# 340. The $12B+ Mobile Ad Market: Sensor Tower's First-Ever Deep Dive

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Text version: https://stenobird.com/podcast/deconstructor-of-fun-223878/340-the-12b-mobile-ad-market-sensor-tower-s-first-ever-deep-dive.md
Podcast: [Deconstructor of Fun](https://stenobird.com/podcast/deconstructor-of-fun-223878)
Published: 2026-08-03T10:30:21+00:00
Episode link: https://podcasters.spotify.com/pod/show/deconstructoroffun/episodes/340--The-12B-Mobile-Ad-Market-Sensor-Towers-First-Ever-Deep-Dive-e3mt88t
Audio file: https://anchor.fm/s/500026c/podcast/play/123690717/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-7-3%2F429115481-44100-2-b8e96117863fc.mp3
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Duration seconds: 1941

## Resource

After years of saying not yet, Sensor Tower finally estimated mobile ad revenue, and the number is $12 billion for 2025.Josh Chandley and Sensor Tower's lead gaming insights analyst Sam walk through how the estimates were built and why $12 billion is a conservative floor. We get into why puzzle pulls more than half of all gaming ad revenue, how AppLovin keeps eating share while smaller networks shrink, the non-gaming advertisers like Temu, Shein, and finance apps flooding into gaming inventory, and why AP-focused hybrids out-earn ad-first hybrids by 4x.CHAPTERS: 00:00 Why Ads Were Opaque01:07 How Sensor Tower Models Ads02:31 The 12 Billion Headline04:00 Coverage Countries Networks06:07 Ads Versus IAP D2C08:52 Non Gaming Demand Surge12:55 Network Share Winners15:15 AppLovin Take Rate Debate19:04 Puzzle Dominates Ad Revenue26:17 Hybrid Casual Economics30:25 Studio Strategy And Wrap

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## Transcript

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