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Discover the latest trends of the quarter across mobile apps and digital advertisingQ1 2025Digital Market IndexNote:Top publishers by app store revenue|Source:Sensor TowerSensor Tower|Our CustomersTop publishers trust Sensor Tower insights to grow their business-All Rights Reserved2Next level insights.data.ai is now partof Sensor Tower-All Rights Reserved3 Sensor Tower Inc.-All Rights Reserved-All Rights ReservedMobile App Market Mobile Market Overview Top Markets Top Categories Top Apps Top Mobile GamesDigital Advertising Market Digital Advertising Overview Retail Media Advertising Snapshot51116 21 242735Table of Contents4-All Rights ReservedQ1 2025:Mobile Market Overview5About this Data:Mobile App MethodologySensor Towers Insights team compiled the download and in-app purchase(IAP)revenue estimates provided in this report using the Sensor Tower Mobile App Insights platform.Figures cited in this report reflect App Store and Google Play download and IAP revenue estimates for January 1,2024 through March 31,2025.Download estimates presented are on a per-user basis,meaning that only one download per Apple or Google account is counted towards the total.Downloads of the same app by the same user to multiple devices,updates,or re-installs of the same app by the same user are not counted towards the total.Android app install and IAP revenue estimates represent downloads and revenue from the Google Play Store only.Sensor Tower does not provide download estimates for third-party Android stores.IAP revenue estimates are gross inclusive of any percent taken by the app stores.Sensor Tower Inc.-All Rights Reserved Sensor Tower Inc.-All Rights Reserved-All Rights Reserved6-All Rights ReservedIAP Revenue Hits$40 Billion MilestoneQuarterly global in-app purchase(IAP)revenue across iOS and Google Play climbed 11%year-over-year(YoY)to reach$40 billion in Q1 2025,a new all-time high for a quarter.This was the sixth straight quarter that IAP revenue climbed by at least 10%YoY as mobile continued to take a larger share of consumers wallets.Mobile IAP revenue has doubled since Q1 2019 when consumers spent$20 billion.Apps continued to drive the majority of this growth,reaching$19.4 billion( 24%YoY).App revenue is on track to overtake game revenue before the end of this year.This is a truly remarkable shift over the past five years in 2020,consumers spent 2.5X in mobile games than they did in apps.Games still led non-games in terms of IAP revenue,though the gap is closing fast.Consumers spent$20.6 billion on IAPs in games( 1%YoY),a slight slowdown from the 2 to 5%YoY growth seen in recent quarters.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.Quarterly Worldwide In-App Purchase Revenue Between Q1 2024-Q1 2025iOS and Google PlayOverallAppsGames$50B$45B$40B$35B$30B$25B$20B$15B$10B$5B02024 Q12024 Q22024 Q32024 Q42025 Q1$36.0B$36.3B$38.3B$39.3B$40.0B 11.1%vs.Q1 20247-All Rights Reserved$30B$25B$20B$15B$10B$5B02024 Q12025 Q1$13.11B$13.11B$11.79B$11.79B$13.72B$13.72B$14.55B$14.55BGamesNon-Games$30B$25B$20B$15B$10B$5B02024 Q12025 Q1$7.22B$7.22B$3.93B$3.93B$6.84B$6.84B$4.89B$4.89BGamesNon-GamesiOS Continued to Be the Leading Platform for Mobile MonetizationiOS not only held its spot as the top platform for IAP monetization,it also gained market share over Google Play.In Q1 2025,iOS accounted for more than$7 out of every$10 spent on IAPs between the two leading app stores.iOS IAP revenue climbed 13.5%YoY including positive growth from games and non-games.Google Play also had positive revenue growth in Q1 2025,and the platform actually provided similar growth opportunities for non-games as iOS.Non-game IAP revenue on Google Play climbed 24%(compared to 23%YoY growth on iOS).Games,meanwhile,were a drag on Google Play revenue,declining 5%YoY.Its worth noting that Google Play is not available in China(the second largest market on iOS).Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.Worldwide In-App Purchase Revenue in Q1 2025iOSGoogle Play$28.3 B( 13.5%)$11.7 B( 5.2%)8-All Rights ReservedOverallAppsGames45B40B35B30B25B20B15B10B5B02024 Q12024 Q22024 Q32024 Q42025 Q134.2B33.7B34.5B34.1B35.2BMobile Apps Have Best Quarter By Downloads in Two YearsApp downloads surpassed 35 billion for the first time in a quarter since Q1 2023 as the mobile market finds equilibrium.Mobile developers are finding new ways to reach users amid shifting consumer preferences and privacy regulations.Generative AI is also providing a nice boost as consumers discover their new favorites on mobile.Overall,non-game app downloads climbed nearly 6%YoY while mobile game downloads fell by 2.5%YoY.Despite falling from their peak at 37.5 billion in Q2 2020,downloads were still well above pre-pandemic levels.App downloads were up 25%compared to Q1 2019.