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Asia-Pacific leads global app growth, and Indonesia is catching up fast

New Adjust data reveals surging app growth in Indonesia and across APAC, outpacing global benchmarks

Patrecia Meliana

29 Oct 2025 • 5 min read

Indonesia is now one of Asia-Pacific’s top breakout markets in mobile apps, according to Adjust’s Mobile App Growth Report: 2025 Edition. The country notched a growth score of 43.1, placing it right behind India (49) and well ahead of global averages.

In a year marked by AI-driven targeting, soaring user acquisition costs, and ongoing privacy changes, APAC remains the engine of global mobile growth. Adjust’s new data highlights how emerging economies like Indonesia, Vietnam, and the Philippines are outpacing mature markets in both scale and engagement.

This article explores the top findings from the 2025 report and what mobile marketers should know about capitalizing on app growth in Indonesia and across the wider APAC region.

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Indonesia and India are driving APAC's mobile app boom

Indonesia posted one of the highest mobile app growth scores globally (43.1), trailing only India (49) in Adjust’s analysis. The report evaluates more than 5,000 global apps using four weighted metrics: install volume, CPI efficiency, session frequency, and user retention.

Across the broader region, APAC achieved a staggering average growth score of 45, well above the global benchmark of 29.2. Vietnam (33.9) and the Philippines (33.3) also stood out, reinforcing the region’s dominance in mobile-first engagement.

Despite economic pressures and privacy policy changes, global app installs grew 11% year-over-year, while session volume increased 10% in the first half of 2025. These results suggest marketers are doubling down on AI optimization, personalized campaigns, and retention strategies to stay competitive.

Gaming dominates APAC growth, with Indonesia rising fast

Gaming remains the powerhouse category in the region. APAC gaming apps recorded a growth score of 37, led by strong performances in sub-genres like music games (41.2), card games (35.7), and board games (34.6).

Indonesia scored 40.1 in mobile gaming growth. While that trails India’s 52.2, it still ranks among the top global performers. The country's momentum is fueled by low acquisition costs, a young and mobile-native population, and growing participation in esports and hybrid monetization models.

APAC is projected to generate US$66.7 billion in gaming revenue this year, further reinforcing why global publishers are doubling down on regional investment.

Why marketers should care about Adjust's growth score

“The challenge for marketers today isn’t a lack of data. It’s knowing which signals matter most,” said Tiahn Wetzler, Marketing Director at Adjust. The company’s growth score provides a nuanced benchmark that balances volume with efficiency and retention.

For marketers, this offers a much-needed compass in evaluating where user acquisition efforts are likely to deliver both scale and long-term value.

In Indonesia’s case, high install rates and solid retention metrics signal more than short-term hype. With mobile commerce, entertainment, and fintech usage on the rise, marketers should view the country as fertile ground for diversified app growth, not just gaming.

What mobile marketers should do next

If you’re planning to expand into Southeast Asia, or looking for new growth pockets outside saturated Western markets, here are three key takeaways:

1. Localize engagement strategies

Indonesia’s users are mobile-first but also culturally distinct. Language, payment behavior, and social dynamics all matter. App marketers should invest in tailored onboarding and content localization to boost retention.

2. Optimize for cost efficiency

India’s rock-bottom CPI (US$0.03) is an outlier, but APAC as a whole still offers stronger acquisition economics than North America or Europe. Marketers should evaluate CPI benchmarks regionally and adjust campaign pacing accordingly.

3. Prioritize post-install performance

Adjust’s growth score rewards not just volume but session frequency and retention. Marketers should integrate tools that track cohort behavior and trigger personalized in-app experiences to extend user lifetime value.

Indonesia is no longer just an emerging player. It is a high-growth mobile app market competing on the global stage. Backed by Adjust’s latest report, the data is clear: APAC leads the mobile app economy, and Indonesia is one of its fastest risers.

For marketers, this is a signal to expand their strategic footprint, test more regional campaigns, and lean into data-led growth signals, not just top-line installs.

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