Global App Store Market Overview

Oscar de la Hera Gomez
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.

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.

Global App Store market statistics from 2022 demonstrate that the landscape is extremely competitive with consumers downloading 255 billion apps and spending $167 billion. Mobile ad spend continues to prove to be a valuable source of income, generating $336 billion through the 4.1 trillion hours that customers spent in apps in 2022.

Sources: Data AI.

94.2% of apps are free. 5.8% are paid.

94.2% of apps currently available on the App Stores are free, a number that increased from 92.7% just a year earlier, suggesting that in order to compete you need to provide an app with a freemium model.

Sources: Statista, November 2022,Business of Apps

In terms of revenue, paid apps create $58.3 billion, In-App Purchases $91.6 billion and subscriptions $17.1 billion.

Direct downloads account for $58.3 billion; In-App Purchases for $91.6 billion and Subscriptions for $17.1 billion.

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

Apple takes 67% of total revenue and 77% of subscription revenue.

Apple's App Store was responsible for 67% of the total consumer spending ($111.89 billion) and 77% of subscription revenue ($14.1 billion), compared to the Google play store ($55.11 billion and $3 billion).

Sources: Data AI, 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 ($55+ billion/year), United States ($40+ billion/year) and Japan ($15+ billion/year) are the worlds largest markets and make up over 65% of revenue.

Source: Data AI

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

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.

Sources: Data AI

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

~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 $4.39 Billion, Health and Fitness generates $4.39 Billion, Music generates $3.92 billion, Utilities generates $1.57 billion, Lifestyle generates $1.26 billion, non-gaming generates $1.26 billion and gaming generates $0.31 billion.

The subscriptions market is dominated by Photography (25.6%), Health and Fitness (25.6%) and Music apps (23%), which collectively bring in 73% of all subscriptions (approximately $12.141 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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