Roman Garbar
Introduction
Earnings from showing ads in mobile games have seen better years, but despite the challenges, ad revenue opportunities remain strong. More and more game publishers are increasingly adopting “hybrid monetization” – a mix of in-app advertising (IAA) and in-app purchases (IAP).
While experts continue to debate the realistic ratio of IAA to IAP, whether it should be 50/50, 70/30, or 80/20, one thing is clear: ad revenue constitutes a significant portion of revenue for the majority of mobile publishers.
Tenjin has partnered with Clever Ads Solutions (CAS) to provide exclusive benchmark data to assist publishers. The report includes market share data for ad monetization channels and countries, based on a sample from Tenjin, as well as the average eCPM benchmark with a breakdown per country and format, based on data from CAS.AI.
The report will be periodically updated with data for each quarter.
Last updated on April 23, 2026.
- Q4 2025 dataset has been added.
- Q1 2026 dataset has been added.
Ad Revenue Share by Platform in Q1 2026
Android pulls ahead in ad revenue shares. In Q1 2026, Android accounts for 57% of ad revenue share compared to iOS at 43%. This builds on the directional shift we saw in Q4 2025, where Android held 60% of platform share against iOS at 40%. The trend is consistent and worth taking seriously.
While the split is not dramatic, it is meaningful. Android’s larger global install base has always been a volume story, but seeing it translate into a clear revenue majority signals that the monetization gap between the two platforms is closing.
Ad Revenue Share by Ad Network in Q1 2026
Network leadership is very different by platform. In Q1 2026, AppLovin commands 39% of iOS ad revenue share, a dominant position that leaves every other network trailing at a distance. Mintegral follows at 21%, with Unity Ads and Others both at 13%, and Liftoff and Google AdMob each at 7%.
Android is a different conversation entirely. Google AdMob leads at 24%, but the field is far more competitive. AppLovin sits at 19%, matching Others also at 19%, with Mintegral at 17%, Unity Ads at 12%, and Liftoff at 9%. No single network runs away with it.
The contrast between the two platforms reinforces a theme that has been consistent throughout this data.
Top 3 Ad Networks by Ad Revenue, Growth YOY Q1: 2025 vs 2026
Growth is selective, and a pattern is forming. On iOS, Unity Ads leads year-over-year gains at 4%, followed by Liftoff at 2% and Mintegral at 1%. On Android, Google AdMob, Pangle, and Liftoff grew at 3%, 2%, and 2% respectively.
Compare this Q1 data to Q4 2025, where Pangle surged 7% on Android and Unity Ads led iOS growth at 4%. Although Pangle’s gains have slowed, it remains in the top three networks. Unity Ads and Liftoff are the two networks showing consistent growth across both platforms and both periods.
This shows that the networks worth watching are not always the biggest ones, but rather the ones that keep moving.
iOS Ad Revenue Share by Country in Q1 2026
The US accounts for 56% of iOS ad revenue in Q1 2026, down from 59% in Q4 2025. Japan has grown from 9% to 11%, quietly becoming a more significant player. Russia holds at 6%, the UK at 5%, with Germany and Canada both at 3%.
The concentration is still real, but the distribution is slowly broadening. For developers with a global user base, the case for optimizing beyond the US is getting stronger.
Android Ad Revenue Share by Country in Q1 2026
Android’s global revenue base continues to spread. The The US leads Android ad revenue in Q1 2026 at 29%, down from 31% in Q4 2025. Russia holds second at 13%, up from 12%, with Japan at 5% and Brazil at 5%. Germany, the UK, Mexico, Korea, France, and Canada all sit between 2% and 4%, and Others accounts for a substantial 32%.
That 32% in “Others” tells the real story. Android’s revenue base is genuinely global and continues to fragment across emerging markets. No single region outside the US is pulling ahead, but collectively they are where the opportunity is.
Ad Revenue Share by Platform in Q4 2025
The platform split remains stable. The Android and iOS balance shifted only slightly quarter-over-quarter in Q3 to Q4 2025. Android moved from 61% to 60%, while iOS nudged up from 39% to 40%. This mix remains largely stable, but even marginal iOS growth is worth watching as monetization strategies continue to evolve across both platforms.
