AppsFlyer has released the 2025 edition of its Performance Index, marking the tenth anniversary of the benchmark ranking of top media sources in mobile advertising. The latest index is based on global data from 16.2 billion installs across more than 39,000 apps and 9.6 billion remarketing conversions.
The 2025 Performance Index reflects a mobile advertising ecosystem characterized by increased competition and a more concentrated distribution of ad spend. Google Ads and Apple Ads retained their top positions on Android and iOS, respectively, but other platforms gained ground.
AppLovin strengthened its presence across both iOS and Android gaming, Mintegral advanced across Android categories, and Meta Ads and TikTok for Business registered gains in multiple areas.
The report also notes a consolidation of budget distribution among leading players. Sixty percent of the top five global media sources and 80% of those ranked 6 through 10 experienced year-over-year growth in ad spend. In contrast, only 30% of sources ranked 11 through 20 reported similar growth.
The 2025 Index shows a narrowing competitive landscape, with several rising networks gaining strength alongside established leaders.
The index shows shifts in platform investment patterns, with iOS accounting for much of the overall ad spend growth in 2025. Android’s top performers also posted gains, primarily at the upper end of the market.
“As we publish our tenth anniversary Index, it is clear how dramatically the mobile advertising landscape has evolved,” said Shani Rosenfelder, Director of Market Insights at AppsFlyer.
“What began as a fragmented and highly competitive set of networks has become a market driven by a handful of large platforms, rising expectations around creative performance, and a greater focus on trust.”
The 2025 edition of the Performance Index marks ten years of documenting the shifts that have shaped modern mobile marketing, from the rise of privacy driven measurement and fraud protection to changes in spend distribution, genre performance, and creative strategies.
Some Key findings from the AppsFlyer Performance Index 2025:
- 60% of the top 5 media sources saw year-on-year growth in spend, versus just 30% in ranks 11–20, highlighting increasing consolidation at the top.
- AppLovin continued closing the gap on iOS gaming and led in Tier 1 regions like North America and Western Europe.
- Mintegral posted significant gains across Android categories.
- TikTok for Business and Meta Ads strengthened their positions in non-gaming across both platforms.
- iOS drove the majority of ad spend growth, while Android gains were concentrated among top-tier networks.
To see more from the report, go here.
