (Food &
Spid35: Miles de Rappi (Food & Drink |
McDonald’s App (Food productos (Food &
Drink | Food Delivery & Drink | Food Delivery | Food Delivery & Bebidas (Food & Drink Drink | QSR) & Drink | QSR) Drink | Grocery Food Delivery &
Delivery & Carryout) Carryout) & Carryout) Carryout) | Grocery Delivery) Delivery) Carryout)
4 Grab (Food & Drink Tiendasya Domicilio Uber Eats (Food & DiDi Food (Food &
| Food Delivery & Starbucks (Food & Tim Hortons (Food & McDonald’s App (Food
Drink | QSR) Drink | QSR) & Drink | QSR)
Burger King Brasil Grido (Food & Drink | De Bebidas (Food &
(Food & Drink | QSR) Restaurants & Bars) Drink | Food Delivery
Drink | Food
Delivery & Drink | Food Delivery
Carryout) & Carryout) Carryout) & Carryout)
Source: data.ai Intelligence | Note: Top Apps by yearly Downloads across iOS, Google Play. MAU rankings by Yearly Average MAU across iPhone and Android Phone. Food & Drink apps are classified using data.ai's App IQ taxonomy.as of Jan 4, 2024
72 / 103
Top Features Loved by Food & Drink
Keywords Advanced Feature Download

Reviews Comparison Channel
73 / 103
Travel
The travel floodgates are open: pent-up demand reshapes consumer spending priorities.
As a leading global travel service provider, Trip.com ensures world-class Han Feng
customer service through its all-in-one app offerings. Committed to pursuing Senior Marketing Director
the perfect trip for a better world, we constantly seek creative ways to serve
and engage our users. Our partnership with data.ai has helped us access
precise market insights and embrace new opportunities in the ever-changing
mobile app landscape.
74 / 103
Travel App Trends in Key Markets TRAVEL
Record-Breaking Travel

DOWNLOADS TIME SPENT (HOURS)
(2019 - 2023) (2020 - 2023)
India India
Continued in 2023 with
500M 5B
Downloads Up 34%
Compared to 2019
450M 4.5B
It didn't take long for travel to come roaring back. By
400M 4B 2022, downloads were well-above pre-pandemic levels
in most markets. Travel app downloads came roaring
350M 3.5B back after the COVID-19 pandemic in 2022.
300M Type something 3B With outsized growth coming from pent up demand
following years of low travel, it was uncertain whether
250M 2.5B these gains would hold in 2023. The results are in and it is
clear that the huge demand for travel was not a one-off.
200M 2B
Compared to the low in 2020, global downloads more
150M 1.5B than doubled by 2023 and time spent was up more than
85%.
100M 1B
50M 0.5B
0 0
2019 2020 2021 2022 2023 2020 2021 2022 2023 Check out our analysis of the record-setting
travel during the summer of 2023
75 / 103
Quarterly Travel App Downloads by Subgenre TRAVEL
Travel is Back and Better

India
Transportation Integrated Travel Service Rail & Coach Booking Hotel Booking Than Ever in 2023
Airline Apps
80M Top subgenres all saw positive year-over-year growth,
including 34% growth for Integrated Travel Service, 23%
60M
growth for Airline Apps and 16% growth for Hotel Booking.
40M
The travel rebound was strong across the globe. In nearly
20M all top markets, at least four of the top five subgenres had
0 more downloads in 2023 than in pre-pandemic 2019.
1Q 02
2Q 02
3Q 102
4 02
1Q 202
2 202
3 202
4 02
1Q 02
2 02
3Q 02
4Q 02
1Q 02
2Q 02
3Q 02
4Q 02
1Q 02
2Q 02
3Q 02
4Q
Q
Q
Q
Q
Q
02
12
22
32
Type something
91
12
22
32
91
12
22
32
9
12
22
32
190
2
Download Growth Between 2019 and 2023

20%
0 30% 25% 17% 11%

-27%
-20%
Transportation Airline Apps Integrated Travel Rail & Coach Hotel Booking data.ai customer?
Service Booking
Find out whether specific travel apps are relying on paid
or organic channels to acquire new users
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. Travel apps are classified using data.ai's App IQ taxonomy.
76 / 103
TRAVEL
Top Transportation App Downloads and Session Trends
Average Monthly Downloads
Rideshare Outlook Improving

India
But Struggling to Find Pre-
Jan 2020 Feb-Dec 2020 Jan-Dec 2021 Jan-Dec 2022 Jan-Dec 2023
Pandemic Success 8M
6M
Downloads and sessions for top rideshare apps like Uber
have continued to improve from the low seen in 2020 4M
during the pandemic. However, many apps have yet to 2M
reach the levels they had in January 2020 (before the
start of the pandemic in most countries).
0
Where is my Train Rapido Uber Ola cabs inDrive
Uber's monthly downloads in 2023 were down 14%
Type something
compared to January 2020. Meanwhile, its sessions have
just reached pre-pandemic levels in 2023.
Average Monthly Sessions

