What's Happening?
According to a report by Appfigures, consumer spending on mobile apps reached nearly $156 billion in 2025, despite a decline in app downloads for the fifth consecutive year. The report highlights a shift
in the app economy, with non-game apps seeing a significant increase in spending, up 33.9% year-over-year to $82.6 billion. In contrast, spending on mobile games, while still substantial, grew at a slower rate. The U.S. market mirrored these trends, with consumers spending $55.5 billion on apps, marking an 18.1% increase from the previous year. The decline in downloads, particularly for mobile games, suggests a maturing market where users are more selective but willing to spend more on in-app purchases and subscriptions.
Why It's Important?
The shift in consumer spending patterns reflects broader changes in the app economy, where subscription models and in-app purchases are becoming more prevalent. This trend offers a more sustainable revenue stream for developers and has spurred growth in related industries, such as subscription management platforms. The decline in downloads, however, indicates market saturation and challenges in acquiring new users. For businesses, understanding these dynamics is crucial for strategizing growth and monetization in a competitive landscape. The data also suggests that while the number of new users may be declining, the value of existing users is increasing, emphasizing the importance of user retention and engagement strategies.