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Quarterly Worldwide App Downloads Between Q1 2024-Q1 2025iOS and Google Play 2.9%vs.Q1 20249-All Rights Reserved30B25B20B15B10B5B02024 Q12025 Q11.97B1.97B6.58B6.58B1.96B1.96B6.92B6.92BGamesNon-Games30B25B20B15B10B5B02024 Q12025 Q110.83B10.83B14.83B14.83B10.52B10.52B15.75B15.75BGamesNon-GamesGoogle Play is the Top Platform for Downloads as Both Platforms Saw Modest Growth in Q1 2025While iOS accounted for roughly 70%of IAP revenue between the two platforms in Q1 2025,Google Play took 75%of downloads.Both iOS and Google Play achieved positive growth to start 2025,with iOS download growth slightly outpacing Google Plays.Non-games drove the positive momentum in Q1 2025 as generative AI and short drama fueled growth.Mobile game downloads declined slightly on both platforms YoY.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Worldwide App Downloads in Q1 2025iOSGoogle Play8.9 B( 3.9%)26.3 B( 2.4%)10-All Rights ReservedQ1 2025:Top Markets11-All Rights ReservedJapans Market Came Roaring Back After Several Slow YearsThe United States remained the top mobile market for apps monetizing with in-app purchases with$13.65 billion in IAP revenue.The US accounted for more than a third of global IAP revenue across iOS and Google Play while taking less than 10%of downloads.Japan had the fastest IAP revenue growth among the top markets( 18%YoY).This followed years of decline between the start of 2021 through early 2024 as Japans mobile gaming market contracted.The return of positive growth points to how app publishers are learning to navigate privacy regulations and shifting consumer preferences,plus an improving economy.Germany led the rapid-rising European region with$1.35 billion in IAP revenue( 17%).Europe as a region also achieved 17%YoY growth,far outpacing other regions like North America and Asia.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.$15B$10B$5B0United StatesChina MainlandJapanSouth KoreaGermany2024 Q12025 Q1Top Markets by In-App Purchase Revenue in Q1 2025iOS and Google Play 6% 17% 18% 9%-8-All Rights ReservedThe Big 3 Mobile Markets Added$2 Billion in IAP Revenue YoYThe United States,Japan,and China Mainland combined to add more than$2 billion in additional IAP revenue in Q1 2025 vs.Q1 2024.These three markets alone accounted for roughly half of the growth globally over this period.Germany and the United Kingdom rounded out the top five markets by YoY growth.Both are representative of the high growth rates in western Europe(the 17%YoY growth in the markets outpaced the 11%rate globally).Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.Top Breakout Markets by Year-over-Year In-App Purchase Revenue Growth in Q1 2025iOS and Google Play$15B$10B$5B0United StatesJapanChina MainlandGermanyUnited Kingdom2024 Q12025 Q1 $1B $0.5B0United StatesJapanChina MainlandGermanyUnited Kingdom $0.83B $0.73B $0.54B $0.21B $0.19BYoY Growth 6% 17% 17% 9% 18-All Rights Reserved8B6B4B2B0IndiaUnited StatesBrazilIndonesiaChina Mainland2024 Q12025 Q1Most Top Markets Have Achieved Stable Downloads by Early 2025Mobile adoption has held fairly steady in the top three markets.India and the US achieved slightly positive growth as generative AI apps provided a boost to the markets.Brazils downloads declined slightly.Indonesia has been a rare market to sustain positive momentum even following the COVID-19 pandemic.Over the past five years,Indonesia has moved up two spots to rank as the#4 market by downloads and is on track to overtake Brazil in the upcoming quarters.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Top Markets by App Downloads in Q1 2025iOS and Google Play 3% 15%-3%-12% 2-All Rights ReservedLook to Asia and Africa to Find New UsersIndonesia and India were the top markets by download growth.Some of the fastest growing categories in these markets included Photo&Video,Productivity,and Entertainment.As a region,Africa achieved 11%YoY growth,far outpacing the global rate of 3%.South Africa and Nigeria surpassed even the regional rate with more than 20%YoY growth.