Crypto Apps in Europe - The State of - An Analysis of Mobile Crypto App Market Trends in Europe
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The State of Crypto Apps in Europe — An Analysis of Mobile Crypto App Market Trends in Europe
© 2022 Sensor Tower Inc. - All Rights Reserved
The State of Crypto Apps in Europe 2022
Introduction
This report explores the Crypto apps space in Europe leveraging Sensor Tower Store
Intelligence, App Intelligence, and Usage Intelligence, as well as our Pathmatics ad data.
The analysis includes:
• Download trends across European markets between 2019 and Q1 2022
• Ad spend data for leading Crypto advertisers in selected markets
• Usage data across European countries between 2019 and Q1 2022
The report is broken down into four main sections:
• Market Overview: An overview of top Crypto apps across Europe, including user
adoption, usage, and digital ad trends
• Europe-Wide Insights: A review of download trends and usage metrics for key Crypto
apps in Europe
• Market-Specific Insights: A more in-depth look at key trends for selected apps and
markets, including market share figures, usage trends by market, and ad spend estimates
Methodology notes: Crypto apps that focus on digital assets that have not yet been listed on any Crypto or non-
Crypto exchange (e.g., Pi), have been excluded from this report. Multi-asset brokers that have a strong focus on
Crypto (e.g., eToro) have been included, whereas those offering only limited Crypto services or focusing on specific
European markets (e.g. Trade Republic) have been excluded. Fintech/Payment apps that launched Crypto services in
limited European markets (e.g., PayPal in the U.K.), have also been excluded from this research. NFT marketplaces
like OpenSea have been included, but NFT creators have not.
© 2022 Sensor Tower Inc. - All Rights Reserved Table of Contents — 04 - Market Overview 13 - Europe-Wide Insights 16 - Market-Specific Insights 23 - Conclusion
Market Overview: Europe — An Overview of Top Crypto Apps in Europe
© 2022 Sensor Tower Inc. - All Rights Reserved
Decentralized Crypto Now Accounts for 25 Percent of Top Crypto App Installs
Top Crypto apps by downloads in Europe (App Store and Google Play)
