Q4 2025 Digital Market Index
Q4 2025 saw significant gains across the digital ecosystem with record-breaking digital ad spend of +13% and IAP revenue growth of +9.6% YoY, as well as a massive jump in Generative AI across all data sets. Our Q4 Digital Market Index Report, uncovers how the holidays affected ad spend, app revenue, web insights, retail media, and our newest channel, Linear Television. Analyze crucial insights and trends for the most important quarter of the year, and unlock where the digital landscape is headed for 2026 with 50+ pages of insights and dynamic, interactive charts.
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Highlights include:
Retail Giants Drive US Digital Ad Spend: Digital ad spend reached a record $53B (+13% YoY) in Q4, fueled by an aggressive holiday push from retail leaders like Amazon, Walmart and Target.
A Structural Shift in Consumer Spending: Non-gaming apps have become the primary engine of mobile growth with over 18% YoY expansion, driven by AI and productivity tools, while the gaming sector enters a stabilization phase with 1.5% growth.
AI Brands Double Down on Ad Spend: Generative AI ad spend soared 172% YoY with Google AI and ChatGPT accounting for more than 40% of US Gen AI ad impressions.
X.com Outperforms Meta in Web Traffic: X.com ranked #4 for US web visits, outperforming Facebook and Instagram by maintaining a browser-heavy user base (75%). This contrasts sharply with Instagram and Facebook, where the majority of users (65% and 46% respectively) have transitioned to mobile-app exclusivity.
Linear Television is a top Ad Channel for Traditional Shopping Categories: Shopping, CPG, and Health and Wellness collectively made up 50+% of ad impressions on Linear TV while Gaming, Telecom, Financial Services, and Auto are divesting from the channel. AND MUCH MORE!