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Top Breakout Markets by Year-over-Year Download Growth in Q1 2025iOS and Google Play6B4B2B0IndonesiaIndiaSouth AfricaNigeriaPakistan2024 Q12025 Q1 300M 200M 100M0IndonesiaIndiaSouth AfricaNigeriaPakistan 275M 204M 76M 73M 64MYoY Growth 15% 23% 8% 28% 3-All Rights ReservedQ1 2025:Top Categories16-All Rights ReservedEntertainmentPhoto&VideoSocialProductivityMusicLifestyleHealth&FitnessBooksEducationUtilities0$1B$2B$3B$4B$5BQ1 2024Q1 202525E%9%9$3%WorldwideEntertainmentPhoto&VideoSocial NetworkingProductivityMusicLifestyleHealth&FitnessBooksEducationUtilitiesBusinessSportsEight of the Top 10 Categories Saw Revenue Climb by at Least 14%YoYSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Revenue is gross inclusive of any percent taken by the app stores.Categories classified by the iOS App Store and Google Play categories for each app.Top App Categories by In-App Purchase Revenue in Q1 2025iOS and Google PlayShare by CategoryTop CategoriesYoY GrowthIn-app purchase(IAP)revenue in non-games continued its rapid climb into 2025.Consumer demand for AI helped boost categories like Productivity and Photo&Video which achieved 45%and 40%YoY growth,respectively.Entertainment led the way with more a quarter of the market.It also maintained strong growth from short video apps like TikTok,streaming apps like Max and Amazon Prime Video,and short drama apps like DramaBox and ReelShort.17-All Rights ReservedAI Continued to Propel Download Growth GloballyProductivity app downloads climbed 23%YoY in Q1 2025,largely due to the continued rise of generative AI.Top apps(excluding games)by download growth over the past four quarters(compared to the prior four quarters)included ChatGPT(#1 by growth),Google Gemini(#4),DeepSeek(#6),and Doubao(#8).Entertainment was the only other category to achieve double-digit growth.The rapid rise in Short Drama apps explained this surge,with apps like DramaBox,ShortMax,and ReelShort gradually expanding their reach across the globe.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Categories classified by the iOS App Store and Google Play categories for each app.Top App Categories by Downloads in Q1 2025iOS and Google PlayShare by CategoryTop CategoriesUtilitiesEntertainmentProductivityFinancePhoto&VideoShoppingSocialLifestyleMusicEducation01B2B3B4BQ1 2024Q1 20251#%4%5%2%3%3%0%7%WorldwideUtilitiesEntertainmentProductivityFinancePhoto&VideoShoppingSocial NetworkingLifestyleMusicEducationBusinessTravelHealth&FitnessFood&DrinkNavigationYoY Growth18-All Rights ReservedStrategy has Overtaken RPG as the Top Genre on MobileStrategy game IAP revenue approached$5 billion in Q1 2025 as the genre continued to expand its lead over RPG for the top spot on mobile.Top Strategy games included long-established titles like Whiteout Survival and Honor of Kings,as well as a recent launch:Dark War Survival.Puzzle,Shooter,and Action games also had strong growth in Q1 2025.Role-Playing Game(RPG)revenue declined again in Q1 2025,dragging down revenue in markets like Japan and South Korea.However,game developers are finding new ways to succeed in these markets that are traditionally dominated by local publishers.Strategy game revenue climbed 71%YoY in Japan,helping to offset the 13cline from RPGs.Meanwhile,in South Korea,Strategy and Puzzle achieved 10%and 16%YoY growth,respectively,somewhat balancing out the 29%YoY drop off among RPGs.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.Excludes third-party Android.Games classified by Sensor Towers Game Taxonomy as of April 21,2025.Top Game Genres by In-App Purchase Revenue in Q1 2025iOS and Google PlayShare by Game Genre/SubgenreTop Game GenresStrategyRPGPuzzleCasinoSimulationShooterActionSportsLifestyleArcade0$1B$2B$3B$4B$5BQ1 2024Q1 202516%0S%6%8%YoY GrowthWorldwideStrategyRPGPuzzleCasinoSimulationShooterActionSports4X StrategyMOBASquad RPGMMORPGPuzzle RPGMatchSwapSlotsCoinLootersSandboxBattleRoyaleFPS/3PS19-All Rights ReservedThree Genres Combined for 60%of Mobile Game Downloads in Q1 2025Puzzle,Simulation,and Arcade each contributed more than 2.4 billion downloads in Q1 2025.These genres have been very steady sources of new downloads in revent years.Strategy was the only top genre to surpass 2%YoY growth in Q1 2025 with downloads climbing 7%YoY globally.Japan was a top market for Strategy games during the quarter with downloads climbing 19%YoY in the market.This wasnt surprising given the recent launch of Pokmon TCG Pocket capitalizing on Pokmons popular IP in the country.