App Downloads Fall Again in 2025 as Spending Jumps to $155.8 Billion and Non‑Game Apps Overtake Games

Overview

• Global installs fell 2.7% to an estimated 106.9 billion in 2025, while consumer spending rose 21.6% to $155.8 billion, according to Appfigures’ estimates.
• Non-game apps generated $82.6 billion in spending, up 33.9% year over year and surpassing mobile games, which reached $72.2 billion with 10% growth.
• Mobile game downloads dropped 8.6% to 39.4 billion as non-game downloads were essentially flat at 67.4 billion with a 1.1% increase.
• U.S. consumers spent an estimated $55.5 billion, up 18.1%, as downloads declined 4.2% to 10 billion, with non-game spending outpacing game spending.
• 2025 marked the fifth straight yearly decline in downloads since the 2020 peak of about 135 billion, reflecting a shift toward monetization via subscriptions and in‑app purchases.