The Health & Fitness app category reached record highs in 2024, with global downloads hitting 3.6 billion (+6% YoY) and IAP revenue soaring to $385 million in January 2025 (+10% YoY, an all-time high). This rebound follows volatile years post-pandemic. Key subgenres: Gyms & Fitness remained top by downloads (3% YoY growth, 7 of top 10 apps).
Medical Tracking exploded +43% YoY, led by Health Tracker (10M MAUs in 5 months). IAP revenue growth accelerated across all subgenres, with the US capturing >50% of global spending; UK at 8%. Brands driving revenue growth include Strava, OnX Hunt, Runna, and AllTrails, fueled by digital fatigue and outdoor demand.
Fitness rewards apps (Sweatcoin, CashWalk, WeWard) are rapidly gaining US market share; CashWalk MAUs +42% YoY, WeWard +609%. Retention rates for CashWalk (31%) and Sweatcoin (20%) outpace competitors. The category is on track to surpass $4B in global IAP revenue in 2025 (over 100% growth in 5 years).
For ad ops decision-makers: prioritize programmatic ad placements in US-based Medical Tracking and rewards apps; allocate budget to outdoor/fitness apps capitalizing on post-pandemic behavioral shifts; monitor retention metrics to optimize user acquisition spend.
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The mobile advertising industry is optimistic heading into 2025, with 80% of marketers expecting the year to be as strong or stronger than 2024. Non-gaming apps are driving growth, with downloads up 12% YoY and IAP revenue increasing 20%+. Marketers are prioritizing profitability and ROAS, with over half reporting more aggressive KPIs. Generative AI is already benefiting creative production and optimization. iOS re-engagement remains underleveraged, and most marketers are still adapting to SKAN. Budgets are increasing, with a focus on ad networks and self-attributing networks.
Unity2024 Roundup and Spotlight on Mobile Game Growth | Unity
This article notes that Unity, its logos, and trademarks belong to Unity Technologies. Other brands are trademarks of their respective owners. It's a legal disclaimer found in advertising contexts.
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To reduce app uninstalls, focus on user-centric onboarding, consistent value delivery, and optimized performance. Personalize engagement through behavior-based push notifications and in-app experiences. Use proactive communication to re-engage dormant users, and leverage social proof to build trust. Avoid app fatigue by balancing communication frequency. Analyze uninstall data to identify churn patterns, encourage habit formation with streaks or daily rewards, and reward loyal users with exclusive perks. These strategies, supported by MMP analytics, help create an app experience users want to keep.
AppsFlyerBoosting your user acquisition strategy with preload campaigns
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