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Games classified by Sensor Towers Game Taxonomy as of April 21,2025.Top Game Genres by Downloads in Q1 2025iOS and Google PlayShare by Game Genre/SubgenreTop Game GenresArcadeSimulationPuzzleLifestyleTabletopShooterActionStrategySportsRacing00.4B0.8B1.2B1.6B2B2.4BQ1 2024Q1 20252%1%2%0%1%6%7%9%YoY GrowthWorldwideArcadeSimulationPuzzleLifestyleTabletopShooterActionStrategySportsRacingPlatformer/RunnerOtherArcadeSimulatorSandboxIdlerRiddleCustomizVirtual PetBoardFPS/3PS20-All Rights ReservedQ1 2025:Top Apps21-All Rights ReservedChatGPT Approaches the Top Five Apps by IAP RevenueThe demand for generative AI is clearly still building as we enter 2025.ChatGPT has skyrocketed up the top charts by in-app purchase revenue,ranking just outside the top five at#6 in Q1 2025.Consumers spent more than$330 million on ChatGPTs in-app subscription,nearly 50%growth over Q4 2024.TikTok regained the lead in terms of global downloads after Instagram held the top spot for back-to-back quarters to close out 2024.The two apps have been neck-and-neck for the past three years,with each taking the top spot six of the past 12 quarters.ChatGPT moved up two spots to rank at by downloads#3 in Q1 2025.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party AndroidChange is vs.the previous quarter(Q4 2024).Top Apps in Q1 2025iOS and Google PlayWorldwide1RankDownloads1TikTok2YouTube3Google One4Disney 5Tinder Dating App62ChatGPT7Max82WeTV9CapCut10DuolingoRankChangeAppIn-App Purchase Revenue11TikTok21Instagram33ChatGPT41WhatsApp Messenger51Facebook61Temu7CapCut81Telegram93Snapchat102ThreadsRankChangeApp22-All Rights ReservedAI and Short Dramas Ascent on Mobile Continued into 2025Two generative AI apps led the breakout IAP revenue and downlaod rankings(ChatGPT and DeepSeek,respectively).The space is only getting more competitive with new apps including DeepSeek and Grok gaining traction.Four of the top 10 apps by quarter-over-quarter(QoQ)IAP revenue growth were short drama apps with DramaBox and ReelShort leading the way.Many of these apps are continuing their global expansion,adding new markets after launching in a few key countries like the United States.New apps are vying for the short drama market as well,with Dramawave ranking as the#4 app by QoQ download growth.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party AndroidChange is vs.the previous quarter(Q4 2024).Top Breakout Apps by Growth in Q1 2025 vs.Q4 2024iOS and Google PlayWorldwide1Rank162ChatGPT22YouTube3204LINE Manga4243ReelShort5174AmazonShopping6272DramaBox7231piccoma8134Amazon PrimeVideo94316GoodShort10104288FlickReelsBreakoutRankCurrentQuarter RankChangeApp NameIn-App Purchase RevenueDownloads111DeepSeek21496JioHotstar333ChatGPT425708Dramawave578PixVerse694Grok789AI Photo EditorCollage Maker8105PDF Reader&PDFViewer943101rednote10112PDF ViewerBreakoutRankCurrentQuarter RankChangeApp Name23-All Rights ReservedQ1 2025:Top Games24-All Rights ReservedTop Mobile Games Charts Point to a Stable MarketIt is more challenging than ever for new games to compete in 2025.As a result,the top games by IAP revenue in Q1 2025 were many titles that had ranked among the top 10 before(including nine of the top 10 from the previous quarter).A few new titles have still managed to find success in recent years,including Pokmon TCG Pocket released in late 2024.The top games by downloads also included many older titles.All of the top five games launched in 2022 or earlier,and four of the top five released before 2018.Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party AndroidChange is vs.the previous quarter(Q4 2024).Top Games in Q1 2025iOS and Google PlayWorldwide1Rank1Honor of Kings2Last War:Survival3Royal Match41Whiteout Survival51MONOPOLY GO!66Game for Peace71Candy Crush Saga81Pokmon TCG Pocket93Roblox101Coin MasterRankChangeAppIn-App Purchase RevenueDownloads1Garena Free Fire2Block Blast!31Roblox41Subway Surfers53Ludo King64Pizza Ready!74Hole.io8152456 Run Challenge99PUBG MOBILE107Mini Games:Calm&RelaxRankChangeApp25-All Rights ReservedQ1 2025 was a Huge Quarter for TencentTencent accounted for four of the top 10 mobile games by QoQ IAP revenue growth in Q1 2025,including all of the top three games.The worlds top mobile game publisher saw revenue climb 22%QoQ.Other Chinese publishers were also common among the top breakout rankings,including HABBY,Century Games,and NetEase.456 Run Challenge,an asymmetric battle game,was the top breakout game by global downloads in Q1 2025.It was joined by several Simulation games(Cat Chaos:Prankster,Roblox,Extreme Car Driving Simulator)and Arcade games(I Am Security,Super Bear Adventure,Survival Escape:Prison Escape).Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party AndroidChange is vs.the previous quarter(Q4 2024).Top Breakout Games by Growth in Q1 2025 vs.Q4 2024iOS and Google PlayWorldwide1Rank166Game for Peace21581CrossFire:Legends31Honor of Kings42653DRAGON BALL ZDOKKAN BATTLE53884Archero 2641Whiteout Survival7178TFT:TeamfightTactics85257Dark War Survival9109Where Winds Meet103624Identity VBreakoutRankCurrentQuarter RankChangeApp NameIn-App Purchase RevenueDownloads18152456 Run Challenge217980FPS Strike Ops:Modern Arena323749Cat Chaos:Prankster431Roblox543I Am Security625443Super BearAdventure749Survival Escape:Prison Game848Color Block Jam920165Prison Survival:Tap Challenge1021158Extreme CarDriving SimulatorBreakoutRankCurrentQuarter RankChangeApp Name26-All Rights ReservedQ1 2025:Digital Advertising Overview27About this Data:Digital Advertising MethodologyThe digital ad spending and impressions estimates presented in this report were compiled by Sensor Towers Insights team using Pathmatics by Sensor Tower Digital Advertising Insights.The figures mentioned in this report reflect estimated ad investments made by advertisers through March 31,2025.Data includes select channels in each market.Figures in this report represent the totals for these channels only,not across all digital formats.Data Collection:Pathmatics collects a sample of digital ads from the web.In order to report the most complete picture of the digital advertising landscape,we utilize two leading data sourcing technologies:panels and data aggregators.Pathmatics uses statistical sampling methods to estimate impressions,cost per thousand impressions(CPMs),and spend for each creative.Each impression served to our data aggregators and panelists is assigned a CPM,which when combined with impressions results in our spend estimates.Pathmatics OTT data is powered by a panel of real OTT&CTV viewers and includes data representative of all Smart TV brands,such as Amazon Prime Video,Disney ,HBO Max,Hulu,Netflix,Pluto TV,Tubi,Peacock,and Paramount .Sensor Tower Inc.-All Rights Reserved Sensor Tower Inc.-All Rights Reserved-All Rights Reserved28-All Rights ReservedThe Digital Advertising Market Keeps Building Momentum into 2025Digital ad spend in the United States across mobile,desktop,and OTT reached$31 billion in Q1 2025 with a record-high 3.9 trillion impressions.The digital ad market shows no signs of slowing down as both spend and impressions achieved more than 10%growth YoY.Ad spend growth was particularly high in European markets like France( 17%YoY),Italy( 16%),Spain( 16%),and the UK( 15%).The digital ad market also displayed strong growth in top APAC markets like South Korea and Japan.Please note that the included ad channels vary by market.Source:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estimates as of April 21,2025.Available ad channels vary by market.See Appendix(page 43)for list of ad channels included in each market.United States1RankDigital Ad Spend by CountryFacebookInstagramLinkedInPinterestRedditSnapchatTikTokX(formerlyTwitter)YouTubeDesktopDisplayMobileDisplayOTTDesktopVideoMobileVideoAdChannelIncluded?Included Ad ChannelsOnly select ad channels are available in each market$40B$30B$20B$10B02024 Q12024 Q22024 Q32024 Q42025 Q1$31B4T3T2T1T02024 Q12024 Q22024 Q32024 Q42025 Q1 12%vs.Q1 20243.9TDigital Ad Impressions by Countryvs.Q1 2024 11)-All Rights ReservedUnited States1RankSocial Remained the Primary Focus for Digital Advertisers,Though OTTs Share is GrowingAmong included digital ad channels in the US,social networks account for the bulk of ad spend.Nine top social networks including Facebook,TikTok,and YouTube had more more than 75%of digital ad spend in Q1 2025.Facebook and Instagram alone accounted for nearly 48%of all spend,followed by YouTube(12%)and TikTok(7%).Among digital ad channels besides social media,OTT was the largest,accounting for 14%of US ad spend in Q1 2025.OTT ad spend also grew at a faster rate than social media over the past year,climbing 23%YoY(compared to 11%for social media).Share of Digital Ad Spend by Channel in Q1 2025100pP0 %0Share of Ad Spend75.9u.9%6.3%6.3.8.8%SocialDisplayVideoSocialDisplayVideoFacebookInstagramLinkedInPinterestSnapchatTikTokYouTubeDesktopDisplayDesktopVideoOTTFacebookInstagramLinkedInPinterestRedditSnapchatTikTokX(formerlyTwitter)YouTubeDesktopDisplayMobileDisplayOTTDesktopVideoMobileVideoAdChannelIncluded?Included Ad ChannelsOnly select ad channels are available in each marketSource:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estimates as of April 21,2025.Available ad channels vary by market.See Appendix(page 43)for list of ad channels included in each market.30-All Rights ReservedVideo Ads are Becoming More Popular in the USMany of the fastest growing ad channels in the US rely entirely or heavily on video ads,including OTT,YouTube,and Desktop Video.Overall,ad spend on video formats(including story and reel posts)climbed 18%YoY,compared to a 6cline in ad spend for other formats.Reddit was the fastest growing channel in the US over the past