푸시 알림 마케팅 서비스 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the push notification marketing services Market size is projected to expand from USD 1.36 billion in 2025 and USD 1.56 billion in 2026 to USD 3.02 billion by 2031, registering a CAGR of 14.12% between 2026 and 2031.

This report is Segmented by Notification Channel (Web-Based Notifications, and App-Based Notifications), Service Type (Push Strategy and Campaign Design, and More), End-User Industry (Retail and E-Commerce, Media and Entertainment, Healthcare and Life Sciences, Travel and Hospitality, Consumer Goods, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Push Notification Marketing Services Market Trends and Insights

AI-Powered Personalization and Journey Orchestration

AI-powered personalization has become the main point of differentiation in the push notification marketing services market, as enterprise buyers now judge platforms on orchestration quality rather than raw send capacity. MoEngage's 2026 benchmark study across 40 billion messages sent between November 2024 and November 2025 found that behavior-triggered campaigns achieved a 93.07% delivery rate, compared with 80.73% for broadcast campaigns. Academic work also supports this shift, with a 2025 study indexed in the ACM Digital Library reporting 12.5% higher click-through rates and 8.3% higher conversion rates for LLM-generated push copies in e-commerce than templated alternatives. Braze added practical proof in April 2026, when it said that the BrazeAI Operator reduced unsubscribes by 81% and lifted push notification engagement by 124% for Cleo, showing that AI layers are already affecting retention outcomes.

Browser-Based Web Push Adoption Across Commerce and Publishing

Browser-based web push has moved from a niche publishing tool toward a broader retention channel in the push notification marketing services market, especially for commerce and media brands that want direct reach without forcing an app download. The W3C Declarative Web Push standard, which Apple began shipping natively across iOS and macOS in 2026, improved payload handling and battery efficiency for browser-delivered notifications on Apple devices. This matters because iOS Safari has long limited the effective reach of web push notifications, keeping Apple users outside the main addressable base for many browser-first programs. At the same time, Chrome usage data cited by Shopify showed that only 17% of users accept notification permission prompts on average websites, which means prompt timing and page context matter as much as platform choice. As Apple coverage improves and consent design becomes more deliberate, web push becomes a more credible owned channel for brands that want to expand reach without investing in a native app.

Privacy Regulation and Consent Enforcement Complexity

Privacy rules are making it harder to scale push notification marketing services across borders because consent now has to be managed at a more granular level than device-level permission prompts. Gibson Dunn's March 2026 Europe data protection review noted that marketing push notifications require separately obtained, purpose-specific consent under GDPR Articles 6 and 7, and that operating system permission prompts alone do not meet that standard. Turkey's Personal Data Protection Authority also signaled the same direction in 2024 by requiring separate consent paths for operational and marketing push notifications in mobile applications. For vendors and enterprise buyers, this creates extra work around consent records, policy logic, and jurisdiction-specific workflows across GDPR, KVKK, LGPD, and healthcare requirements such as HIPAA. These tasks add legal and technology costs, and they weigh more heavily on mid-market entrants than on large incumbents with established compliance teams in the push notification marketing services market.

Other drivers and restraints analyzed in the detailed report include:

1. Triggered Lifecycle Campaign Performance in Cart Recovery and Retention
2. Enterprise Spend Shift Toward Owned-Channel Customer Engagement
3. Notification Fatigue and Opt-Out Pressure

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

App-based notifications held 77.63% of the push notification marketing services market share in 2025, giving them the largest channel position because native apps remain the main consumer touchpoint in retail, financial services, and media. The channel benefits from persistent device tokens, direct delivery measurement, rich media support, and deep links that route users to specific screens instead of general landing pages. Airship's 2026 benchmarks, based on 681 billion notifications sent to more than 3 billion users across 15 verticals, showed that e-commerce and retail apps on Android posted a 3.78% click-through rate, compared with 3.05% on iOS. That gap reflects Android's historically stronger opt-in performance, which made app-based messaging especially effective for conversion-led programs before explicit permission models tightened the funnel. Web-based notifications held the second-largest channel position and continued to expand as commerce brands used them to add direct reach beyond app users, while publishers and media groups used them for time-sensitive alerts in the push notification marketing services market.

