The mobile app market is sending a clear signal: fewer new downloads, but far more revenue per user. According to Appfigures' annual report, global app downloads fell for the fifth consecutive year in 2025, while consumer spending climbed to a record. For businesses planning an app in 2026, the lesson is that retention and monetization now matter more than raw installs.
Key Mobile App Statistics
| Metric (2025, App Store + Google Play) | Value | Change |
|---|---|---|
| Total downloads | 106.9 billion | -2.7% |
| Consumer spending | $155.8 billion | +21.6% |
| Non-game app spending | $82.6 billion | +33.9% |
| Mobile game spending | $72.2 billion | +10% |
| Non-game app downloads | 67.4 billion | +1.1% |
| Game downloads | 39.4 billion | -8.6% |
The standout number: non-game apps now earn more than games, taking 54% of all consumer spending. Productivity, AI assistants, health, entertainment and utility apps are converting users into paying subscribers at a faster rate than ever.
The Subscription Economy Is Driving Growth
Appfigures credits the subscription economy for the revenue surge, noting that developers converted users to paid models even as new downloads shrank. Users are installing fewer apps but paying more for the ones they keep. Looking ahead, Sensor Tower's Mobile App Market Forecast expects worldwide installs to rise again, by around 19% between 2026 and 2030, which means the competition for attention will intensify.
The US Remains the Most Valuable Market
US consumers spent $55.5 billion on apps and games in 2025, up 18.1%, even though US downloads fell 4.2% to 10 billion. Non-game apps took $33.6 billion of that total, up 26.8%. For apps targeting North America, premium features and subscriptions are clearly working.
What the Data Means for Your App
- Design for retention, not just acquisition. With downloads flat, lifetime value decides success. Invest in onboarding, personalization and push strategies that bring users back.
- Build monetization in from day one. Subscriptions, in-app purchases and tiered plans should be part of the product architecture, not bolted on later.
- Add AI where it creates real value. AI-powered features such as smart search, assistants and personalization are a major reason users upgrade to paid tiers.
- Choose the right stack. Cross-platform frameworks like Flutter and React Native cut time to market, while native builds still win for performance-critical apps.
- Measure everything. Analytics on activation, churn and conversion let you iterate toward revenue quickly.
Frequently Asked Questions
How much did consumers spend on apps in 2025?
According to Appfigures, consumers spent $155.8 billion on apps and games across the App Store and Google Play in 2025, up 21.6% year over year.
Are app downloads increasing or decreasing?
Global downloads fell 2.7% to 106.9 billion in 2025, the fifth consecutive annual decline, even as spending grew strongly.
Is it still worth building a mobile app in 2026?
Yes, if the app is built around retention and a clear monetization model. Spending per user is rising fast, especially for non-game apps.
How can CodeBase Coders help build a profitable mobile app?
CodeBase Coders takes apps from idea to revenue: product strategy, UI/UX design focused on retention, and native or cross-platform engineering through our mobile app development services. We build subscriptions, in-app purchases and analytics into the architecture from day one, so your app is designed to earn, not just to be downloaded.
Sources
- TechCrunch: App downloads declined again in 2025, but consumer spending soared to nearly $156B (Appfigures data)
- Sensor Tower: Mobile App Market Forecast 2030
Work With CodeBase Coders
CodeBase Coders designs and builds mobile apps that users keep and pay for, from product strategy and UI/UX to iOS, Android and cross-platform engineering, with monetization and analytics built in.
- Mobile App Development Services
- Application Development Services
- UI/UX Design
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Ready to move? Book a free consultation with CodeBase Coders and our engineers will map the right team and roadmap to your goals, with no obligation. Explore everything we build at codebasecoders.com.