Jan 2020 Feb-Dec 2020 Jan-Dec 2021 Jan-Dec 2022 Jan-Dec 2023
8B
6B
4B
2B
0
Where is my Train Uber Ola cabs Rapido Ola Partner
Has rideshare audience attention returned? Find out with
Insights Generator, part of data.ai Intelligence
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. Sessions on Android Phones only.
Transportation apps are classified using data.ai's App IQ taxonomy.
77 / 103
2023 Rankings by Market | Travel

AMER - Downloads
1
Uber (Travel | Uber (Travel | Uber (Travel | DiDi-Mobility (Travel Uber (Travel | Uber (Travel | inDrive (Travel | Uber (Travel | inDrive (Travel |
Transportation) Transportation) Transportation) | Transportation) Transportation) Transportation) Transportation) Transportation) Transportation)
2 Where is my Train Expedia (Travel |

(Travel | Lyft (Travel | Integrated Travel Uber (Travel | 99Taxis (Travel | Cabify (Travel | DiDi-Mobility (Travel inDrive (Travel | Yango (Travel |
Transportation) Transportation) Service) Transportation) Transportation) Transportation) | Transportation) Transportation) Transportation)
Type something
3 Booking.com (Travel Transit Directions by

| Integrated Travel Airbnb (Travel | Air Canada (Travel | inDrive (Travel | inDrive (Travel | Moovit (Travel | Other Uber (Travel | DiDi-Mobility (Travel DiDi-Mobility (Travel |
Service) Hotel Booking) Airline Apps) Transportation) Transportation) Travel) Transportation) | Transportation) Transportation)
4 Expedia (Travel |
inDrive (Travel | Integrated Travel Airbnb (Travel | Airbnb (Travel | Hotel Booking.com (Travel DiDi-Mobility (Travel | Airbnb (Travel | Hotel Transit Directions by
| Integrated Travel Moovit (Travel | Cabify (Travel |
Transportation) Service) Hotel Booking) Booking) Service) Transportation) Booking) Other Travel) Transportation)
5 Hopper (Travel | The Transit App Booking.com (Travel Transit Directions by Transit Directions by Viajes Falabella
Airbnb (Travel | Hotel Integrated Travel (Travel | | Integrated Travel Moovit (Travel | SUBE (Travel | Moovit (Travel | (Travel | Hotel Uber (Travel |
Booking) Service) Transportation) Service) Other Travel) Transportation) Other Travel) Booking) Transportation)
Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and year-over-year download growth across iOS, Google Play. Travel apps are classified using data.ai's App IQ taxonomy.as of Jan 4, 2024.
78 / 103
Health & Fitness

Personalized progress in our pocket: fitness & health trackers and on-demand workout
and wellness programs top downloads and spend charts.
"Noom is dedicated to empowering people everywhere to live a better, healthier Barry Wright
life," said Barry Wright, chief of staff at Noom. "We're constantly learning about Chief of Staff
how people are tackling their health and wellness goals, and using tools like data.ai
helps us uncover critical insights about what people need, and how our products
are keeping people engaged along their health journeys."
79 / 103
HEALTH & FITNESS Quarterly Consumer Spend by Health & Fitness Subgenre
Know Your Market — Health

India
& Fitness Preferences Vary By Fitness Program Weight Loss & Calorie Tracker Fitness Tracker Mental Health
Market $2M
Health Monitor Other
All top Health & Fitness subgenres saw strong consumer

spend growth in 2023, with Fitness Programs and Weight
Loss & Calorie Trackers leading the way. The US is the top
market for Health & Fitness accounting for nearly half of $1.5M
all consumer spend in 2023.
Consumer spend trends for different subgenres vary

Type something
significantly by market. Discover which are growing the $1M
fastest.
$0.5M
0
1Q 102
2 102
3 102
4 02
1Q 202
2 202
3 202
4 02
1Q 02
2 02
3Q 02
4Q 02
1Q 02
2Q 02
4 02
3Q 202
1Q 02
2Q 02
3Q 202
4
Q
Q
Q
Q
Q
Q
02
12
22
32
9
12
22
32
9
12
22
32
9
12
3
190
Discover the monetization leaders by metrics like

2
average revenue per paying user (ARPPU), payer

penetration, share of wallet and more with In-App
Purchase Behavior Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play; China is iOS only. Spend is gross — inclusive of any percent taken by the
app stores. Health & Fitness apps are classified using data.ai's App IQ taxonomy.
80 / 103
Female Usage Index for Health & Fitness Subgenres HEALTH & FITNESS
2020 vs 2023
Health & Fitness Revenue Has

