New data reveals how automation, immersive video, and ROI-led UA are reshaping non-gaming app growth

Mintegral, a leading global programmatic advertising platform, today announced the release of its “2026 Global Non-Gaming App Trends Report,” developed in partnership with advertising intelligence platform Insightrackr.

The 2026 Non-Gaming App Trends Report is based on aggregated, anonymized data from Mintegral’s global network and Insightrackr’s advertising intelligence, covering over 100 markets from January to December 2025. The analysis examines how non-gaming app marketers are adjusting user acquisition, monetization, and creative strategies amid rising competition, increasing automation, and heightened pressure to demonstrate ROI.

The report findings come as mobile marketers navigate a more demanding growth environment. Across the industry, advertisers are contending with higher acquisition costs, more complex user journeys, and growing scrutiny from internal stakeholders to justify spend. At the same time, non-gaming categories such as finance, utilities, education, and lifestyle continue to scale globally, accelerating the need for performance-driven, data-backed advertising strategies.

Key Highlights from the 2026 Report:

• AI Adoption Expands Beyond Standalone Apps: AI is no longer a niche category. Beyond standalone giants like ChatGPT and Perplexity, AI-enhanced features are driving significant revenue uplift across Education and Utility genres.
• Short Drama Gains Global Traction: Short Drama apps have recorded unprecedented year-over-year growth. Six of the top global apps in this category achieved triple-digit revenue increases, signaling a fundamental shift in how users consume video content. Short Drama stands out for its cost efficiency in Asia-Pacific, with CPI index well below regional baselines on iOS and similarly low-cost acquisition conditions observed in Southeast Asia on Android.
• Shift Toward ROI-Centric Advertising: Automated bidding adoption is accelerating: Mintegral’s Smart Bidding solutions saw over 50% growth in ad spend, as advertisers prioritize long-term sustainability over pure install volume.
• Rising Competition Across Key Categories: The number of advertisers is surging in Finance & Business (+43.5%) and Life Services (+42%), reflecting a crowded market where precise targeting is essential. This competitive pressure is especially visible in Asia-Pacific on iOS, where Finance & Business records the highest CPI index among selected non-gaming categories, underscoring the premium cost of acquiring high-intent users in the region.

“The non-gaming app landscape is undergoing a radical transformation,” said Erick Fang, CEO of Mintegral. “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.”

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OS Dynamics and Monetization Benchmarks

The report details a widening gap between platform dynamics. While Android remains the volume leader for user acquisition, iOS continues to command premium revenue, particularly in Finance and Life Services.

Monetization trends also show that video remains the king of engagement. Rewarded Video ads delivered the highest yields globally, achieving eCPMs up to 165× higher than standard banners on iOS. North America remains the most lucrative market for these formats, particularly within the Short Drama and Utility categories.

Mintegral is the leading advertising platform dedicated to growing companies globally. With premium traffic, industry-leading machine learning, and interactive creatives, Mintegral’s AppGrowth, Retargeting, and Monetization solutions deliver growth and scale.

Insightrackr is a global advertising intelligence platform providing granular data and market trends for the mobile app ecosystem.