--- title: "Mobile App Industry Statistics 2026: Revenue, Downloads and Stores" date: 2026-01-13 author: "Supriya Gharat" featured_image: "https://xtendedview.com/wp-content/uploads/2026/10/mobile-app-industry-statistics-revenue-downloads-stores-v2.jpg" categories: - name: "Technology" url: "/category/technology.md" tags: - name: "Statistics" url: "/tag/statistics.md" --- # Mobile App Industry Statistics 2026: Revenue, Downloads and Stores Revenue from in-app purchases and paid apps and games reached **$167 billion** in 2025 across iOS and Google Play, a **10.6%** increase, according to Sensor Tower. Total downloads across iOS and Google Play edged up **0.8%** to nearly **150 billion**, so spending grew more than **13** times as fast as downloads. Those mobile app industry statistics point to one shift: revenue per existing user, not new installs, now moves the market. The store figures cover only what people pay through iOS and Google Play. [Apple says](https://www.apple.com/newsroom/2026/06/app-store-ecosystem-reaches-1-point-4-trillion-usd-as-developers-thrive-globally/) the global App Store ecosystem facilitated over **$1.4 trillion** in developer billings and sales in 2025. Most of that is physical goods and services bought inside apps. The figures below separate store spending, Apple’s ecosystem estimate, company revenue lines and the device base, each traced to the organization that published it. ## Key Takeaways - In-app purchase (IAP) revenue from non-gaming apps surpassed games for the first time, with non-game IAP revenue up **21%** year over year in 2025. - Physical goods and services made up **79%** of App Store ecosystem billings and sales in 2025, against **10%** for digital goods and services. - Global IAP revenue reached **$43.6 billion** in Q2 2026, up **5.3%** year over year, despite flat downloads. - Generative AI app downloads doubled to **3.8 billion** in 2025, while their IAP revenue nearly tripled to exceed **$5 billion**. - Apple’s App Review team evaluated more than **9.1 million** app submissions in 2025 and rejected over **2 million**. - About nine-in-ten US adults, **91%**, own a smartphone, according to Pew Research Center’s 2025 survey. ## Editor’s Choice - IAP revenue on iOS and Google Play, 2025: **$167 billion**. - App downloads on iOS and Google Play, 2025: nearly **150 billion**. - Time spent in iOS and Google Play apps, 2025: **5.3 trillion hours**. - App Store ecosystem billings and sales, 2025: over **$1.4 trillion**. - Smartphone subscriptions worldwide, 2025: **7,470 million**. - Policy-violating apps kept off Google Play, 2025: over **1.75 million**. ## Mobile App Industry Statistics: Market Size and Spending - IAP revenue reached **$167 billion** in 2025, up **10.6%**, as downloads, IAP revenue and time spent each hit all-time highs in 2025, according to Sensor Tower’s State of Mobile 2026 report. - The United States remained the largest market for app store spending, with consumers spending nearly **$60 billion** in 2025. - US consumers accounted for just under **36%** of 2025 store spending. - Western European markets also contributed to the growth, led by the United Kingdom, Germany and France. - Mobile game IAP revenue approached **$82 billion** in 2025, up **1.3%**. | Measure (iOS and Google Play, 2025) | Figure | Change vs 2024 | |---|---|---| | IAP revenue, all apps and games | $167 billion | +10.6% | | Mobile game IAP revenue | approaching $82 billion | +1.3% | | Non-game IAP revenue | Not reported | +21% | | US consumer spending | nearly $60 billion | Not reported | | Generative AI app IAP revenue | exceeded $5 billion | nearly tripled | | App downloads | nearly 150 billion | +0.8% | *Source: Sensor Tower State of Mobile 2026* ### About This Data - Compiled from 12 sources: 8 company releases, filings, studies