ATT opt-in rates: 2025 data & benchmarks | Adjust

Summary

Since Apple's ATT framework launch over four years ago, opt-in rates have trended upward, with Q2 2025 reaching 35% globally (up from 34.5% in Q2 2024). Education apps saw the largest gain, from 7% to 14%, highlighting improved onboarding and pre-permission prompts. Gaming remains the top vertical, with subgenre variations: sports at 50%, hyper casual at 43%, action at 40%, and board games at 30%.

Cross-promotion within hyper casual boosts opt-in to 51% vs. network average 43%. Country-level data shows Brazil (50%), UAE (49%), and Turkey (42%) leading, while Canada (29%) and Australia (27%) show meaningful gains.

The key takeaway for ad ops: prompt design, timing, and user education drive significant differences. Even small improvements in opt-in rates expand addressable iOS audiences, benefiting predictive models and campaign optimization. Investing in ATT flow UX is a strategic lever, not just compliance.