Singapore: Mintegral, a global programmatic advertising platform, has released its “2026 Global Non-Gaming App Trends Report” in partnership with Insightrackr, highlighting how AI adoption, immersive short-form video, and ROI-driven advertising are reshaping non-gaming app growth worldwide.
The report is based on aggregated and anonymized data from Mintegral’s global network and Insightrackr’s advertising intelligence, covering more than 100 markets between January and December 2025. It analyzes how marketers across non-gaming categories are adapting user acquisition (UA), monetization, and creative strategies amid rising competition, increasing automation, and growing pressure to demonstrate measurable returns on investment.
According to the findings, mobile marketers are navigating a more demanding environment marked by higher acquisition costs, more complex user journeys, and increased scrutiny over advertising spend. Meanwhile, non-gaming verticals including finance, utilities, education, and lifestyle continue to expand globally, accelerating the shift toward performance-led and data-backed growth strategies.
Key Trends Identified in the Report
The study highlights that AI adoption has moved beyond standalone applications. While platforms such as ChatGPT and Perplexity have driven early momentum, AI-powered features embedded within education and utility apps are now contributing to significant revenue uplift across categories.
Short Drama apps have emerged as one of the fastest-growing segments, with six of the top global apps in the category posting triple-digit year-over-year revenue growth. The trend signals a structural shift in global video consumption habits, as users increasingly gravitate toward immersive, short-form storytelling formats.
The report also notes a marked shift toward ROI-centric advertising models. Mintegral’s Smart Bidding solutions recorded over 50% growth in ad spend, reflecting advertisers’ growing preference for automated bidding tools that optimize long-term value rather than focusing solely on install volumes.
Competition across key verticals is intensifying. The number of advertisers rose by 43.5% in Finance & Business and 42% in Life Services, underscoring the need for more precise targeting and differentiated creative strategies.
Commenting on the findings, Erick Fang, CEO of Mintegral, said, “The non-gaming app landscape is undergoing a radical transformation. The real story of 2026 is the sophistication of the marketer. By embracing automated, ROI-based UA solutions and highly immersive video formats, developers are cracking the code on balancing rapid scale with sustainable profitability.”
Platform and Monetization Insights
The report further outlines evolving OS dynamics. While Android continues to lead in user acquisition volumes, iOS maintains a revenue premium, particularly within Finance and Life Services categories.
Video formats remain the dominant driver of engagement and monetization. Rewarded Video ads delivered the highest global yields, with eCPMs on iOS reaching up to 165 times higher than standard banner formats. North America emerged as the most lucrative market for video monetization, particularly within Short Drama and Utility app segments.
With automation, immersive video, and ROI-led strategies becoming central to growth, the 2026 report positions non-gaming app marketing as increasingly data-driven, performance-focused, and technologically sophisticated.