Ad Revenue Share by Ad Network in Q4 2025
Which ad networks are the best for each platform? The network landscape looks different depending on where you’re building. On iOS, AppLovin dominates with 40% share, followed by Mintegral at 20%. On Android, Google AdMob leads at 22%, with Others and Mintegral close behind at 20% and 17% respectively, and AppLovin also at 17%.
This data demonstrates that network preferences are not universal. A strategy that performs on iOS won’t automatically translate to Android. Knowing where your spend is going, and why, is the first step to smarter monetization.
Top 3 Ad Networks by Ad Revenue, Growth YOY Q4: 2024 vs 2025
Growth is happening, but not for everyone. Not every network grew between Q4 2024 and Q4 2025, but the ones that did tell an interesting story. On iOS, Unity Ads led with 4% growth, followed by Liftoff at 3% and Mintegral at 2%. On Android, Pangle surged 7% year-over-year, the strongest single-network gain across both platforms, with Liftoff at 2% and Unity Ads at 1%.
Pangle’s Android momentum signals a shift in how developers are choosing to diversify their ad network mix. More and more, relying on a single network is no longer a viable growth strategy. Publishers with the strongest returns are tracking performance across every channel, spotting these shifts early, and reallocating accordingly.
The data to make these calls are accessible; a reliable mobile attribution kit helps give you a clarity so you can act and optimize faster.
iOS Ad Revenue Share by Country in Q4 2025
When it comes to iOS ad monetization, it remains a US-dominated landscape. The geographic concentration of iOS ad monetization in Q4 2025 continues to be striking. The US accounts for 59% of all activity, dwarfing every other market. Japan comes in second at 9%, followed by Russia at 6%, the UK at 5%, and Germany and Canada both at 3%.
The gap between the US and the rest of the world is a reminder that iOS monetization remains heavily weighted toward a single tier one market. For developers building global strategies, the opportunity in tier two markets like Japan, the UK, and Germany is real. However, with that there’s also a risk of underinvestment in the US.
Understanding your geographical breakdown at this level of granularity is what separates reactive monetization from intentional growth.
Android Ad Revenue Share by Country in Q4 2025
Unlike iOS, the patterns of ad monetization on Android reveals a more even distribution across the globe. While the US still leads in Q4 2025 at 31%, the gap between first and the rest of the field is considerably smaller than on iOS.
Russia comes in second at 12%, followed by Brazil at 6%, with Japan, Germany, the UK and Mexico all sitting at 4%. Korea and France follow at 2%, and Canada at 2%, with “Others” accounting for a significant 29%.
The 29% in the “Others” category is worth paying attention to. It points to a fragmented global audience, which no single market dominates. Android’s monetization opportunity has a more even spread across geographies than iOS. This means that app developers should consider localization, network selection, and budget allocation by region.
Ad Revenue Share by Platform in Q3 2025
Ad Revenue Share by Ad Network in Q3 2025
Top 3 Ad Networks by Ad Revenue, Growth YOY Q3: 2024 vs 2025
iOS Ad Revenue Share by Country in Q3 2025
Android Ad Revenue Share by Country in Q3 2025
Ad Revenue Share by Platform in Q2 2025
Ad Revenue Share by Ad Network in Q2 2025
Top 3 Ad Networks by Ad Revenue, Growth YOY Q2: 2024 vs 2025
iOS Ad Revenue Share by Country in Q2 2025
Android Ad Revenue Share by Country in Q2 2025
Ad Revenue Share by Platform in Q1 2025
iOS Ad Revenue Share by Ad Network in Q1 2025
Android Ad Revenue Share by Ad Network in Q1 2025
iOS Top 3 Ad Networks by Ad Revenue, Growth YOY Q1: 2024 vs 2025
Android Top 3 Ad Networks by Ad Revenue Growth: Q1 2024 vs Q1 2025
iOS Ad Revenue Share by Country in Q1 2025
Android Ad Revenue Share by Country in Q1 2025
Ad Revenue Share by Platform in Full-Year 2024
iOS Ad Revenue Share by Country in Full-Year 2024
Android Ad Revenue Share by Country in Full-Year 2024
iOS Ad Revenue Share by Ad Network in Full-Year 2024
Android Ad Revenue Share by Ad Network in Full-Year 2024
Executive Summary for Q2 2024
Ad Revenue Share by Platform in Q2 2024
iOS Ad Revenue Share by Country in Q2 2024
Android Ad Revenue Share by Country in Q2 2024
iOS Ad Revenue Share by Ad Network in Q2 2024
Android Ad Revenue Share by Ad Network in Q2 2024
Average eCPM per Ad Format in Q2 2024
Average eCPM for Banners by Country in Q2 2024
Average eCPM for Interstitial Ads by Country in Q2 2024
Average eCPM for Rewarded Ads by Country in Q2 2024
Executive Summary for Q1 2024
Ad Revenue Share by Platform in Q1 2024
This is a drastic change compared to five years ago. In 2019, iOS had 63% of the ad revenue share, while Android had 37%. Now, the situation has almost completely flipped. The change is largely driven by the introduction of App Tracking Transparency (ATT) in 2021. Most iOS users choose to opt out when seeing the ATT banner. Therefore, the value of those users diminishes for advertisers, and consequently, the potential ad revenue for publishers drops.
