Mobile App Monetization Trends In 2025

According to AppsFlyer’s latest monetization report, hybrid strategies that combine different monetization models such as In-App Ads (IAA), In-App Purchases (IAP), subscriptions, and passive SDK-based monetization have now become the predominant approach in both non-gaming and mid-core mobile app segments. These changes are largely attributed to the decline of deterministic attribution and the growing prominence of AI-driven dynamic pricing models, which enable a more agile and efficient approach to monetization.

In particular, non-gaming apps have surpassed their gaming counterparts in the pace of creative optimization cycles and the efficiency of ad spend management. Creative A/B testing velocity in non-gaming apps saw a 40% increase year-over-year, with AI tools contributing to an increased volume of asset permutations that maximize eCPM under real-time bidding conditions. Meanwhile, gaming app ad spend has seen a 7% decline, marking the lowest year-over-year growth rate since 2019. This shift signals a growing trend where non-gaming apps are setting the bar for advanced monetization strategies.

Forecasting Key Metrics: eCPM, RPM, RPM-Data Through 2026

Drawing on data from AppsFlyer, Tenjin, and CAS.AI covering the first and second quarters of 2025, the following projections have been established for mobile app monetization:

• Android eCPM: $4.50–$6.20
• iOS eCPM: $5.80–$7.20
• RPM-data: $0.60–$0.90
• Overall RPM: $2.00–$2.40
• ARPDAU (hypercasual): $0.12–$0.14

These projections demonstrate the sustained growth of app monetization, with key metrics like eCPM and RPM steadily improving due to the rise of AI-driven pricing models and Sub-ID LTV segmentation. These innovations enable apps to extract more precise value from their user bases and scale revenue more effectively. This predictive insight underscores the importance of leveraging AI tools and advanced segmentation strategies to remain competitive in the evolving app ecosystem.

The Role of Passive Monetization in the Revenue Mix

From 2022 to 2025, the share of passive monetization—primarily through SDK-based monetization—has expanded from approximately 5% to nearly 20% of total app revenue. This growth is especially pronounced in apps where traditional ad engagement is limited or less effective. SDK-based monetization models provide app developers with a reliable and predictable source of revenue that is largely unaffected by CPM volatility and seasonal fluctuations in demand. This trend highlights the increasing importance of passive monetization in the overall revenue strategy for mobile apps, especially as the app market becomes more competitive and reliant on diversified income streams.

Passive monetization models, particularly those using SDK integrations, allow for a steady flow of revenue without the need for active user engagement with ads or purchases. These models are gaining traction due to their ability to deliver consistent income while minimizing the impact on user experience. Furthermore, SDK-based monetization is highly scalable, allowing developers to extend their revenue-generating capabilities without significant additional effort.

Compliance and Platform Risk: Google Play 2025 and the DMA

The enforcement of the Digital Markets Act (DMA) and updates to Google Play’s policies in 2025 have introduced new requirements for transparency, especially regarding SDK behavior, data usage, and user consent. These regulatory shifts are reshaping the landscape for app developers, as they must now comply with stricter guidelines related to data privacy and user interaction.

The Infatica SDK is one example of how developers can meet these new regulatory requirements. With features such as modular consent flows, minimal CPU impact (under 1%), and full compliance with GDPR and CCPA standards, Infatica ensures that app developers can align with the new regulatory framework without sacrificing performance or user experience. This level of compliance not only mitigates legal risks but also fosters trust with users, an essential factor in today’s privacy-conscious environment.

For more on the Digital Markets Act and its implications for mobile app developers, visit this overview by TechCrunch and EU’s Digital Markets Act official page.

SDK-Based Monetization: Technical and Economic Advantages

Infatica SDK stands out due to its versatility and compatibility across a wide range of platforms, including Android, Windows/macOS, and browser extensions. It supports metadata-based monetization via peer-to-business logic, which enables developers to generate revenue from 100% of their users. This is a significant advantage over traditional models that rely on user engagement with ads or purchases, as it provides a more consistent and scalable revenue stream.

Moreover, the revenue attribution through Sub-ID logic enables precise tracking, allowing developers to optimize their monetization strategies based on granular user data. Coupled with AI-based RPM-data pricing, this dynamic yield management approach allows for real-time adjustments to pricing strategies, helping developers maximize their earnings from each user interaction.

Monetization Model Comparison

Integration Process: Seven Phases

Monetization through SDK architecture typically follows seven key phases:

1. Audience Qualification: Identify the target user base.
2. Model Selection: Choose the most appropriate monetization model (e.g., passive SDK, ad-based, etc.).
3. SDK Deployment: Integrate the chosen SDK into the app.
4. A/B Testing: Conduct experiments to optimize monetization strategies.
5. Revenue Attribution Setup: Set up proper tracking for revenue generation.
6. Optimization Through AI: Use machine learning tools to fine-tune monetization strategies in real-time.
7. Scale-Up: Expand monetization efforts once the optimal setup is identified.

Case Study: Puzzle Game Hybrid Monetization (Fictional)

A fictional puzzle game with 300,000 monthly active users (MAU) adopted a hybrid monetization model combining IAP, IAA, and passive SDK-based monetization. Over a 90-day period, the game saw a $0.03 increase in RPM-data due to the integration of the SDK. This resulted in a 48% increase in the combined average revenue per user (ARPU), without any noticeable churn increase. Additionally, the SDK passed Play Store audits under the updated DMA enforcement regulations, highlighting the efficacy of hybrid monetization strategies in adhering to compliance standards while driving revenue growth.