7 July 2025

Mobile Market in Brazil — Key Insights from DataReportal 2025

Programmatic advertising is one of the key tools in today’s digital and mobile market in Brazil. This format is becoming increasingly in demand among both advertisers and app developers.

In 2025, Brazil’s digital advertising market is experiencing significant growth, with a projected revenue of US$34,388.8 million, according to Grand View Research. It shows the country’s increasing investment in online media, the rapid adoption of mobile technologies, and the growing importance of programmatic and in-app advertising.

In this article, we take a closer look at the mobile market in Brazil, drawing on insights from the DataReportal 2025 report.

Population of Brazil in 2025

Before exploring the digital market and the programmatic landscape, it’s essential to first examine the digital profile of Mexico’s population. It provides valuable context for understanding audience behavior and emerging market trends.

In 2025, Brazil’s population is 212 million, showing a modest +0.4% growth compared to the previous year.

88.1% of people live in urban areas, while only 11.9% reside in rural regions — highlighting Brazil’s high level of urbanization.

The gender split is nearly even: 50.8% women and 49.2% men.

The average age of the population is 34.8 years.

Brazilians Spend Over 5 Hours a Day Online via Smartphones

In 2025, 183 million people in Brazil use the Internet — that’s 86.2% of the population.

The main way to connect is via mobile phones: 98.4% of users access the web through mobile internet.

On average, Brazilians spend 9 hours and 9 minutes online each day, including:

5 hours and 12 minutes on smartphones
3 hours and 57 minutes on computers and tablets

Mobile dominates: 56.8% of that time is spent on smartphones.

The main reasons for using the Internet are:

Finding information — 78,8%
Researching how to do things — 73,2%
Staying in touch with friends and family — 70,6%
Researching products and brands — 70,5%
Watching videos, TV shows or movies — 67,8%

Mobile Market in Brazil: Advertising

The advertising market in Brazil continues to grow. In 2025, total ad spend across online and offline channels reached $18.2 billion, a +4.4% increase compared to 2024.

Digital advertising accounts for 56.5% of total ad spend — that’s $10.3 billion, with a +7.2% year-over-year growth.

Programmatic Advertising in Brazil

This data highlights the strength and maturity of the mobile market n Brazil. Programmatic advertising plays a dominant role — accounting for nearly 80% of total digital ad spend.

The $8.21 billion in programmatic investment and 8.4% year-over-year growth in 2025 reflect both advertiser confidence and the growing efficiency of automated mobile ad buying in the region.

If you want to better understand what programmatic advertising is and how it works, make sure to check out our detailed guide on the topic.

In-App Advertising in Brazil

As of early 2025, ad spend in this segment reached $4.28 billion, reflecting a 10.6% growth compared to 2024.

In-app formats now represent 41.6% of the country’s total digital ad spend, underscoring their effectiveness in reaching mobile-first audiences and driving engagement at scale.

Popular Mobile Apps in Brazil

Top downloaded apps and games are:

Roblox
Temu
Free Fire
Threads
Mini Games: Calm & Relax
TikTok
My Superstore Simulator
Subway Surfers

Which Apps or Categories Should We Choose for Advertising?

Our advice: think beyond a narrow list of apps. True results come from tapping into trusted app categories — from gaming and utilities to women’s health and lifestyle platforms.

We offer access to high-performing apps across a wide range of segments, backed by the tools needed to execute impactful in-app campaigns.

With over a decade of experience, we’ve helped brands achieve real success in the mobile space — and our case studies prove it.

Explore our examples and get in touch if you’re ready to launch your next campaign.

Based on the latest insights from DataReportal 2025, here are the key takeaways for the mobile market in Brazil:

Prioritize mobile-first strategies. In-app advertising is not only growing rapidly but also delivers strong user engagement.
Invest in programmatic advertising. Programmatic now represents nearly 80% of Brazil’s total digital ad spend. It enables efficient audience targeting, scalable media buying, and real-time optimization — making it essential for brands looking to drive performance, especially in mobile environments.
Use data to guide omnichannel strategies. To reach Brazil’s digitally active consumers, brands should adopt an omnichannel approach. For example, combining in-app, social, video, and search ads. Integrating programmatic tools across these touchpoints helps boost campaign effectiveness and ROI.
Focus on relevance and context. With users spending over 9 hours online daily, content relevance and contextual placement matter. Delivering personalized messages within trusted app categories — like gaming, lifestyle, and utilities — increases visibility and conversion potential.

In short, Brazil’s digital landscape is vibrant, mobile-first, and programmatic-driven. Brands that align their strategies accordingly will be best positioned for success.

Why Programmatic Advertising Is a Smart Move in Brazil

Mobile programmatic advertising stands out as one of the most powerful tools for engaging audiences. We’ve delivered impactful campaigns across a wide range of industries — including FMCG, pharma, automotive, and retail — both worldwide and throughout Latin America.

One of our recent cases in Latin America is the promotion of the Xtrem brand in Chile.

The goal of the advertising campaign was to drive traffic to the website, encourage users to make a purchase, and increase brand awareness.

The campaign focused on two main audience segments — kids under 17 (75%) and parents aged 30–50 (25%). Targeting was based on sociodemographic data, app categories, and seasonal interests.

An interactive Rich Media banner was used, with ads distributed across a wide range of apps. During the campaign, we consistently refined placements to target the most active and engaged users.

As a result, we achieved a CTR of 2.06% and reached 590,542 unique users.

Now is the perfect time to launch your mobile advertising campaign in Brazil, and the best way to do it is through the BYYD programmatic platform.

For over 10 years, we have been assisting advertisers worldwide in delivering their messages to the target audience. Brands partnering with us gain a loyal audience and boost their visibility.

Check out our case studies and contact us — we’ll help you reach your goals together.