ATT opt-in rates: 2025 data & benchmarks | Adjust

As of Q2 2025, the industry-wide average ATT opt-in rate reached 35%, up slightly from 34.5% in Q2 2024 and 34% in Q2 2023.
Education apps saw the biggest gain, rising from 7% to 14% due to better onboarding and pre-permission prompts.
Gaming remains the top vertical, with sports (50%), hyper casual (43%), and action (40%) leading.
Cross-promotion boosts hyper casual opt-in from 43% to 51%.
By country, Brazil leads at 50%, followed by UAE (49%) and Turkey (42%).
Canada and Australia rose to 29% and 27%, respectively.
The upward trend signals that investing in ATT prompt design and user education is strategic for increasing addressable iOS audiences and enhancing predictive analytics.