Mobile App Promotion Market to Exceed 20 Billion Rubles

The rest of the market comes from models based on long-term monetization of devices already in use. This refers to revenue share — receiving a portion of the revenue from search, subscription, and transaction services. According to TelecomDaily's estimates, this mechanism will bring market participants around 4.95 billion rubles.

This revenue distribution structure reflects how the industry is organized: the platform owner earns at every stage of the app's life cycle — from appearing on the user's screen to its regular use.

Market Context

TelecomDaily's forecast marks the transition of app promotion into a mature, structured industry. Budgets are distributed among all links in the chain: hardware manufacturers, platforms, operators, and retail, which receive a guaranteed share of 10 billion rubles simply by controlling the software environment.

The revenue share model, meanwhile, remains a significant but not dominant source of income. Nearly 5 billion rubles of the total market volume is generated through fees from search, subscription, and transaction services on devices in active use.

For advertisers and developers, these figures mean rising costs of access to users: the more the owners of the software environment earn, the higher the entry barrier for the apps themselves. At the same time, questions of campaign efficiency are coming to the forefront.

In particular, Senior Project Manager Nikita Kuznetsov and Creative Director Maria Narushevskaya from the mobile marketing agency Rocket10 previously explained the secret of RSYa — Yandex's advertising network — for promoting mobile apps. Optimizing traffic purchases within such systems is becoming one of marketers' key tools in a growing market.