3 key trends shaping mobile growth in APAC

Mobile growth in APAC is being reshaped by three powerful forces: mainstream AI apps, the rise of short-form drama, and the untapped potential of third-party Android stores for low-cost user acquisition.

In a recent study by mobile advertising platform Mintegral, it was revealed that Generative AI apps are no longer niche. Sixteen apps in the region surpassed US$10 million in in-app revenue, while 25 exceeded 10 million downloads.

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In addition, chatbots and AI art generators are leading the charge, proving that consumers are willing to pay for AI-driven productivity and creative tools. For marketers, this means there is now a large, conversion-ready audience for AI-powered utilities — from finance and PDF/chat apps to community and lifestyle tools.

In tandem, short-form drama, particularly episodic content designed for micro-binging, has surged across APAC. Indonesia accounts for 39% of downloads, with Brazil, the Philippines, Thailand, Mexico, and Japan following.

Most of these apps monetise via advertising (around 90%), leaving clear pathways for performance marketers. Rewarded video, daily check-ins, and in-app unlocks are standard engagement levers that allow marketers to balance reach, retention, and monetisation.

For advertisers, this signals a new creative frontier. Brands can experiment with micro-storytelling, episodic formats, and interactive content to tap into audiences who now expect bite-sized, engaging narratives on mobile, said Mintegral.

Beyond Google Play and the App Store, alternative Android stores — including Xiaomi, Amazon, Samsung, Oppo, Vivo, and Huawei — are quietly delivering cost-efficient user growth.
Case studies on Amazon’s store showed cost-per-install rates as low as US$0.26–0.42, with daily installs ranging from 2,000 to 5,000 depending on genre and bidding strategy. These platforms provide marketers with a way to diversify distribution, reduce competition for inventory, and unlock incremental scale.

What this means for advertisers

With AI apps and short-drama formats surging and alternative app stores expanding, marketers can no longer treat these channels as experimental. To capitalise on these trends, advertisers should test creative formats leveraging AI features to meet audiences where they are already engaging as well as optimise content for episodic, bingeable short-drama using rewarded video, daily check-ins and in-app unlocks.

Moreover, advertisers can look into expanding into third-party Android stores to reach cost-efficient, high-intent users at scale. With AI apps surging, short-form dramas gaining traction, and third-party Android stores opening cost-efficient channels, the broader picture is clear: mobile-first consumers in APAC, particularly Southeast Asia, are increasingly engaging beyond the duopoly of social and video platforms.

In Singapore alone, digital ad spend is expected to surpass US$1.94 billion this year, an 11% year-on-year increase, reflecting both rising digital maturity and intensifying competition for consumer attention, according to We Are Social's Digital 2025 trend report.

Similarly, in 2025, Malaysia’s total advertising revenues are expected to reach MYR 9.6 billion (US$2.0 billion), growing by 6.7%. Digital media owners’ advertising revenues are projected to grow by 9.9% to MYR 7.5 billion (US$1.6 billion), accounting for 78% of total advertising budgets, revealed MAGNA in a report.

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