The subscription economic system helped increase cellular app revenues in 2025, whilst app downloads declined for the fifth consecutive yr, based on app intelligence agency Appfigures‘ annual report. In 2025, world downloads of all cellular apps and cellular video games through the App Retailer and Google Play reached an estimated 106.9 billion, 2.7% decrease than the yr prior. Shopper spending, in the meantime, climbed 21.6% to achieve an estimated $155.8 billion throughout the identical interval.
The info signifies that app builders, entrepreneurs, and publishers have been profitable in getting their customers to make in-app purchases or activate subscriptions, even because the variety of new customers downloading apps has been falling.
The report additionally mirrored the continued shift away from cellular video games as the first income driver for the app economic system. In 2025, shoppers spent $72.2 billion on cellular video games, accounting for about 46% of all spending inside cellular apps. Whereas that determine is up 10% year-over-year, spending on non-game cellular apps additionally elevated. In truth, non-game app spending is up 33.9% year-over-year and reached $82.6 billion in 2025, Appfigures mentioned.
Whereas shoppers might not like that just about each app now has in-app purchases or a subscription mannequin inbuilt, this has provided a extra sustainable path for app builders. Plus, the shift towards ongoing funds for apps has helped gas an ecosystem of companies serving the cellular app ecosystem. This contains subscription administration platform RevenueCat, which raised a $50 million Series C this previous yr, and Appcharge, a startup serving to cellular video games improve their monetization, which introduced a $58 million Series B again in August. This week, Liftoff Cell, which helps market and monetize apps, filed for an IPO.
As income rose, downloads dropped once more in 2025.
After reaching an all-time excessive of 135 billion in 2020 in the course of the pandemic, downloads have been on the decline. This yr’s determine of 106.9 billion installs was down from 109.8 billion in 2024, and follows slowed obtain development between 2023 and 2024, when installs had been down 3.3%.
Cell recreation downloads noticed a bigger decline this yr. In 2025, cellular video games had been downloaded 39.4 billion instances, down 8.6% year-over-year, after a 6.6% decline from 2023 to 2024. Non-game app downloads had been primarily flat — they solely noticed a slight improve of 1.1% year-over-year, reaching 67.4 billion.
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The total report additionally takes a take a look at the U.S. market particularly. Right here, shoppers spent an estimated $55.5 billion throughout all cellular apps, up 18.1% year-over-year from $47 billion in 2024. Downloads reached 10 billion, down 4.2% from the ten.4 billion in 2024. U.S. shoppers spent $33.6 billion on non-game apps, up 26.8% year-over-year, and spent $21.9 billion on video games, up simply 6.8%.
U.S. non-game app downloads had been an estimated 7.1 billion in 2025, whereas video games had been downloaded 2.9 billion instances.
