Adjust, a leading measurement and analytics company, today released its Mobile App Growth Report 2025. This report reveals that, despite ongoing privacy regulations and rising costs, the global mobile app economy is expected to grow steadily in 2025, led by emerging markets and games.

App installs increased by 11% and sessions by 10% in the first half of the year. This figure highlights marketers’ rapid adaptation to these changes through AI technologies, personalized targeting, and user retention strategies.

For its 2025 report, Adjust analyzed more than 5,000 leading apps worldwide, examining how the mobile app economy is growing in which regions and countries, and where the highest potential for user acquisition lies. Adjust’s Growth Score metric encompasses four weighted factors: installs, reverse CPI, daily sessions per user, and user retention, capturing the delicate balance between scale, efficiency, and quality.

The global average growth score in 2025 was 29.2, which can be used as a single metric to evaluate the performance of all possible combinations of regions, countries, and sectors. Using regional and country-based scores, Adjust also created a growth map summarizing these scores. APAC and LATAM were the fastest-growing regions.

Highlights of Adjust’s Growth Map

The APAC region ranked first in the regional rankings with a Growth Score of 45, distinguishing itself in many markets for its low user acquisition costs, high engagement, and scalability. India and Indonesia, with scores of 49 and 43.1, respectively, combined high install volumes with cost efficiency, driving growth in both gaming and non-gaming app types.

• LATAM ranked fourth regionally with a Growth Score of 30.5. Argentina, with a score of 34.9, showed strong growth, immediately following Indonesia, and stands out for its cost-effective user acquisition.
• In the MENAT region, Turkey (31) and Saudi Arabia (26.4) were the most successful markets, with a score of 33.3.
• Europe continues to be a notable region with a score of 32.4, boasting strong user retention and monetization. Scandinavian countries like Finland and Denmark, both with a score of 29.1, scored higher than larger economies like France (26.6) and the UK (26.3). This chart demonstrates that smaller markets can offer high value in specific niches and be more efficient than larger markets with broader reach.
• North America, with a score of 27.3, is a key market for retaining high-value users, though growth is slower. Growth in this region has been driven by optimization of average revenue per user (ARPU) and advanced monetization models, rather than new user acquisition.

Games remain a cornerstone of global mobile growth
Sector-wise, games continue to lead with the highest Growth Score of 45.8. Hyper-casual and hybrid casual games led the way in this success, while card and music games also achieved high scores.

There are significant regional differences: India leads the global market with a Growth Score of 52.2, the Nordic countries outperform larger European markets, Argentina and Colombia lead growth rates in the LATAM region, and Turkey is the driving force in the MENAT region.

Among non-gaming app types, marketplace and classifieds apps stood out with a score of 40.8, news and magazine apps with a score of 36.4, and banking apps with a score of 33.6.