Australia
2020 2023
Surged — What
250 Demographics are Providing
200 This Growth?
150
Consumer spend in Health & Fitness apps has surged
100 across all genres since 2020. In the United States,
50 average revenue per user more than doubled in four top
Weight Loss & Fitness Program Mental Health Fitness Tracker Health Monitor Women's Health subgenres including Weight Loss & Calories Tracker ($1.13
Calorie Tracker monthly ARPU in 2023) and Women's Health ($0.38).
Type something
Mental Health apps gained popularity during the

Monthly Average Revenue per User for Health & Fitness Subgenres pandemic and brought in more users, especially more
2020 vs 2023 female users. Women's Health and Mental Health apps
2020 2023 gained revenue by focusing on expanding their user base
$1.5 in general which skews more female. Other subgenres
relied on broadening their appeal to a wider audience and
$1 their gender split became more balanced as a result.
$0.5
0
Develop user profiles based on demographics and user
Weight Loss & Fitness Program Mental Health Fitness Tracker Health Monitor Women's Health
Calorie Tracker behaviors to guide future product improvements
Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play; China is iOS only. MAU across iOS and Android.
Demographic data is Android only. Gender represented as Male and Female only and is not representative of all gender identities.
Spend is gross — inclusive of any percent taken by the app stores. Health & Fitness apps are classified using data.ai's App IQ taxonomy. 81 / 103
VIDEO STREAMING
Share of Health & Fitness Share of Health & Fitness
Consumer Spend by Price on iOS Consumer Spend by Subscription
Higher Prices and

vs. One-Time Purchases on iOS
India India Subscriptions Improve Health

₹ 0 - ₹ 199 ₹ 200 - ₹ 299 ₹ 300 - ₹ 499 Subscription One-Time Purchase & Fitness Monetization
₹ 500 - ₹ 1999 ₹ 2000+ 100%
100% As prices increased across a variety of industries in 2022
and 2023, Health & Fitness apps were no exception. Some
of this increase came from raising prices, but others used
80% their product loyalty to push annual subscriptions which
80%
improve retention and give apps more certainty about
their revenue.
60%
60% Type something
Not surprisingly, subscriptions are still the preferred in-
app purchase option for most Health & Fitness apps. One-
time purchases still take a significant share of consumer
40% spend in some APAC markets like China, Japan, and South
40%
Korea.
20% 20%
0% 0%
Want to see which in-app purchases are driving revenue
22 pA
2 u
2 cO
2 u
2 eD
2 be
32 pA
3 u
3 u
3 cO
3 eD
3
22 pA
2 u
2 cO
2 u
2 eD
2 be
32 pA
3 u
3 u
3 cO
3 eD
3
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
-
-r J
-n A
-g
-t
-c
-
-r J
-g
-n A
-t
-c F
-
-r J
-n A
-g
-t
-c
-
-r J
-g
-n A
-t
-c F
b
b
eF
eF
growth? Try data.ai's IAP SKU
Source: data.ai Intelligence | Note: IAP SKU data is iOS only.

82 / 103
2023 Rankings by Market | Health & Fitness

1 江苏医保云 (Health
Planet Fitness Conecte SUS (Health Prestadores PAMI FitPro (Health & Flo by Flo Health FitPro (Health &
& Fitness | National Workouts (Health & Maple (Health & Imss Digital (Health & & Fitness | National (Health & Fitness | Fitness | Fitness (Health & Fitness | Fitness | Fitness
Medical Service) Fitness | Fitness Fitness | Telehealth) Fitness | Telehealth) Medical Service) Telehealth) Tracker) Women's Health) Tracker)
Program)
2 FitPro (Health & Impulse (Health & Yuka (Health & FitPro (Health & FitPro (Health & Flo by Flo Health Sweatcoin (Health & Fitia - Nutrición Flo by Flo Health
Fitness | Fitness Fitness | Other Fitness | Other Fitness | Fitness Fitness | Fitness (Health & Fitness | Fitness | Fitness Inteligente (Health & (Health & Fitness |
Tracker) Health & Fitness) Health & Fitness) Tracker) Tracker)
Type something Women's Health) Tracker) Fitness | Weight Loss & Women's Health)
Calorie Tracker)
3 Flo by Flo Health Impulse (Health & Flo by Flo Health Flo by Flo Health FitPro (Health & Flo by Flo Health Inkafarma Móvil
(Health & Fitness | MyChart (Health & Fitness | Other (Health & Fitness | (Health & Fitness | Fitness | Fitness (Health & Fitness | Feelsy (Health & Fitness (Health & Fitness |
Women's Health) Fitness | Telehealth) Health & Fitness) Women's Health) Women's Health) Tracker) Women's Health) | Mental Health) Telehealth)
4 Home Workout - No Yuka (Health & Home Workout - No

