PUGPIG MEDIA
APP REPORT 2025
Packed with insights from across our network of 140 publishers and
400 apps, the report is a valuable resource for any media company getting to grips with their app strategy.
In an ever changing industry landscape, this report gives you the
data, ideas and inspiration to fine tune your mobile app strategy
and build stronger, direct relationships with your audience.
What’s In The Report:
- Benchmark data: Detailed performance data from 400 apps delving deep into the factors that help drive engagement
- Publisher insights: Perspectives from leaders on their strategy, challenges, and priorities
- Ideas & best practices: Real-world examples from across the Pugpig network, showing what’s working
- Industry trends: Emerging themes in mobile, including audio, video, gaming, AI and the new App Store rules
Summary
Publishers are doubling down on their apps, as social traffic is close to vanishing, and search appears to be heading the same way with the rise of generative AI and the threat of Google Zero.
Apps are one of the few channels where they can build direct, lasting relationships with readers, free from the influence of third parties, and are no longer just a content pass-through.
We’ve made some changes to the format of the report this year, focusing on comprehensive benchmarks covering everything from engagement and retention to features, story formats and user behaviour – all designed to help you measure your performance against your peers.

As well as our publisher priorities survey, you’ll find a range of practical ideas and best practices gathered from across our customer portfolio, specifically on how media brands are using apps to drive reader engagement, retention, and ultimately, revenue. These include:
- The role of audio, video and games in driving engagement
- Building deeper membership propositions
- Navigating the new rules around External Purchase Link Entitlement
- Building membership propositions to drive up reader revenue
In an ever changing industry landscape, this report gives you the data, ideas and inspiration to fine tune your mobile app strategy and build stronger, direct relationships with your audience.