The Evolution of Telegram Mini App Advertising: Insights from PropellerAds 2025 Report

In an ever-changing digital advertising landscape, PropellerAds has released its annual report, shedding light on the evolution of Telegram Mini App Advertising. Titled "The State of Telegram Mini App Advertising in 2025," the report highlights a significant transition from early hype to stable performance, making Telegram Mini Apps a noteworthy aspect of the advertising ecosystem.

Growth in User Engagement

According to the report, Telegram's global user base surged from 900 million to 1 billion monthly active users between March 2024 and March 2025. One of the standout findings is that nearly 50% of these users interact with Mini Apps, an impressive figure that positions TMAs as one of the fastest-growing in-app environments on the platform. Despite facing restrictions in certain countries, such as Vietnam, Nepal, and Kenya, Mini App advertising activity remained steady globally.

Usage Trends and Market Stability

Interestingly, Mini App usage peaked in September 2024 at approximately 1.44 billion monthly active users but later saw a decline, stabilizing between 150 to 190 million MAUs by mid-2025. This stabilization, noted in the report, is largely attributed to the fall of tap-to-earn and reward-farming applications. As these less consistent users churned away, the remaining audience became more focused on utility-driven, AI-powered, and service-oriented Mini Apps. This shift is indicative of a more discerning user base that values quality over quantity in its app interactions.

Superior Advertising Performance

The advertising performance data showcases the effectiveness of Telegram Mini App placements, yielding high engagement rates. Average click-through rates (CTR) in major geographical markets range from 20% to 40%, notably surpassing many traditional mobile and social ad formats. Cost-per-click (CPC) rates remain competitively low, especially in Tier-2 and Tier-3 markets like India, Indonesia, and Nigeria, where average CPCs hover around $0.01. Meanwhile, Tier-1 markets, including the United States and Germany, while having higher CPCs, provide more premium traffic opportunities for advertisers.

Sector Insights

Breaking down the data further, the report indicates that the iGaming sector leads Mini App ad impressions, accounting for 22.37%, with the finance sector following closely at 19.67%. E-commerce and media account for 13.20% and 12.02%, respectively. Despite heightened moderation and removal of certain iGaming Mini Apps, the demand from advertisers in this category remained robust, driven by higher quality and more predictable traffic compared to placements on traditional Telegram channels.

Blockchain and Future Prospects

Additionally, the report brings attention to a significant structural change within the blockchain segment, following Telegram's push toward TON-native Mini Apps. While the quantity of cryptocurrency-related projects may have diminished, those that remain have shown stability and compliance, better integrating within the broader Telegram ecosystem.

Looking forward towards 2026, the report summarizes that Telegram Mini Apps have entered a more mature stage of development. The explosive growth of previous years has moderated; however, improvements in product quality, monetization strategies, and advertiser confidence are paving the way for Mini Apps to continue serving as a sustainable performance channel in Telegram’s expansive advertising landscape.

In conclusion, the findings of PropellerAds’ report underscore the transition of Telegram Mini Apps from a temporary phenomenon into an indispensable advertising channel. With continued improvements and stable user engagement, advertisers can expect a promising future for their campaigns in this evolving environment.