AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, unveiled during its MAMA São Paulo event (Mobile Attribution, Marketing Analytics) the unprecedented report “The State of App Marketing in Brazil: 2025 Edition.” The document was based on a sample of 8,000 apps – with a minimum of 5,000 installations per quarter -, 29.5 billion total installations between 2018 and 2024, and $3.6 billion invested by mobile apps in user acquisition between the first quarter of 2023 and the first quarter of 2025. For app companies, it is a compilation of relevant data to understand the Brazilian market and guide strategies.
Brazil Is the 4th Country in User Acquisition Spending
In 2024, Brazil was the 4th largest market in investment in ads for user acquisition (UA), behind only the United States, India, and the United Kingdom. But while the U.S. and U.K. focus their efforts mainly on iOS, Brazil, like India, directed most of its budget to Android. 93% of the $2.85 billion invested in UA in Brazil went to Android, which holds 82% of the market share among mobile operating systems.
This bet on Android made sense for many years. It offered scale at a lower cost and was a reliable engine of growth. Just in 2024, apps in categories like social media and finance generated around $500 million each in UA, with most of that amount going to Android.
However, effectiveness is starting to change: despite investment remaining high, finance apps on Android saw a nearly 10% drop in installs year-over-year, a sign that scaling without delivering value is no longer sustainable for campaigns focused exclusively on Android. Meanwhile, iOS is gaining ground. In 2024, investment in UA on iOS grew 168% compared to the previous year, while Android saw a 22% decline. This indicates more than just a platform shift: it reflects a deeper strategic change focused on long-term value.
High-Value Segments Shift Budgets to iOS
When looking closely at key segments, the trend repeats. Finance and shopping apps tripled their investments in iOS, with the e-commerce sector alone accounting for 17% of nearly $400 million invested. Meanwhile, food and beverage apps went even further: investment in iOS surged an incredible 923%. These spikes point to one goal: acquiring high-value users who convert, engage, and remain active.
“Android is still essential for reaching large audiences, but iOS is becoming the top choice for growth based on user lifetime value (LTV). As the app market in Brazil matures, user acquisition strategies evolve from a focus on volume to generating more significant impact. For marketers focused on long-term returns, the message is clear: it may be time to reconsider how and where budgets are being invested,” explains Renata Altemari, Country Manager of AppsFlyer in Brazil.
Remarketing Spending Reaches $1.67 Billion During Seasonal Events
Carnival and the Copa América drove a re-engagement spike in the first half of the year. Spending on iOS grew 18% compared to the previous year. Android led in conversions but with heavy reliance on paid channels.
“With a deeply ingrained ‘app-first’ culture, Brazil solidifies its role as one of the most dynamic mobile markets in the world. In 2024, the country exceeded growth expectations, driven by the massive use of smartphones, advances in 4G and 5G networks, and a digital landscape that already sees mobile as the primary screen. The launch of Pix in 2020 accelerated the financial sector’s transformation, and superapps like WhatsApp continue to expand their role in Brazilians’ daily lives. Even with connectivity challenges, the market continues to expand and mature, opening space for new opportunities in mobile marketing,” says Renata.
Exposure to Install Fraud Surpasses $460 Million in 2024
Install fraud involves attempts to deceive advertisers into believing an app was downloaded by a real user when the download is fake or manipulated. This can be done by bots, click farms, or even hackers seeking fraudulent commissions. The advertiser pays a platform for the install, thinking they’ve attracted a legitimate user, but in practice, they lose money. This exposure to install fraud exceeded $460 million in Brazil in 2024, placing the country 10th in the global financial exposure ranking, with finance and shopping apps being the most affected. Install fraud increased broadly: 57% on Android and 79% on iOS. Bots are the most common method for this type of fraud.
“What we understand from the data is that Brazil’s app market should focus on opportunities in categories like e-commerce and finance; shift from volume to value with lifecycle strategies; invest in remarketing for shopping and finance apps to increase retention and loyalty; and meanwhile, invest in fraud prevention to protect campaigns and maintain long-term results,” concludes Renata.
To access the full report, click here:https://www.appsflyer.com/pt/resources/reports/state-app-marketing-brazil/
All results are based on fully anonymized and aggregated data. To ensure statistical validity, we follow rigorous volume and methodology criteria, presenting only data that meets these conditions. When normalized data is presented, each month’s share of the total analyzed period is considered for trend construction.
