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Vietnam currently has over 1,000 mobile app publishers, of which the proportion of revenue from foreign markets is increasing.
The statistics above were shared by Paul D’Arcy, Moloco's Global Marketing Director, a US company specializing in applying machine learning technology in advertising, on April 24. According to him, the global app economy generates around 900 billion USD in revenue, and Vietnam is one of the leading markets. Domestic app developers and publishers collected 5.6 billion downloads, ranking in the global top three, according to Sensor Tower's statistics as of April.
Mr. Paul D’Arcy, Moloco's Global Marketing Director, at a press conference on April 24 in Hanoi. Photo: Lưu Quý
The Moloco representative estimated that over 100,000 people in Vietnam work in app development, with high levels of competition. He also assessed that Vietnam is a market with strong demand for app usage. Statistics show that Vietnamese people made three billion app downloads in 2024, ranking 11th globally. However, publishers are increasingly looking for ways to boost revenue from abroad.
With a simple distribution method via the App Store and Play Store, developers can get their apps to users worldwide. According to Moloco, 80% of Vietnamese developers' revenue comes from foreign users. This revenue increased by 19.3% last year, while revenue from the domestic market decreased by 2.9%.
"Publishers in Vietnam are finding global opportunities and are increasingly trending towards focusing on exports," Paul D’Arcy commented.
However, the US expert said that about 80% of app revenue flows to the top 3% of leading publishers, while the cost of attracting users is getting higher. He revealed that the "bid price" to attract users increased by 77% last year.
Moloco's statistics on the cost of attracting high-value users to download an app in 2024.
The solution proposed by the company is to apply technology like AI and machine learning to create the most effective app promotion. "The machine learning system evaluates billions of advertising opportunities, thereby helping publishers attract and re-engage users based on their specific business goals," Paul D’Arcy said.
Jason Lê, Moloco's Business Development Director for Southeast Asia, stated that some game and e-wallet companies in Vietnam have adopted this and achieved good results. For example, a top-five e-wallet in the Vietnamese market applied machine learning technology to achieve high-quality and increasing traffic on open platforms on the Internet. In 2024, there was a period when this e-wallet saw a 33% increase in new registrations.
Mr. Trương Đức, Vice President of the Hanoi Advertising Association, evaluated that the advertising and app development sectors are booming in Vietnam, but competition is high, and the advantage belongs to those who apply technology like machine learning and AI. "Humans can remember or forget the profile of their customers, but technology does not. It can help businesses understand customers, target them accurately, and maximize profits," Mr. Đức said.
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