In 2024, Indian users dedicated an additional 68 billion hours to entertainment apps and 50 billion hours to social media, establishing India as a leading mobile app market, per Moloco’s research. Gaming accounted for 34% of total app engagement, with an 11% year-over-year increase, while generative AI usage skyrocketed by 669%. The report, “Performance Through Independence,” conducted with Sensor Tower and Singular, illustrates India’s accelerating app economy, even as engagement wanes in developed nations.
Tom Shadbolt from Moloco noted that significant advertising returns are being achieved outside major players like Google and Meta. Despite 88% of mobile ad dollars still going to these tech giants, advertisers who diversified to independent apps witnessed a 214% increase in returns. With a 25% rise in in-app purchases and subscription revenues projected to reach $70.5 billion globally, India is positioned as a pivotal growth engine for the future of mobile advertising.
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