2025 App Download Trends Highlight Subscription Model Growth as CEX Contract Trading Surges

App downloads globally declined in 2025, continuing a trend observed for the past five years. This shift was counterbalanced by a significant rise in consumer spending driven by the growth of subscription-based models and in-app purchases according to TechCrunch. The total number of app downloads in 2025 fell to 106.9 billion, a 2.7% decrease compared to 2024, but global spending rose 21.6% to $155.8 billion as reported by 9to5Mac.

The decline in app downloads was not uniform across categories. Mobile game downloads saw a sharper drop, falling 8.6% to 39.4 billion, while non-game app downloads remained relatively stable, increasing slightly by 1.1% to 67.4 billion. This stability is notable given the long-term downward trend in app adoption according to 9to5Mac.

Non-game app spending surged in contrast, rising 33.9% to $82.6 billion, while mobile game spending grew only modestly by 10% to $72.2 billion. This marked a significant shift in the app economy's revenue sources, with non-game apps now accounting for 53% of total app spending as data shows.

Why Did This Happen?

The shift to a subscription-based model has helped developers maintain revenue despite declining user acquisition. This transition reflects a broader industry trend where app monetization strategies have evolved from one-time purchases to recurring revenue models according to TechCrunch. Developers have focused on converting existing users into paying customers rather than solely attracting new users.

The subscription economy has also encouraged the development of supporting ecosystems. For example, companies like RevenueCat and Appcharge have raised substantial funding to provide tools that facilitate subscription monetization and app marketing as TechCrunch reports. These developments indicate a more sustainable financial model for app developers and publishers.

How Did Markets React?

The app economy's reliance on subscriptions has influenced investor behavior. Startups and platforms that support this model have attracted significant venture capital. For instance, Liftoff Mobile recently filed for an IPO, demonstrating confidence in the monetization-driven app economy according to TechCrunch.

In specific markets like the United States, the impact of these trends is even more pronounced. U.S. consumers spent $55.5 billion on apps in 2025, a 18.1% increase from 2024. Non-game app spending in the U.S. rose 26.8% to $33.6 billion, while game spending grew only 6.8% to $21.9 billion as 9to5Mac reports.

What Are Analysts Watching Next?

Industry observers are closely tracking how app developers adapt to the plateau in user growth. Strategies that focus on retention and monetization are now more critical than acquiring new users. The success of companies like Exodus Movement Inc., which reported significant revenue growth and user expansion in 2025, suggests that those leveraging subscriptions and diverse monetization tactics may outperform their peers according to Investing.com.

Investors are also watching the broader market for signs of further consolidation or innovation. The app economy's transformation into a subscription-based model is expected to continue shaping investment decisions and regulatory scrutiny as data indicates.

The global shift in app consumption habits has implications beyond tech investors. As spending on non-game apps continues to grow, sectors like finance, education, and productivity are likely to see increased competition for consumer dollars. Companies that can effectively balance user experience with monetization will be well positioned to benefit according to TechCrunch.

The evolving dynamics of the app economy underscore the importance of adapting to changing user behaviors and financial models. For now, the focus remains on leveraging subscriptions and in-app purchases to sustain growth and profitability in a maturing market.