In 2025, the global app market saw a decline in downloads for the fifth consecutive year, but consumer spending surged to nearly $156 billion, driven by the subscription economy. App intelligence firm Appfigures revealed that global app downloads, including mobile games, dropped to 106.9 billion, down by 2.7% from the previous year. However, consumer spending on mobile apps soared by 21.6% to reach an estimated $155.8 billion during the same period.
This shift indicates a successful pivot by app developers towards in-app purchases and subscriptions, compensating for the decrease in new user downloads. Notably, mobile game spending accounted for 46% of the total app revenue, amounting to $72.2 billion, while non-game apps witnessed a 33.9% increase in spending, totaling $82.6 billion in 2025. This trend reflects a sustainable monetization model adopted by developers, with subscription-based offerings becoming prevalent across various apps.
As the app economy evolves, businesses like RevenueCat and Appcharge have capitalized on the subscription trend, securing significant funding rounds. Meanwhile, Liftoff Mobile, specializing in app marketing and monetization, recently filed for an IPO. Despite the decline in app downloads post-2020, the revenue growth signals a resilient market adapting to changing consumer preferences.
Source: TechCrunch