year,though it remained relatively small compared to other social networks like Facebook and TikTok.Year-over-Year Digital Ad Spend Growth by Channel in Q1 2025United States$8B$6B$4B$2B0FacebookInstagramOTTYouTubeTikTokDesktop DisplDesktop VideoLinkedInSnapchatPinterestMobile DisplayRedditX(formerly TwQ1 2024Q1 202540 acebookInstagramOTTYouTubeTikTokDesktop DDesktop VLinkedInSnapchatPinterestMobile DiRedditX(former13#%5%-15(%3R%-2%YoY GrowthSource:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estimates as of April 21,2025.Available ad channels vary by market.See Appendix(page 43)for list of ad channels included in each market.31-All Rights ReservedShopping Ad Spend Declined in the US as Temu Turns Attention to Other MarketsUS ad spend on Shopping declined slightly YoY,reflecting a shift in strategies from Chinese-backed etailers like Temu and SHEIN.These companies have scaled back their ad spend in the US while turning their attention to other markets in Europe,Asia,and Latin America.Advertising for Financial Services soared in Q1 2025,climbing 43%YoY.Tax season in the US certainly provided a boost with advertisers like TurboTax and H&R Block running major ad campaigns,but Financial Services ad spend was already climbing even before this quarter.Investing&Financial Management ad spend nearly doubled YoY as cryptocurrencies saw a resurgence,while Insurance ad spend climbed 51%.Top Categories by Digital Ad Spend in Q1 2025United States1.Shopping2.Consumer Packaged Goods3.Financial Services4.Media&Entertainment5.Health&Wellness6.Food&Dining Services7.So?ware8.Gaming9.Travel&Tourism10.Auto0$1B$2B$3B$4B$5BQ1 2024Q1 20252%3C%1%8%3%7%2cebookInstagramLinkedInPinterestRedditSnapchatTikTokX(formerlyTwitter)YouTubeDesktopDisplayMobileDisplayOTTDesktopVideoMobileVideoAdChannelIncluded?Included Ad ChannelsOnly select ad channels are available in each marketSource:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estimates as of April 21,2025.Available ad channels vary by market.See Appendix(page 43)for list of ad channels included in each market.32-All Rights ReservedThree Advertisers Entered the Top 10 by Ad Spend in the USSeven of the top 10 advertisers from Q4 2024 returned in Q1 2025,including Procter&Gamble,A,and The Walt Disney Company.Procter&Gamble and A have consistently ranked as the top two advertisers in the US for more than a year.TurboTax surged into the top 10 advertisers as it advertised its services ahead of tax season in the US.Robinhood Markets also invested more in advertising in Q1 2025,primarily due to its significant presence on YouTube where it was the top US advertiser in the quarter.Top Advertisers by Digital Ad Spend in Q1 2025United States1Procter&Gamble12A13The Walt Disney Company4Comcast Corporation5Expedia,Inc.96TurboTax2777Deutsche Telekom18Paramount19Liberty Mutual Insurance Company10Robinhood Markets,Inc.76Rank AdvertiserChange vs.2024 Q4FacebookInstagramLinkedInPinterestRedditSnapchatTikTokX(formerlyTwitter)YouTubeDesktopDisplayMobileDisplayOTTDesktopVideoMobileVideoAdChannelIncluded?Included Ad ChannelsOnly select ad channels are available in each marketSource:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estimates as of April 21,2025.Available ad channels vary by market.See Appendix(page 43)for list of ad channels included in each market.33-All Rights ReservedBreakout Advertisers Reflect Seasonal Trends in the USMost of the top advertisers by QoQ ad spend growth reflect seasonal patterns in the US.TurboTax,Intuit,and H&R Block ran their tax season campaigns,while Flutter Entertainment(FanDuel)increased ad spend for major sports events including the Super Bowl and March Madness.Interestingly,Temus ad spend in the US increased QoQ in Q1 2025,though it was still well below its levels of investment throughout most of 2023 and 2024.This was also before the US announced higher tariffs on Chinese imports in April 2025,after which Temus ad spend in the US dropped off significantly.Top Breakout Advertisers by Digital Ad Spend Growth in Q1 2025 vs.Q4 2024United States1TurboTax62772Robinhood Markets,Inc.10763Intuit,Inc.13414H&R Block3736575Expedia,Inc.596Temu(Whaleco Inc.)12107Kenvue Inc.