2020 2021 Q1 2022 Subcategory
1 Crypto.com 1 Binance +3 1 Binance -
Crypto Technology Holding Binance Binance Centralized
2 eToro 2 Crypto.com -1 2 Crypto.com - Decentralized
eToro Crypto Technology Holding Crypto Technology Holding
Coinbase Coinbase MetaMask Crypto Price Tracker
3 3 - 3 +6
Coinbase Coinbase MetaMask
Binance Paribu Coinbase Multi-Asset Broker
4 Binance
4 PARIBU
+3 4 Coinbase
-1
NFT Marketplace
BtcTurk|PRO Binance TR KuCoin
NEW
5 5 5
NEW
BTCTurk Binance TR Kucoin Technology
Blockchain.com eToro eToro
6 Blockchain Luxembourg S.A.
6 eToro
-4 6 eToro
-
Paribu BtcTurk|PRO Coinbase Wallet
7 7 -2 7
NEW
PARIBU BTCTurk Coinbase Wallet
Trust Trust OpenSea
8 8 - 8
NEW
DAapps Platform DAapps Platform Ozone Networks
BRD Bitcoin Wallet MetaMask Trust
NEW
9 9 9 -1
Aaron Voisine MetaMask DApps Platform
StormGain CoinMarketCap CoinMarketCap
NEW
10 10 10 -
StormGain CoinMarketCap CoinMarketCap
5
© 2022 Sensor Tower Inc. - All Rights Reserved
Engagement with Price Tracking App CoinMarketCap Increased Amid Recent Market Volatility
DAU/MAU ratios of top 10 Crypto apps by installs in Europe (App Store and Google Play)
2020 2021 Q1 2022 Subcategory
1 Binance 1 Binance - 1 Binance -
Binance Binance Binance Centralized
2 Paribu 2 Paribu - 2 CoinMarketCap +4 Decentralized
PARIBU PARIBU CoinMarketCap
BtcTurk|PRO eToro eToro Crypto Price Tracker
3 3 +1 3 -
BTCTurk eToro eToro
eToro BtcTurk|PRO Coinbase Multi-Asset Broker
4 4 -1 4 +1
eToro BTCTurk Coinbase
NFT Marketplace
Coinbase Coinbase KuCoin
5 5 - 5
NEW
Coinbase Coinbase Kucoin Technology
StormGain CoinMarketCap Trust
NEW
6 StormGain
6 CoinMarketCap
6 DAapps Platform
+2
Trust Binance TR Crypto.com
7 7 7
NEW
+2
DAapps Platform Binance TR Crypto Technology Holding
Crypto.com Trust MetaMask +2
8 Crypto Technology Holding
8 DAapps Platform
-1 8 MetaMask
Blockchain.com Crypto.com OpenSea
NEW
9 9 -1 9
Blockchain Luxembourg S.A. Crypto Technology Holding Ozone Networks
BRD Bitcoin Wallet MetaMask Coinbase Wallet
NEW
NEW
10 10 10
Aaron Voisine MetaMask Coinbase Wallet
6
© 2022 Sensor Tower Inc. - All Rights Reserved
European Installs of Crypto Apps Reached Nearly 100M in 2021 The past few quarters have seen a tremendous
amount of interest in cryptocurrencies, with
Quarterly downloads of top Crypto apps in Europe
mainstream companies, including Fintech
giants such as PayPal, betting on the industry.
Google Play App Store
The Crypto space attracted mobile app users
35M too, with 2021 marking a period of record
97M increases in adoption across Europe. First-time
30M installs reached nearly 100 million, up over 500
percent from 2020.
25M 11.5M
11.1M
While installs have surged, market concentration
has decreased. This is testament to the dynamism
20M 9.6M of the industry, with the top five Crypto apps
accounting for slightly more than 55 percent of
8M
downloads in the first quarter of 2022, down 7
15M percentage points from the previous year.
10M
4.9M While Crypto.com was the most installed Crypto
18.8M
16M
17.8M app in Europe in 2020, Binance became the most
15.2M
popular app in 2021.
11.9M
5M 7M 2.4M
8.4M
1.2M 1.4M
1M 3.7M
1.4M 1M 1.6M 2M 2.3M
0
Note Regarding Downloads Estimates:
19
19
19
19
20
20
20
20
21
21
21
21
22
Estimates are the aggregate installs of the top 30 Crypto apps across 32
20
20
20
20
20
20
20
20
20
20
20
20
20
European countries between 2019 and 2022.
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Market Overview: Europe 7
© 2022 Sensor Tower Inc. - All Rights Reserved
Crypto’s MAUs Grew by 300M in 2021, Driven by Binance Top Crypto apps in Europe saw an uptick in
usage during 2021, with monthly active users
Monthly Active Users (MAUs) of top Crypto apps in Europe
(MAUs) registering a year-over-year increase of
300 million, driven by new installs amid a
period of record prices for cryptocurrencies.
50M +348%
Y/Y Compared to the robust usage growth of 2021,
+81%
2021
MAU growth slowed down in Q1 2022. Factors
Y/Y
2022 such as the recent volatility in cryptocurrency
40M markets, which has seen the market cap of top
coins decline from the record highs of last year,
may have impacted user engagement.
30M Binance, Coinbase, and Crypto.com were the top
three Crypto apps by MAU in 2021. The three apps
accounted for 45 percent of the top 30 Crypto
apps’ MAU in Europe, with Binance alone
20M accounting for more than 20 percent of the total.
MAU increased in virtually all European markets in
+114%
Y/Y 2021, with Turkey, the U.K., and Russia among the
2020
10M largest markets by monthly active users.
2019
0
Note Regarding MAU Estimates:
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MAU estimates are the aggregate MAU of the top 30 Crypto apps by installs
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across 30 European countries between 2019 and 2022. Some users may use
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No multiple apps and will be double counted.
