Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

App Monetization Trends 2020

Changing App Economics Affect Advertiser Options

About This Report
The coronavirus pandemic and changes set to be implemented in the forthcoming iOS 14 are the latest shocks to an evolving app economy. This report will look at how these changes have altered developer monetization strategies and advertiser options.
Table of Contents

Executive Summary

The coronavirus pandemic and changes set to take effect in iOS 14 are the latest shocks to the app ecosystem. With people spending more time on smartphones—and more money while on them—app economics continue to evolve. With these changes, advertising options will evolve as well.

What effect has the pandemic had on app monetization?

The pandemic has resulted in reduced advertiser spending overall, leading to lower growth of in-app ad spending despite significantly higher numbers of ad placements. At the same time, it has increased and redistributed mobile time toward social media, video streaming, gaming, health and fitness, and news apps—and away from travel-related activities.

Have consumer preferences for different monetization strategies changed?

Consumers are more apt to sign up for subscriptions and accept hybrid models of monetization—a combination of in-app purchases and in-app advertising. Hybrid models make it more important for publishers and advertisers to design and deliver ads based on the type of user of an app.

How will iOS 14 change monetization calculations for developers?

The loss of data tracking across apps in iOS 14 will likely lower cost per thousand (CPM) pricing and make personalized advertising much more difficult. This in turn will make first-party data and immersive ad units more valuable.

WHAT’S IN THIS REPORT? This report looks at three major changes to the app economy and how advertisers should think about them.

KEY STAT: Although subscription mobile app installs have been up across most categories over the past year, only 2% of mobile games offer them.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

17expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. App Publishers Face New Economics
  3. The Pandemic-Driven Mobile Consumption Explosion
  4. A Rebound for Nonadvertising Monetization
  1. iOS Reshapes the App Economy with iOS 14
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Jeremy Bondy
Chief Operating Officer
Interviewed July 31, 2020
Benjamin Chen
Executive Vice President and General Manager, Global Developer Relations
Interviewed July 29, 2020
Tobias Dengel
WillowTree, Inc.
Interviewed August 17, 2020
Luc Dumont
Senior Vice President, Corporate Development
Interviewed July 25, 2020
Paulina Klimenko
Senior Vice President of Business and Corporate Development, General Manager, Mobile
Interviewed June 3, 2020
Ted Krantz
App Annie
Interviewed August 4, 2020
Paul Müller
Co-Founder and Chief Technical Officer
Interviewed July 22, 2020
Jude O’Connor
General Manager, Brand, North America
Interviewed June 3, 2020
Anala Prabhu
Growth Product Marketing Manager, Facebook Audience Network
Interviewed June 25, 2020
Abeer Raza
Founding Partner and CMO
Interviewed August 18, 2020
Shani Rosenfelder
Head of Content and Mobile Insights
Interviewed August 5, 2020
Bryta Schulz
Vice President, Marketing
Interviewed July 31, 2020
Mada Seghete
Branch Metrics
Interviewed July 30, 2020
Albert Thompson
Walton Isaacson
Managing Director, Digital
Interviewed June 17, 2020
Natalia Vasilyeva
Vice President, Marketing
Interviewed August 10, 2020
Ted Verani
Vice President, Global Business Development
Interviewed July 27, 2020
Alex Austin
Branch Metrics
Co-Founder and CEO
Interviewed July 30, 2020


Yoram Wurmser


Blake Droesch
Junior Analyst
Jasmine Enberg
Senior Analyst
Chris Keating
Research Director
Jennifer Pearson
VP, Research
Nicole Perrin
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client