AppsFlyer, a global leader in marketing measurement, attribution, and data analytics, opened during its MAMA São Paulo event (Mobile Attribution, Marketing Analyticss), the unpublished report "The State of App Marketing in Brazil: 2025 Edition".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 installs per quarter – 29.5 billion total installs 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 collection of relevant data to understand the Brazilian market and guide strategies.
Brazil is the 4th country in spending on User Acquisition
In 2024, Brazil was the 4th largest market in advertising investment for user acquisition (UA), behind only the United States, India, and the United Kingdom. But, while the US and the UK mainly focus their efforts on iOS, Brazil, like India, allocated most of the budget to Android. 93% of the US$2.85 billion invested in UA in Brazil was allocated to Android, which holds 82% of the mobile operating systems market share.
This bet on Android made sense for many years. He offered scale at a lower cost and was a reliable growth engine. Only in 2024, apps in categories such as social media and finance each generated around $500 million in UA, with the majority of that amount going to Android.
However, effectiveness is beginning to change: despite the investment still being high, finance apps on Android experienced a nearly 10% decrease in installs year over year, indicating that scaling without delivering value is no longer sustainable for campaigns focused solely on Android. Meanwhile, iOS is gaining ground. In 2024, investment in UA on iOS grew by 168% compared to the previous year, while Android experienced a 22% decline. This indicates more than just a platform change: it reflects a deeper strategic shift focused on long-term value.
High-value segments transfer budgets to iOS
When observing the main segments closely, the trend repeats itself. Finance and shopping apps tripled their investments in iO, with the e-commerce sector alone accounting for 17% of nearly $400 million invested. As for food and beverage apps, they went even further: investment in iOS skyrocketed by an incredible 923%. All these peaks point to one goal: acquiring high-value users who convert, engage, and stay active.
"Android is still essential for reaching large audiences, but iOS is becoming the main choice for growth based on user lifetime value (LTV). As the app market in Brazil matures, user acquisition strategies are shifting from a focus on volume to a more significant impact. For marketing professionals focused on long-term return, the message is clear: it may be time to rethink how and where budgets are being invested," explains Renata Altemari, country manager of AppsFlyer in Brazil.
Remarketing expenses reach US$ 1.67 billion in seasonal events
Carnival and the Copa América drove a spike in re-engagement in the first semester. Expenses on iOS increased by 18% compared to the previous year. Android led in conversions, but with a strong dependence 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 growth expectations, driven by widespread smartphone use, the advancement of 4G and 5G networks, and a digital landscape that already sees the mobile phone as the main screen. The launch of Pix in 2020 accelerated the transformation of the financial sector, and super apps like WhatsApp have been expanding their role in Brazilians' daily lives. Even with connectivity challenges, the market continues to grow and mature, opening up new opportunities in mobile marketing, says Renata.
Installation fraud exposure exceeds US$ 460 million in 2024
Installation frauds are attempts to deceive advertisers by making it appear that an app was 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 trying to earn commissions fraudulently. The advertiser pays a platform for the installation thinking they attracted a legitimate user, but in practice, they lost money. This exposure to installation fraud exceeded US$460 million in 2024 in Brazil, which ranked 10th in the global financial exposure ranking, with finance and shopping apps being the most affected. Installation fraud has increased broadly: 57% on Android and 79% on iOS. Bots are the most used method for this type of fraud.
What we understand from the data is that the Brazilian app market should focus on opportunities in categories such as e-commerce and finance; shift from volume to value with strategies aimed at the lifecycle; 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 criteria for volume and methodology, presenting only data that meet these conditions. When normalized data are presented, the participation of each month in the total of the analyzed period is considered for constructing the trends.
