January by the Numbers: How App Behavior and Ad Spend Shifted in Early 2026

January 2026 saw a steady $12 billion in ad spend, but year-over-year category shifts revealed changing advertiser priorities.
Gaming emerged as the fastest-growing category with a 42% spend increase, replacing Food & Dining in the top six.
Financial Services overtook CPG to claim the third spot, suggesting growing confidence in consumer financial engagement.
Despite only 2% download growth, Gaming revenue rose 5% and revenue per download improved 8% to $3.14, indicating better monetization.
Health and Wellness also saw RPD climb 6% to $3.39.
These patterns reflect seasonal and strategic recalibrations as advertisers reset budgets in January, with overall spend concentrated in top categories like Shopping, which dropped from 21% in December to 17% in January.