January 15, 2026
Global app installs fell again in 2025, but consumer spending hit a record $155.8B. Appfigures data shows subscriptions and in‑app purchases are powering growth—even as downloads slide.
Consumers are downloading fewer apps—but paying more than ever to use the ones they keep.
New figures from app intelligence firm Appfigures, shared across multiple reports published this week, show global downloads across Apple’s App Store and Google Play fell to an estimated 106.9 billion installs in 2025 (down 2.7% year over year). Yet consumer spending surged 21.6% to roughly $155.8 billion, driven largely by subscriptions and in‑app purchases. (9to5Mac)
It’s the clearest sign yet that the app economy’s growth engine has shifted. The “download era”—where success was measured by installs—continues to cool. The “retention-and-monetization era” is accelerating.
The biggest takeaway: fewer installs, a lot more money
Coverage published on January 15 highlights a familiar pattern that is becoming the norm: downloads keep edging down, while spending climbs as apps move to recurring revenue models. (The Mac Observer)
Here are the headline numbers from Appfigures’ 2025 annual data (as reported by TechCrunch, 9to5Mac, and others):
- Global downloads (App Store + Google Play):106.9B (‑2.7% YoY)
- Global consumer spending:$155.8B (+21.6% YoY)
- Game downloads:39.4B (‑8.6% YoY)
- Non‑game downloads:67.4B (+1.1% YoY)
- Game spending:$72.2B (+10% YoY)
- Non‑game spending:$82.6B (+33.9% YoY) (9to5Mac)
A crucial detail for anyone tracking the business of mobile: non‑game apps generated more consumer spending than games in 2025, while still accounting for the majority of installs. (9to5Mac)
Subscriptions “carried” the app economy—again
The report’s core message is blunt: subscriptions and in‑app purchases are doing the heavy lifting.
TechCrunch notes that developers, marketers, and publishers appear to be successfully nudging users into ongoing payments—subscriptions, in‑app upgrades, premium features—despite the shrinking pool of “new installs.”
And while a growing number of consumers complain that “everything is a subscription now,” the business logic is clear: recurring revenue is a more predictable path for developers than one‑time paid downloads.
One important caveat: Appfigures has not publicly released the full annual report yet, according to 9to5Mac—meaning most of the industry is currently reacting to the topline numbers and media summaries. (9to5Mac)
Downloads are falling for the fifth straight year—after the 2020 peak
The install slowdown isn’t a one‑off.
Both TechCrunch and 9to5Mac describe 2025 as the fifth consecutive year of declining downloads. That long slide is especially striking when placed next to the pandemic surge: installs peaked at around 135 billion in 2020, then continued trending downward to 106.9 billion in 2025—a drop of roughly 28 billion installs since the high point. (9to5Mac)
This isn’t necessarily a sign of a collapsing market. It’s a sign of maturity:
- Most smartphone users in developed markets already have the apps they rely on.
- Users are more selective about adding new apps.
- Many products shift toward “one app that does it all,” rather than dozens of single‑purpose utilities.
At the same time, app store policy changes can reshape the supply side too. In Appfigures’ earlier 2024 analysis, TechCrunch reported that Google cracked down on spam and low‑quality apps, contributing to a major drop in new app releases on Google Play—one factor that can reduce overall installs. (TechCrunch)
The big structural change: games are no longer the only revenue king
Mobile games are still a giant business. In 2025, consumers spent an estimated $72.2B on games—about 46% of total spending, according to Appfigures. (9to5Mac)
But the more consequential shift is on the other side of the ledger:
- Non‑game spending rose 33.9% to $82.6B, overtaking games. (9to5Mac)
- Non‑games now represent just over half of all consumer spending (about 53%, based on the reported totals). (9to5Mac)
The download split is even more lopsided:
- Non‑game apps:67.4B installs (about 63% of total installs)
- Games:39.4B installs (about 37%) (9to5Mac)
What’s driving non‑game revenue? Appfigures’ toplines don’t break down every category in public reporting yet, but the direction aligns with what many developers see daily: productivity, creator tools, photo/video, education, fitness, and AI‑powered apps increasingly monetize through subscriptions and premium features.