and help pages from Apple and Google, 2 Sensor Tower market reports, 1 Ericsson industry report and 1 Pew Research Center survey. - Sources were published between November 2025 and August 2026. - Only data published by the organization that measured or modelled it qualified; third-party market-research forecasts were excluded, and Ericsson’s 2031 subscription forecast is labelled as a forecast. - Figures are reviewed on a rolling basis and updated when sources publish new editions. ### How big is the mobile app industry? Revenue from in-app purchases and paid apps and games reached **$167 billion** in 2025 across iOS and Google Play, according to Sensor Tower. A wider measure is far larger: Apple puts its App Store ecosystem at over **$1.4 trillion** in developer billings and sales for 2025, with sales of physical goods and services at **$1.1 trillion**. ## Mobile App Revenue Growth by Segment - Global IAP revenue reached **$43.6 billion** in Q2 2026, up **5.3%**, as non-gaming IAP revenue hit a record **$24.4 billion**, up **14.6%** year over year, according to Sensor Tower’s Q2 2026 Digital Market Index. - That growth cushioned a **4.5%** decline in gaming revenue. - Consumer spending on generative AI apps more than doubled, up **108%** year over year in Q2 2026. - Mainland China added **$519 million** on iOS, and the UK, Germany and France collectively added **$500 million** across iOS and Google Play. REVENUE GROWTH, Q2 2026 · Source: Sensor Tower Q2 2026 Digital Market Index REVENUE GROWTH, Q2 2026 Sensor Tower · Q2 2026 IAP Revenue Growth by Segment, Q2 2026 (% YoY) Generative AI apps 108 Non-gaming apps 14.6 Google Play 10 All apps and games 5.3 iOS 3 United States -3 Mobile games -4.5 -25 0 25 50 75 100 125 SOURCE Sensor Tower Q2 2026 Digital Market Index View the data| Segment | Revenue growth, Q2 2026 (% YoY) | |---|---| | Generative AI apps | 108 | | Non-gaming apps | 14.6 | | Google Play | 10 | | All apps and games | 5.3 | | iOS | 3 | | United States | -3 | | Mobile games | -4.5 | ## Recent Developments - **July 15, 2026:** Google told Play developers to register any remaining apps by September 30, 2026, after **99%** of apps on Play were registered automatically. - **Q2 2026:** Alphabet’s Google subscriptions, platforms, and devices revenue grew **15%** in the quarter ended June 30, 2026. - **July 30, 2026:** Apple reported fiscal 2026 third-quarter revenue of **$109.4 billion**, up **16%** year over year. - **August 11, 2026:** Sensor Tower’s quarterly index showed that Google Play outpaced iOS in revenue momentum in Q2 2026, up **10%** against **3%**. - **September 30, 2026:** Android developer verification protections were set to take effect, starting with users in Brazil, Indonesia, Singapore and Thailand. - **September 30, 2026:** Google Play’s new service fee structure was due to take effect in Australia and Japan, after a June 30, 2026 start in the European Economic Area, UK and US. ## Mobile App Downloads and Time Spent - Consumers spent **5.3 trillion hours** across iOS and Google Play apps in 2025, up **3.8%**, or roughly **3.6 hours** per day per mobile user. - Time spent in the US rose a modest **4%** year over year, rebounding after signs of digital fatigue emerged in 2024. - Credit and lending app downloads climbed **18%** year over year, offsetting a decline in investing and cryptocurrency apps. - Global sports betting app downloads increased **24%** year over year as the category launched in new markets like Brazil. - Restaurant and food delivery apps saw **14%** growth year over year. DOWNLOAD GROWTH, 2025 · Source: Sensor Tower State of Mobile 2026 DOWNLOAD GROWTH, 2025 Sensor Tower · 2026 App Download Growth by Category, 2025 (% YoY) Sports betting apps 24 Credit and lending apps 18 All apps and games 0.8 0 6 12 18 24 SOURCE