Se
Market Overview: Europe 8
© 2022 Sensor Tower Inc. - All Rights Reserved
Higher Bitcoin Prices Increase Engagement Opportunities Alongside user engagement and adoption,
2021 was a huge year for the value of the
BTC-USD daily closing price vs. DAUs of top 30 Crypto apps in Europe
Crypto market. The largest coin by market cap,
Bitcoin, saw a meteoric rise in 2021.
BTC-USD Daily Closing Price Daily Active Users
$ 80K 20M Amid greater adoption, Bitcoin prices have
displayed a strong positive association with user
engagement of Crypto apps (measured as daily
active users) in Europe. Data shows a robust
interconnectedness between the two between
$ 60K 15M
2019 and Q1 2022, and aside from a few outliers,
BTC-USD daily closing price
spikes in the price of Bitcoin have generally been
Daily Active Users (DAUs)
followed by a surge in daily engagement.
$ 40K 10M While Crypto volatility means prices can change
quickly over a short period of time, future periods
of continuous high prices, such as those seen
during 2021, may significantly strengthen user
engagement.
$ 20K 5M
$0 0
Note Regarding Bitcoin Price and DAU Estimates:
19
9
9
9
19
9
20
0
0
0
20
0
21
1
1
1
21
1
22
2
Historical Bitcoin closing prices are from Yahoo, while DAU estimates are based
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on the top 30 cryptocurrency apps by installs across 32 European countries
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M
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between 2019 and 2022.
Market Overview: Europe 9
© 2022 Sensor Tower Inc. - All Rights Reserved
Apps’ ASO Strategies Signal Growing Popularity of DeFi & NFT With interest in digital assets and
decentralized finance surging in recent years,
App names that include the terms DeFi or NFT among the top 10K Finance apps in Europe
an increasing number of apps have started to
include terms such as DeFi or NFT in their app
# of App Names Mentioning DeFi Installs for App Names Mentioning DeFi
names to boost their search traffic and reach.
30 600K While not yet mainstream, nearly 40 apps
within the Finance category mentioned one of
400K these terms in Q1 2022.
15
27
18 200K App names that include the term DeFi have seen
6
9 notable growth in the past few years, increasing
2
0 0 from just two in Q1 2018 to nearly 30 in the first
quarter of 2022, with installs associated to these
18
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22
18
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21
22
20
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20
20
20
20
20
20
20
20
apps also growing significantly to more than 400
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
thousand in Q1 2022.
# of App Names Mentioning NFT Installs for App Names Mentioning NFT
Finance apps mentioning the term NFT in their
30 600K
app titles also increased from two in Q1 2018 to 12
in Q1 2022, with installs rising to nearly 220
400K thousand during the quarter.
15
200K
12
2 4 4 5
0 0 Note Regarding Download Estimates:
Estimates are based on the top 10K Finance apps in each Q1 quarter from 2018
18
19
20
21
22
18
19
20
21
22
20
20
20
20
20
20
20
20
20
20
to 2022 across 32 European countries.
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Market Overview: Europe 10Facebook Spend Stays High Despite Apple Privacy Changes Crypto digital ad spend surged in 2021, with
top Crypto advertisers investing $3.9 million
Top Crypto advertisers’ monthly digital ad spend by channel (U.K. and Germany)
during the year, up 135 percent from 2020.
Facebook has been the most invested channel in
$700K the past few years. Facebook ad spend reached
$3.4 million in 2021 (86 percent of the total ad
spend for the year). Despite Apple's IDFA privacy
$600K changes, Facebook ad spend remained strong in
2021, peaking twice in April and November along
$500K
with rising crypto prices.
Facebook video posts saw a significant increase in
$400K investments in 2021 (particularly in April, October,
and November 2021), with spend on Facebook
link posts also growing year-over-year. Conversely,
$300K
Facebook photo and carousel posts have become
less popular in the past few years as advertisers
$200K
explore new ways of engaging with consumers.
Facebook
$100K
Mobile Display
$0 Desktop Display
Note Regarding Download Estimates:
19
9
9
19
9
9
0
0
0
20
0
0
1
1
1
21
1
1
2
Display, social, video, and mobile advertising data are part of our Pathmatics
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offering. Ad spend estimates include Binance, Crypto.com, Coinbase, KuCoin,
Bitstamp, gate.io, Gemini (Gemini Trust Company, LLC).