AllTrails (Health & Equipments Lucky Running Home Workout - No
Sweatcoin (Health & Equipments
Equipments (Health Fitness | Other Fitness | Fitness (Health & (Health & Fitness | Fitness | Fitness (Health & FitPro (Health & Fitness App RIMAC (Health &
& Fitness | Fitness Health & Fitness) Tracker) Fitness | Fitness Fitness Tracker) Tracker) Fitness | Fitness | Fitness Tracker) Fitness | Telehealth)
Program) Program) Program)
Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and Consumer Spend across iOS, Google Play. Health & Fitness apps are classified using data.ai's App IQ taxonomy.as of Jan 4, 2024
83 / 103
Sports
Unmissable action: Sports TV apps tap into latent demand for live matches; Sports
Betting expands in the US — opening a large lucrative market for mobile apps.
84 / 103
SPORTS
Sports App Consumer Spend and Downloads by Subgenre
Consumer Spend
A Win for Sports Apps as

India
Huge Growth Continues in
2023 $4M
Live Sports Sports News Sports Betting Fantasy Sports Other Sports
Following a brief lull as live sports shut down at the start of $3M
the pandemic in 2020, the demand for sports apps came
roaring back. Consumer spend climbed 23% year-over- $2M
year in 2023 to $1.8 billion, more than double the total
from back in 2019. $1M
0
Live Sports still provided the bulk of consumer spending
2019 2020 2021
Type something 2022 2023
among sports apps. In terms of downloads, Fantasy
Sports has taken off in recent years and Sports Betting
continues to gain traction after it was legalized in the Downloads
United States. Live Sports Sports News Sports Betting Fantasy Sports Other Sports
300M
250M
200M
150M
100M
50M
Sports app performance is highly dependent on seasons 0
and events. See which leagues and events are driving 2019 2020 2021 2022 2023
growth by studying weekly or monthly trends.
Source: data.ai Intelligence | Note: Consumer Spend and Downloads across iOS, Google Play; China is iOS only. Spend is gross — inclusive of any
percent taken by the app stores. Sports apps are classified using data.ai's App IQ taxonomy.
85 / 103
Fantasy Sports vs Sports Betting Top Fantasy Sports and Sports SPORTS
Downloads by Country Betting Apps by Downloads

in 2023
You Can Bet On It! Sports

India
Apps Let Users Feel Like They
App Subgenre
80M
Fantasy Sports Sports Betting
Fantasy are a Part of the Action
1 Dream11 Sports
Fantasy The legalization of sports betting in the United States has
2 My11Circle Sports prompted a surge in adoption over the past three years.
3 Howzat Fantasy Sports Betting has now surpassed Fantasy Sports in terms
60M Sports of new downloads, reaching more than 12 million
4 MyTeam11 Fantasy downloads in Q4 2023.

Sports
5 Cricket Exchange Fantasy Fantasy Sports apps peak in the US at the start of
Type something Fantasy Sports National Football League season, while Sports Betting is
40M Fantasy
6 Vision11 highest in Q1 with March Madness and the Super Bowl as
Sports marquee events.
7 A23 Fantasy Fantasy
Sports
Globally, the surge in Fantasy Sports apps is largely due to
20M 8 PerfectLineup - Fantasy their emergence in India, where fantasy cricket apps like
Fantasy Teams Sports
Dream11, My11Circle, and Howzat are the among the most
9 Real11 Fantasy popular Fantasy Sports apps in the world.
Sports
10 Sports hint for 1x app Sports
0 Betting
2Q 102
4 202
2 202
4 02
2 02
4 02
2Q 202
4 02
2Q 202
4
Q
Q
Q
The most recent new competitor in the United States

0
12
22
32
9
12
3
190
2
sports betting market came from sports giant ESPN,

which launched ESPN BET in November 2023. Track its
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. performance with data.ai Intelligence.
Fantasy Sports and Sports Betting apps are classified using data.ai's App IQ taxonomy.
86 / 103
2023 Rankings by Market | Sports

1 Caliente Sports TV Argentina fútbol

Dream11 (Sports | ESPN (Sports | Live Sports) bet365 Sports (Sports | (Sports | Sports 365Scores (Sports | en vivo (Sports | BetPlay (Sports | Incorrecto (Sports | BeSoccer (Sports |
Fantasy Sports) Sports Betting) Betting) Sports News) Sports News) Sports Betting) Sports News) Sports News)
2 Sportingbet Livescore tv argentina en vivo

My11Circle (Sports | FOX Sports (Sports | Live Sportsnet (Sports | Live F1 TV (Sports | Live Oficial (Sports | Sports futbol (Sports | Live Wplay.co (Sports | Estacion perfecta FlashScore (Sports
(Sports | Sports
Fantasy Sports) Sports) Sports) Sports) News) Sports) Sports Betting) News) | Sports News)
Type something
3 Cricbuzz Cricket bet365 Sports Cuartos de final Mundo Futbol