Web-based notifications accounted for the remaining 22.37% of revenue in 2025, and this segment of the push notification marketing services market is becoming increasingly useful as brands seek reach beyond app-installed audiences. The channel is particularly relevant for commerce and publishing businesses that attract repeat visitors but do not convert all of them into app users on the first visit. Publisher research showed that adopting push notifications can raise active users by up to 60% over 3 months, which supports the role of browser messaging in repeat engagement programs. The push notification marketing services industry is therefore seeing more need for vendors that can manage browser permissions, audience logic, and content sequencing in the same environment used for app campaigns. Over time, the push notification marketing services market should continue to treat web push as a complementary channel that expands reachable audiences without replacing the structural lead of app-based delivery.

Complete Report Scope:

• By Notification Channel
  • Web-Based Notifications
  • App-Based Notifications
• By Service Type
  • Push Strategy and Campaign Design
  • Push Notification Execution and Automation
  • Analytics and Performance Optimization
• By End-user Industry
  • Retail and E-commerce
  • Media and Entertainment
  • Healthcare and Life Sciences
  • Travel and Hospitality
  • Consumer Goods
  • Other End-User Industries
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • United Arab Emirates
    • Saudi Arabia
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 38.52% of the push notification marketing services market share in 2025, maintaining its lead. The region benefits from dense enterprise martech adoption and a mature mobile app ecosystem. It also remains the home base for Braze, OneSignal, and Airship, which keep product development and enterprise selling activity closely tied to buyer needs in the push notification marketing services market. Braze reported USD 738 million in revenue for the fiscal year ended January 31, 2026, reflecting continued enterprise platform spending concentrated in this market segment. Canada adds steady demand from e-commerce and financial services, while Mexico is expanding from a smaller base as smartphone use broadens the reachable app audience.

Asia-Pacific is projected to grow at a 15.82% CAGR through 2031, making it the fastest-expanding region in the push notification marketing services market. The region's growth stems from mobile-first commerce, larger Android user bases, and greater reliance on messaging-led engagement in India, Southeast Asia, and South Korea. Infobip's 2026 messaging trends report said India had 550 million RCS users in 2025, along with 70% growth in RCS interactions and a 2,907% increase in marketing use, which shows how quickly richer messaging formats are scaling. South Korea and Australia support higher-spend use cases in gaming, fintech, media, retail, and financial services, while Japan requires more localized product design and domestic partnerships for vendors that want deeper access.

Europe held the second-largest share of the push notification marketing services market, with Germany and the United Kingdom as the main enterprise hubs. Buyers in this region place greater weight on consent tooling and governance support, favoring vendors that can combine campaign functions with data control. France, Spain, and Italy are adding mid-market demand as e-commerce usage widens. South America is becoming a larger part of the push notification marketing services market, led by Brazil and supported by fintech, mobile commerce, and expanding app usage in Argentina and Chile. The Middle East shows concentrated activity in the UAE and Saudi Arabia, while Africa remains earlier stage but is gaining relevance in Nigeria, South Africa, and Egypt as fintech and mobile money apps create more trigger-based communication needs.

