Carnival in Brazil doesn't just happen on the streets—it's also dominating the digital world. A new study by AppsFlyer, a global platform for app measurement and attribution, analyzed the app market in Brazil between February 22 and March 11, covering more than 170 apps in the Entertainment, Finance, Food & Beverage, Shopping, and Travel categories. The study examined 120 million installs and 280 million remarketing conversions, segmented into three phases: Pre-Carnival (February 22 to 28), During Carnival (February 28 to March 5), and Post-Carnival (March 5 to 11). The data reveal how user behavior was impacted before, during, and after the festivities.
Entertainment on the rise: the party wasn't just offline
With the increase in entertainment seeking during Carnival, entertainment apps stood out: installations grew by 8% during the festival compared to the previous period and 15% compared to post-Carnival. The investment in advertisements increased by 4% during Carnival compared to pre-Carnival and rose another 5% post-Carnival. In-app purchases surged: +20% compared to pre-Carnival and +23% compared to post-Carnival, highlighting the high consumption of digital content during this period. Streaming platforms and social media played an essential role, showing that digital Carnival is as vibrant as the physical one.
Fintechs in the red: Carnival distracts users from financial apps
As fun increased, engagement with financial apps decreased: installations dropped 14% during Carnival compared to the pre-Carnival period, indicating greater interest before the festivities, and the volume of installations during Carnival was 8% lower than in the post-Carnival period. The investment in pre-Carnival advertising was 16% higher than during the festivities, but still, advertising expenses during Carnival were 2% higher than in the post-Carnival period. Purchases within financial apps decreased by 19% compared to pre-Carnival and 21% compared to post-Carnival, reflecting a greater focus on immediate spending rather than financial management. The accentuated drop suggests that fintechs could better leverage Carnival by promoting incentives such as cashback and financial control campaigns.
Food & drink apps have taken off: delivery has taken over the festivities!
If Carnival is synonymous with celebration, hunger comes right after! The Food & Beverage sector was one of the biggest beneficiaries: the facilities grew by 26% during Carnival compared to pre-Carnival and 14% compared to post-Carnival. In-app purchases increased by 24% during Carnival compared to pre-Carnival and by 4% during Carnival compared to post-Carnival, indicating a continued demand for convenience and delivery.
Conclusion:The growth confirms that delivery and fast food apps were essential allies for partygoers, consolidating an increasingly strong digital habit.
Shopping down: e-commerce loses ground during Carnival
Online shopping was not a priority for Brazilians during the festivities: installations dropped 5% during Carnival compared to pre-Carnival and 10% compared to post-Carnival. Ad spending plummeted 29% during the event compared to the same post-Carnival period, suggesting a more financially cautious behavior after the party. In-app purchases dropped 9% during Carnival compared to pre-Carnival and 22% compared to post-Carnival, reinforcing that consumer focus was on other aspects. To maintain users' interest in festive events, e-commerce apps need to develop more robust seasonal strategies.
What does this mean for the app market?
Events like Carnival directly impact the digital behavior of Brazilians, creating strategic opportunities for brands and developers:
- Entertainment and Food & Beverage Apps Should Intensify Campaigns During Carnivalto capture the growing demand.
- Fintechs and e-commerce need to rethink engagement strategiesto retain users during periods of high distraction.
- The travel industry can capitalize on users’ increased interest in experiencesto convert a more engaged audience.
“Carnival isn’t just a cultural phenomenon—it’s a digital disruptor. Our data shows that user behavior changes dramatically across industries, creating both challenges and opportunities for app marketers. Brands that anticipate these trends can turn seasonal spikes into long-term engagement,” said Renata Altemari, Country Manager for AppsFlyer in Brazil.
