Consumer spending in mobile apps reached $127B in 2024, rising 15.7% even as global downloads fell 2.3%, driven largely by expanding subscription revenue.
In 2024, the global app economy presented mixed signals. Consumer spending on mobile apps climbed to an impressive 127 billion dollars, a 15.7% rise on the previous year, while overall app downloads fell by 2.3%. This shift reflects changes in how users interact with mobile platforms.
This development suggests that revenue from existing users, rather than new downloads, is becoming the primary focus for developers.
The market’s growth was largely driven by Apple’s App Store, which recorded a 24% year-on-year increase in consumer spending, reaching 91.6 billion dollars.
Google Play, by contrast, experienced a slight decrease in revenue, falling 1.5% to 35.7 billion dollars worldwide. The United States remained a major contributor, generating 47.6 billion dollars in total consumer spending, supported by an 18.4% annual increase from the App Store.
TikTok was the world’s highest-grossing app, generating an estimated 2.5 billion dollars across iOS and Android.
In the United States, it also secured the top position with nearly 1.3 billion dollars in revenue. TikTok’s rapid growth underscores the continuing influence of social and entertainment apps in shaping the mobile economy.
Despite rising spending, global app downloads declined in 2024, dropping to 110 billion, a 2.3% fall from 2023.
Both the Apple App Store and Google Play reported decreases. iOS downloads were down 1.1%, while Android downloads dropped by 2.6%.
In the United States, downloads fell by 3.4%, including a sharp 5.3% decline on iOS. Google Play saw a smaller drop of 0.7%.
Mexico, however, recorded strong growth, gaining 225 million additional installs compared with 2023, marking a significant rise in emerging markets.
A key trend in the app economy is the increasing reliance on subscription income. Only 5% of apps worldwide offered subscription options, yet they generated 48% of all app revenue.
This indicates that as the market matures, developers are placing greater emphasis on long-term recurring revenue rather than new user acquisition.
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The mixed performance of the 2024 app economy reflects broader industry maturation. Consumer spending continues to grow, especially in high-value regions such as the United States, while declining download numbers show changes in user behaviour.
As subscription models gain prominence, developers are expected to prioritise engagement and retention. This evolution may reshape the future of app marketing and development, placing greater importance on user experience and long-term loyalty over simple download growth.
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