Instant apps are publishers' newest 'frenemy' when it comes to monetization

When the App Store opened there were 552 apps. Today, there are 2 million iOS apps, and 2.2 million apps in Android’s Google Play store. Needless to say, getting a single app noticed in a sea of 4.2 million is far from simple. What’s more, individuals tend to use only a limited number of apps per month, and most of their time in apps is concentrated across a very small number of them.