Global in-app purchase (IAP) revenue reached $150 billion across iOS and Google Play in 2024, according to the State of Mobile 2025 report by Sensor Tower. This represents a 13% year-on-year (YoY) increase — the highest growth rate since 2021. The figure includes consumer spending on in-app purchases, subscriptions, and paid apps, reflecting the rapid acceleration of mobile monetisation.
The report also highlights that mobile users spent an unprecedented 4.2 trillion hours on apps last year, averaging 3.5 hours per day per user. However, global growth in mobile usage appears to be slowing. While time spent on apps rose by 5.8% YoY, this was a drop from the 7.7% increase recorded in 2023. Digital fatigue is evident in mature markets like the United States, Japan, South Korea, and China, where usage has plateaued.
India leads in downloads, Europe sees revenue surge
India retained its dominance in app consumption, accounting for over 25 billion downloads in both 2023 and 2024 — the highest globally. Meanwhile, Europe emerged as a key driver of revenue growth, with IAP revenue rising 24% YoY, double the global average. Leading contributors to this growth included the UK, Germany, France, and Italy, outpacing markets like the United States.
Social and gaming apps drive engagement
Social apps continued to capture the majority of consumer attention, with global users spending 3 trillion hours on social media and messaging platforms in 2024 — up 6% from the previous year. India played a significant role, with time spent on social apps increasing by 16% YoY and usage doubling since 2021. In mobile gaming, revenue climbed to $80.9 billion in 2024, fueled by emerging markets such as India, Mexico, and Thailand, where consumer spending rose by 17%, 21%, and 16%, respectively. However, North Asia, particularly Japan, saw a 7% decline due to economic and currency challenges.
Streaming platforms face engagement challenges
While streaming apps experienced steady growth in in-app revenue and downloads, engagement levels stagnated in major markets like the US and China. The report notes that globally, time spent on streaming apps remained flat, except for India, where some areas of growth persist. Despite competition from social apps, consumers are increasingly willing to pay for streaming services on mobile platforms.
