Mobile in-app purchase revenue totalled $40 billion worldwide during the first half of 2026, down 2% year-over-year. Block Blast, Free Fire and Roblox led downloads, while Roblox led average MAU, followed by Free Fire and Block Blast. Puzzle led ad spend in the US, UK, Canada and much of Europe, while strategy led in Japan, Korea, Taiwan, Indonesia and Singapore. Regional IAP outlookThe United States remained the top country for IAP revenue, ahead of China, Japan and South Korea. YouTube emerged as the fastest-growing major ad channel, taking a 16.4% share of mobile ad spend behind mobile apps at 54.8%.