A booming ecosystem is forming around subscriptions and monetization
As recurring revenue becomes central to app growth, the “subscription stack” around mobile apps is expanding fast.
TechCrunch points to several examples of businesses built to help apps convert and retain paying users, noting fundraising and public‑market moves across the monetization toolchain—such as subscription management, mobile growth, and game monetization platforms.
That matters because it signals something bigger than one year of metrics: monetization is now an industry within the industry.
The U.S. market tells the same story: spending up, downloads down
Appfigures’ dataset also includes a closer look at the United States, and the pattern is consistent:
- U.S. consumer spending (apps + games):$55.5B (+18.1% YoY)
- U.S. downloads:10B (‑4.2% YoY) (9to5Mac)
Non‑game apps were the growth driver:
- U.S. non‑game spending:$33.6B (+26.8%)
- U.S. game spending:$21.9B (+6.8%) (9to5Mac)
And installs were increasingly concentrated in non‑games:
- U.S. non‑game downloads:7.1B
- U.S. game downloads:2.9B
In other words: the U.S. is buying into the subscription economy even faster than it’s adopting new apps.
This trend didn’t start in 2025—it’s accelerating
If 2025 feels like a turning point, it’s because the gap between installs and spending keeps widening.
Appfigures’ previous year-end analysis reported that 2024 consumer spending reached $127B across the App Store and Google Play, even as downloads slipped.
That 2024 report also contained a statistic that helps explain why revenue keeps rising: only 5% of apps offered subscriptions, but they accounted for 48% of app revenue across both stores, per Appfigures.
If subscriptions drive nearly half of revenue while remaining a minority of offerings, then two things can be true at once:
- Users resist subscriptions in principle, but still pay for the apps they value most.
- Developers are increasingly incentivized to build (or retrofit) subscription‑friendly business models.
Subscription growth brings a new problem: churn
Subscriptions are powerful, but they’re not “set and forget.”
RevenueCat’s State of Subscription Apps 2025 report preview underscores the core challenge: keeping users long enough for recurring revenue to compound. Among its key takeaways:
- 35%+ of apps mix subscriptions with consumables or lifetime purchases (a “hybrid monetization” approach).
- Nearly 30% of annual subscriptions are canceled in the first month, highlighting how quickly churn can hit. (RevenueCat)
This helps explain why more apps now focus on onboarding, value messaging, paywall design, and retention tooling—because when install growth slows, keeping and upgrading existing users becomes the primary lever.
What it means for developers, publishers, and marketers in 2026
For anyone building or investing in mobile, the 2025 numbers point to a set of practical realities:
1) Installs matter less than conversion and retention
A smaller download market doesn’t have to mean slower growth—if an app can increase conversion to paid, reduce churn, and expand lifetime value per user. (9to5Mac)
2) “Non‑game” is where the biggest growth is right now
Non‑game spending growth (+33.9%) far outpaced games (+10%) in 2025, and non‑games now represent the larger share of consumer spending. (9to5Mac)
3) Hybrid monetization is becoming normal
The RevenueCat data suggests more apps are combining subscriptions with one‑time purchases or consumables—especially in categories that historically leaned on IAP mechanics. (RevenueCat)
4) The subscription stack will keep expanding
As recurring revenue becomes the default playbook, expect more investment in tools for subscription management, paywall experimentation, lifecycle marketing, and monetization optimization.
FAQ: 2025 app economy numbers at a glance
How many apps were downloaded in 2025?
Appfigures estimates 106.9 billion downloads across the App Store and Google Play in 2025. (9to5Mac)
How much did consumers spend on mobile apps in 2025?
Estimated $155.8 billion in consumer spending (gross revenue), up 21.6% year over year. (9to5Mac)
Did games still dominate spending?
Games remained huge, but non‑game apps overtook games in consumer spending in 2025 ($82.6B vs $72.2B). (9to5Mac)
Why are downloads falling?
The reporting points to a mature market—fewer “new” apps needed by consumers—plus changes in app store policies and enforcement that can affect how many new apps ship (as seen in 2024’s Google Play crackdown). (TechCrunch)