-()15178Nestle18199Flutter Entertainment Plc355210Eli Lilly and Company3962Rank AdvertiserRank in 2025 Q1Change vs.2024 Q4FacebookInstagramLinkedInPinterestRedditSnapchatTikTokX(formerlyTwitter)YouTubeDesktopDisplayMobileDisplayOTTDesktopVideoMobileVideoAdChannelIncluded?Included Ad ChannelsOnly select ad channels are available in each marketSource:Sensor TowerNote:Includes a selection of advertising channels.Ad spend estimates as of April 21,2025.Available ad channels vary by market.See Appendix(page 43)for list of ad channels included in each market.34-All Rights ReservedQ1 2025:Retail MediaAdvertising Overview35-All Rights ReservedWhat is RetailMedia Insights?Pathmatics by Sensor Towers Retail Media Insights provides marketers with complete visibility into the co-branded digital advertising ecosystem and retail media networks.Your customized marketing insights reports empower you with a view into spend,media mix,impressions and share of voice for display,video,mobile,OTT,and paid social across your selected retail partners and competitors.Benchmark yourself against your competitors co-branded campaigns to understand seasonality and trendsUncover retailer media network and competitor media mix&marketing strategyRetailer:ChewyRetailer:Best BuyAdvertiser:Purina PetCareAdvertiser:GoogleAdvertiser:Behr Paint CompanyRetailer:Home DepotRetailer:TargetAdvertiser:HasbroLearn More&Request a Demo Here36-All Rights ReservedRetail Media is an Increasingly Important Part of Brands Marketing StrategyRetail media ad impressions in the US climbed 31%YoY to surpass 56 billion across top retailers like Walmart and Chewy.While Q1 2025 retail media impressions were down 25%from Q4 2024,this reflects seasonal patterns in the US as retail media advertising peaks during the holiday season.80B70B60B50B40B30B20B10B02024 Q12024 Q22024 Q32024 Q42025 Q143.0B50.7B67.4B75.6B56.5BRetail Media Ad Impressions in the United StatesSource:Sensor TowerNote:Includes a selection of top US retailers. 31%Year-over-Year37-All Rights ReservedWalmart is the Consistent Leader in US Retail MediaWalmart maintained its spot as the leader in retail media,followed by Chewy(up from#4 in Q4 2024).Best Buy and Sephora moved down four and three spots,respectively,after seeing impressions spike during the holiday season,while Macys fell out of the top 10.Top Retail Media Retailers by Impressions in the United StatesQ1 2025Definitions:Onsite:Ads displayed on the retailers website(for example,ads displayed on W).Note that this includes onsite display only,not inclusive of search,sponsored results,or proprietary ad units per retailer Offsite:Ads displayed on other websites,social media platforms,or OTT.For example,this includes co-branded advertisements on Facebook,TikTok,and YouTube.Source:Sensor TowerNote:Includes a selection of top US retailers.1.Walmart Inc.2.Chewy,Inc.3.Target4.The Kroger Co.5.Home Depot6.Uber Technologies,Inc.7.Best Buy Co.,Inc.8.Sephora9.Instacart(Maplebear Inc.)10.Ulta Salon,Cosmetics&Fragrance,Inc02B4B6B8B10B12B14BImpressionsOnsiteOffsite38-All Rights ReservedFood&Beverages Led Retail Media Advertising in Q1 2025Food&Beverages was the top category for US retail media impressions in Q1 2025,surpassing Personal Care for the first time in at least four quarters.Walmart,Instacart,and Kroger were the top retailers in the category.Pet Supplies,Personal Care,and Home&Garden Shopping remained popular categories for retail media as well.Top Categories by Retail Media Advertising Impressions in the United States Q1 2025Definition:Category:The category of the product being displayed in the advertisement.Cases where the retailer is advertising for its own brand,where the product is unidentifiable,or the advertisers are not currently tracked by Sensor Tower are excluded.All RetailersFood&BeveragesPet SuppliesPersonal CareHome&Garden ShoppingOther ShoppingDining&RestaurantsComputers&Consumer ElectronicsHousehold SuppliesOther Consumer Packaged GoodsPrescription&Nonprescription Drugs00.5B1B1.5B2B2.5B3B3.5B4B4.5B5B5.5B6BImpressionsSource:Sensor TowerNote:Includes a selection of top US retailers.Excludes cases when the advertisers are not currently tracked by Sensor Tower.39-All Rights ReservedWalmart is a Popular Choice for Retail Media Across CategoriesWalmart was the top option for retail media across a number of categories including Food&Beverages,Home&Garden Shopping,Personal Care,and Prescription&Nonprescription Drugs.Other categories were led by more specialized retailers,such as Pet Supplies(Chewy),Dining&Restaurants(Uber Technologies)and Computers&Consumer Electronics(Best Buy).Top Retail Media Retailers by Category in the United States Q1 2025Definition:Category:The category of the product being displayed in the advertisement.Cases where the retailer is advertising for its own brand,where the product is unidentifiable,or the advertisers are not currently tracked by Sensor Tower are excluded.Category:Food&BeveragesWalmart Inc.Instacart(Maplebear Inc.)The Kroger Co.TargetMeijer Inc.00.2B0.4B0.6B0.8B1B1.2B1.4B1.6B1.8B2B2.2BImpressionsSource:Sensor