As mobile marketers face rising acquisition costs and mounting pressure to prove return on investment, new data suggests the non gaming app economy is entering a more performance driven phase. Mintegral has released its 2026 Global Non Gaming App Trends Report in partnership with Insightrackr, outlining major shifts in AI adoption, short form drama video growth, and ROI focused advertising strategies.
The 2026 Non Gaming App Trends Report draws on aggregated and anonymized data from more than 100 markets worldwide between January and December 2025. Combining Mintegral global network insights with Insightrackr advertising intelligence, the report examines how marketers are adapting user acquisition, monetization, and creative approaches amid intensifying competition and increased scrutiny over marketing spend.
According to the findings, AI adoption has expanded beyond standalone applications such as ChatGPT and Perplexity. AI powered features are now embedded across categories including education and utilities, contributing to measurable revenue uplift. The report suggests that AI is evolving from a niche vertical into a foundational layer across the broader non gaming app ecosystem.
Short drama applications have also emerged as a high growth segment. Six of the top global apps in this category recorded triple digit year over year revenue increases, reflecting a shift in how users consume serialized video content in mobile environments. This trend signals new monetization opportunities as short form video continues to reshape engagement patterns.
At the same time, advertisers are moving toward more ROI centric strategies. Adoption of automated bidding is accelerating, with Mintegral Smart Bidding solutions experiencing more than fifty percent growth in ad spend. Rather than optimizing solely for install volume, marketers are prioritizing long term value and sustainable profitability.
“The non-gaming app landscape is undergoing a radical transformation,” said Erick Fang, Chief Executive Officer of Mintegral. “The real story of 2026 is the sophistication of the marketer. By embracing automated, ROI-based UA solutions and highly immersive video formats, developers are cracking the code on balancing rapid scale with sustainable profitability.”
Competition is intensifying across key verticals. The number of advertisers increased by more than forty three percent in finance and business and forty two percent in life services, underscoring the need for precise targeting and differentiated creative strategies.
Platform dynamics also remain distinct. Android continues to lead in user acquisition volume, while iOS commands premium revenue performance, particularly in finance and life services. Monetization benchmarks show that rewarded video remains the highest yielding ad format globally, with eCPMs reaching up to 165 times higher than standard banners on iOS. North America stands out as the most lucrative region for rewarded video, especially within short drama and utility categories.
Overall, the 2026 Non Gaming App Trends Report positions AI integration, immersive video formats, and ROI driven advertising as central forces shaping the next phase of growth in the global mobile ecosystem.
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