Sensor Tower State of Mobile 2026 View the data| Category | Download growth, 2025 (% YoY) | |---|---| | Sports betting apps | 24 | | Credit and lending apps | 18 | | All apps and games | 0.8 | ### How many apps are downloaded each year? Total downloads across iOS and Google Play edged up **0.8%** in 2025 to nearly **150 billion**, surpassing the previous high from 2023, by Sensor Tower’s count. Installs have plateaued near that level while spending keeps climbing, so store revenue is now growing far faster than installs. ## Mobile Game vs Non-Game App Revenue - [Mobile game](/mobile-games-statistics/) revenue grew for a third consecutive year in 2025, with IAP revenue approaching **$82 billion**. - Non-game IAP revenue climbed **21%** year over year in 2025 and passed games for the first time. - Puzzle games surged **17%** year over year in Q2 2026 to surpass **$4 billion** in IAP revenue, closing in on Strategy at **$4.4 billion**. - Puzzle was the only major mobile game genre to achieve positive download growth in Q2 2026, at **1%**. | Segment and period | IAP revenue | Change vs year earlier | |---|---|---| | Mobile games, 2025 | approaching $82 billion | +1.3% | | Non-game apps, 2025 | Not reported | +21% | | Non-game apps, Q2 2026 | $24.4 billion | +14.6% | | Mobile games, Q2 2026 | Not reported | -4.5% | | Strategy games, Q2 2026 | $4.4 billion | Not reported | | Puzzle games, Q2 2026 | surpassed $4 billion | +17% | *Source: Sensor Tower State of Mobile 2026; Sensor Tower Q2 2026 Digital Market Index* > **Why it matters:** Non-game IAP revenue reached nearly three times the amount spent just five years earlier, Sensor Tower found. A weak quarter for games no longer drags the whole market down, because subscriptions and purchases in non-game apps now carry most of the growth in store spending. ## Generative AI App Statistics - [Generative AI](/generative-ai-statistics/) app downloads doubled year over year to **3.8 billion** in 2025. - Time spent in generative AI apps reached **48 billion hours** in 2025, roughly **3.6x** the 2024 total and nearly **10x** the 2023 level. - [ChatGPT’s mobile in-app revenue](/chatgpt-statistics/) reached **$1.4 billion** in Q2 2026, up **82%** year over year. - Anthropic’s Claude grew mobile revenue 4X quarter over quarter in Q2 2026 to enter the global top 10 grossing non-gaming apps. | Generative AI app measure | Period | Figure | |---|---|---| | Downloads | 2025 | 3.8 billion | | IAP revenue | 2025 | exceeded $5 billion | | Time spent | 2025 | 48 billion hours | | Sessions | 2025 | surpassed one trillion | | Consumer spend growth | Q2 2026 | +108% | | ChatGPT mobile in-app revenue | Q2 2026 | $1.4 billion | | ChatGPT cumulative downloads | Q2 2026 | surpassed 2 billion | *Source: Sensor Tower State of Mobile 2026; Sensor Tower Q2 2026 Digital Market Index* ## App Store Ecosystem Billings and Sales - Developers did not pay any commission to Apple on more than **90%** of the billings and sales facilitated by the App Store ecosystem. - Developer billings and sales for digital goods and services totaled **$149 billion** in 2025, driven by games, enterprise apps and video streaming apps. - [In-app advertising](/mobile-advertising-statistics/) revenue from ads placed by developers in their apps was **$151 billion**. - The App Store saw over **850 million** average weekly users spanning **175** countries and regions. - More than **40** of the top 100 apps on the App Store featured consumer-facing AI capabilities in 2025. SHARE OF BILLINGS AND SALES (%) · Source: Analysis Group, Apple’s Global App Store Ecosystem and Its Growth, 2025 SHARE OF BILLINGS AND SALES (%) Analysis Group · 2025 App Store Ecosystem by Spend Type, 2025 (% of Total) 79% PHYSICAL GOODS AND SERVICES Physical goods and services 79% Digital goods and services 