Tip: Increase ATT opt-in rates to boost your ad revenue on iOS.
iOS Ad Revenue Share by Country in Q1 2024
The market share on iOS is heavily skewed towards the USA (55%). Additionally, countries outside of the top 10, labeled “Others” in the image above, account for 10% of the market share worldwide.
Android Ad Revenue Share by Country in Q1 2024
On Android, the USA holds the top spot with a 33% market share. However, the market share is significantly more fragmented compared to iOS. Additionally, countries outside of the top 10, in terms of ad revenue, collectively account for 29% of the global market share.
iOS Ad Revenue Share by Ad Network in Q1 2024
The top 5 ad networks on iOS have an 88% ad revenue share, with Applovin leading the way. The data indicates that the ad monetization market for iOS is somewhat concentrated, with Applovin (37%) in the lead, followed by Unity Ads (16%), Google Admob (15%), Mintegral (11%), and ironSource (9%). Additionally, the other ad networks collectively represent 12% of the market. This suggests that while Applovin is the dominant player, the market still has a moderate level of fragmentation among the various ad monetization channels.
Android Ad Revenue Share by Ad Network in Q1 2024
Google AdMob (28%) is leading the ad monetization market share on Android, followed closely by Applovin (24%). Unity Ads (13%) and Mintegral (11%) hold significant portions as well. ironSource accounts for 5% of the market, while other ad networks collectively represent 19%. Together, Applovin and Google AdMob hold slightly more than half of the market share at 52%. This distribution shows a diverse market landscape with several key players contributing to the ad revenue on Android.
Average eCPM per Ad Format in Q1 2024
What is eCPM?
eCPM stands for “effective Cost Per Mille,” where “mille” is Latin for “thousand.” Essentially, eCPM indicates how much revenue a publisher earns for every 1,000 times an ad is shown in their app or website.
Average eCPM for Banners by Country in Q1 2024
Banners are small image ads placed within a game’s layout, visible to users throughout gameplay. These ads typically rotate automatically after a set period of time.
iOS
Android
Average eCPM for Interstitial Ads by Country in Q1 2024
Interstitial ads are full screen ads that can be videos, images, or interactive content. Interstitial Ads completely cover the game’s interface not allowing a user to continue to play the game unless they choose to close the ad or tap on it.
iOS
Android
Average eCPM for Rewarded Ads by Country in Q1 2024
Rewarded ads offer users the option to watch a video or play a mini-game in exchange for an in-app reward. These ads are initiated by the user.
iOS
Android
Overall, there is a noticeable growth in eCPM, which could be attributed to the increasing number of hybrid-casual games that employ hybrid monetization strategies. Users who are willing to make in-app purchases are valued higher, leading to increased competition for them among ad networks.
Methodology
The market share portion of this report consists of anonymized data based on 146 billion ad impressions collected by Tenjin for games of all genres in the date range of 01.01.2024 – 30.06.2024.
The average eCPM portion of the report is based on data from CAS.AI, encompassing 6 billion ad impressions and excluding kids apps.
