As media costs continue to rise, every moment of the 2026 holiday season will be up for grabs. This dashboard turns billions of Moloco data points into your daily read on where costs and user behavior are diverging. Every app’s path is different, so check back often as the season unfolds.
The 2026 Holiday Season Index
Daily user behavior and marketing trends for app marketers.
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What this index reveals
What you can plan for
Explore three windows of opportunity, each filterable by vertical, country, and OS, updated daily.
1
The pre-peak window
Use this time to experiment with creative, establish audiences, and let AI systems accumulate learning ahead of the volatile weeks.
2
Peak season
Keep a close eye on the data during this period, since opportunity windows open at different times for each industry.
3
Q5 and post-holiday
Make the most of the most efficient stretch of the season. For gaming, this is the window to scale, as acquisition costs tend to ease while user activity holds steady. {[data-attribute="init-tooltip"][tooltip-content="<p>Source:<br><br>Moloco internal data and Sensor Tower estimates, September 2024 to March 2027, covering 12,000 advertiser apps, 800+ million installs and 200+ million paying users across 25 markets. Marketing metrics reflect Moloco's aggregate client base rather than the whole market. Every metric shown was tested across two consecutive September to March seasons and excluded if it did not hold in both; where a figure is not shown, it did not meet our thresholds.<br><br> All figures are indexed against each metric's own three-year growth curve, where 100 means the period landed exactly on trend, 120 is 20% above and 80 is 20% below.</p>"]}
New This Year
More countries added globally, alongside the markets you already know, for a fuller view of the season wherever your users are.
Deeper subcategory data for gaming and consumer, plus additional metrics, giving you more dimensions to plan against than the 2025 index.
