2024 Multi-Market Comparison of Monetization Models for Chinese Apps Going Global

Overview

In 2024, the monetization models of Chinese apps going global show differentiated distributions across major world markets. Based on public data and industry estimates, this infographic compares the revenue shares of three main monetization channels—advertising, in-app purchases (IAP), and subscriptions—in North America, Europe, Southeast Asia, Latin America, and other regions.

North America

• IAP accounts for the highest share (approximately 50%), driven by mature user payment habits, especially in gaming and social apps.
• Subscriptions make up 20%, concentrated in utility and content apps.
• Advertising revenue is relatively low (30%), but rewarded video and interstitial ads still show growth.

Europe

• Both advertising and IAP account for 40% each, with users being privacy-sensitive and ad monetization affected by IDFA/ATT regulations.
• Subscriptions represent 20%, common in streaming and fitness apps.

Southeast Asia

• Advertising dominates at 60%, as users have lower willingness to pay, relying on ad-based monetization.
• IAP accounts for 30%, mainly in gaming and live streaming.
• Subscriptions are only 10%, still in early stages.

Latin America

• Advertising accounts for 50%, with high acceptance of rewarded ads.
• IAP represents 35%, growing rapidly due to localized payment optimization.
• Subscriptions stand at 15%, gradually emerging in content services.

Other Markets

• Covering emerging regions like the Middle East and Africa, advertising accounts for 55%, IAP 25%, and subscriptions 20%, with significant variation across countries.

Insights

• Developers should combine monetization methods based on target market user behavior and payment capacity, and adjust dynamically over time. Data is based on multiple estimates and is for reference only.