TowerNote:Includes a selection of top US retailers.Excludes cases when the advertisers are not currently tracked by Sensor Tower.40-All Rights ReservedBrands Found Success with Walmart and Chewy Partnerships in Q1 2025Many of the top retailer/advertiser combinations by US impressions in Q1 2025 included either Walmart or Chewy.Apex Tool Group was the top advertiser on Walmart,while Mars barely surpassed General Mills as the top advertiser on Chewy.Brands clearly find these retailers to be valuable for getting their products surfaced for consumers.Top Co-Branded Retailer/Advertiser Combinations in the United StatesQ1 2025All CategoriesWalmart Inc.x Apex Tool Group,LLCChewy,Inc.x Mars,IncorporatedChewy,Inc.x General MillsChewy,Inc.x NestleWalmart Inc.x Inktastic Inc.Walmart Inc.x Interparfums S.A.Walmart Inc.x Microso?Ulta Salon,Cosmetics&Fragrance,Inc xLOrealBest Buy Co.,Inc.x SamsungUber Technologies,Inc.x RestaurantBrands International Inc.(RBI)00.2B0.4B0.6B0.8B1B1.2B1.4BImpressionsSource:Sensor TowerNote:Includes a selection of top US retailers.Retailer:ChewyAdvertiser:Purina41-All Rights ReservedDig Deeper into Co-Branded Advertising Partnerships and OpportunitiesSome advertisers diversify their approach when it comes to retail media.For example,Nestle was a top co-branded advertiser at Walmart,Chewy,Target,and Instacart.The product mix advertised still varies by retailer however.For example,a Purina brand product from Nestle was the most advertised at Chewy and Instacart,while the top product at Walmart was a protein supplement.Top Co-Branded Advertisers for United States Retailers by ImpressionsQ1 2025Retailer:WalmartProduct:MacBook AirCo-BrandedAdvertiser:Apple Inc.Source:Sensor TowerNote:Includes a selection of top US retailers.Excludes advertising for retailers own products.Top product is based on number of impressions where the creative was captured.Retailer:Walmart Inc.1Apex Tool Group,LLCCrescent ToolsPhoto Post2Inktastic Inc.Inktastic Inc.Photo Post3Interparfums S.A.Jimmy Choo Beauty/FragrancesPhoto Post4Microso?Xbox OnePhoto Post5Procter&GamblePampersVideo6UnileverOLLY Womens MultiBanner7NestleOrgain Organic Plant Based ProteinBanner8General MillsTotinos Pizza RollsPhoto Post9Kenvue Inc.-()Aveeno Daily Moisturizing CreamVideo10Haleon plcEroxonVideo PostRankCo-Branded AdvertiserTop ProductExample Creative42-All Rights ReservedAppendix:Digital Advertising Ad Channels by MarketData includes select channels in each market.Figures in this report represent the totals for these channels only,not across all digital formats.At this time,our technology allows us to report down to nine individual streaming services:Amazon Prime Video,Disney ,HBO Max,Hulu,Netflix,Peacock,Paramount ,tubi and PlutoTV.All other OTT campaigns outside of these nine services are grouped into a single OTT Streaming Services(General)bucket.Several new ad channels have been recently released and are not yet in this report,including TikTok and YouTube in South Korea and LINE in Japan.These are available for Sensor Tower customers at https:/ or you can request a demo here.Included Ad Channels by MarketKey:Ad channel not included in marketRecently added channel(only included in select slides)Included ad channelFacebookInstagramLinkedInPinterestRedditSnapchatTikTokXYouTubeDesktopDisplayMobileDisplayDesktopVideoMobileVideoOTTAd ChannelUnitedStatesAustralia Brazil Canada France Germany Italy Japan MexicoNewZealandSouthKoreaSpainUnitedKingdom4344About Sensor TowerSensor Tower is the leading source of mobile app,digital advertising,retail media,and audience insights for the largest brands and app publishers across the globe.With a mission to measure the worlds digital economy,Sensor Towers award-winning platform delivers unmatched visibility into the mobile app and digital ecosystem,empowering organizations to stay ahead of changing market dynamics and make informed,strategic decisions.Founded in 2013,Sensor Towers mobile app insights have helped marketers,app,and game developers demystify the mobile app landscape with visibility into usage,engagement,and paid acquisition strategies.Today,Sensor Towers digital market insights platform has expanded to include Audience,Retail Media,and Pathmatics Digital Advertising Insights,helping brands and advertisers understand their competitors advertising strategies and audiences across web,social,and mobile.Press Inquiries:45Interested in our DigitalMarket Insights Solutions?If you want to learn more about Sensor Tower,please request a demo:Get the latest insights on our blog: a free demo!-All Rights Reserved46

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