GCC In-App Revenue Growth Outpaces Downloads, Bidease and Sensor Tower Report Finds
In-app purchase revenue across the GCC increased by 41 percent between the first quarter of 2024 and the first quarter of 2026, compared with global growth of 21 percent, according to a new report from Bidease and Sensor Tower. The 2026 Mid-Year Middle East App Growth Report found that the UAE recorded the highest growth in the region at 46 percent, followed by Saudi Arabia at 43 percent. Over the same period, app downloads across the GCC increased by 9 percent.
The report combines Sensor Tower market data with a survey of 400 app marketers across the GCC. The findings indicate that revenue growth has outpaced download growth in the region. In-app purchase revenue grew 4.5 times faster than downloads during the period covered by the report.
The survey also found that marketers are facing increased competition for app users. Rising competition was identified by 48 percent of respondents as a factor making campaign planning more difficult, followed by changing consumer behaviour at 44 percent.
Three-quarters of respondents said they increase paid media budgets when growth indicators weaken, with spending often concentrated around peak periods. Ramadan and the fourth quarter continued to be viewed as important growth periods, with 86 percent of respondents describing them as reliable, although only 54 percent considered them very reliable.
Retention gains importance
The report suggests that the growth in in-app spending is placing greater emphasis on the value generated after an initial download. While downloads and cost-per-install remain commonly used measures, the survey found that retention was the metric most trusted by respondents when evaluating changing market conditions. It was selected by 32 percent of GCC marketers, ahead of other measures including CPA, CPI and return on advertising spend.
“The GCC numbers describe a market moving into a new phase,” said Anthony Bartolacci, chief strategy officer at Sensor Tower. “Revenue growth of 41 percent against a 21 percent global benchmark, running 4.5 times ahead of download growth, tells us users in the region are spending more, not just downloading more. The UAE and Saudi Arabia are the clearest examples of a fast-maturing, high-value app economy.”
Marketers increase testing and creative updates
The survey found that 70 percent of GCC marketers increase their use of new channels when growth indicators weaken. Creative changes are also frequent, with 77 percent saying they refresh advertising creative weekly or more often.
Shayan Rahimi, managing director MENA at Bidease, said the increase in competition was changing how advertisers approached customer acquisition. “Nearly half tell us rising competition is the main reason planning has become harder,” Rahimi said. “Growth still starts with acquisition, and it always will. What has changed is the standard for what good acquisition means.”
The report covers the GCC app economy from Q1 2024 through Q1 2026 and includes survey responses from 400 app marketers across the region. The full 2026 Mid-Year Middle East App Growth Report is available from Bidease.
Methodology
The report combines Sensor Tower market data covering the GCC app economy between Q1 2024 and Q1 2026 with a Bidease survey of 400 app marketers across the GCC.
