App downloads declined again in 2025, yet consumer spending on mobile apps reached a new record. The latest annual data shows a clear shift. Fewer people are installing apps, but more users are paying through subscriptions and in-app purchases.
Revenue up, downloads down
According to Appfigures, global consumer spending on mobile apps climbed to $155.8 billion in 2025, a 21.6 percent increase from 2024. At the same time, downloads fell 2.7 percent to 106.9 billion, down from 109.8 billion last year.
This marks the fifth straight year of falling downloads. Even so, developers made more money because paid features and subscriptions now drive most growth.
Key numbers from 2025:
- Global spending: $155.8 billion
- Total downloads: 106.9 billion
- Download change: –2.7 percent year over year
Games lost ground, non-game apps surged
The slowdown did not affect every category in the same way. Mobile games saw the sharpest drop, while non-game apps held steady and grew in revenue.
Category breakdown:
- Game downloads: 39.4 billion, down 8.6 percent
- Non-game downloads: 67.4 billion, up 1.1 percent
- Game revenue: $72.2 billion, up 10 percent
- Non-game revenue: $82.6 billion, up 33.9 percent
For the first time, non-game apps generated more revenue than games. They now account for more than half of all consumer spending on mobile apps.
US followed the same pattern
The same trend played out in the United States. Spending increased even as fewer people downloaded new apps.
U.S. figures:
- Total spending: $55.5 billion, up 18.1 percent
- Total downloads: 10 billion, down 4.2 percent
- Non-game spending: $33.6 billion, up 26.8 percent
- Game spending: $21.9 billion, up 6.8 percent
The app market is no longer about raw install numbers. Developers now focus on keeping users engaged and willing to pay over time. Subscriptions and in-app purchases have become the main growth engine.
In short, fewer downloads no longer signal a weak app economy. Revenue growth shows that the business model has changed, and it is working.
