What drives growth when costs peak? My Q4 2025 report for Singular showed how mobile marketers shifted strategy to survive the industry’s most expensive quarter and still won.
Included:
- Global ad spend up +24% QoQ across both iOS and Android
- iOS CPIs soared +44% while installs dropped
- Retention spend delivered 3x higher ROI
- Retail: most expensive vertical globally
- Utilities: +110% installs, fastest-growing category
- TikTok, Apple Ads, and Moloco surged in ad share
- Gaming rebounded: Simulation and Match genres were top performers
- Exclusive insights from Moloco, Affle, Tinuiti, Mobupps, and AppGrowing
The report is available here.