MMM: Top Mobile App Publishers and Advertisers in 2023

Key Takeaways:

• Meta was the top publisher in 2023 by global mobile app downloads with Instagram, Facebook, and WhatsApp Messenger (and Business) all cracking the top ten most downloaded apps list. Google was the second largest publisher and saw some slight momentum in new downloads during 2023 as Google and Google Maps downloads increased 20% and 11% YoY, respectively

• Pharmaceutical, insurance, and broadcasting companies were consistently listed amongst the top ten advertisers on OTT channels in 2023, while the top TikTok advertisers in 2023 included multiple CPG brands, highlighting that the short-form video social network is uniquely suited to reach a younger demographic

• Messaging apps and apps with messaging features were prevalent amongst the top apps by stickiness (DAU/MAU) in 2023. The functionality of these apps typically brings users back with a high degree of frequency as WhatsApp, WeChat, Facebook, and Instagram all cracked the top ten list

  • Battle and arena games also performed strongly in user stickiness within the gaming category, with Mobile Legends: Bang Bang and Arena of Valor topping the list of stickiest mobile games in 2023

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