The technology and digital services sector witnessed a remarkable transformation during the past year, as the latest reports specializing in analyzing digital market data revealed the continued decline in mobile app downloads globally for the fifth consecutive year in 2025. Despite this decrease in the number of downloads, the data showed a positive economic paradox represented by a record increase in the volume of consumer spending, indicating the maturing of user behavior and changing monetization strategies in the app economy.
App market figures and statistics for 2025
According to data from the annual report, total app and game downloads across the two major app stores, the App Store and Google Play, reached approximately 106.9 billion , representing a 2.7% decrease compared to the previous year. This decline continues a series of downward trends that began in 2021.
Conversely, the financial side saw significant growth, with consumer spending on apps and games rising by a substantial 21.6% , reaching a total of approximately $155.8 billion . This figure reflects users' willingness to pay for premium services, subscriptions, and in-app digital content, rather than simply trying out new and free apps at random.
Historical context: From the peak of the pandemic to stability
To understand this downward trend in downloads, we must go back to 2020, the extraordinary year that transformed the digital world. At the height of the COVID-19 pandemic, downloads reached an unprecedented record of 135 billion . This surge was driven by lockdowns and the critical need for apps for communication, remote work, and home entertainment.
As life gradually returned to normal, the market began to undergo a natural "correction." Following the saturation that occurred during the pandemic, users began to settle on a specific set of essential applications, leading to a slowdown in the growth of new downloads, with figures dropping from 109.8 billion in 2024 to current levels in 2025.
Shifts in revenue streams: Games vs. Services
The report highlighted a key point regarding revenue structure: while mobile gaming still holds the lion's share, its dominance is beginning to shift. In 2025, consumers spent $72.2 billion on games, representing approximately 46% of total spending. Although this sector grew at a rate of 10% annually, the most significant growth came from non-gaming applications (such as productivity, live streaming, and health apps).
Spending on non-entertainment and utility apps jumped 9.33% year-on-year, reaching $82.6 billion . This shift reinforces the idea that mobile phones have become essential tools for managing life and work, not just platforms for entertainment.
The future of the app economy
These data indicate that the app market has shifted from a phase of "acquisition and quantitative growth" to one of "retention and value maximization." For developers and companies, this means that success is no longer measured solely by the number of downloads, but rather by the ability to retain users and encourage them to spend within the app. This trend is expected to continue, as major companies now focus on monthly subscription models and paid services to ensure sustainable cash flow in a market saturated with new users.
