Mintegral and Insightrackr outline 2026 trends shaping non-gaming app growth

Global non-gaming app developers are entering 2026 under growing pressure to prove performance, as competition intensifies and advertising efficiency becomes harder to sustain. New research from Mintegral, produced in partnership with Insightrackr, points to a shift in how marketers approach user acquisition, monetisation, and creative strategy across major app categories.

The findings are drawn from the 2026 Global Non-Gaming App Trends Report, which analyses aggregated and anonymised data from more than 100 markets worldwide between January and December 2025. The report reflects how developers across finance, utilities, education, and lifestyle apps are adapting to higher acquisition costs, more complex user journeys, and increased scrutiny from internal stakeholders around return on investment.

As non-gaming apps continue to scale globally, the study suggests that growth is no longer driven by volume alone. Instead, marketers are placing greater emphasis on automation, immersive content formats, and data-led decision-making to support sustainable expansion in an increasingly crowded market.

AI adoption and video formats reshape engagement strategies

One of the clearest shifts identified in the report is the expanding role of artificial intelligence across non-gaming apps. Rather than remaining confined to standalone AI products, AI-driven features are now being integrated into education and utility apps, where they are contributing directly to revenue growth. The report indicates that these enhancements are helping developers differentiate their offerings while improving user retention and perceived value.

Video consumption patterns are also evolving, with short-form drama emerging as a fast-growing category worldwide. According to the analysis, six of the top-performing short drama apps recorded triple-digit year-on-year revenue growth during the reporting period. This trend highlights a broader change in how users consume episodic content on mobile devices, favouring shorter, more immersive viewing experiences.

Cost efficiency is a key factor behind this growth, particularly in Asia-Pacific. Short drama apps recorded cost-per-install levels well below regional averages on iOS, while similarly low acquisition costs were observed across Southeast Asia on Android. These dynamics have made the category especially attractive to advertisers seeking scalable growth without excessive spend.

ROI-led advertising and intensifying competition

The report also points to a decisive move away from install-led metrics towards long-term value optimisation. Automated bidding is becoming a central component of user acquisition strategies, as developers focus on lifetime value rather than sheer download numbers. Mintegral reported that ad spend through its smart bidding solutions increased by more than 50% during the period analysed, reflecting broader adoption of ROI-centric approaches.

This shift is occurring against a backdrop of rising competition. The number of advertisers in the finance and business category grew by 43.5%, while life services saw a 42% increase. Such growth has intensified pressure on targeting precision, particularly in markets where high-intent users command a premium.

Asia-Pacific stands out as one of the most competitive regions, especially on iOS. Within this environment, finance and business apps recorded the highest cost-per-install index among non-gaming categories, underlining the increasing cost of acquiring users with strong spending potential.

Commenting on the findings, Erick Fang said the data reflects a fundamental shift in marketing sophistication. He noted that developers are increasingly balancing rapid scale with profitability by combining automated acquisition tools with more engaging creative formats.

Platform dynamics and monetisation performance

Differences between operating systems continue to shape monetisation strategies. The report highlights a widening gap between Android and iOS, with Android maintaining its position as the primary driver of acquisition volume, while iOS delivers higher revenue per user. This pattern is particularly evident in finance and life services apps, where iOS users generate premium returns despite higher acquisition costs.

Video advertising remains central to monetisation performance across platforms. Rewarded video formats delivered the strongest results globally, with effective cost-per-mille figures reaching up to 165 times those of standard banner ads on iOS. These formats continue to benefit from high engagement rates and user acceptance, especially when integrated into content-driven apps.

Geographically, North America remains the most lucrative market for rewarded video advertising, particularly within short drama and utility categories. The report suggests that while growth opportunities remain global, monetisation strategies must be tailored carefully to platform and regional dynamics to maximise returns.

Overall, the findings indicate that non-gaming app growth in 2026 will be shaped less by experimentation and more by execution discipline. Developers that combine automation, immersive formats, and rigorous ROI measurement are better positioned to navigate a market defined by higher costs and heightened competition.