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Consumer spending in apps exceeded $150 billion for the first time in 2024, with users spending a record 4.2 trillion hours in them. However, the biggest growth no longer comes from games, but from non-gaming apps – streaming services, education, fitness, finance, and artificial intelligence tools.
Market size and growth dynamics
According to Sensor Tower – State of Mobile 2025, user spending in apps reached a record $150 billion (+13% year-on-year). Non-gaming apps almost reached the level of games in Q4 2024 – the difference was only about $1 billion, with growth reaching +28% per year.
From a platform perspective, the situation is stable: the App Store (iOS) generated approximately $103.4 billion in 2024, while Google Play generated around $46.7 billion. Android has more downloads, but iOS users traditionally spend significantly more.
Advertising and monetization
Mobile advertising is an important pillar of the app economy. According to MAGNA, global advertising spending will increase by 4.9% to $979 billion in 2025, with mobile being the main driver of growth. Advertising revenue is supplemented by subscriptions and microtransactions.
In addition, the subscription economy is growing: in 2023, it brought in around $45.6 billion for mobile apps, and the trend is accelerating. Developers and investors realize that recurring subscription revenue is more stable than relying solely on one-time purchases.
Trends for 2025
Trends for 2025
- Non-gaming boom – educational, fitness, meditation, and AI apps are growing the fastest.
- iOS monetizes better – higher ARPU (monetization per user) means that for paid apps, it makes sense to start with iOS.
- AI as a new genre – apps with generative AI were among the fastest-growing categories of 2024.
Case studies: inspiring examples
- Duolingo (education & AI)
In 2024, it earned over $748 million (up 41% year-on-year). In Q2 2025, it continued to grow—subscription revenues were up 46% year-on-year, and the company reported record profitability. Duolingo shows how an educational app can successfully combine gamification, subscriptions, and AI features. - Headspace (mental health & wellness)
This meditation app has established itself as a global leader in the mental fitness segment. Exact figures are not always published, but estimates suggest hundreds of millions of USD in annual subscription revenue. Headspace shows how health and well-being can be monetized – an area where users have been spending more and more in recent years. - Tinder (dating app)
Although it belongs to the well-known Match group, its development is noteworthy: in 2024, it achieved revenues of $1.94 billion (up 1% year-on-year), but the pace of growth is slowing. This is an example of a saturated segment where it is necessary to look for new forms of monetization (e.g., premium AI partner recommendations). - CapCut (video editing, owned by ByteDance)
Thanks to the boom in short videos, CapCut has grown into one of the most widely used creative apps in the world. It monetizes through a combination of a freemium model and subscriptions for professional features, representing the "creator economy" trend, where even content creation tools attract masses of paying users.
What does this mean for developers and marketers?
- Think of iOS as the main monetization platform - even though there are more downloads from Android, paying users are more likely to be on iOS.
- Experiment with hybrid monetization - a combination of subscriptions, microtransactions, and ads gives you the best chance of stable cash flow.
- Invest in customer retention – with acquisition costs rising, it is crucial to increase LTV, for example through AI content personalization.
- Keep an eye on new verticals – wellness, education, and AI utilities are on a growth curve similar to that of games ten years ago.
In 2025, the mobile economy is at a stage where games are no longer the dominant source of revenue. Non-gaming apps are growing at double-digit rates, iOS continues to monetize significantly better than Android, and hybrid models combining subscriptions and advertising are thriving.
For developers and marketers, this is an opportunity to focus on categories where users are looking for value and not be afraid to experiment with the monetization mix. Developments show that those who can offer users long-term benefits – whether in education, health, entertainment, or productivity – will have open doors in the app economy of 2025.
Are you interested in this topic or do you have an idea for an app? We would be happy to discuss it with you.
