Which app categories are concentrating most heavily on paid traffic?

Which app categories are concentrating most heavily on paid traffic?

This question is challenging to answer for a couple of key reasons:
▪️ This type of data is often proprietary and difficult to access.
▪️ The data is multi-dimensional, with significant variations by country, platform, etc.

However, data from Sensor Tower can provide some valuable insights. The comparison below shows the relative share of paid traffic by category (top apps by downloads). I believe focusing on relative data is more reliable, as it allows for a fair comparison across different categories when a consistent methodology is used.

Unsurprisingly, mobile gaming is a dominant force. At the same time, we are seeing a strong push in other categories, including Personalization, Social, Education, Finance, and Beauty (a sector with many AI-driven apps).