App Downloads Declined in 2025, but Subscriptions Pushed App Economy Revenue to Record High, Says Report

Highlights

• Global app downloads fell for the fifth straight year to 106.9B in 2025, but consumer spending hit a record $155.8B, up 21.6%.
• Mobile game downloads dropped 8.6% to 39.4B, while non-game apps grew 1.1% to 67.4B.
• Non-game app revenue surged 33.9%, overtaking games.

App Subscriptions continued to play a crucial role in sustaining the global app economy in 2025, even as overall app downloads declined for another consecutive year. Appfigures’ latest annual report highlights a widening gap between download volumes and consumer spending with revenue hitting an all-time high despite fewer installs. Here’s what we know about the app economy based on latest reports.

App Spending Rises Sharply Despite Download Decline

According to Appfigures, as cited in the latest TechCrunch report, global consumer spending on mobile apps reached $155.8 billion in 2025, marking a 21.6% increase compared to 2024. At the same time, total app downloads fell by 2.7% year-over-year to 106.9 billion, down from 109.8 billion in 2024 and 113.6 billion in 2023.

This decline represents the fifth straight year of falling downloads since the market peaked at 135 billion installs during the pandemic in 2020. However, the widespread adoption of subscription-based monetisation helped offset the impact of fewer downloads and drove overall revenue growth.

Games See Steeper Drop as Non-Game Apps Recover

The fall in downloads was not evenly spread across app categories. Mobile games experienced the sharpest decline with downloads dropping 8.6% year-over-year to 39.4 billion, following a 6.6% decrease in the previous year.

In contrast, non-game apps posted modest growth. Downloads in this category rose 1.1% to 67.4 billion, reversing the identical 1.1% decline recorded a year earlier.

A similar divide emerged in consumer spending. Revenue from non-game apps surged 33.9% to $82.6 billion, overtaking mobile games, which saw a comparatively smaller 10% increase to $72.2 billion. As a result, games now account for just 46% of total global app spending.

U.S. Market Mirrors Global Trends

In the United States, consumer spending on apps climbed 18.1% to $55.5 billion in 2025, even as downloads fell 4.2% to 10 billion. Non-game apps once again led growth, with spending rising 26.8% to $33.6 billion. Game-related spending increased at a slower pace, up 6.8% to $21.9 billion.

Overall, the report underscores how subscriptions and higher per-user spending are increasingly compensating for slowing download growth across the global app economy.

FAQs

Q1. How did global app downloads and spending change in 2025?

Answer. Downloads fell 2.7% to 106.9 billion, but consumer spending surged 21.6% to $155.8 billion, hitting a record high.

Q2. Which app categories saw the biggest shifts in 2025?

Answer. Mobile games dropped 8.6% to 39.4 billion downloads, while non-game apps grew 1.1% to 67.4 billion and drove a 33.9% revenue surge.

Q3. What trends were observed in the U.S. market?

Answer. U.S. app spending rose 18.1% to $55.5 billion, with non-game apps leading growth (+26.8%), even as downloads fell 4.2% to 10 billion.

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