Despite a continued decline in app downloads, consumer spending on mobile applications surged to nearly $156 billion in 2025, signaling a significant shift in the app economy. According to Appfigures' annual report, this growth was fueled by the increasing prevalence of subscription models and in-app purchases.
Global app downloads across the App Store and Google Play reached an estimated 106.9 billion in 2025, a 2.7% decrease compared to the previous year. However, consumer spending climbed by 21.6% to reach $155.8 billion during the same period. This divergence indicates that app developers and publishers are successfully monetizing their existing user base, even as new user acquisition slows. Specifically, spending on non-game apps saw a substantial increase, rising 33.9% year-over-year to $82.6 billion, surpassing the $72.2 billion spent on mobile games, which grew by 10%.
The app market is undergoing a transformation, moving away from a reliance on new downloads as the primary driver of revenue. The subscription economy, where users pay recurring fees for access to premium features or content, is playing an increasingly important role. This model provides a more stable and predictable revenue stream for developers compared to one-time purchases or advertising-based monetization. The rise in non-game app spending also reflects a broadening of the app economy beyond entertainment, with categories like productivity, education, and health & fitness experiencing significant growth.
Appfigures, a prominent app intelligence firm, provides data and analytics to help developers and publishers track app performance, monitor market trends, and optimize their monetization strategies. Their annual report offers valuable insights into the evolving dynamics of the app economy.
Looking ahead, the app market is expected to continue its shift towards subscription-based models and in-app purchases. Developers will likely focus on enhancing user engagement and retention to maximize revenue from their existing user base. While new app downloads may remain relatively flat, the overall value of the app economy is projected to grow as consumers increasingly rely on mobile apps for various aspects of their lives. The competition for user attention and spending will intensify, requiring developers to innovate and offer compelling value propositions to stand out in the crowded app landscape.
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