Global App Store Market Overview

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Two flowers that represent Apple and the Google Play Store. Beneath them sits the text "Global App Store Market Overview."

An overview on the global app market that covers consumer spending, market sizes and the latest trends.

257 billion new app downloads. $171 billion App Store spend. 5 hours daily time spent per user. $362 billion mobile ad spend. 5.1 trillion total hours spent.

2023 Mobile Landscape at a glance.

255 Billion downloads, $167 billion App Store Spend, 5 hours spent per user on apps, $336 billion in mobile ad send, 4.1 trillion hours spent in apps.

2022 Mobile Landscape at a glance.

Global App Store market statistics from 2023 demonstrate that the landscape is extremely competitive with consumers:

  • Downloading 257 billion apps (+1% YoY growth).
  • Spending $171 billion (+3% YoY growth).
  • Spending 5 hours per day in-apps (+6% YoY growth).
  • Spending 5.1 trillion hours total (+6% YoY growth).

Mobile ad spend continues to prove to be a valuable source of income generating $362 billion (+8% YoY growth).

Sources: Data AI (2023), Data AI (2024).

92.7% of the Apple App Store apps are free, 7.3% are paid. 96.7% of the Google Play Store apps are free, 3.3% are paid.

In terms of paid vs free, freemium is still the leading business model with:

  • 92.7% of apps on the Apple App Stores are free.
  • 96.7% of apps on the Google play store are free and accounting for 98% of total revenue.

Sources: Business of Apps

In terms of revenue, paid apps made $42.98 billion, subscriptions $45.6 billion and in-app purchases $82.42 billion.

Direct downloads account for $42.98 billion; In-App Purchases for $82.42 billion and Subscriptions for $45.6 billion.

Sources: Data AI (2024), Business of Apps Subscriptions, Business of Apps In-App Purchases.

In terms of total consumer spending, Apple takes 66% valued at $112.86 billion compared to Google's 34% valued at $58.14 billion. In terms of subscription revenue, Apple takes 76% valued at $34.66 billion compared to Google's 24% valued at $10.94 billion.

Apple's App Store was responsible for 66% of the total consumer spending ($112.86 billion) and 76% of subscription revenue ($34.66 billion), compared to the Google play store ($58.14 billion and $10.94 billion).

Sources: Data AI (2024), Business of Apps Subscriptions, Business of Apps App Revenue.

Data.AI's top 20 global markets and their revenue. Consult their report to get the exact details.

China ($50+ billion/year), United States ($45+ billion/year) and Japan ($15+ billion/year) are the worlds largest markets and make up over 65% of revenue.

Source: Data AI (2024)

Data AI's top 20 global subgenres. Consult their report for the exact details.<br />

The most popular consumer spending categories are Entertainment (OTT), Social Media (Dating) and Entertainment (Short Video); with the most popular apps being Disney+, Tinder and TikTok.

Please note that when prioritizing regions for launch or localization, you should carry out further research into the specific category, as in the case of Health & Fitness, more than half of consumer spending comes from the United States.

To understand the top performer or to get a holistic breakdown of a category, please consult Data AI's report using the link below.

Source: Data AI (2024)

The comparison of average consumer spending on In-App Purchases which is described below.

~5% of users invest in In-App Purchases with the average consumer spending:

  • $1.08 in In-App Purchases per user on the Apple App Store; at an average of $12.07 per transaction.
  • $0.43 in In-App Purchases per user on the Google Play Store; at an average of $8.80 per transaction.

Source: Business of Apps

A pie chart of the breakdown of average costs of In-App Purchases. The details are described below.

Over 60% of all In-App Purchases cost between $0.49 to $9.99.

The remaining categories are $10-$49.99 (~29%), $50-$99.99 (~7%) and $100+ (~2%).

Source: Business of Apps

Apple has 785M+ subscribers across paid services.

Apple have 785+ million active subscriptions across apps (Apple Talks: Optimize Subscriptions for Success: Acquisition), Google did not disclose.

In terms of subscription revenue per category: Photography generates $12.768 Billion, Health and Fitness generates $2.768 Billion, Music generates $11.4 billion, Utilities generates $4.56 billion, Lifestyle generates $3.648 billion, non-gaming generates $3.648 billion and gaming generates $0.912 billion.

The subscriptions market is dominated by Photography (28%), Health and Fitness (28%) and Music apps (25%), which collectively bring in 81% of all subscriptions (approximately $39.936 billion).

In terms of average subscription costs: $10 for 1 month, $29 for 3 months, $49 for 6 months and $61 per year.

7.1% of consumers make a monthly payment on App Stores, with the average subscription prices for popular subscription periods being:

  • $10/month.
  • $29/3 months
  • $49/6 months
  • $61/year

Source: Business of Apps

60% of active paid subscriptions started with an introductory offer.

As 60% of active subscriptions began with an introductory offer, we recommend reading our article on Popular Offer Mechanics to understand the options that are available to businesses to acquire, retain and regain consumers; market behaviors and the best practices around offers.

Looking for more information on building e-commerce Apple apps?

Read our business guide to get our latest market and customer research, perspective and recommendations on building Apple e-commerce apps that use In-App Purchases and Subscriptions.

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