Black Friday 2025 in Brazil: Installations stabilize after fall last year as remarketing and conversions on iOS skyrocket

AppsFlyer released its Black Friday 2025 analysis for Brazil today, showing a year of stabilization in install trends and improvement in conversion results, despite continued divergence across platforms.

General Shopping (Shopping) app installs were flat from the previous year, with Android installs dropping 14%, while iOS installs increased 2%. Additionally, non-organic installs decreased 12% on Android and 2% on iOS, while organic installs dropped 21% on Android and 2% on iOS, resulting in total drops of 10% and 11%, respectively. Total conversions grew 6% overall, driven by an increase of iOS 83T.

Remarketing performance told a similar story: remarketing conversions increased by 113% on iOS, but dropped by 7% on Android, indicating a much higher re-engagement efficiency among iOS users.

In-App Purchases (IAP) increased 8% from a year earlier. Black Friday itself generated a considerable increase in spending, with revenue rising 65% on Android and 53% on iOS compared to the day before Black Friday. The share of paying users increased 18% on Android and 15% on iOS.

Main discoveries in Brazil

• General Procurement installations stabilized from the previous year, remaining effectively stable, with iOS rising 2% even as Android's 14% drop.
  Non-organic installations dropped 12% on Android and 2% on iOS, while organic installations decreased 21% on Android and 2% on iOS.
• Total conversions rose 6% overall, driven by an increase of 85% on iOS despite declines on Android.
• Remarketing conversions decreased by 7% on Android, but skyrocketed by 113% on iOS, highlighting highly responsive iOS audiences.
• IAP revenue increased 8% year-over-year, reflecting the growing willingness of the consumer to spend among active users.
• Black Friday's “uplift” (increase) produced strong revenue growth, with Android rising 65% and iOS rising 53% compared to the previous day.
• Payer share increased by 18% (Android) and 15% (iOS), demonstrating that users who engaged were more likely to convert.
• The ad investment (Ad Spend) realized increased by 21% on Android and 73% on iOS compared to the day before Black Friday, pointing to an investment iAppsFlyer data shows improved install performance and exceptional growth in iOS conversions, even as Android remarketing declines
• densified on platforms.
• The number of participating apps grew by 5% on Android and 4% on iOS, consolidating an increase of 1% in total.

“A Black Friday 2025 from Brazil highlights a shift towards smaller but more valuable audiences”, explains Renata Altemari, general manager of Latin America at Appsflyer.“The sharp increase in iOS conversions and payer share shows that consumers who bought were highly motivated, even as the large install volumes remained under” pressure.

Methodology

AppsFlyer's Black Friday analysis is based on an anonymous aggregate of global proprietary data from 9,200 Shopping apps, including 1,000 apps that generated conversions on Black Friday. The dataset includes 121 million total installs and 140 million remarketing conversions on Android and iOS. In-app purchases (IAP) reflect revenue generated from purchases made within apps. Year-over-year comparisons compare Black Friday 2025 to Black Friday 2024, while uplift metrics have long-running Black Friday performance.