Global mobile ad spend set to reach $362bn in 2023, driven by short video and OTT apps

Celeste Huang

An overview of 2022 and 2023 mobile ad spend and mobile consumption landscape.

Global advertising spend on mobile is forecast to grow 7.5% year on year and reach $362bn in 2023, although the growth has slowed down significantly compared to 2020 (+26.3%), according to data.ai’s latest report. 

Short video and over-the-top (OTT) apps are expected to drive most ad spend, despite the wider economic slowdown. OTT apps ranked first for both downloads and consumer spend in 2022. This mobile app category – including DIsney+ and Netflix – accounted for 16% of all consumer money spent on subscriptions and in-app purchases. 

However, the one single app which collected the most consumer spend...

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