Today’s app economy is crowded and competitive, yet there are 255 billion downloads per year and that’s only set to get higher.

The advances of other platforms, ranging from CTV to alternative app stores, turn up the pressure on app developers to tackle a new set of opportunities and challenges. More platforms for apps means more opportunities to reach and engage new audiences and generate new revenues.

But there is a catch. To drive this positive outcome, app companies have to double down on efforts to ensure their app is discovered by audiences genuinely interested in downloading and interacting with it on a frequent basis. It’s ongoing and expensive work in a marketplace where audience segments are fluid, not static.

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