Market Overview: Europe 11Leading Crypto Apps Are Ramping Up NFT and Metaverse Ads New marketing strategies are emerging
among top Crypto advertisers in the U.K.
Frequency of specific keywords in ads from top Crypto advertisers (U.K. and Germany)
and Germany, with terms such as NFT and
Metaverse becoming more prominent in
NFT Metaverse DeFi
creatives in recent quarters.
175
The frequency of terms such as NFT has
150 8
become significantly more prevalent in digital
ads recently, with over 120 mentions in the first
24 quarter of 2022, up from less than 10 a year earlier.
125 With prominent companies betting on the
metaverse world, metaverse marketing is also
100 becoming more popular in the Crypto ad
space: The term appeared 24 times in Q1 2022,
up from zero mentions in Q1 2021.
75
122 While Binance and Crypto.com have increased
50 the focus on NFT-themed ads, Coinbase, which
has just launched its Ethereum-based beta NFT
platform, may benefit from a stronger presence
25 in this space.
4
9
0
Note Regarding Ad Estimates:
21
22
Display, social, video, and mobile advertising data are part of our Pathmatics
20
20
offering. Word Frequency estimates include ad creatives from Binance,
Q1
Q1
Crypto.com, Coinbase, KuCoin, Bitstamp, gate.io, Gemini (Gemini Trust
Company, LLC).
Market Overview: Europe 12Crypto Apps: Europe-Wide Insights — Trends of Crypto Apps in Europe
© 2022 Sensor Tower Inc. - All Rights Reserved
KuCoin and MetaMask are the Fastest-Growing Crypto Apps Driven by robust user adoption in Russia,
Turkey, and France, KuCoin and MetaMask
Monthly downloads of top Crypto apps in Europe
have become two of the fastest-growing Crypto
apps in Europe, combining for nearly
3 million cumulative installs in Q1 2022.
5,000
MetaMask’s growth has been especially
remarkable, with the app climbing six positions
since 2021 to become the third largest Crypto app
4,000
in Europe by adoption in the first quarter of
2022. The app, which was created as a desktop
KuCoin
browser extension in 2016, officially launched its
3,000 Crypto mobile app in 2020, and it is currently
working on releasing its own token.
Despite KuCoin and MetaMask’s striking growth
2,000 rates, Binance and Crypto.com remain the leading
players in the European mobile Crypto space. The
MetaMask two apps topped the list of the most popular apps
in Q1 2022, each recording more than three
1,000
Binance
million cumulative first-time installs.
Crypto.com
Coinbase
0
Note Regarding Download Estimates:
19
9
9
9
20
0
0
0
21
1
1
1
22
Download estimates are based on the top five Cryptocurrency apps by installs
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across 32 European countries in Q1 2022.
Europe-Wide Insights
Note: Data is indexed to 2020
Average of January to December 2020 = 100
14© 2022 Sensor Tower Inc. - All Rights Reserved
In Q1 2022, Binance Led European Crypto Space by DAU/MAU In Q1 2022, Binance dominated the European
mobile Crypto space in terms of user
DAU/MAU ratios vs. downloads of top Crypto apps in Europe, Q1 2022
engagement, achieving a 40 percent DAU/MAU
ratio, the highest among top Crypto apps in the
quarter. In European markets, Ukraine and Turkey
Crypto Exchange Crypto Wallet Crypto Price Tracker Multi-Asset Broker NFT Marketplace
were among those where the app had the highest
rate of returning users in Q1 2022.
50%
Crypto price-tracking app CoinMarketCap was
CoinMarketCap saw a Y/Y increase Binance led the mobile Crypto the second-highest app by user engagement,
in engagement in Q1 2022 amid an space by DAU/MAU in Q1 2022. achieving a 30 percent engagement ratio. eToro
40% increase in market volatility.
ranked third by DAU/MAU, followed by Coinbase.