1. Braze, Inc.
2. OneSignal, Inc.
3. Airship Group, Inc.
4. MoEngage Global Inc.
5. Iterable, Inc.
6. Pushwoosh Inc.
7. Webklipper Technologies Private Limited
8. Netcore Pvt. Ltd.
9. Wingify Software Pvt. Ltd.
10. SendPulse Inc.
11. Push Engage LLC
12. Datability Technologies Private Limited
13. Sosyo Plus Bilgi Bilisim Tekn. Dan. Hiz. Tic. A.S.
14. Brevo SAS
15. Bloomreach, Inc.
16. Salesforce, Inc.
17. Oracle Corporation
18. Adobe Inc.
19. Amazon Web Services, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 AI-Powered Personalization and Journey Orchestration
  • 4.2.2 Browser-Based Web Push Adoption Across Commerce and Publishing
  • 4.2.3 Triggered Lifecycle Campaign Performance in Cart Recovery and Retention
  • 4.2.4 Enterprise Spend Shift Toward Owned-Channel Customer Engagement
  • 4.2.5 Android-Weighted Mobile-First Markets Improving Campaign Economics
  • 4.2.6 GenAI-Led Creative Testing at Lower Operating Cost
• 4.3 Market Restraints
  • 4.3.1 Privacy Regulation and Consent Enforcement Complexity
  • 4.3.2 Notification Fatigue and Opt-Out Pressure
  • 4.3.3 OS and Browser Permission UX Changes Reducing Opt-In Conversion
  • 4.3.4 Real-Time Data Integration Latency Across Martech Stacks
• 4.4 Industry Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Impact of Macroeconomic Factors on the Market
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Buyers
  • 4.8.3 Bargaining Power of Suppliers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Industry Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Notification Channel
  • 5.1.1 Web-Based Notifications
  • 5.1.2 App-Based Notifications
• 5.2 By Service Type
  • 5.2.1 Push Strategy and Campaign Design
  • 5.2.2 Push Notification Execution and Automation
  • 5.2.3 Analytics and Performance Optimization
• 5.3 By End-user Industry
  • 5.3.1 Retail and E-commerce
  • 5.3.2 Media and Entertainment
  • 5.3.3 Healthcare and Life Sciences
  • 5.3.4 Travel and Hospitality
  • 5.3.5 Consumer Goods
  • 5.3.6 Other End-User Industries
• 5.4 By Geography
  • 5.4.1 North America
    • 5.4.1.1 United States
    • 5.4.1.2 Canada
    • 5.4.1.3 Mexico
  • 5.4.2 South America
    • 5.4.2.1 Brazil
    • 5.4.2.2 Argentina
    • 5.4.2.3 Chile
    • 5.4.2.4 Rest of South America
  • 5.4.3 Europe
    • 5.4.3.1 Germany
    • 5.4.3.2 United Kingdom
    • 5.4.3.3 France
    • 5.4.3.4 Italy
    • 5.4.3.5 Spain
    • 5.4.3.6 Rest of Europe
  • 5.4.4 Asia-Pacific
    • 5.4.4.1 China
    • 5.4.4.2 Japan
    • 5.4.4.3 India
    • 5.4.4.4 South Korea
    • 5.4.4.5 Australia
    • 5.4.4.6 Rest of Asia-Pacific
  • 5.4.5 Middle East
    • 5.4.5.1 United Arab Emirates
    • 5.4.5.2 Saudi Arabia
    • 5.4.5.3 Qatar
    • 5.4.5.4 Rest of Middle East
  • 5.4.6 Africa
    • 5.4.6.1 South Africa
    • 5.4.6.2 Egypt
    • 5.4.6.3 Nigeria
    • 5.4.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Braze, Inc.
  • 6.4.2 OneSignal, Inc.
  • 6.4.3 Airship Group, Inc.
  • 6.4.4 MoEngage Global Inc.
  • 6.4.5 Iterable, Inc.
  • 6.4.6 Pushwoosh Inc.
  • 6.4.7 Webklipper Technologies Private Limited
  • 6.4.8 Netcore Pvt. Ltd.
  • 6.4.9 Wingify Software Pvt. Ltd.
  • 6.4.10 SendPulse Inc.
  • 6.4.11 Push Engage LLC
  • 6.4.12 Datability Technologies Private Limited
  • 6.4.13 Sosyo Plus Bilgi Bilisim Tekn. Dan. Hiz. Tic. A.S.
  • 6.4.14 Brevo SAS
  • 6.4.15 Bloomreach, Inc.
  • 6.4.16 Salesforce, Inc.
  • 6.4.17 Oracle Corporation
  • 6.4.18 Adobe Inc.
  • 6.4.19 Amazon Web Services, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment