Indonesia ranks among Asia-Pacific's fastest-growing app markets, Adjust says

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Indonesia has emerged as one of Asia-Pacific’s fastest-growing mobile app markets, recording a growth score of 43.1 in Adjust’s Mobile App Growth Report: 2025 Edition. The country ranks among the key drivers of regional momentum, alongside India, which topped the list with a score of 49. Vietnam (33.9) and the Philippines (33.3) also posted strong performances.

Across the wider region, Asia-Pacific led all markets with a growth score of 45, far surpassing the global average of 29.2. The findings highlight how emerging markets continue to power the global app economy’s steady expansion - despite ongoing privacy shifts and rising marketing costs.

Globally, app installations and sessions rose by 11% and 10% year-on-year in the first half of 2025, reflecting how marketers are adapting through AI-driven optimisation, personalised targeting, and a renewed emphasis on user retention.

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“The challenge for marketers today isn’t a lack of data - it’s knowing which signals matter most,” said Tiahn Wetzler, director of content and insights at Adjust. “With engagement and retention just as crucial as installation volume and cost efficiency, Adjust launched the growth score as a benchmark to help marketers prioritise investments, capture opportunities, and sustain growth in an increasingly competitive landscape. And this year, that clarity is most evident in Asia-Pacific.”

The Mobile App Growth Report analyses more than 5,000 leading global apps to identify where and how mobile economies are expanding, and where user acquisition potential is strongest. The growth score combines four weighted parameters - installation volume, cost per install (CPI) efficiency, session frequency, and user retention - to balance scale, efficiency, and quality across regions and app verticals.

The gaming category continues to dominate across APAC, recording a regional growth score of 37, outperforming all other app types. Sub-verticals such as music (41.2), card (35.7), and board games (34.6) stood out as key engagement drivers, reflecting the region’s strong and diverse gaming culture.

Asia-Pacific is projected to generate US$66.7 billion in gaming revenue this year, supported by its young population, the rise of e-sports, and hybrid monetisation models combining multiple revenue streams.

India led globally in mobile gaming with a growth score of 52.2, supported by over 650 million mobile gamers and ultra-low acquisition costs of just US$0.03 in the first half of 2025. Indonesia followed closely with a score of 40.1, placing it among the world’s fastest-growing gaming markets - underscoring how the country’s fast-growing digital economy is competing on a global scale.

Beyond gaming, entertainment apps scored 31.9, boosted by video and social media demand, while utility (28.6) and photo & video (26.7) categories also performed well. Financial (22.9) and shopping (22.6) apps mirrored the region’s shift towards mobile banking and e-commerce experiences.

While APAC remains the growth leader, other regions also show resilience. The Middle East, North Africa, and Turkey (33.3) and Europe (32.4) maintained stable performance with strong retention and monetisation, while Latin America (30.5) grew rapidly in markets like Argentina. North America (27.3) remained mature, with marketers focusing on monetisation over user acquisition.

“Momentum across Asia-Pacific reflects a major shift in how consumers interact with mobile apps,” said April Tayson, regional vice president for INSEA at Adjust. “From gaming to finance, users are seeking more immersive and valuable experiences - and it’s this innovation that will define the future of the global app economy.”

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