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, encompassing both mobile games and other applications on the App Store and Google Play, reached an estimated 106.9 billion in 2025. This figure represents a 2.7% decrease compared to the previous year, marking the fifth consecutive year of declining downloads. However, consumer spending painted a different picture, climbing by 21.6% to an estimated $155.8 billion during the same period. Mobile game spending reached $72.2 billion, accounting for approximately 46% of total app spending. Non-game app spending saw even more substantial growth, increasing by 33.9% year-over-year to reach $82.6 billion in 2025.
The data suggests a maturing app market where user acquisition is becoming less critical than user retention and monetization. App developers, marketers, and publishers are evidently succeeding in converting existing users into paying customers through in-app purchases and subscription services. This trend has significant implications for the app economy, indicating a move away from a purely download-driven model towards a more sustainable, revenue-focused approach.
Appfigures, a prominent app intelligence firm, provides data and analytics on the mobile app market. Their reports are widely used by developers, investors, and industry analysts to understand market trends and make informed decisions. The firm's data covers millions of apps across both the App Store and Google Play, offering a comprehensive view of the app ecosystem.
Looking ahead, the app economy is likely to continue its evolution towards subscription-based models and in-app purchases. While download numbers may continue to decline, revenue is expected to grow as developers refine their monetization strategies and focus on providing value to existing users. The increasing dominance of non-game apps in terms of revenue also suggests a diversification of the app market, with opportunities for growth in areas such as productivity, education, and entertainment.
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