This article examines the record £32 billion in global app revenue for Q2 2025, highlighting the rise of non-gaming apps over games, driven by AI innovations and regional growth.
Global consumer spending on mobile apps reached a record £32 billion in in-app purchases during the second quarter of 2025, marking an 11.5% increase from the previous year.
This surge highlights a pivotal shift, as non-gaming apps surpassed mobile games in revenue for the first time, reflecting evolving user preferences towards subscriptions, AI tools, and innovative platforms.
Non-gaming apps generated £16.5 billion in revenue, a 24% year-over-year rise, fuelled by the subscription model, creative monetisation from apps like TikTok, and increasing user trust in in-app payments.
In contrast, mobile game spending remained steady at £15.6 billion, with gains in Europe (8.5%) and Latin America (6.2%) offset by minor declines in Asia and North America. This reversal is stark compared to a decade ago, when games earned nearly six times more than other apps.
The boom in non-gaming revenue stems from AI integration and new payment trends. Artificial intelligence apps, particularly generative tools, have injected new energy into the market.
ChatGPT set new benchmarks in Q2, becoming the fastest app to reach one billion downloads and exceeding 500 million monthly active users. It ranked fourth globally in in-app purchase revenue, claiming over two-thirds of spending on generative AI apps, despite competitors like Meta AI and Grok. Software apps powered by AI saw revenue surge by more than 50% year-over-year, while short drama apps gained rapid popularity.
TikTok led worldwide with £1.3 billion in quarterly revenue—its second-highest ever—and doubled the earnings of any competitor. Its related app, CapCut, entered the global top 10 for revenue.
ChatGPT topped downloads, supported by its first major advertising campaign offering free premium access to university students. Meta claimed three of the top five download spots, with Threads ranking tenth.
Europe and Latin America drove growth with over 20% increases in in-app purchases. In digital advertising, the UK contributed significantly to a global market of £26.7 billion across mobile, desktop, and OTT platforms, up 12%, with a record 4.17 trillion impressions.
Globally, South Korea led ad spend growth at 21%, followed by Brazil (18%) and Mexico (16%), boosted by platforms like NAVER, TikTok, and YouTube in South Korea, and LINE in Japan.
This milestone underscores the maturation of the mobile economy, where utility and entertainment beyond gaming now dominate, aligning with broader trends in AI adoption seen in tools like ChatGPT.
The shift could accelerate as AI ethics and regulations evolve, potentially leading to more diversified revenue streams; however, sustained stagnation in gaming might prompt developers to pivot towards hybrid models blending gaming with AI features for future growth.
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