---
title: Q4 2025 Quarterly Trends Report | Mobile ad spend, CTR, and CPI insights
description: The Q4 2025 report reveals how mobile marketers shifted strategy to survive the industry’s most expensive quarter — and still won. Learn how brands rebalanced UA and retention, which verticals exploded, and which platforms quietly captured the largest share of ad revenue.
image: https://lp.singular.net/hubfs/2025_Q4_QTR_banner_1%20(2).png
---

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# Quarterly Trends Report

Your guide to the most profitable season in mobile marketing

![Q4_2025_QTR_hero_image](https://lp.singular.net/hubfs/Q4_2025_QTR_hero_image.svg "Q4_2025_QTR_hero_image")

What drives growth when costs peak?

The Q4 2025 report reveals how mobile marketers shifted strategy to survive the industry’s most expensive quarter and still won.

Learn how brands rebalanced UA and retention, which verticals outperformed expectations, and which platforms quietly captured the largest share of ad revenue.

---

#### What’s Inside:

- 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**

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### Download Now

#### Plan your 2026 strategy with confidence!

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#### Download the full report now!

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## Billions of dollars of spend

 

![impressions_QTR_2025_icon](https://lp.singular.net/hubfs/impressions_QTR_2025_icon.svg "impressions_QTR_2025_icon")

## Trillions of impressions

![spend_QTR_2025_icon](https://lp.singular.net/hubfs/spend_QTR_2025_icon.svg "spend_QTR_2025_icon")

## Billions of installs

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