India Emerges as Growth Engine for Mobile App Advertising: Moloco

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India has been identified as the fastest-growing market for mobile app advertising globally, according to Moloco’s latest Mobile App Performance Report. The study, based on over 6 billion ad impressions and nearly 19 million app installs across 1.2 billion devices, reveals that India surpassed all other regions in terms of growth and install performance in Q1 2025.

This surge is fueled by the rapid rise of commerce, fintech, and gaming apps. Commerce apps contributed 33% of total ad spend in India, with fintech close behind at 32%, indicating strong market penetration and aggressive user acquisition strategies. “India is not just a volume market anymore—it’s a high-performance one,” said Ikkjin Ahn, CEO of Moloco. “Advertisers here are focused on installs that translate into real revenue.”

Key metrics show that India achieved a 64% install growth rate, well above the global average. Cost-per-install remained competitive, supporting scalable acquisition across categories. The report also highlighted a significant rise in retention, with day-7 user retention improving by 18% year-over-year in India.

This momentum underscores India’s strategic importance for global app advertisers, especially amid increasing constraints in more saturated Western markets. As brands recalibrate toward performance-based, programmatic models, India offers both reach and return.

India tops Moloco’s global list for mobile app advertising growth, driven by fintech, commerce, and gaming app installs.