China: growth prospects of IAA by segment

As of January 2022, placement games had the highest level of growth potential in in-app advertising among all segments in China, with a development index of over three hundred points. Followed were female-oriented games and card games.

Growth potential of in-app advertising (IAA) based on development index in China as of January 2022, by segment

Characteristic	Index points
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Release date

March 2022

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Region

China

Survey time period

January 2022

Supplementary notes

Development index was a combination of industrial index, content index, and commercial index. The higher the index points, the stronger the growth potential.
Specifically, industrial index was measured by active userbase of apps, time spent on such apps, and number of such apps in each segment;
Content index was measured by number of videos related to the segment, viewership and search volume of such videos, and user engagement to such videos on Douyin platform;
Commercial index was measured by traffic and request volume, advertising revenue, and growth rate of cost per mille (CPM) in each segment.

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