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What Is Behind the Decline in Downloads in LATAM?

In our Mobile Market Landscape report, we highlighted a noticeable shift across Latin America. In several countries — including Colombia, Ecuador, and Peru — app downloads declined in 2025 after solid growth in 2024.

Our partner at Tenjin, Roman Garbar, shared his perspective on the slowdown. In his view, it is likely tied to overly optimistic growth expectations from major advertisers. Many failed to reach anticipated eCPMs and IAP performance levels, and budgets were scaled back in 2025, directly impacting downloads 💡

Discover more insights into regional market shifts in Mobile Market Landscape 2026.
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