Despite their surge in popularity, Crypto wallets
DAU/MAU Ratio
30%
had generally weaker app engagement ratios
during Q1 2022 (although some had higher MAUs
than Crypto exchanges). While wallets provide a
20% number of features including DEX aggregation,
While some Crypto wallets had higher MAUs than
their relatively low DAU/MAU ratios are likely
Crypto exchanges in Q1 2022, their relatively low explained by their main use as a way to store
DAU/MAU ratios can be explained by their main
10% function, storing digital assets, being less assets rather than buy or sell.
essential to keep up with on a daily basis.
0%
0 1M 2M 3M 4M Note Regarding Download Estimates:
DAU / MAU estimates are based on the top 10 Cryptocurrency apps by installs
Downloads across 32 European countries in Q1 2022.
Europe-Wide Insights 15Crypto Apps: Market-Specific Insights — Trends of Crypto Apps in Europe
© 2022 Sensor Tower Inc. - All Rights Reserved
MetaMask & KuCoin Are Challenging the European Status Quo With an average of more than 70 thousand
cumulative installs per day in Q1 2022, Binance
Proportion of installs by country, MetaMask and KuCoin vs. the rest of the top five Crypto apps
and Crypto.com remain the most popular
MetaMask KuCoin Other (Binance, Crypto.com, and Coinbase) Crypto apps across Europe. Their leading
position in the European Mobile Crypto space
Q1 2021 is, however, being challenged by the rise of
MetaMask and KuCoin, with the two apps now
Italy . 4% 1% 95%
controlling a third or more of the market in half
U.K. . 3% 3% 94%
of the largest European countries.
Germany . 4% 2% 95%
Turkey . 2% 96% Russia is the most affected market, with the two
apps claiming more than 35 percent of all new
France . 6% 2% 92%
app installs in Q1 2022. MetaMask has seen a
Russia . 6% 1% 92% particularly rapid ascent: With a legacy user base
linked to its browser extension, the app has risen
Q1 2022 from 6 percent of the local mobile market in Q1
2021 to nearly 30 percent a year later.
Italy . 12% 2% 86%
U.K. . 16% 7% 76% MetaMask and KuCoin have also gained market
share in France, combining for 36 percent of the
Germany . 21% 8% 71%
market in Q1 2022.
Turkey . 11% 22% 66%
France . 25% 11% 65%
Note Regarding Market Share Estimates:
Russia . 29% 7% 64% Market share estimates are based on the top five Cryptocurrency apps by
installs across 32 European countries in Q1 2022.
0% 25% 50% 75% 100%
Market-Specific Insights 17© 2022 Sensor Tower Inc. - All Rights Reserved
Turkey & Russia Widen MAU’s Growth Gap vs. Rest of Europe Despite a government crackdown on Crypto
payments and a series of high-profile exchange
Top European markets by average monthly active users (MAUs) in Q1 2022
collapses in 2021, Turks’ interest in Crypto
2.6x
Turkey’s Y/Y average MAU
apps has reached new highs in Q1 2022.
Q1 2021 Q1 2022
12M
growth in Q1 2022 The ailing Turkish Lira, which lost 44 percent of
its value against the dollar in 2021, is believe
to be behind the increasing popularity of
10M
cryptocurrencies, with Crypto apps’ MAU growing
by more than 7 million during Q1 2022. The
number of Turkish monthly active users in Q1
2022 was 2.6 times higher than the previous year,
8M
outpacing other large European markets. Binance
TR and BtcTurk | Pro were among the top apps by
MAU raw growth during the quarter.
6M 11.9M
1.6x Like Turkey, Russia has also widened the MAU
2.9x growth gap versus the rest of Europe. The
4M
country became the fastest-growing market by
1.8x 1.9x average MAU growth in Q1 2022, recording a 2.9
5.1M
4.5M times Y/Y increase in active users, the strongest
2M 3.9M
3.2M
2.8M 2.7M
growth among large European countries.
1.4M 1.6M 1.5M
0
Note Regarding MAU Estimates:
MAU estimates are based on the top 30 Cryptocurrency apps across 30
European countries.
