Singular was the first company to publish a ranking of companies by advertising profitability in 2017. This year, the company published an ROI index that is based on $10+ billion in advertising spend and roughly the same number of app installs.

A side note: $51.5 billion was invested in games in 2022

In 2023, the best advertising channels for iOS and Android are slightly different, among them the best for the former platform are:

  • AppLovin,
  • Google Ads
  • Meta
  • Moloco 
  • TikTok

While the leaders for Android are:

  • AppLovin
  • Google Ads
  • ironSource
  • Meta
  • Mistplay 

As can be seen, three of these are equally in demand and are equally effective on both platforms.

Advertisers’ spending on iOS varied throughout 2022. In January 2022, 64% of spending was on Android and 36% on iOS, while by the end of 2022 Android was 53% and iOS 47%. In addition, ad spending in the new year in the US will be 15% lower than it was in 2021.

The full report is available here.