So, you've launched a successful app in your home market: downloads are steady, users are engaged, and your revenue is growing. Now you're wondering: is it time to take the next step and expand internationally? While the potential rewards seem attractive, expanding too early — or into an overly competitive market — can strain your resources and even harm your business.
The global app market was projected to hit $2.5 trillion in revenue by the end of last year. Beyond the dominant US market, emerging markets like India, Brazil, and markets in Southeast Asia offer a sweet spot of low customer acquisition costs and strong user retention.
Let's look at five key indicators that show you're ready to take your app global, and explore practical steps to make your expansion successful.
Before you start entering new markets, it’s important to make sure your app is showing steady growth in your current one.
Steady growth means having a predictable number of daily (DAU) and monthly (MAU) active users, and a good retention rate. For example, the average retention rate is up to 30% for day 1 and up to 13% by day 30.
Study the new market where you want to integrate your app. For instance, Brazil takes the gold when it comes to daily average mobile screen time, with an average of over 5 hours of screen time per day. With their 4 hours 34 mins and 4 hours 23 mins respectively, UAE and Saudi Arabia aren’t too far behind. This means monetizing with ads looks like an attractive strategy in these markets.
Subscription and in-app purchase models dominate most mature markets, like the US and Europe, while users in emerging markets lean more towards in-app advertising.
Research from Appodeal highlights that the Latin American and Eastern European markets exhibit strong growth in earnings per thousand ad views (eCPM), particularly for full-screen interstitial and rewarded video ads.
Expanding worldwide doesn’t have to drain your budget or leave you feeling like you’re starting over. With efficient tools and strong partnerships, you can simplify localization and meet local rules. Rather than building everything yourself or hiring a large team, lean on experts who know the markets you’re targeting.
Our team at Yango App Monetization, for example, can help manage these steps so you can stay focused on growing your app.
Localization isn’t just about translating your app into the target language. It also means building trust with cultural awareness and navigating local regulations.
Research found that offering content in local languages increases user engagement by 76%. So, when localizing your app, consider the cultural specifics of the new market, its context, and local laws.
So, you’ve checked all the boxes and feel you’re ready to enter emerging markets, but don’t know where to start? Don’t worry — we’ve got you covered.
Talk to potential users, run small pilots, and track local competitors to see what resonates. This helps you fine-tune payment methods, subscription plans, and user experiences for each region. By zeroing in on local preferences, you’ll avoid wasting time and resources guessing what users want.
Each market is different. For example, in Russia, interstitial and rewarded ads lead eCPMs in gaming apps because users are generally more open to ads. You may also discover that adding native ads that seamlessly fit into the app's interface will get you higher click-through rates and longer sessions.
Make sure you respect local advertising regulations and privacy guidelines, like the General Data Protection Regulation.
Collaborate with partners that are in tune with the market, know local regulations, and understand the region’s cultural specifics. Connect with a local ad network provider like Yango Ad Network so you can focus on growing your business.
Use analytics tools to track key performance indicators (KPIs) such as retention, conversion, and earnings per thousand ad views (eCPM). A/B test different ad placements, subscription levels, and onboarding processes. Feedback helps you refine your strategies to meet user expectations and market trends.
Don’t put all your eggs in one basket — consider a combination of subscriptions, in-app purchases, and targeted advertising. Keep it safe by testing different options in pilot markets before rolling out at scale.
Entering a new market can be challenging, but once you’ve made sure your app has growth, localization, a working monetization system, resources, and a deep understanding of your audience, you can start exploring new ground.
Luckily, you don’t have to set off on this journey alone. Find someone who knows the market inside out, understands user preferences, and shows you how to leverage effective advertising formats.