Carnival 2025: How Brazil's biggest festival transformed the use of apps in the entertainment, finance, food and other sectors

Carnival in Brazil doesn't just happen on the streets—it also dominates the digital world. A unique study by AppsFlyer, a global app measurement and attribution platform, analyzed the app market in Brazil between February 22nd and March 11th, 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 22nd to 28th), During Carnival (February 28th to March 5th), and Post-Carnival (March 5th to 11th). The data reveals how user behavior was impacted before, during, and after the festivities.

Entertainment on the rise: the party wasn't just offline

With the increased search for fun during Carnival, entertainment apps stood out: installs grew 8% during the festivities compared to the pre-Carnival period and 15% compared to the post-Carnival period. Ad spend increased 4% during Carnival compared to the pre-Carnival period and rose another 5% post-Carnival. In-app purchases soared: +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 a key role, demonstrating that digital Carnival is as vibrant as the physical one.

Fintechs in the Red: Carnival Distracts Users of Financial Apps

While the fun increased, engagement with financial apps declined: installs decreased by 14% during Carnival compared to the pre-Carnival period, indicating increased interest before the party, and the volume of installs during Carnival was 8% lower than in the post-Carnival period. Ad investment before Carnival was 16% higher than during the festivities, but ad spending during Carnival was still 2% higher than in the post-Carnival period. Purchases within financial apps fell by 19% compared to the pre-Carnival period and by 21% compared to the post-Carnival period, reflecting a greater focus on immediate spending than on financial management. This sharp drop suggests that fintechs could better leverage Carnival by promoting incentives such as cashback and financial management campaigns.

Food & drink apps have taken off: delivery has taken over the festivities!

If Carnival is synonymous with partying, hunger is a close second! The Food & Beverage sector was one of the biggest beneficiaries: installs grew 26% during Carnival compared to pre-Carnival and 14% compared to post-Carnival. In-app purchases increased 24% during Carnival compared to pre-Carnival and 4% during Carnival compared to post-Carnival, indicating continued demand for convenience and delivery.
Conclusion: The growth confirms that delivery and fast food apps have been essential allies for partygoers, consolidating an increasingly strong digital habit.

Shopping down: e-commerce loses ground during Carnival

Online shopping wasn't a priority for Brazilians during the festivities: installs fell 5% during Carnival compared to pre-Carnival and 10% compared to post-Carnival. Ad spend plummeted 29% during Carnival compared to the same period post-Carnival, suggesting more cautious financial behavior after the festivities. In-app purchases fell 9% during Carnival compared to pre-Carnival and 22% compared to post-Carnival, reinforcing that consumers were focused on other aspects. To maintain user interest during 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 Carnival to capture the growing demand.
• Fintechs and e-commerce need to rethink engagement strategies to retain users during periods of high distraction.
• The travel industry can capitalize on users' increased interest in experiences to 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 different industries, creating both challenges and opportunities for app marketers. Brands that anticipate these trends can turn seasonal spikes into long-term engagement," says Renata Altemari, Country Manager at AppsFlyer in Brazil.