TL;DR
Appfigures data reported via TechCrunch shows global app downloads fell 2.7% in 2025 to 106.9 billion, marking a fifth consecutive year of declines, while estimated consumer spending climbed to a record $155.8 billion, up 21.6%. Subscriptions and non-game app spending were the primary drivers of revenue gains as games lost share of total spending.
What happened
Appfigures’ annual look at the app market, summarized by TechCrunch, found a divergence in 2025 between volume and revenue: total downloads slipped for the fifth straight year, decreasing 2.7% to 106.9 billion from 109.8 billion in 2024, but consumer spending reached an estimated $155.8 billion, a 21.6% increase year over year. The decline in downloads was concentrated in mobile games, which fell 8.6% to 39.4 billion downloads, while non-game app downloads ticked up 1.1% to 67.4 billion. Revenue followed a similar split: spending on non-game apps surged 33.9% to $82.6 billion and now exceeds game spending, which rose 10% to $72.2 billion. In the U.S., overall spending rose 18.1% to $55.5 billion even as downloads dropped 4.2% to 10 billion. Appfigures has not yet published the full report publicly.
Why it matters
- Subscriptions appear to be offsetting fewer installs by increasing per-user revenue, altering the economics for app developers.
- Non-game apps have overtaken games in consumer spending, signaling shifting user spending preferences and monetization opportunities.
- Continued download declines may change how developers prioritize acquisition versus retention and monetization strategies.
- Regional differences, such as the U.S. seeing larger spending growth than download growth, could influence market-specific business plans.
Key facts
- Global consumer spending on mobile apps reached an estimated $155.8 billion in 2025, up 21.6% from 2024.
- Total app downloads fell 2.7% year over year to 106.9 billion in 2025 (109.8 billion in 2024).
- Mobile game downloads dropped 8.6% to 39.4 billion; non-game app downloads rose 1.1% to 67.4 billion.
- Spending on non-game apps increased 33.9% to $82.6 billion; game spending grew 10% to $72.2 billion.
- Games now account for about 46% of total app spending.
- In the U.S., consumer spending climbed 18.1% to $55.5 billion while downloads fell 4.2% to 10 billion.
- U.S. non-game app spending rose 26.8% to $33.6 billion; U.S. game spending rose 6.8% to $21.9 billion.
- The 2025 download total continues a five-year decline from the 2020 pandemic peak of roughly 135 billion downloads.
- Appfigures’ full report had not been released publicly at the time of the summary published via TechCrunch.
What to watch next
- Publication of Appfigures’ full report for additional breakdowns and methodology (Appfigures had not released it publicly).
- How developers adjust pricing, subscription tiers, and retention efforts to capitalize on higher per-user spending (not confirmed in the source).
- Whether download trends reverse or continue downward in 2026 and how that affects user acquisition strategies (not confirmed in the source).
Quick glossary
- Subscription model: A business model where users pay recurring fees (monthly or yearly) for ongoing access to an app or service.
- Non-game apps: Applications that are not classified as games; often include productivity, social, health, finance, and utility apps.
- Mobile game spending: Consumer expenditures on mobile games, including in-app purchases, premium game purchases, and game subscriptions.
- Downloads: The number of times an app is installed by users, commonly used as a measure of reach and adoption.
- Consumer spending: Estimated total amount users spend on apps and in-app purchases across app stores.
Reader FAQ
Did app revenue increase in 2025?
Yes. Estimated global consumer spending rose to $155.8 billion in 2025, up 21.6% from 2024.
Why did revenue rise while downloads fell?
The report attributes higher revenue largely to subscriptions and increased spending on non-game apps, which offset fewer downloads.
Are downloads declining across all categories?
No. Mobile game downloads fell notably (8.6%), while non-game app downloads edged up 1.1%.
Has Appfigures released the full report?
Appfigures had not released the full report publicly at the time of the TechCrunch summary.
Do we know why downloads have been falling for several years?
Not confirmed in the source.
Report: Apple to fine-tune Gemini independently, no Google branding on Siri, more Marcus Mendes Jan 13 2026 APP STORE APPFIGURES Subscriptions carried the app economy as downloads declined in 2025:…
Sources
- Subscriptions carried the app economy as downloads declined in 2025: report
- App downloads data by country: 2025 statistics and trends
- 2025 State of Mobile: Consumers' $150 Billion Spent …
- App Store Growth Trend: Key Drivers & Projections for 2025
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