2025 Sees Decline in App Downloads, Consumer Spending Climbs to $156 Billion
In 2025, the mobile app ecosystem experienced significant changes, with a notable decline in downloads amidst rising consumer spending. According to data from Appfigures, global app downloads reached an estimated 106.9 billion, marking a 2.7% decrease from the previous year. Conversely, consumer spending surged by 21.6%, totaling approximately $156 billion.
Trends in App Downloads
This decline in app downloads marks the fifth consecutive year of decrease, a stark contrast to the all-time high of 135 billion downloads during the pandemic in 2020. Downloads fell from 109.8 billion in 2024 to 106.9 billion in 2025. The most significant reduction was observed in mobile game downloads.
- Total App Downloads (2025): 106.9 billion
- Year-over-Year Change: -2.7%
- Mobile Game Downloads: 39.4 billion (down 8.6% from the previous year)
- Non-Game App Downloads: 67.4 billion (slight increase of 1.1%)
Growth in Consumer Spending
Despite the drop in downloads, the app economy showed resilience. Spending on mobile apps reached $156 billion, with non-game apps seeing a particularly strong performance. Spending on non-game apps increased by 33.9%, reaching $82.6 billion, compared to $72.2 billion spent on mobile games, which accounted for about 46% of total spending.
- Total Mobile App Spending (2025): $156 billion
- Mobile Games Spending: $72.2 billion
- Non-Game Apps Spending: $82.6 billion
Market Dynamics and Implications
The data suggests a shifting landscape within the app economy, where developers increasingly rely on in-app purchases and subscriptions as revenue strategies. This trend is reshaping the way apps generate income, benefiting companies that provide subscription management and monetization solutions.
In 2025, several startups received notable investments, reflecting investor confidence in app monetization strategies:
- RevenueCat raised $50 million in Series C funding.
- Appcharge announced a $58 million Series B funding round.
- Liftoff Mobile filed for an IPO, highlighting the evolving market.
U.S. Market Overview
The U.S. market followed similar trends. Consumers spent an estimated $55.5 billion on mobile apps, increasing by 18.1% year-over-year. However, downloads declined by 4.2%, totaling around 10 billion in 2025.
- U.S. Total App Spending: $55.5 billion
- Non-Game App Spending: $33.6 billion (up 26.8%)
- Game Spending: $21.9 billion (up 6.8%)
- U.S. Non-Game App Downloads: 7.1 billion
- U.S. Game Downloads: 2.9 billion
The findings from 2025 illustrate the complexities of the current app economy: declining downloads juxtaposed with rising consumer spending. As marketers and developers navigate these challenges, innovative monetization strategies will be key to sustaining growth in this dynamic environment.
