Apps in Brazil invested US$2.85 billion in user acquisition in 2024

AppsFlyer, a global leader in marketing measurement, attribution and data analysis, opened during its MAMA Sao Paulo event (Mobile Attribution, Marketing Analytics), the unpublished report “O State of Application Marketing in Brazil: 2025 edition”. The document was based on a sample of 8 thousand applications (WITH a minimum of 5 thousand installations per quarter -, 29.5 billion total installations between 2018 and 2024, and US$3.6 billion invested by mobile applications in user acquisition between the first quarter of 2023 and the first quarter of 2025. For application companies, this is a collection of relevant data to understand the Brazilian market and direct strategies.

Brazil is the 4th country in spending with more User Acquisition

In 2024, Brazil was the 4th largest market in investment in user acquisition (UA) ads, behind only the United States, India and the United Kingdom. But while the USA and the United Kingdom focus their efforts mainly on iOS, Brazil, as well as India, directed most of the budget to Android. 93% of the US$2.85 billion invested in UA in Brazil were destined to Android, which holds 82% of the market share of 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.Only in 2024, apps from categories such as social networks and finance moved about US$500 million each in AU, with most of this value going to Android. 

However, effectiveness is starting to change: despite the investment still being high, finance apps on Android have had a drop of almost 10% in installations 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, UA investment in iOS grew 168% over the previous year, while Android suffered a drop of 22%. This indicates more than a simple platform change: it reflects a deeper strategic change, focused on long-term value.

High-value segments transfer budgets to iOS

When closely observing the main segments, the trend repeats itself. Finance and shopping apps tripled investments in iO, with the e-commerce sector alone representing 17% of almost US$400 million invested. Already the food and beverage apps went further: the investment in iOS skyrocketed 923%. All these peaks point to one goal: to acquire high-value users, who convert, engage and remain active.

“O Android is still essential to reach large audiences, but iOS is becoming the top choice for user lifetime value (LTV)-based growth. As the app market in Brazil matures, user acquisition strategies evolve from volume focus to more significant impact.For marketers focused on long-term return, the message is clear: it may be time to rethink how and where budgets are being invested”, explains Renata Altemari, AppsFlyer's country manager in Brazil.

Remarketing spending reaches US$ 1.67 billion in seasonal events

Carnival and Copa America boosted a re-engagement peak in the first half. Spending on iOS grew 18% from the previous year.Android led in conversions, but with a heavy reliance on paid channels.

“With a strongly rooted app-first culture, Brazil consolidates its role as one of the most dynamic mobile markets in the world. In 2024, the country exceeded expectations for growth, driven by the massive use of smartphones, the advancement of 4G and 5G networks and by a digital scenario that already sees mobile as the main screen. The launch of Pix in 2020, accelerated the transformation of the financial sector and super apps, such as WhatsApp, are expanding their role in the daily lives of Brazilians. Even with connectivity challenges, the market continues to expand and mature, opening space for new opportunities in mobile marketing.

Exposure to installation fraud passes US$ 460 million in 2024

Installation scams are attempts to trick advertisers into making it look like an app has been downloaded by a real user, when in fact the download is fake or manipulated. This can be done by bots, click farms or even hackers who try to earn commissions fraudulently. The advertiser pays a platform for the installation thinking that it has attracted a legitimate user, but in practice, it has lost money. This exposure to installation fraud has surpassed US$460 million in 2024 in Brazil, which ranked 10th in the global financial exposure ranking, with the finance and shopping apps being the most affected.The installation fraud has increased in the 104040404041 in the iOS method used in the 17T17T.3 are the type of the iOS 15T.

“What we understand from the data is that the Brazilian app market should focus on opportunities in categories such as e-commerce and finance; migrate from volume to value, with strategies focused on the life cycle; invest in remarketing in shopping and finance apps to increase retention and loyalty; and meanwhile, invest in fraud prevention to protect campaigns and maintain results in the long term”, 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 anonymous and aggregated data. To ensure statistical validity, we follow strict volume and methodology criteria, presenting only data that meet these conditions.When standard data are presented, the participation of each month in the total period analyzed for trend construction is considered.