India continues to lead the global mobile app market, with over 25 billion app downloads in 2023 and 2024, as per Sensor Tower’s report. The country also saw a 16% YoY increase in social app usage, with time spent doubling since 2021. Despite competition from social apps and other platforms, consumers are becoming more willing to pay for streaming services on mobile devices.
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As per the State of Mobile 2025 Report by Sensor Tower, the global in-app purchase (IAP) revenue across iOS and Google Play reached US$ 150 billion, marking a 13% year-on-year (YoY) increase — the highest growth since 2021. This figure includes revenue from in-app purchases, subscriptions, and paid apps and games.
The report highlights that Mobile users spent an unprecedented 4.2 trillion hours on apps, equivalent to 3.5 hours per user daily. However, growth in mobile usage is slowing, with a global YoY increase of 5.8%, down from 7.7% in 2023. Digital fatigue is evident in key markets like the US, Japan, South Korea, and China, where usage has plateaued.
According to the report, India emerged as a global leader with over 25 billion app downloads in 2023 and 2024, reflecting its dominance in mobile app consumption. Europe outpaced the US in IAP revenue growth, achieving a 24% YoY increase, driven by major markets like the UK, Germany, France, and Italy.
Additionally, the Social apps have retained dominance, with 3 trillion hours spent globally in 2024, up 6% YoY. India led the surge, with time spent on social apps rising 16% YoY and doubling since 2021. Mobile gaming revenue hit US$ 80.9 billion, fueled by growth in emerging markets like India, Mexico, and Thailand. In contrast, Japan experienced a 7% decline due to economic challenges.
Streaming apps saw steady IAP revenue but declining engagement in key markets like the US and China, while India showed pockets of growth. Consumers, the report stated, have increasingly embraced mobile payments for streaming services despite competition from social platforms.
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