10% In-app advertising 10% SOURCE Analysis Group, Apple’s Global App Store Ecosystem and Its Growth, 2025 View the data| Spend type | Share of billings and sales (%) | |---|---| | Physical goods and services | 79 | | Digital goods and services | 10 | | In-app advertising | 10 | Within the physical share, general retail accounted for **$673 billion**, or **47%** of the total, with travel at **$165 billion** and food delivery and pickup at **$120 billion**. BILLINGS AND SALES · Source: Analysis Group, Apple’s Global App Store Ecosystem and Its Growth, 2025 BILLINGS AND SALES Analysis Group · 2025 Physical Goods and Services Sold via iOS Apps, 2025 ($ Billions) General retail $673B Travel $165B Food delivery and pickup $120B Grocery $98B Ride hailing $64B Digital payment $16B 0 140 280 420 560 700 SOURCE Analysis Group, Apple’s Global App Store Ecosystem and Its Growth, 2025 View the data| Physical goods and services category | Billings and sales ($ billions) | |---|---| | General retail | 673 | | Travel | 165 | | Food delivery and pickup | 120 | | Grocery | 98 | | Ride hailing | 64 | | Digital payment | 16 | > **By the numbers:** Since 2019, App Store billings and sales of digital goods and services more than doubled (**2.4x**), physical goods and services nearly tripled (**2.8x**), and in-app advertising revenue grew **2.9x**, according to Analysis Group. Shopping, travel and delivery inside apps have grown faster than the digital purchases the store itself bills. ## App Store Ecosystem by Region - Billings and sales facilitated by the App Store ecosystem totaled **$562 billion** in China in 2025, against **$453 billion** in the US. - In China, general retail reached **$363 billion**, **65%** of China’s total billings and sales. - General retail made up **37%** of total billings and sales in both the US and Europe, and **22%** in Japan. - Compared with other regions, digital goods and services represented a higher share of spending in Japan, at **28%**, against closer to **15%** in the US and Europe. BILLINGS AND SALES · Source: Analysis Group, Apple’s Global App Store Ecosystem and Its Growth, 2025 BILLINGS AND SALES Analysis Group · 2025 App Store Ecosystem Sales by Region, 2025 ($ Billions) China $562B US $453B Europe $184B Japan $52B 0 120 240 360 480 600 SOURCE Analysis Group, Apple’s Global App Store Ecosystem and Its Growth, 2025 View the data| Region | Billings and sales ($ billions) | |---|---| | China | 562 | | US | 453 | | Europe | 184 | | Japan | 52 | ## App Store Review and Fraud Statistics - Apple prevented over **$2.2 billion** in potentially fraudulent transactions in 2025, adding to more than **$11.2 billion** over the past six years. - The App Review process helped welcome over **306,000** new developers to the platform in 2025. - Rejected submissions included over **1.2 million** new apps and nearly **800,000** app updates. - Apple stopped more than **5.4 million** stolen credit cards from being used to make fraudulent purchases. - Over **680,000** apps employ Apple’s secure payment technologies to sell goods and services. | App Store enforcement measure, 2025 | Count | |---|---| | App submissions evaluated | more than 9.1 million | | App submissions rejected | over 2 million | | Fraudulent customer account creations rejected | 1.1 billion | | Customer accounts deactivated for fraud and abuse | 40.4 million | | Fraudulent ratings and reviews blocked | close to 195 million | | Developer accounts terminated over fraud concerns | 193,000 | | Submissions rejected for privacy violations | over 443,000 | | Apps removed for bait-and-switch changes | nearly 59,000 | *Source: Apple Newsroom, May 2026* ## Google Play Safety Statistics - [Google Play](/google-play-store-statistics/) runs over **10,000** safety checks on every app it publishes and rechecks