The mobile advertising landscape is gradually shifting from store-centric discovery to device-level ecosystems. For years, most user acquisition strategies revolved around Google Play and a small number of large ad networks. However, the rapid growth of OEM ecosystems across emerging markets is changing this model. In many regions, the majority of Android users interact with manufacturer-controlled surfaces such as device app stores, system recommendations and native discovery placements.

Recent industry research shows just how significant this shift has become. OEM ecosystems already reach over 1.8 billion daily active Android users globally, giving advertisers access to a large share of the Android device base through manufacturer partnerships.

For UA teams that want to scale efficiently, this expanding reach means one thing: OEM traffic is no longer a niche channel but a major growth lever outside of Google Play.

Why OEM Ecosystems Dominate in Emerging Markets

Device manufacturers have become powerful distribution platforms because they control the first touchpoints users see on their phones. Instead of relying exclusively on the Play Store, users often discover apps through:

• OEM app stores
  
• device setup recommendations
  
• system folders such as “Hot Apps” or “Recommended Apps”
  
• browser or search integrations
  
• notification-based discovery
  

This type of on-device discovery often happens earlier in the user journey than traditional app store browsing. Because of that, OEM ecosystems have gained enormous reach in several high-growth mobile markets.

Industry data highlights the scale of this reach:

• Africa: OEM ecosystems reach roughly 91% of the mobile audience.
  
• India: reach is around 84% of Android users.
  
• Southeast Asia: OEM reach is approximately 87% of the market.
  

These numbers illustrate an important reality. In many high-growth regions, OEM ecosystems represent the primary gateway to mobile users, sometimes even more important than traditional app stores.

The OEM Landscape: Who Controls the Devices

Understanding regional vendor dominance is essential for building an effective OEM user acquisition strategy.

In Africa, the market is heavily influenced by the Transsion ecosystem, which includes the brands TECNO, Infinix and itel. These brands have historically held a major share of smartphone shipments on the continent, far ahead of most competitors.

In Southeast Asia, the competitive landscape includes Samsung, Xiaomi, Transsion, OPPO and vivo, all competing for device market share. Recent shipment data shows Samsung and Xiaomi among the leading vendors, with Transsion rapidly gaining ground.

Each vendor operates its own ecosystem that includes:

• proprietary app stores
  
• recommendation engines
  
• system-level ad placements
  
• device-integrated discovery channels
  

For mobile advertisers, this means OEM traffic is fragmented across several large ecosystems, each with its own reach and regional strength.

Why OEM Traffic Unlocks New Scaling Opportunities

The growing penetration of OEM ecosystems creates several advantages for UA teams looking to scale mobile app installs.

First, OEM channels provide access to audiences outside the traditional advertising auction environment. Many placements exist at the device level and therefore experience less competition compared with large social networks.

Second, OEM ecosystems offer native discovery moments. When users encounter apps through system folders or device recommendations, the interaction often feels less intrusive than a typical in-feed advertisement.

Third, OEM inventory allows advertisers to reach users in markets where Google Play is not always the primary discovery mechanism. In regions such as Africa, India and Southeast Asia, users frequently interact with manufacturer-specific app stores and recommendation surfaces.

Together, these factors make OEM ecosystems an increasingly important component of mobile growth strategies for Android apps.

How UA Teams Should Adapt Their Strategy

As OEM reach continues to expand, user acquisition teams need to rethink how they structure Android growth.

A modern UA strategy should include:

Diversifying traffic sources
Instead of relying only on Google Play campaigns, marketers should combine Play Store acquisition with OEM inventory from vendors such as Samsung, Xiaomi, vivo and Transsion.

Mapping device market share by region
UA planning should align with local device penetration. For example, campaigns in Africa might prioritize Transsion inventory, while Southeast Asia may require a mix of Samsung, Xiaomi and other vendors.

Optimizing for early engagement events
Because OEM placements often drive discovery earlier in the device lifecycle, it becomes important to optimize toward Day-0 and Day-1 events, not just installs.

What This Means for Mobile Growth in 2026

The rise of OEM ecosystems signals a broader change in how Android users discover apps. Instead of a single centralized store controlling the majority of distribution, discovery is gradually shifting toward a multi-ecosystem environment that includes device manufacturers, alternative stores and system-level recommendation engines.

For UA teams, this creates both complexity and opportunity. Those who understand regional OEM penetration and device-level discovery behavior will gain access to massive audiences that are often underutilized by competitors. In practical terms, the takeaway is simple.

Scaling Android growth in 2026 will require looking beyond Google Play and embracing the expanding reach of OEM ecosystems across emerging mobile markets.