AppsFlyer’s latest report ranks the top media sources in mobile advertising between January and June, 2016. The Performance Index evaluates the global mobile advertising ecosystem through app user growth, retention rates and which advertising platforms attract the most engaged app users.

Facebook remains the top media source for mobile advertising across all global markets, regions and platforms except on Android Europe, where it came in at third place. Unity has made significant strides—rising to the number four spot on global power rankings for both Android and iOS, the number three spot for Android and number two for iOS in APAC countries. Google is also moving up the charts for mobile advertising, up to second place in the power ranking for Android and third for iOS.

appsflyer gaming

As for app retention, iOS and Android had a virtually identical retention score globally. “Slightly different numbers were only evident in North America,” the report notes, “Where iOS retention was 6 percent higher than Android, and in Europe where Android’s score was 8 percent higher than iOS.”

Facebook’s retention score moved three spots up the iOS global ranking, hitting the number two position, while it dropped one spot on Android, landing at number three. Twitter still holds the number two retention spot for Android and rose to number five for the global iOS index, but its global power ranking remains less strong at number 16 and 12 for Android and iOS, respectively.

AppsFlyer noted that video attributes greatly to customer loyalty, “proving that when a player views a preview of a game, there are less surprises, leading to improved retention.” Video networks Vungle, AdColony and Unity all climbed four spots in Android global retention as a result. On iOS, only Unity had a 4-spot climb but overall, video networks performed exceptionally well coming in at number one, three and seven, respectively in retention score indexes.