As APAC mobile trends shift, Mintegral report finds that marketers must rethink their UA strategies for scale and cost
As AI becomes habitual and short-form drama content goes global, advertisers are finding cost-efficient user acquisition beyond Google and Apple
2025 is closing with a signal shift in mobile growth, according to a new report from Mintegral. The global advertising platform unveiled its latest APAC insights, spotlighting three emerging trends that could reshape how marketers plan their budgets and reach audiences.
This article explores the report’s findings — from the normalization of AI apps to the explosion of short-form dramas, and a quiet but powerful trend: the rise of third-party Android app stores as fertile ground for affordable, high-quality user acquisition.
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AI apps go mainstream with 1.5B downloads
Mintegral’s 2025 data confirms what many marketers already suspect: AI is no longer a hype bubble. It’s a consumer habit. AI-powered consumer apps racked up 1.5 billion downloads in 2024, generating US$1.3 billion in revenue.
The chatbot category posted 119% year-on-year growth, while AI art apps saw 21% gains. More telling, 16 generative AI apps surpassed US$10 million in in-app purchases, and 25 apps crossed 10 million downloads. That’s not curiosity. That’s retention.
Why it matters:
For advertisers, this is a clear signal that audiences aren’t just experimenting with AI. They’re paying for it. Developers who build practical AI features into daily-use apps, particularly in productivity, finance, and community, are reaching conversion-ready users at scale.
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Short-drama takes over global video habits
Short-form drama is no longer niche. Mintegral reports that short-video drama apps have posted 50–200% quarter-on-quarter growth since Q3 2023. These snackable storytelling formats are typically monetized through ad support (around 90%), with the rest coming from in-app tokens or subscriptions.
Indonesia leads the charge with 39% of global short-drama app downloads, followed by Brazil, the Philippines, Thailand, Mexico, and Japan/Korea. APAC-born content is now a global export.
Why it matters:
Short-drama isn’t just entertainment. It’s a performance marketing playground. Advertisers can plug into these formats via rewarded videos, check-ins, and gamified engagement loops. This makes them ideal for balancing reach, retention, and monetization.
Third-party Android stores unlock cheap UA at scale
While most marketers remain focused on the Google Play and Apple App Store duopoly, Mintegral says growth is surging in third-party Android channels like Xiaomi, Amazon, Samsung, Oppo/Vivo, and Huawei. Eastern Europe is also emerging as a key distribution region.
Mintegral’s SDK and self-serve access allow advertisers to launch campaigns across these stores, with Amazon-based case studies showing CPIs as low as US$0.26 to US$0.42 and daily installs ranging from 2,000 to 5,000. Results vary by genre and bid strategy.
Why it matters:
These underutilized stores are offering a cost-efficient way to escape auction fatigue. For marketers in gaming, utility, or entertainment, it’s a rare chance to grab scale without breaking the budget.
What marketers should know
Mintegral’s report isn’t just a forecast. It’s a call to action. Here’s how performance marketers can turn these trends into real outcomes:
1. Adopt ROAS-based bidding models
Switch to Target ROAS, Hybrid ROAS, or Target CPE strategies. Optimize for real business goals like D7 retention or paid conversions, not vanity metrics.
2. Embrace creative automation
Use dynamic creative optimization and playable ads to iterate faster. Short-drama formats and AI apps both benefit from high-velocity creative testing.
3. Diversify distribution now
Include third-party Android stores in your UA mix. Whitelist high-performing verticals, test region-specific platforms, and monitor performance with clear attribution.
4. Don’t ignore emerging content categories
Short-dramas are not a fad. It’s a new engagement layer with built-in performance hooks. Partnering with studios or platforms early could give brands a head start on formats optimized for mobile viewing and monetization.
AI apps are sticky. Short-drama is exploding. Third-party Android stores are scaling. In short, mobile growth is moving fast. It’s also getting cheaper, if you know where to look.
Smart marketers will seize this moment to rethink their media mix, experiment with new creative, and expand beyond traditional platforms while the blue ocean is still wide open.
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