(Sports | Sports FanDuel Sportsbook TSN GO (Sports | Live (Sports | Sports Benacional (Sports | 365Scores (Sports | 365Scores (Sports (Sports | Sports (Sports | Sports
News) (Sports | Sports Betting) Sports) Betting) Sports News) Sports News) | Sports News) News) News)
4
ESPN (Sports | Live DraftKings Sportsbook &
Casino (Sports | Sports
FanDuel Sportsbook & Onefootball (Sports
Casino CA (Sports | FlashScore (Sports | tv futbol en vivo BeSoccer (Sports | Estadio Tnt Sports Incorrecto (Sports |
(Sports | Live
Sports) Betting) Sports Betting) | Sports News) Sports News) (Sports | Live Sports) Sports News) Sports) Sports News)
5 Futbolero plus Futbolero plus

FlashScore (Sports PrizePicks (Sports | TeamSnap (Sports | TUDN (Sports | Live Onefootball (Sports | Onefootball (Sports | (Sports | Sports Rayo (Sports | (Sports | Sports
| Sports News) Fantasy Sports) Other Sports) Sports) Sports News) Sports News) News) Sports News) News)
Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and Consumer Spend across iOS, Google Play. Sports apps are classified using data.ai's App IQ taxonomy.as of Jan 4, 2024
87 / 103
Other Industries Embracing Mobile

Hybrid work prevails, language learning apps boom, and the search for love commands share of wallet despite tightening purse strings.
Honda is striving to understand customers as the automotive industry undergoes a Tsutomu Ogawa
historic transformation. We are using various initiatives to determine customers ever Manager Chief Engineer
Foundation Development of Customer Understanding Department
changing value and need, and will utilize mobile data to provide sustainable value and
Data-driven Solution Development Division
best mobility solutions.
88 / 103
User Monetization: Consumer Spend vs. Average MAU in 2023 DATING
India
Dating Apps Adjust to Post-

18M ARPU Leaders Heavy Hitters
Bubble size = Pandemic Behavior

Average MAU
)$( dnepS remusnoC
12M Perhaps counterintuitively, Dating app usage surged at

the start of the pandemic even as people were stuck at
home. Dating apps provided a useful way for people to
6M socialize, if not in person, on their mobile devices. A
number of apps aimed at finding friends also emerged,
including Wizz, Yubo and Wink.
0 Average Performers ARPU Strugglers
0 2M 4M 6M 8M 10M Consumer spend growth has slowed in some key markets
Average MAU like the US and China as Dating behaviors continue to
Type something
adjust to a post-lockdown world. Developing markets
Usage Stickiness: Open Rate vs. Average Active Days in 2023 show more opportunity. Discover the state of the dating
market in 2023: which apps are the best performers in
100 Secondary Apps Highly Sticky
terms of monetizing users and encouraging them to keep
Bubble size = using the apps.
80 Average MAU
)%( etaR nepO
60
40
20 Average Performers Fan Favorites Take our course on how to get the most out of
5 10 15 Insights Generator
Avg. Active Days
Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play; China is iOS only. MAU across iOS and Android. Average active days and open rate
are Android only. Spend is gross — inclusive of any percent taken by the app stores. Dating apps are classified using data.ai's App IQ taxonomy.
89 / 103
2023 Rankings by Market | Dating & Friend-Finding

1
Tinder Tinder Bumble App Tinder Tinder Tinder Tinder Tinder Badoo
2
Bumble App Bumble App Tinder Bumble App Badoo Badoo Badoo Grindr Tinder
3
Badoo Hinge Hinge Badoo happn Kismia Bumble App Badoo Kismia
Type something
4
SweetMeet by Wizz Wizz Kismia JAUMO Bumble App Kismia Kismia Bumble App
Flintcast
5
Omi Plenty of Fish Badoo Grindr Bumble App happn Evermatch Bumble App SweetMeet by Flintcast
Dating
6
Tantan MeetMe Plenty of Fish SweetMeet by Flintcast SweetMeet by iris: Your personal SweetMeet by Boo — Dating. Friends. Cupidabo
Dating Flintcast Dating AI Flintcast Chat.
Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and Consumer Spend across iOS, Google Play. Dating apps are classified using data.ai's App IQ taxonomy.as of Jan 4, 2024.
90 / 103
TICKET SERVICE
Ticket Service Quarterly App Downloads
India
Ticketing Apps in Higher

Demand Than Ever as 8M
BookMyShow PVR Cinemas TicketNew: Book Movie Tickets INOX Cineplex Other
Consumers Flock to In-Person 6M