apps after they are published. - Google banned more than **80,000** developer accounts that attempted to publish harmful apps in 2025. - Google Play Protect scans over **350 billion** Android apps daily. - Enhanced fraud protection expanded to **185** markets covering more than **2.8 billion** Android devices and blocked **266 million** risky installation attempts in 2025. | Google Play and Android safety measure, 2025 | Count | |---|---| | Policy-violating apps prevented from publishing | over 1.75 million | | Spam ratings and reviews blocked | 160 million | | New malicious apps found outside Google Play | more than 27 million | | Unique high-risk apps users were protected from | 872,000 | | Apps kept from excessive sensitive-data access | over 255,000 | | Bad developer accounts banned | more than 80,000 | *Source: Google Security Blog, February 2026* > **Key finding:** Apple rejected over **2 million** problematic app submissions in 2025, while Google prevented over **1.75 million** policy-violating apps from being published on Google Play. Each platform filtered apps by the million in 2025, so store rules shape which apps reach a phone alongside user demand. ## Google Play Service Fees - **97%** of developers distribute their apps and use Google Play at no charge. - Of the developers subject to a service fee, **99%** are eligible for a fee of **15%** or less by participating in Google Play programs. - Under the [Play Console service fee rules](https://support.google.com/googleplay/android-developer/answer/112622?hl=en), in the new fee markets, the fee depends on whether a user’s install is new or existing relative to the regional rollout date. - In remaining markets, developers enrolled in the 15% service fee tier pay **15%** on their first **$1 million** of revenue each year and **30%** above it. | Fee tier (new fee markets) | Auto-renewing subscriptions | Other transactions, new installs | Other transactions, existing installs | |---|---|---|---| | Standard | 10% + 5% billing fee | 20% + 5% billing fee | 25% + 5% billing fee | | Play Games Level Up or Apps Experience programs | 10% + 5% billing fee | 15% + 5% billing fee | 20% + 5% billing fee | *Source: Play Console Help, Service fees, 2026* ## App Platform Revenue for Apple and Google - [Apple’s Services net sales](/apple-statistics/) reached **$30,739 million** in the quarter ended June 27, 2026. - That is a **12.09%** year-over-year increase. - Services net sales for the first nine months of fiscal 2026 totaled **$91,728 million**, up from **$80,408 million**. - Google Services revenue increased **15%** to **$94.5 billion** in the quarter ended June 30, 2026, with Google subscriptions, platforms, and devices also up **15%**. - Alphabet reports the sale of apps and in-app purchases within Google Services, alongside fees for consumer subscription products and devices. June 2025 vs June 2026 · Source: Apple Form 8-K and Alphabet Form 8-K, 2026 Apple · 2026 Platform Revenue, June Quarter ($ Millions) June 2025 vs June 2026 June 2025 quarter June 2026 quarter 32K 24K 16K 8K 0 30,739 11,203 12,911 Apple Services Google subscriptions, platforms and devices June 2025 quarter · 27,423 June 2026 quarter · 30,739 June 2025 quarter · 11,203 June 2026 quarter · 12,911 SOURCE Apple Form 8-K and Alphabet Form 8-K, 2026 View the data| Revenue line | June 2025 quarter ($ millions) | June 2026 quarter ($ millions) | |---|---|---| | Apple Services | 27,423 | 30,739 | | Google subscriptions, platforms and devices | 11,203 | 12,911 | ## Smartphone and Mobile Subscription Statistics - [Smartphone subscriptions](/smartphone-statistics/) reached **7,470 million** worldwide in 2025, up from **7,170 million** in 2024, according to the Ericsson Mobility Report. - Ericsson forecasts **8,490 million** smartphone subscriptions by 2031, a **2%** compound annual growth rate from 2025. - Data traffic per smartphone rose from **19 GB** to **22 GB** per month between 2024 and 2025. - Smartphones carried **143 exabytes** of the **146 exabytes** of monthly mobile data traffic in 2025. 