In November, we’re seeing many of 2021’s biggest mobile news stories — regulatory changes to app store payments, ATT, and a FinTech explosion — step back into the spotlight in new ways. Welcome to FeedMob’s Mobile Insights Newsletter where we provide insights, news, and trends in mobile performance marketing. Here’s what you’ll find in today's newsletter:

News Summary

The impacts of regulatory changes to how app stores are allowed — or not — to restrict payment methods are finally being felt in a variety of different ways. Earlier this month, Google announced it will comply with South Korea’s directive to allow third-party payments in the Play and App Stores. Apple contends it is already in compliance with South Korea’s law. Of course, this comes on the heels of the Epic lawsuit that ruled Apple would also have to allow other payment options in its App Store — but Apple continues to appeal, and has yet to implement third-party payments. Meanwhile, Facebook is testing Apple’s limits by introducing new Creator Subscriptions. This allows creators to share custom subscription links and collect direct payments from fans keeping all the money except for taxes.

As the payment saga continues to play out, Apple launched iPhone 13, increasing its market share in several key markets. According to IDC, Apple overtook Xiaomi in Q3 to take second place after Samsung. Counterpoint Research showcased that Apple’s market share grew from 17.6% to 22.1%, in Europe. Not only is Apple growing its market share of global mobile devices, but Bernstein analysts also estimate the company may potentially add $1 billion in annual revenue thanks to its privacy changes — which some say position it to meet advertising demands as some social media platforms now struggle to do so. 

And finally, App Annie released its annual mobile forecast — “2022: A World Transformed — 6 Mobile Forecasts to Help You Succeed” — and while interesting findings abound, the one that grabbed our interest was that thanks to Gen Z, mobile-first FinTech apps will grow by 160% in 2022. We see this trend playing out in our book of clients and the growth we’ve experienced in the FinTech sector. Learn more below.

Supply Update: Spend and Trends

FinTech growth is accompanied by big FinTech spending! Across our book of FinTech clients who have worked with us since January, we have observed an estimated 250% average spend increase from Q1 - Q3 of 2021. As of October, FinTech clients represent 29% of our clients and about 1/3 of our total revenue.

We’ve also seen other 2021 trends continue to play out in the final quarter of the year. As we reported back in September, Incent Ad Networking spending is on the rise, and that hasn’t abated in the ensuing months. In September, Incent accounted for a little over 10% of our media partner spend, and in October that rose to 16.2%. Check out the full breakdown of our partner spend below.

That wraps up this volume of Mobile Insights. As always, let our team know if you have any content suggestions or questions about this edition of our newsletter. For those of you who celebrate Thanksgiving, the FeedMob team wishes you and your family the very best this holiday season!

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