Events 4M
In-person events, which came roaring back in 2022, were 2M

even more popular in 2023. Global downloads hit a new 0
high in Q3 2023 at 82.5 million, up 33% year-over-year
1Q 02
2Q 02
3Q 02
4Q 02
1Q 202
2 202
3 202
4 02
1Q 02
2Q 02
3Q 02
4 02
1Q 02
2Q 02
3Q 02
4Q 02
1Q 02
2Q 02
3Q 02
4Q
Q
Q
Q
and 77% from pre-pandemic Q3 2019.
02
12
22
32
91
12
22
32
91
12
22
32
91
12
22
32
190
2
With the red-hot demand for ticketing apps came fiercer Type something
competition. The share of downloads from paid channels Download Channel Since 2021 Q2 Share by Download Channel
trended up throughout 2023. By the end of the year, more Organic Search Organic Featured
Organic Search Organic Featured
than 12% of global Ticket Service downloads and 34% of Paid Search Paid In-App Ads Paid Search Paid In-App Ads
US downloads came from paid search or in-app ads. 8M 100%
6M 80%
60%
4M
40%
2M
20%
0 0%
Keep up with the latest advertising strategies in an
2Q 02
3 02
4 02
1Q 02
2Q 02
1Q 02
3Q 202
4 02
2Q 02
3Q
2Q 02
3Q 02
4Q 02
1Q 02
1Q 02
2Q 02
3Q 202
4 02
2Q 02
3Q
Q
Q
Q
increasingly competitive space
22
32
12
22
32
22
32
12
22
32
210
12
22
32
22
32
12
2
210
2
2
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. Download channel data available starting 2021 Q2.
Ticket Service apps are classified using data.ai's App IQ taxonomy.
91 / 103
Top Apps & Games

Community, connection and self-expression in a video-first world.
As privacy requirements continue to affect the efficiency of acquiring users, Luis de la Camara
mobile gaming companies are rethinking how to approach audience growth. VP of Marketing at Rovio
IP, Transmedia, and enhanced focus on Community will be key levers for
further growth, while the Digital Markets Act will open new opportunities
through increased competition across iOS and Android.
92 / 103
2023 Rankings by Market | Top Apps

India
DOWNLOADS CONSUMER SPEND MONTHLY ACTIVE USERS
1 Instagram Social Media | Media Sharing Networks 1 Chamet Social Media | Live Video Chat 1 WhatsApp Messenger Social Media | Communication
2 Facebook Social Media | Social Networks 2 Bumble App Social Media | Dating 2 Facebook Social Media | Social Networks
3 Meesho Shopping | E-Commerce 3 Google One Utility & Productivity | File Management 3 Instagram Social Media | Media Sharing Networks
4 Snapchat Social Media | Media Sharing Networks 4 LinkedIn Business | Integrated Career Platform 4 Truecaller Utility & Productivity | Caller ID & Call Blocker
5 JioCinema Entertainment | OTT 5 Tango Live Entertainment | Live Streaming 5 PhonePe Finance | Digital Wallets & Payment
6 WhatsApp Messenger Social Media | Communication 6 Hotstar Entertainment | OTT 6 Amazon Shopping | E-Commerce
7 PhonePe Finance | Digital Wallets & Payment 7 Tinder Social Media | Dating 7 Flipkart Shopping | E-Commerce
8 Flipkart Shopping | E-Commerce 8 Truecaller Utility & Productivity | Caller ID & Call Blocker 8 Facebook Messenger Social Media | Communication
9 Shopsy Shopping | E-Commerce 9 YouTube Entertainment | Video Sharing 9 Paytm Finance | Digital Wallets & Payment
10 Hotstar Entertainment | OTT 10 Instagram Social Media | Media Sharing Networks 10 Telegram Social Media | Communication
Note: Downloads and consumer spend based on combined iOS App Store and Google Play. MAU based on Combined iPhone and Android Phone Monthly Active Users; Excluding pre-installed Apps. Market-level rankings. App Genres are classified using data.ai's App IQ
taxonomy.as of Jan 4, 2024.
93 / 103
2023 Rankings by Market | Top Games

