App downloads declined again in 2025, but consumer spending soared to nearly $156B
The subscription economy helped boost mobile app revenues in 2025, even as app downloads declined for the fifth consecutive year, according to app intelligence firm Appfigures‘ annual report. In 2025, global downloads of all mobile apps and mobile games via the App Store and Google Play reached an estimated 106.9 billion, 2.7% lower than the year prior. Consumer spending, meanwhile, climbed 21.6% to reach an estimated $155.8 billion during the same period. The data indicates that app developers, marketers, and publishers have been successful in getting their users to make in-app purchases or activate subscriptions, even as the number of new users downloading apps has been falling. The report also reflected the continued shift away from mobile games as the primary revenue driver for the app economy. In 2025, consumers spent $72.2 billion on mobile games, accounting for about 46% of all spending within mobile apps. While that figure is up 10% year-over-year, spending on non-game mobile apps also increased. In fact, non-game app spending is up 33.9% year-over-year and reached $82.6 billion in 2025, …


