APAC powers mobile app growth as global installs rise 11% in 2025

The global mobile app economy remains stable in 2025, according to a new report from measurement and analytics company Adjust.

The findings, published in The Mobile App Growth Report: 2025 Edition, show global year-over-year increases of 11% in app installs and 10% in app sessions during the first half of the year. Adjust notes that marketers navigating privacy changes and rising costs have adapted by turning to artificial intelligence, personalised targeting, and a renewed focus on user retention to drive results.

APAC leads in growth

Among world regions, Asia-Pacific (APAC) stands out with a Growth Score of 45, which is significantly higher than the global average score of 29.2. This metric, introduced by Adjust as a single industry benchmark, combines four weighted elements: app installs, inverse cost-per-install (CPI), sessions per user per day, and retention rates.

Countries such as India and Indonesia are driving the APAC momentum. India registered a Growth Score of 49, and Indonesia recorded a score of 43.1. Vietnam (33.9) and the Philippines (33.3) were also highlighted for their strong performance, while more established markets like Japan (30.9) and Malaysia (29.9) continued to perform consistently as they focus on retention and monetisation.

"The challenge for marketers today isn't a lack of data; it's knowing which signals matter most," said Tiahn Wetzler, Director of Content and Insights at Adjust. "With engagement and retention just as critical as install volume and cost efficiency, Adjust has released a Growth Score as a benchmark that provides the clarity marketers need to prioritise investments, capture opportunities and sustain growth in an increasingly competitive landscape, and this year, we're seeing that clarity play out most strongly across APAC."

Gaming remains a central focus

Within APAC, gaming continues to dominate as the leading app vertical, achieving a Growth Score of 37. Sub-categories such as music (41.2), card (35.7), and board games (34.6) contribute to high levels of engagement, reflecting the widespread popularity and diversity of gaming in the region.

The APAC region is projected to generate USD $66.7 billion in gaming revenue in 2025, accounting for the largest share worldwide. This projection is attributed to the region's large, youthful population, the growing prominence of esports, and the adoption of hybrid monetisation models within gaming apps.

India leads the global gaming sector with a Growth Score of 52.2. The country has over 650 million mobile gamers and benefits from extremely low user acquisition costs of just USD $0.03 during the first half of 2025. Indonesia (40.1) and Vietnam (36.2) are also noted among the fastest-growing gaming markets, demonstrating rapid scaling capability even in smaller economies.

Entertainment applications also performed well in APAC, with a Growth Score of 31.9, thanks to high demand for video and social media platforms. Other high-growth categories included utilities (28.6) and photo and video apps (26.7). Finance (22.9) and shopping (22.6) sectors continued to reflect the region's growing adoption of mobile banking and eCommerce experiences.

Other regional trends

Outside APAC, regions such as the Middle East, North Africa and Turkey (MENAT) recorded a Growth Score of 33.3, and Europe posted 32.4, driven by solid retention and monetisation results. Latin America (30.5) displayed particularly strong growth in countries like Argentina, while North America (27.3) remained focused on value creation through monetisation in what is described as a mature market for mobile apps.

Globally, the highest-performing app verticals comprise gaming (Growth Score 45.8), marketplace and classifieds (40.8), news and magazines (36.4), and banking (33.6).

April Tayson, Regional Vice President for INSEAU at Adjust, said, "The momentum we're seeing in APAC reflects a deep shift in how consumers interact with mobile apps. From gaming to finance, users are embracing more immersive and rewarding experiences, and this innovation is shaping the future of the global app economy."

The report is based on an analysis of data from over 5,000 leading apps worldwide and identifies regions, countries, and verticals that hold the greatest potential for user acquisition and continued app economy growth in 2025.