India
DOWNLOADS CONSUMER SPEND MONTHLY ACTIVE USERS
1 Ludo King Tabletop | Ludo 1 Free Fire Shooting | Battle Royale 1 Ludo King Tabletop | Ludo
2 Dream11 Sports | Fantasy Sports 2 Battlegrounds Mobile India Shooting | Battle Royale 2 Candy Crush Saga Match | M3
3 Indian Bikes Driving 3D Simulation | Driving 3 Coin Master Party | Luck Battle 3 Free Fire Shooting | Battle Royale
4 Carrom Pool Tabletop | Board Game 4 Candy Crush Saga Match | M3 4 Dream11 Sports | Fantasy Sports
5 Candy Crush Saga Match | M3 5 Call of Duty: Mobile Shooting | Team Deathmatch 5 Battlegrounds Mobile India Shooting | Battle Royale
6 Free Fire Shooting | Battle Royale 6 Clash of Clans Strategy | Build-Battle 6 Subway Surfers Action | Runner
7 Subway Surfers Action | Runner 7 Teen Patti Casino | Teen Patti 7 Carrom Pool Tabletop | Board Game
8 Subway Princess Runner Action | Runner 8 EA SPORTS FC™ MOBILE 24 SOCCER Sports | Simulation Sports 8 Indian Bikes Driving 3D Simulation | Driving
9 Hill Climb Racing Racing | Arcade Racing 9 Evony Strategy | 4X March-Battle 9 My11Circle Sports | Fantasy Sports
10 Temple Run Action | Runner 10 eFootball 2024 Sports | Simulation Sports 10 Hill Climb Racing Racing | Arcade Racing
Note: Downloads and consumer spend based on combined iOS App Store and Google Play. MAU based on Combined iPhone and Android Phone Monthly Active Users; Excluding pre-installed Apps. Market-level rankings.
Game Genres are classified using data.ai's Game IQ taxonomy.as of Jan 4, 2024.
94 / 103
2023 Rankings by Market | Top Companies - Apps

India

Company HQ Top Apps by Downloads Company HQ Top Apps by Consumer Spend
1 Meta United States Instagram 1 Google United States Google One
2 Google United States Where is my Train 2 FULIAO Hong Kong Chamet
3 Walmart United States PhonePe 3 Bumble United States Bumble App
4 Reliance Industries India JioCinema 4 Microsoft United States LinkedIn
5 Amazon United States Amazon 5 Match Group United States Tinder
6 InShot Inc China InShot 6 TangoMe United States Tango Live
7 Meesho India Meesho 7 Disney United States Hotstar
8 Bharti Airtel India Wynk 8 Truecaller Sweden Truecaller
9 Snap United States Snapchat 9 Meta United States Instagram
10 ShareChat India Moj 10 VeePro China ParaU
Source: data.ai Note: Combined iOS and Google Play; China is iOS only; Market-level rankings
95 / 103
2023 Rankings by Market | Top Companies - Games

India

Company HQ Top Apps by Downloads Company HQ Top Apps by Consumer Spend
1 Tencent China Carrom Pool 1 Sea Singapore Free Fire
2 Unity Technologies United States Bridge Race 2 Activision Blizzard United States Candy Crush Saga
3 Azur Interactive Games Cyprus WormsZone.io 3 Krafton South Korea Battlegrounds Mobile India
4 SayGames Cyprus Race Master 4 Moon Active Israel Coin Master
5 iKame Vietnam Furious Car Race Speed Master 5 Tencent China Clash of Clans
6 OneSoft Vietnam 1945 Air Forces 6 Playrix Ireland Gardenscapes by Playrix
7 Jinke Culture - Outfit7 China My Talking Tom 2 7 Electronic Arts United States EA SPORTS FC™ MOBILE 24 SOCCER
8 BabyBus China Little Panda: Princess Makeup 8 Octro India Teen Patti
9 Embracer Group Sweden Phone Case DIY 9 Top Games United States Evony
10 IVYMOBILE Hong Kong Subway Princess Runner 10 KONAMI Japan eFootball 2024
Source: data.ai Note: Combined iOS and Google Play; China is iOS only; Market-level rankings
96 / 103
Customer Testimonial
"In the dynamic world of mobile gaming, SciPlay’s rise "At Orange, we offer a wide range of mobile applications
epitomizes agility, strategic focus, and player-centricity. In across our footprint in Europe and Africa. These apps are
2023, we achieved elevated ARPPU, robust retention and essential for our customers to access our services and engage
impressive player-to-payer conversion, all attained by fine with us. To continuously optimize every step of the conversion
tuning our products and tailoring marketing campaigns to funnel, data.ai Intelligence helps us in benchmarking the
better align with players’ needs and preferences. Market data, market, getting inspired, and fine-tuning our apps. This is key
including data provided by data.ai, has played a critical role in for our growth strategy."
shaping SciPlay’s strategy by providing valuable insights into
industry trends, consumer behavior and competitive Jean-Pierre Combe
landscapes. It serves as a foundation for informed decision- Head of Orange Mobile Apps
making, risk assessment, opportunity identification and
understanding our current and future market position."
Noga Halperin
Chief Revenue Officer
97 / 103
"We mainly use data.ai for market research and competitor "Launching a new game on the market, regardless of the
analysis. Among other things, data.ai is extremely useful in category or size, continues to be very challenging. There is no
identifying emerging dating markets with global potential and recipe that guarantees success. It is essential to develop in-
benchmarking the effectiveness of our monetization strategy house structures that allow us to obtain and analyze solid data,
among our peers." as well as receive constant input from the market. Following
best practices in the different fields mitigates risks and results
Benjamin Lorthiois in slow but steady growth."
Chief Revenue Officer
Jeannie Odreman
Director Mobile Publishing
98 / 103
"data.ai is a huge help for mobile game practitioners, allowing "Since its launch in 2018, Dreame has been widely cherished by
us to keep up with industry trends. With market size and users worldwide. We are delighted to serve as advocates for
business insight data, we can quickly understand global market online literature, creating a spiritual haven for enthusiasts and
trends and conduct in-depth comparative analysis with creators alike. Additionally, we have accompanied numerous
leading products." writing enthusiasts on their journey to becoming professional
authors. Outstanding content not only garners favor among
Dongke Wang local readers but also possesses the power to transcend
Marketing Director borders, races, and languages. We are committed to building
a diverse content ecosystem, continuing to inspire talented
writers to create high-quality content and bring joy to
literature enthusiasts."
99 / 103
"As the leading and pioneer of global Real-Time Engagement RTE-PaaS Cloud, we can seize
opportunities and trends of global RTE markets, and provide strong supports for our clients
through data.ai."
Carol Zhang
Director of Strategy, Shengwang
100 / 103
Disclaimer
data.ai is a mobile market estimate service provider. data.ai is not
registered in any investment advisory capacity in any jurisdiction globally,
and does not offer any legal, financial, investment or business advice.
Nothing contained in this communication, or in any data.ai products,
services or other offerings, should be construed as an offer, recommend-
ation, or solicitation to buy or sell any security or investment, or to make
any investment decisions. Any reference to past or potential performance
is not, and should not, be construed as a recommendation or as a guarantee
of any specific outcome. You should always consult your own professional
legal, financial, investment and business advisors.
View Report Methodology
101 / 103
102 / 103
Request a Demo
data.ai
103 / 103