Turkey U.K. Russia France Germany
Market-Specific Insights 18© 2022 Sensor Tower Inc. - All Rights Reserved
Crypto.com Led Segment’s Ad Spend in the Past Year Crypto.com spent by far the most on
digital ads in the U.K. compared with other
Digital ad spend for leading Cryptocurrency advertisers in the U.K. (Q1 2021 to Q1 2022)
cryptocurrency advertisers. Its total ad spend
of $2.5 million between January 2021 and March
2022 represented more than two-thirds of the
$3M overall ad spend of top cryptocurrency advertisers
and more than four times the No. 2 advertiser,
Bitstamp.
While Bitstamp’s ad spend remains significantly
behind Crypto.com’s, it is becoming more active in
the Crypto ad space, with the app ramping up its
$2M
creative budget since mid-2021. Bitstamp’s top
creatives focused on passive income, featuring its
Bitstamp Earn service, which enables users to earn
Crypto rewards in exchange for holding assets.
$2.5M
$1M
Interested in Seeing More Advertising Insights?
This data is from our State of Fintech Advertising
in the U.K. report.
$616K Click here to download the full report.
$360K
$72K
$133K
$0
Note Regarding Ad Estimates:
Display, social, video, and mobile advertising data are part of our Pathmatics
offering. Ad spend estimates include Binance, Crypto.com, Coinbase, Bitstamp,
Crypto.com Bitstamp Binance Coinbase Gemini Gemini (Gemini Trust Company, LLC).
Market-Specific Insights 19© 2022 Sensor Tower Inc. - All Rights Reserved
In the U.K., Crypto Advertisers Turned to Facebook Ads Despite Crypto advertisers spending more than
50 percent of their total ad budget on Desktop
Share of ad spend by type, leading Cryptocurrency advertisers in the U.K. (2019 to Q1 2022)
and Mobile Display in 2019 and 2020, Facebook
has become a key digital ad channel since
Share of U.K. Ad Spend by Platform
2021. Amid an increase in both cryptocurrency
100%
prices and digital ad investments, more than 90
75% percent of the segment’s ad spend was allocated
to Facebook over the past quarters.
50%
Link posts have generally been a popular creative
25%
type on Facebook, with more than a third of
0%
Cryptocurrency ad spend on Facebook being link
2019 2020 2021 Q1 2022 posts. Although the top five Crypto advertisers
didn’t invest in video creatives on desktop or
Facebook Desktop & Mobile Display mobile, they shifted their budgets on Facebook
video posts over the past few years.
Share of U.K. Ad Spend by Ad Type
1%
1% 10% 14% 2% 16% 6% Interested in Seeing More Advertising Insights?
26% 22% This data is from our State of Fintech Advertising
11% 1%
Q1 in the U.K. report.
2019 2020 2021 2022 Click here to download the full report.
72% 75%
65% 77%
Note Regarding Ad Estimates:
Display, social, video, and mobile advertising data are part of our Pathmatics
Carousel Link Photo Status Video offering. Ad spend estimates include Binance, Crypto.com, Coinbase, Bitstamp,
Gemini (Gemini Trust Company, LLC).
Market-Specific Insights 20© 2022 Sensor Tower Inc. - All Rights Reserved
Crypto.com Hit 100K U.K. Installs Every Month Since 2021 In the U.K., Crypto.com has been one of the
most successful Cryptocurrency apps in
Crypto.com’s monthly installs vs. its main competitors in the U.K.
drawing continuous consumer interest in the
past few quarters, becoming the most popular
app since H2 2021. While Crypto.com did not see
600K the record spike in adoption that other apps
registered in April 2021, the app has been the only
Binance saw record adoption in April 2021, but the
app’s popularity decreased in the following months one consistently hitting at least 100 thousand
downloads every month in the past year. In Q1
2022, Crypto.com saw 480 thousand installs, nearly
200 thousand more than the second-largest app.
400K
Crypto.com has been the most popular
Crypto app in the U.K. since H2 2021.
