2026年全球非游戏应用趋势报告

02 01 Contents User Acquisition Download & RevenueAI and Short Drama apps are leadingnon-gaming app growth. Intensified competition is forcing ashift toward smart bidding solutions. 04 03 Ad Monetization Success Stories The dominance of IAA-only models andthe benefits of video-based formats. Apps can achieve up to 10x growth andprofitable scale with Mintegral. Key Findings Today’s market leaders are no longer justthose who solve a problem, but those whotransform apps from a functional userexperience into an engaging one. AI IntegrationThe HeadlineTrend Short-FormContent Android vs. iOS Short Drama apps achievedunprecedented YoY revenuegrowth, signaling a major shiftin global content consumption. Android remains the primarydriver for user acquisitionvolume, but revenue patternsskew toward iOS, especially inFinance & Business and LifeServices verticals. AI-focused apps such asChatGPT and Perplexity aredriving rapid growth. AI-enhancements appear to becontributing to a revenue upliftin many genres. However, the pressure to acquire usersefficiently and monetize effectively has neverbeen higher. To navigate this landscape, Mintegral andInsightrackrhave combined global marketintelligence with granular platform data. IntensifyingCompetition AutomatedBidding This report provides a strategic roadmap—from OS-level revenue patterns to automatedbidding benchmarks—equipping developerswith the tools to scale profitably into 2026. Adoption of Smart Biddingmodels such as Target ROASand TargetCPE is accelerating,with Utilities apps leading theway. The number of advertisers isincreasing across all genres,with Finance & Businessrecording the fastest YoYgrowth in advertiser count. ResearchMethodology Data Sources App Categories Data Coverage& Period This report draws on two primarydata sources: Mintegral, a leadingmobile advertising platform thatprovides aggregated, anonymizeddata from its own platform, andInsightrackr, which tracks globalmobile advertising activity. The study focuses on non-gamingmobile applications, with particularemphasis on Entertainment, E-Commerce, Utilities, and AI Chat. The data spans January toDecember 2025, covering 100+ keyglobal markets excluding MainlandChina. 01Download & Revenue Utilities and EntertainmentLead Non-Gaming AppDownloads Monthly App Downloads by Category Jan 1, 2025–Dec 31, 2025 | Global (Excl. Mainland China) nUtilities (21.6 billion (B) downloads) and Entertainment(20.6B) are the two largest genres by download volumein 2025. nDownload trends show clear seasonality withfluctuations concentrated in the summer and year-endholiday season. Between operating systems (OS), Android dominates download volume, revealing its role asthe primary driver of user scale. Utilities (79.1%) are heavily Android-dependent, while LifeServices (57.8%) and E-Commerce (52.4%) showed a more balanced split. Scale-Driven Growth onAndroid vs. Value-DrivenMonetization on iOS Revenue patterns skew toward iOS. Finance & Business (51.3%) and Life Services (56.9%)accounted for a larger share of revenue from iOS despite fewer installs. Revenue Distribution by OS Download Distribution by OS Jan 1, 2025–Dec 31, 2025 | Global (Excl. Mainland China) Jan 1, 2025–Dec 31, 2025 | Global (Excl. Mainland China) nUtilities rankings were reshaped by AI-focused apps delivering exceptional YoY download growth.nE-Commerce remained a mature and stable sector with growth concentrated in apps fromemerging markets like India and Latin America.nSix of the top Short Drama apps recorded more than triple digit growth. Download Growth is SplitBetween Emerging andMatureCategories 2025 Top Utilities, E-Commerce & Short Drama Apps by Downloads Short Drama apps deliver exceptional YoY revenue growth, with two new regional playersgaining traction alongside established leaders. AI Adoption and Short-FormContent Consumption DriveExplosive Revenue Growth AI Social apps benefit directly from the Generative AI adoption wave. Education app growth is primarily driven by AI-enhanced use cases such as translation,language learning, and problem solving, leading to growing use and revenue. 2025 Top Short Drama, AI Social & Education Apps by Revenue Jan 1, 2025–Dec 31, 2025 | Global (Excl. Mainland China) 02User Acquisition User Acquisition CompetitionContinues to Flourish Global Advertising App Count by Category (2024 vs. 2025) Jan 1, 2025–Dec 31, 2025 | Global (Excl. Mainland China) nThe number of non-gaming apps running useracquisition campaigns is increasing across all majorgenres, signaling a competitive UA environment. nLife Services (+42%) leads in app count, driven by itsfragmented market alongside strong demand. nFinance & Business (+43.5%) records the fastest YoYgrowth, reflecting rising competition as more apps investin paid acquisition to reach high-value users. nEntertainment (+38.2%) and Utilities (+24.3%) also seenotable increases in advertiser participation, whileEducation (+36