Consumer app revenue is surging and with it the pressure to find scalable, efficient growth. Yet most marketing budgets remain concentrated in just two platforms: Google and Meta.
Moloco’s latest report Performance through independence: Unlocking incremental app growth beyond Google and Meta addresses this disparity, exploring how user behaviour has evolved over the past few years and the opportunities these changes have created and continue to create.
The report reveals that consumer app marketers concentrate 88% of budgets in walled gardens at a time when they should be diversifying. Moloco’s data suggests that diversified media strategies can deliver up to 214% ROAS improvements.
The numbers show that users are no longer just on Google and Meta; user attention is shifting to more diverse app categories and growth can be found in sometimes unexpected places.
In the era of AI, hyper-personalization and increasing privacy demands, marketers can no longer afford to stick to the tried and tested. To succeed in the modern app ecosystem, meeting users where they are and speaking their language are key.
Key insights from the report:
- Consumer app marketers concentrate 88% of budgets in walled gardens: See why this imbalance doesn’t reflect where users actually spend their time
- Diversified media strategies deliver up to 214% ROAS improvements: Learn how expanding beyond Google and Meta drives measurable performance gains
- User attention is shifting to more diverse app categories: Discover the growing preference for gaming, productivity, and AI apps over traditional social media
- The independent app ecosystem reaches 2 billion daily users: Explore the massive reach that matches TikTok and Instagram combined
- High-value users convert across unexpected app categories: Find out why successful marketers are finding customers in diverse, seemingly unrelated apps
Access the full guide today.