App downloads are declining in 2025: Downloads are down, spending is rising
The technology and telecommunications sector witnessed a significant shift last year, with mobile app downloads continuing their downward trend for the fifth consecutive year. A recent annual report from a leading digital market analysis firm revealed that 2025 saw a further decline in downloads, indicating a fundamental change in user behavior and the maturing of the global smartphone market.
2025 statistics: Decrease in quantity and increase in value
According to the data released, the total number of app and game downloads across the two main stores, the App Store and Google Play, reached approximately 106.9 billion downloads, representing a decrease of 2.7% compared to the previous year, 2024. Despite this decline in the number of downloads, the economic indicator moved in a very positive and opposite direction; consumer spending on apps and games jumped by a significant 21.6%, reaching a record high of nearly $155.8 billion during the same period.
Shifts in revenue streams: Games vs. service apps
The report revealed a shift in revenue dynamics within the "app economy." While gaming was previously the primary driver, by 2025 consumers were projected to spend $72.2 billion on games (46% of total spending), representing a 10% year-over-year increase. Meanwhile, non-gaming apps (such as productivity, streaming, and subscription apps) experienced similar growth, with spending on them rising by 9.33% to reach $82.6 billion, reflecting a trend among users to pay for premium services and content rather than simply entertainment.
Historical context: Post-pandemic peak
To understand this downward trend in downloads, we must go back to 2020, the exceptional year imposed by the coronavirus pandemic. At that time, downloads reached an unprecedented peak of 135 billion, driven by lockdowns and remote working. Since then, the market has begun a natural "correction" process; the numbers have gradually declined from 109.8 billion in 2024 to current levels in 2025. This slowdown, which included a 3.3% decrease between 2023 and 2024, indicates market saturation and users being content with the essential apps already installed on their phones.
The significance of numbers and the future of applications
Experts confirm that this decline in downloads does not indicate a weak market, but rather reflects a maturing user experience. Instead of constantly seeking new applications (user acquisition), the focus has shifted to user retention and monetization through subscriptions and in-app purchases. This shift is prompting developers and global companies to change their strategies from focusing solely on download numbers to prioritizing service quality and added value that encourages users to open their wallets, which explains the significant increase in spending despite the decrease in installations.
