Alternative app stores: New opportunities for app growth | Adjust

This article examines the rise of alternative app stores driven by regulatory changes like the EU's Digital Markets Act (DMA), which requires Apple to permit third-party stores and sideloading on iOS, and growing competition from Android stores such as Samsung Galaxy Store, Amazon Appstore, and Aptoide. Key forces include global regulatory pressure (e.g., South Korea's third-party payment laws, India's antitrust review, US proposed Open App Markets Act) and developer demand for lower fees and flexible policies.

For ad ops decision-makers, alternative stores offer advantages like access to niche and regional audiences (e.g., emerging markets), more lenient content guidelines, and better monetization terms—with revenue splits as low as 0-15% versus Apple/Google's 15-30%. Some stores offer pre-install opportunities through OEM partnerships, reducing UA costs. However, privacy and security remain challenges; Apple uses notarization, while stores like Huawei AppGallery enforce strict verification.

Actionable takeaways: diversify distribution across mainstream and alternative stores to reach high-intent users; evaluate financial trade-offs (e.g., Apple's Core Technology Fee); optimize for regional regulations; and prioritize reputable stores with strong security protocols. Early adopters can gain competitive advantage in a fragmenting market where app store dominance is no longer absolute.