2024, 2025 and 2031 forecast · Source: Ericsson Mobility Report key figures, 2026 Ericsson · 2026 Mobile Subscriptions by Type, 2024 to 2031 (Millions) 2024, 2025 and 2031 forecast 2024 2025 2031 forecast 10K 8K 6K 4K 2K 0 8,670 8,840 9,540 7,170 7,470 8,490 2,280 2,940 6,400 All mobile subscriptions Smartphone subscriptions 5G subscriptions 2024 · 8,670 2025 · 8,840 2031 forecast · 9,540 2024 · 7,170 2025 · 7,470 2031 forecast · 8,490 2024 · 2,280 2025 · 2,940 2031 forecast · 6,400 SOURCE Ericsson Mobility Report key figures, 2026 View the data| Subscription type | 2024 (millions) | 2025 (millions) | 2031 forecast (millions) | |---|---|---|---| | All mobile subscriptions | 8,670 | 8,840 | 9,540 | | Smartphone subscriptions | 7,170 | 7,470 | 8,490 | | 5G subscriptions | 2,280 | 2,940 | 6,400 | > **The takeaway:** Ericsson counts **8,840 million** mobile subscriptions worldwide in 2025, including **7,470 million** smartphone subscriptions. With the smartphone base growing slowly, gains in app spending depend on what existing users buy, which matches the near-flat download growth Sensor Tower measured. ## US Smartphone Ownership Statistics - **98%** of US adults own a cellphone of some kind, and **91%** own a smartphone, according to Pew Research Center. - Smartphone ownership stood at **35%** in Pew’s first survey of it, conducted in 2011. - Among adults aged 65 and older, **78** in 100 own a smartphone, against **97** in 100 among those aged 18 to 29. - **16%** of US adults are smartphone-only internet users who own a smartphone but do not subscribe to home broadband. - Pew surveyed **5,022** US adults from Feb. 5 to June 18, 2025. SMARTPHONE OWNERSHIP (% OF US ADULTS) · Source: Pew Research Center Mobile Fact Sheet, 2025 SMARTPHONE OWNERSHIP (% OF US ADULTS) Pew Research Center · 2025 US Adults Who Own a Smartphone, 2011 to 2025 (%) 100 75 50 25 0 35 2011 56 2013 67 2015 77 2016 81 2019 85 2021 90 2023 91 2025 SOURCE Pew Research Center Mobile Fact Sheet, 2025 View the data| Survey year | Smartphone ownership (% of US adults) | |---|---| | 2011 | 35 | | 2013 | 56 | | 2015 | 67 | | 2016 | 77 | | 2019 | 81 | | 2021 | 85 | | 2023 | 90 | | 2025 | 91 | Pew’s polls through 2021 were conducted by phone, the 2023 poll by web and mail, and the 2024 and 2025 polls by web, mail and phone. Part of the step between the 2021 and 2023 readings may reflect that change in method rather than new owners. OWN A SMARTPHONE (% OF US ADULTS) · Source: Pew Research Center Mobile Fact Sheet, 2025 OWN A SMARTPHONE (% OF US ADULTS) Pew Research Center · 2025 US Smartphone Ownership by Age, 2025 (%) 18-29 97 30-49 96 50-64 90 65+ 78 0 20 40 60 80 100 SOURCE Pew Research Center Mobile Fact Sheet, 2025 View the data| Age group | Own a smartphone (% of US adults) | |---|---| | 18-29 | 97 | | 30-49 | 96 | | 50-64 | 90 | | 65+ | 78 | ## Conclusion Store spending of **$167 billion** grew **10.6%** while downloads rose **0.8%**, and the latest quarterly data showed revenue up **5.3%** on flat downloads. The mobile app industry now grows by selling more to the users it already has, with non-game apps and generative AI doing most of that work. The over **$1.4 trillion** in commerce flowing through iOS apps also dwarfs what the stores bill directly. Google plans to expand developer verification globally to all apps on certified Android devices in 2027, and its new Play service fees are rolling out market by market. Those two changes, along with Sensor Tower’s next quarterly index, will show whether store economics shift as quickly as spending has.