2026年越南移动应用趋势特别版：应用表现基准及洞见

Mobile app trendsspotlight edition:Vietnam 2026 App performance Contents Introduction����������������������������������������������������������������������������������������� 3Part 1: Gaming apps��������������������������������������������������������������������������� 5Installs and sessions............................................................................6Session lengths and retention rates..............................................9 The methodology VERTICALS:Games, finance/fintech, entertainment REGIONS:Global, APAC, INSEA, SEA, Vietnam Part 2: Finance apps������������������������������������������������������������������������� 11Installs and sessions..........................................................................12 DATASET: A mix of Adjust’s top 5,000 apps and the total datasetof all apps tracked by Adjust. Our data comes from twosources, one including a list of 45 countries and one withapproximately 250 countries and territories based onthe ISO 3166-1 standard. Data is based on aggregated, Part 3: Entertainment apps������������������������������������������������������������17Installs and sessions.............................................................................18 DATA RANGE:January 2024 - March 2026 In different sections of this report, we use different regionalbenchmarks (Global, APAC, SEA, and INSEA) to providethe most relevant context by vertical and to highlight INTRODUCTION Vietnam’s app market evolveswith new opportunities Vietnam earns its reputation as one of Southeast Asia's most exciting mobile markets through high userengagement, a young and digitally native population, and the infrastructure to back it up. Smartphonepenetration sits at 84%, 4G coverage at 99%, and in 2025 the country ranked #11 globally for appdownloads at 2.88 billion, with the total time spent in apps reaching 127 billion hours. While there are Gaming is Vietnam's most powerful app category, with 1.29billion downloads in 2025. Vietnamese studios accountedfor 37% of all global game app downloads, with IAP revenueremaining at $259 million, indicating strong monetizationpotential given its scale. Studios are now pushing into hybrid- Finance app growth is more straightforward, and it’saccelerating. Downloads hit 172 million in 2025, and early2026 signals continued expansion. Mobile payments grew34.4% in volume and 10.5% in value in the first two months ofthe year compared to the same period in 2025. This activity is “Vietnam stands out as a marketwhere user expectations for speedand simplicity in digital experiencesare extremely high�QR paymentsonline and offline have become the Vietnam's appetite for mobile entertainment is also growing.Video streaming app downloads rose 31% in 2025 to 43million, and IAP revenue jumped 73% to $23.2 million. Withinthis vertical, short drama apps have quickly moved fromniche to mainstream, with downloads surging 271% year- Vietnam's growth opportunity is enormous, and it will rewardmarketers who treat precise measurement and data as adecisive and competitive advantage. In our2026 Vietnamapp trends spotlight report, we analyze installs, sessions, What’s emerging across all verticals is that the path to growthis more complex. Decree 147, a 2024 regulation on internetservices and digital media that tightens licensing, compliance,and content requirements for gaming apps, has had asignificant impact on Vietnam’s digital landscape. In finance, Huy VuSenior Growth Lead PART 1 Gaming apps Installs and sessions Gaming apps in Vietnam showed repeatedperiods of growth between 2024 andearly 2026, with activity consistentlystrengthening mid-year. In 2025, installspicked up in May (+19% above the annualaverage), peaking at +45% in June, withfurther increases in July (+13%) and August In Q1 2026, Vietnam’s gaming appsessions climbed 15% YoY, significantlyoutperforming both the global (+4%) and Category callouts “Product quality is the passport to sustainablegrowth. Rather than relying solely on paidacquisition, apps must drive retention through Long LaCEO, Session lengths and retention rates The average mobile gaming session lengthin Vietnam increased steadily from 28.32minutes in 2024 to 30.05 minutes in 2025,reaching 32.88 minutes in Q1 2026. By The longer playtimes in Vietnamcorrespond to the genre focus on hybridcasual and midcore titles, which are In Q1 2026, gaming apps in Vietnam had aday 1 retention rate of 19%, slightly belowthe APAC rate of 20% and short of theglobal figure of 28%. By day 7, retentionstood at 5% in Vietnam, versus 7% in APAC PART 2 Finance Installs and sessions In Vietnam, finance app activity grew gradually through 2024and 2025. Sessions led early in 2025, with March and Aprilup 10% and 16%. Install growth followed later in the year,increasing 15% in August and 17% in September. Decemberwas the top month, with installs 38% above the annual average. In Q1 2026, finance app installs in Vietnam rose 21% YoY,ou