InMobi Earnings for Social / Lifestyle Apps

Typical ad setup for this category

These are the modelling defaults for the category, used in every table on this page.

Sessions per user per day

5.0

Typical session length

9 minutes

Retention day 1 / 7 / 30

28% / 12% / 6%

Typical iOS share

45%

Rewarded video

Off by default

Interstitial

0.5 per user / day

Banner

3 per session

Native

6 per user / day

App open

Not offered

Social and lifestyle apps earn from the feed

Social, dating, community and lifestyle apps are built around scrolling: a stream of posts, profiles, recipes or outfits that people check many times a day. Session counts run high even when each visit is short, and total time spent can rival a game. The category sits at an even 1.0 in our tables, but the format you pick matters more here than almost anywhere else, because the feed itself is your inventory.

Native ads are the obvious fit. A card styled like a post, dropped in every so many items, earns on each scroll without breaking the flow, and users tend to accept it as part of the page provided it is clearly labelled. Rewarded video has narrower uses, such as a temporary profile boost or unlocking a filter pack. Interstitials are a poor match. Social sessions have no natural end point, so any full-screen ad feels like someone cutting into a conversation. A banner below a chat screen can work, but it should never sit close to a send button.

Brand safety is the issue that marks this category out. Advertisers worry about appearing beside user-generated posts they cannot vet, and some will block or bid lower on apps with weak moderation. Dating apps carry age-gating duties and limits on which products may be advertised to their users. Good reporting tools and clear community rules protect your ad income as well as your members. If native demand is your priority, compare networks side by side to see which ones offer the format.

Estimated monthly earnings by audience size

Monthly estimates for the typical setup above, balanced region split.

Where the money comes from

Split of the $4,105 estimate at 10,000 daily users (blended Android and iOS).

Native carries 58% of the total, so its placement and frequency matter most for this category.

Region makes the biggest difference

The same app at 10,000 daily users with three audience splits:

Moving from an emerging-market audience to a Tier 1 audience multiplies the estimate by about 2.2.

Revenue per install

Using the category’s typical retention curve, one install produces about 3.9 active days in its first 30 days and 6.6 in 90 days.

Ad revenue per install, first 30 days

$0.05

Ad revenue per install, first 90 days

$0.09

Compare these figures with your cost per install before buying users. They exclude in-app purchases.

How InMobi fits this category

For Interstitial, the Tier 1 eCPM in our InMobi table is $6.00, about 26% below the middle of the eight mobile networks. For Banner, the Tier 1 eCPM in our InMobi table is $0.65, about 21% below the middle of the eight mobile networks. For Native, the Tier 1 eCPM in our InMobi table is $3.00, about 10% below the middle of the eight mobile networks. InMobi does not offer App open in our model. On networks that do, it carries about 12% of revenue for this category, so that share has to come from other formats here. Modelled fill is 78% for InMobi against an average of 83% across the mobile networks, which trims a little from every format.

You register as a publisher, add your app with its store link and wait for the account to be approved. Placements are created per format, and you receive an account ID and placement IDs to enter in your mediation platform or the InMobi SDK directly. Publish the app-ads.txt entry InMobi gives you and keep test mode on while you check each placement. It is worth reading about fill rate before you judge results from a small sample of users.

How InMobi ranks for this category

All eight mobile networks, same category and audience (10,000 daily users, balanced).

InMobi ranks 6 of 8 here, 80% behind AppLovin MAX.

Practical tips

• Space native ads by content items, for example one in every eight to ten posts, and test the gap rather than guessing.
• Label every in-feed unit plainly as an ad, because disguised placements break store and network policies.
• Keep ads off private messaging screens, where they feel most intrusive and stray taps are most likely.

About InMobi

InMobi is a mobile network with long-standing reach in Asia and other emerging markets. Its Tier 1 estimates are lower than most, about $9.00 for rewarded, but its Tier 3 figures hold up comparatively well, with rewarded at about $1.50 and interstitial at about $1.00.

All figures come from our benchmark tables: Android eCPMs by tier, category or niche multipliers, modelled fill and the iOS multiplier. They are estimates for planning, not quotes.