Percentage of Months with Installs Above 100K
(January 2021 to March 2022)
100%
480K
Crypto.com’s installs in Q1 2022 75%
100%
73%
67%
200K 50%
25%
Crypto.com 20%
13%
0%
Crypto.com Coinbase Binance eToro Trust
0
Note Regarding Download Estimates:
19
9
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20
0
0
0
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1
1
1
22
The percentage of months with installs over 100K is calculated between
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January 2021 and March 2022. For apps launched after January 2021 (none
displayed in the chart), the percentage is calculated since the launch date.
Market-Specific Insights 21© 2022 Sensor Tower Inc. - All Rights Reserved
Crypto.com Boosted Organic Growth with a Digital Ad Push In the U.K., Crypto.com added onto its organic
growth with a digital ad push that saw the app
Crypto.com’s monthly digital ad spend in the U.K.
invest over $2 million on ads in 2021, up 84
percent year-over-year and significantly ahead
2020 2021 2022 of other competitors. The months with the
$ 400K highest ad spend in 2021 were also the months
that recorded the highest number of downloads.
Some of the app’s top creatives in 2021 included
ads promoting its MCO Visa card (which included
$ 300K
a link to install Crypto.com's app), its “Fortune
Favors the Brave” ad campaign, and creatives
featuring the app’s new NFT platform.
$ 200K Facebook has been Crypto.com’s top ad channel
in the past few years. While the app’s Facebook
spend decreased in the immediate months
following Apple’s privacy changes, IDFA doesn’t
seem to have had a major lasting impact yet, as
$ 100K
Facebook ad investments increased again by the
end of 2021 and were up in 1Q22 vs. 1Q19.
$0
Note Regarding Ad Estimates:
20
0
0
0
21
1
1
1
22
Display, social, video, and mobile advertising data are part of our
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Pathmatics offering.
Market-Specific Insights 22Conclusion — Key Takeaways from the Report
© 2022 Sensor Tower Inc. - All Rights Reserved Conclusion: Overall Consumers are turning to their mobile devices for their cryptocurrency needs. 2021 marked a period of record growth for Crypto apps across Europe, with first-time installs reaching nearly 100 million, up from 16 million in 2020. ● Top Crypto apps saw an uptick in usage during 2021, with monthly active users up by 300 million year-over-year, driven by new installs amid a period of record prices for cryptocurrencies. ● With the interest in digital assets and decentralized finance surging, an increasing number of apps have started to include terms such as DeFi or NFT in their app names in the past few years to boost their search traffic and reach. ● Crypto digital ad spend surged in 2021, with top Crypto advertisers investing $3.9 million during the year, up 135 percent from 2020. Despite Apple's IDFA privacy changes, Facebook ad spend remained strong in 2021, peaking twice in April and November. ● New marketing strategies are emerging among top Crypto advertisers, with terms such as NFT and Metaverse becoming more prominent across creatives in recent quarters. ● In Q1 2022, Binance dominated the European mobile Crypto space in terms of user engagement, achieving a 40 percent DAU/MAU ratio. Conclusion: Key Takeaways 24
© 2022 Sensor Tower Inc. - All Rights Reserved Conclusion: Market-Specific Insights KuCoin and MetaMask have become two of the fastest- growing Crypto apps in Europe, but Binance and Crypto.com remain the leading players by overall adoption. ● While Binance and Crypto.com top the list of Crypto apps by adoption, MetaMask and KuCoin now control at least a third of the market in half of the largest European countries, with Russia and France representing their top markets. ● Turkey and Russia are the fastest growing markets in Europe. Both markets recording almost 3 times more monthly active users in Q1 2022 compared to the previous year. ● In the U.K., Crypto.com has been one of the most successful cryptocurrency apps in drawing consistent consumer interest in the past few quarters, becoming the most popular app since H2 2021. Crypto.com was the only app to record at least 100 thousand downloads every month in the past year. ● In the U.K., Crypto.com boosted organic growth with a digital ad push that saw it invest more than $2 million on ads in 2021. Conclusion: Key Takeaways 25
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