Dataai State of Mobile 2024 En

Uploaded by

Copyright:

Available Formats

Dataai State of Mobile 2024 En

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Dataai State of Mobile 2024 En

Uploaded by

Copyright:

Available Formats

STATE OF

1 AI is Everywhere 2 Social is the Battleground 3 Mobile Goes IRL

4 Non-Gaming Apps Power 5 Mobile Gaming Growth

2023 Mobile Landscape at a Glance

257 $171 5 $362 5.1

02 AI & Mobile 09 Travel

03 Gaming 10 Health & Fitness

05 Retail 12 Other Industries Embracing Mobile

06 Video Streaming 13 Top App & Games of 2023

Note: Top publishers by app store revenue | Source: data.ai Intelligence

Claim your free trial with no commitment.

data.ai | STATE OF MOBILE 2024

Sentiment Score Engagement Score

Powered by data.ai's App IQ and Game IQ Taxonomy

data.ai | STATE OF MOBILE 2024

data.ai | STATE OF MOBILE 2024

Macro Mobile Trends

data.ai | STATE OF MOBILE 2024

Across the top 10 markets analyzed, the weighted

Time spent grew the fastest since 2020 in Japan, 2

Consumer Spend Bounces

data.ai | STATE OF MOBILE 2024

2021 2022 2023 2021 2022 2023 data.ai customer?

data.ai | STATE OF MOBILE 2024

Source: data.ai Intelligence.

data.ai | STATE OF MOBILE 2024

data.ai | STATE OF MOBILE 2024

Utility & Productivity Drives

data.ai | STATE OF MOBILE 2024

Shopping | E-Commerce -36% Meesho Privacy

Entertainment | Music & Audio -23% Wynk

Utility & Productivity | File… -22% Share Karo India

Social Media | Dating 27% Glamour – Live calling anytime

Business | Business Software 1% WPS Office

Social Media | Live Video Chat 4% ZeepLive

Entertainment | Other… 62% Taurus

Finance | Mobile Banking -5% YONO SBI

Consumers Continue to Pay

data.ai | STATE OF MOBILE 2024

Monopoly on Time: Social

data.ai | STATE OF MOBILE 2024

Social Media | Communication 19% WhatsApp Messenger

Utility & Productivity | File… 10% Google Drive

Entertainment | Media Player -3% PLAYit

Social Media | MicroBlogging 17% X

Utility & Productivity | Navigation 18% Google Maps

Entertainment | Music & Audio 0% Spotify

Business | Business Software 4% Adobe Reader

Finance | Personal Investing 19% Kite Zerodha

data.ai | STATE OF MOBILE 2024

India India India

The 2023 $1 Billion Club

data.ai | STATE OF MOBILE 2024

data.ai | STATE OF MOBILE 2024

Puzzle & Fate/Grand

consumer spend until Tinder in 2020. Five more apps Lineage 2

2019 2020 2021 2022 2023

Uma Musume Gardenscapes

purchases drove these breakout performances.

Gen Z Embraces User-Generated Content, from Videos to Forums