Here is an analysis of the global non-gaming App user acquisition marketing trends for October 2025, based on ad data from 50 countries/regions and 28 global media platforms, according to AppGrowing's report.

In October 2025, tool apps continued to account for the largest share of active advertisers among global applications, with the highest proportion of new advertisers as well, rising further to 27.55%.

Beyond tools, categories with over 10% share of newly advertised apps include life, Health & Fitness, Food & Drink, Entertainment, Educational.

The top three categories for ad volume perspective were Shopping, Entertainment, and Books & Reference. Short-drama app continued its growth trend in October after an uptick in ad volume in September. In contrast, the volume of ads for novel apps saw a slight decline, though minimal.

Yet when measured by the number of unique creatives,tools apps outperformed books & reference.

Looking at creative formats and video length distribution,global app advertising this month showed a near 50/50 split between image and video creatives, with little difference between the two.

On video duration, ads under 15 seconds still accounted for the largest share at 33.18%.

01.Top Non-gaming App Developers & Apps

According to AppGrowing, TEMU and CHANGDU TECHNOLGY continue to lead the global app advertisers. Meanwhile, Google’s ad volume has shown a steady month-over-month increase with particularly strong momentum, propelling it into the TOP 5 rankings this period.

On the product ranking, most short-drama apps in this period exhibited a trend of month-over-month growth in ad volume. Notably, "Kalos TV" by 明颜 and "JoyReels" by UREELS PTE. LTD showed remarkable growth rates of 59.44% and 879.42%, respectively.

The tools app "Photo Video Maker With Music" experienced a significant drop in ad volume by 45.53% this month after a spike last month, entering a relatively moderate phase.

02.Top Apps in Selected Catagories

For category deep-dives, AppGrowing highlighted four: social, finance, short dramas, and AI companion.

This period's top social media platforms by ad volume are LINE, Facebook, and TikTok. The top finance advertiser is Bravo Korea by JEONBUK BANK, a lifestyle and financial service app for foreigners in Korea, offering overseas remittance, community interaction, and medical services. Its ad volume surged rapidly in mid-October, peaking at 7,597 ad sets per day.

This period's top social media platforms by ad volume are MoboReels, Dramabox, Minishorts.The top AI companion app was "Linky AI" from SKYWORK AI, which has swiftly entered the global market since its launch, achieving a cumulative download count of over 20 million.

03.Ad Creative Case：Emochi

According to AppGrowing, the entertainment app "Emochi: Unlimited Chat with AI" from FlowGPT exhibited a stable ad volume trend in October, averaging 3,500-4,000 placements per day.

In terms of creative strategy, "Emochi" emphasizes the app's “companion” attribute, primarily featuring beautifully AI-generated characters and incorporating Live 2D technology for simulated interactive feedback. The narrative often unfolds through video calls and chat dialogue boxes, closely simulating the daily communication scenarios of a couple.

For example, this creative starts with a video call format to simulate genuine interpersonal communication, lowering the barrier and psychological burden for users. It then directly highlights the product's core with phrases like "Baby, I am your virtual girlfriend" and "Come and Chat with me," targeting users seeking emotional companionship.

Ultimately, clear brand presentation and convenient platform redirection provide users with a clear action path.

Source：AppGrowing

October 2025 Non-gaming App Advertising Review

01.Top Non-gaming App Developers & Apps

02.Top Apps in Selected Catagories

03.Ad Creative Case：Emochi

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