罗曼-加尔巴
介绍
近年来，移动游戏通过展示应用内广告所实现的收益得到了大幅提升，尽管面对诸多挑战，广告收入依然有巨大的潜力。众多游戏发行商开始采用“混合变现”模式，应用内广告（IAA） 和 应用内购（IAP）相结合。
尽管IAA与IAP的比例仍存在争议，如50/50、70/30或80/20的分配模式，但有一个事实不容忽视，那便是广告收入在绝大多数移动发行商的总收入中所占的比重相当大。
Tenjin公司携手 聪明广告解决方案 (CAS)，为发行商提供独家的广告变现数据。这份报告基于Tenjin的样本和CAS.AI按照国家和广告形式分类的平均eCPM基准，分析了各大广告变现渠道及国家的市场份额。
此报告将持续更新，每季度补充数据
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.
2025年第三季度各平台广告收入份额
2025年第三季度各广告渠道的iOS广告收入份额
广告收入的Top 3广告渠道，第三季度同比增长： 2024vs2025
2025年第三季度各国iOS广告收入份额
2025年第三季度各国Android广告收入份额
2025年第二季度各平台广告收入份额
2025年第二季度各平台广告收入份额
广告收入的Top 3广告渠道，第二季度同比增长： 2024vs2025
2025年第二季度各国iOS广告收入份额
2025年第二季度各国Android广告收入份额
2025年第一季度各平台广告收入份额
2025年第一季度各广告渠道的iOS广告收入份额
2025年第一季度各广告渠道的Android广告收入份额
iOS 按广告收入计算的前三大广告网络，第一季度同比增长情况：2024 年 vs 2025 年
Android按广告收入增长排名的Top 3广告渠道： 2024年第一季度vs2025年第一季度
2025年第一季度各国iOS广告收入份额
2025年第一季度各国Android广告收入份额
2024年各平台的广告收入份额
2024年各国iOS广告收入份额
2024年各国Android广告收入份额
2024年各广告渠道的iOS广告收入份额
2024年各广告渠道的Android广告收入份额
执行摘要 2024第二季度
2024年第二季度各平台的广告收入份额
2024年第二季度各国iOS广告收入份额
2024年第二季度各国Android广告收入份额
2024年第二季度各广告渠道的iOS广告收入份额
2024年第二季度各广告渠道的Android广告收入份额
2024年第二季度不同广告形式的平均eCPM
2024年第二季度各国横幅广告的平均eCPM
2024年第二季度各国插屏广告的平均eCPM
2024年第二季度各国激励广告的平均eCPM
执行摘要 2024 年第一季度
2024年第一季度各平台的广告收入份额
相较于五年前，移动应用广告的变化堪称翻天覆地。2019年，iOS端占了63%的广告收入，而Android仅占37%。如今的情况发生了彻底的反转。这种变化主要是因为2021年实施的应用追踪透明度(ATT)政策。大部分iOS用户在遇到ATT弹窗时会选择拒绝。因此，对于广告主来说，这些用户的价值大幅降低，发行商的潜在广告收入也随之减少。
提示：提升ATT的接受率，来增加iOS上的广告收入。
2024年第一季度各国iOS广告收入份额
iOS的市场份额主要集中在美国（55%）。此外，前十名以外的国家（上图中标注为 "其他"）占全球市场份额的10%。
2024年第一季度各国Android广告收入份额
在Android平台上，美国以33%的市场份额稳居榜首。然而，与iOS系统相比，Android系统的市场份额更加分散。值得一提的是，在广告收入方面，排名前十位之外的国家总共占据了全球市场份额的29%。
2024年第一季度各广告渠道的iOS广告收入份额
在iOS平台上，排名前五的广告渠道占据了88%的广告收入份额，其中Applovin排名第一。相关数据显示，iOS的广告变现市场比较集中，Applovin（占比37%）处于领先地位，紧随其后的是Unity Ads（占比16%）、Google Admob（占比15%）、Mintegral（占比11%）以及ironSource（占比9%）。另外，其他广告渠道共计占据市场份额的12%。这意味着尽管Applovin在市场上占据主导地位，但广告变现渠道市场仍然相对分散。
2024年第一季度各广告渠道的Android广告收入份额
在Android的广告变现市场中，谷歌AdMob（占比28%）雄居榜首，Applovin（占比24%）紧随其后。ironSource占据市场份额的5%，其余广告渠道共计占据19%。Applovin和Google AdMob的市场份额总和已略高于整体市场的一半，达到了52%。Android的市场较为多元化，几个最主要的广告渠道为Android系统的广告收入做出了重大贡献。
2024年第一季度不同广告形式的平均eCPM
什么是eCPM？
eCPM是"千次展示收入"的缩写，是一个衡量每一千次广告展示可以获得多少收入的指标。
2024年第一季度各国横幅广告的平均eCPM
横幅广告 是放置在游戏中的小型图片广告，用户在整个游戏过程中都能看到这种广告，它们常常会按照预设的时间周期进行自动轮替的更换。
iOS
Android
2024年第一季度各国插屏广告的平均eCPM
Interstitial ads 插播广告 是一种形式多样的全屏广告，它可以是视频、图片或互动内容。全屏广告会完全覆盖游戏界面，用户只能在主动关闭广告或者点击广告后才能继续进行游戏。
iOS
Android
2024年第一季度各国激励广告的平均eCPM
激励广告 则是通过向用户提供观看视频或者玩小游戏的选项，来换取应用内的奖励。这类广告通常由用户自行触发。
iOS
Android
总体而言，eCPM呈现出显著增长态势，这或许是因为越来越多的混合休闲游戏开始采纳混合变现策略。混合策略有助于优化广告支出。愿意应用内购的用户通常被认为具有较高的价值，因此广告渠道对这类用户的争夺愈发激烈。
报告数据收集方法
本报告的市场份额部分由匿名数据组成，这些数据基于天神收集的 2024 年 1 月 1 日至 2024 年 6 月 30 日期间所有类型游戏的 1460 亿次广告印象。
报告中的平均eCPM部分，则是通过CAS.AI的数据计算得出。这些数据涵盖了除儿童应用外的60亿次广告展示。
