App - Worldwide

The App market constitutes the sale of software applications that can be downloaded, installed, and run on mobile devices. More specifically, it refers to apps that can be downloaded from Apple, Inc.'s App Store and the Google Play store (or in the case of China, from stores such as Huawei AppGallery and Tencent Appstore) and which can be installed and run on iPhones and Android phones.

Structure:

We track 20 non-game categories and 15 game categories that are found in both Apple Inc.'s App Store and the Google Play store.

Additional Information:

• Revenue from in-app purchases (IAP) that comes from the purchase of features, upgrades, and subscriptions within an app
• Paid app revenue from the one-time purchase of an app
• Advertising revenue obtained from showing ads within an app

in-scope

• Apps that can be downloaded from major app stores such as Apple, Inc.'s App Store and the Google Play store, or in the case of China, from stores such as Huawei AppGallery and Tencent Appstore.
• Apps that are run on iPhones and Android phones.

out-of-scope

• Apps exclusively offered by Microsoft Store and Amazon Appstore for Android.
• Custom-made apps not available from any official app store.
• B2B/C2C app sales of any kind.
• Subscription revenues outside of in-app purchases (for example, Netflix and Spotify use their own payment systems outside of their apps).

App

• Books & Reference
• Business
• Education
• Entertainment
• Finance
• Food & Drink
• Health & Fitness
• Lifestyle
• Medical
• Music
• Navigation
• News & Magazines
• Photo & Video
• Productivity
• Shopping
• Social Networking
• Sports
• Travel
• Utilities
• Weather
• Games
  • Action Games
  • Adventure Games
  • Board Games
  • Card Games
  • Casino Games
  • Casual Games
  • Music Games
  • Puzzle Games
  • Racing Games
  • Role Playing Games
  • Simulation Games
  • Sport Games
  • Strategy Games
  • Trivia Games
  • Word Games
  Related markets: Please wait Methodology

  

  Download PDF FAQs and more info on the methodology Region comparison

  Methodology

  Data coverage:

  The data encompasses B2C enterprises. Figures are based on revenue from in-app purchases, revenue from the purchase of apps, and revenue from advertising, as well as the number of downloads for each app category.

  Modeling approach:

  Market sizes are determined through a bottom-up approach, building on a specific rationale for each market segment. As a basis for evaluating markets, we use market data from independent databases and third-party sources, current trends, and reported performance indicators of top market players. In addition, we use relevant key market indicators and data from country-specific associations, such as smartphone users and mobile broadband connections. This data helps us estimate the market size for each country individually.

  Forecasts:

  In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP/capita, level of digitization, and consumer attitudes toward apps.

  Additional notes:

  The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year in case market dynamics change.

  Overview

  • Revenue
  • Downloads
  • Global Comparison
  • Methodology
  • Key Market Indicators