The Seasonality feature in Market Intelligence helps you uncover recurring performance patterns - by day, week, or month - across the mobile app market. Use it to answer key questions like:
Are downloads influenced by seasonal events like Black Friday or the holidays?
Is a recent dip in performance part of a typical seasonal trend?
When’s the best time to increase ad spend or launch a campaign?
How have downloads or revenue changed year over year?
Seasonality Definition:
How the yearly trend graph works?
The yearly trend graph in our platform uses two full years of historical data to calculate and display trends.
How we define the period?
We take today’s date and go back exactly two years: Start date = Today - (365 × 2 days)
This two-year window is then used for the entire feature, so all seasonality trends you see are calculated consistently using that same time span.
Where to find seasonality insights
You can explore seasonality insights in two ways within the AppTweak platform:
1. Legacy seasonality view
Go to: Market Intelligence > Seasonality > Seasonality Trends
This view shows how downloads in a specific category and country fluctuate over the course of a year.
You’ll also find a yearly calendar heatmap to help you quickly pinpoint the best-performing days, weeks, or months for your market.
2. Seasonality analysis mode
Available in multiple Market Intelligence sections:
App Comparison
Publisher Comparison
Market Overview
Single App Performance
In these sections, you can switch your analysis between Historical Mode and Seasonality Mode:
Historical mode: displays daily downloads and revenue for your selected date range.
Seasonality mode: reveals recurring trends based on average patterns (e.g., higher downloads on weekends)
Downloads/Revenue: analyse the seasonality of downloads or revenue
Example: If an app consistently gets more downloads on Tuesdays, seasonality mode will summarize those trends in one view.
Seasonality insights you can find in AppTweak
Weekly seasonality trends
See how performance changes by day of the week.
Example: Uber sees +21% more downloads on Saturdays compared to its weekly average. Skyscanner sees -3.8% fewer downloads on Saturdays.
Yearly seasonality trends
Track how each day of the year compares to the overall yearly average.
Example: Booking.com sees a peak in downloads during July and August, with July 18 showing +35% more downloads than the yearly average
Market trend chart
Shows historical download or revenue trends over time based on aggregated, real-world data.
Seasonality summary table
Includes key seasonal metrics:
Year-over-year growth: compares daily performance across two full years
Best and worst months/days: identifies seasonal highs and lows
% values: show how each time period performs against the average
Seasonality breakdowns by app, publisher, and more
You can break down seasonality insights by:
App
Publisher
Country
Category
Device
DNA
This granularity allows you to not only analyze broad market trends, but also drill into the performance of specific players or segments.
Category & country seasonality example
Let’s say you’re a game publisher preparing to launch in Brazil’s Action category.
Go to Market Overview > Seasonality by category. Apply filters for Brazil and Action.
The Yearly trend chart highlights peak periods (e.g., December) and low-activity periods (e.g., October), helping you time your launch for maximum impact.
App seasonality example
You now want to analyze seasonality patterns across top language learning apps.
Go to: App Comparison and select a group of apps like Promova or Babbel. Switch to Seasonality mode to compare weekly and yearly trends.
We see that downloads for Promova peak on Sundays, while Babbel shows better weekday performance - insights that help shape your UA and retention strategy.
Seasonality by publisher
Let's say you want to assess how different game publishers perform across the year.
Go to: Publisher Comparison and select publishers like Homa, Voodoo, and Rollic. Switch to Seasonality mode to view seasonal patterns:
Weekly trends show that all three publishers’ games peak on weekends
Yearly trends reveal that:
Rollic spikes in January, February, and December
Homa sees steady downloads throughout the year, with peaks in July
VOODOO peaks around the end-of-year holidays
Tracking your competitors’ seasonal trends helps you identify high-competition periods and plan campaigns accordingly.
More about our data
Since its creation, AppTweak has managed to gather the data of millions of apps across different categories and countries. This data has enabled us to identify general trends across different categories and countries.
Using data science and machine learning, we have been able to compute a model that can predict download trends based on past growth and taking into account the variability across the days of the week and across the months of the year.
To learn more about how we compute our estimates, check out this article.