sensor_tower__state_of_mobile_2025__en.pdf

The industry's leading report
Stateof
Mobile2025
Report

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ExecutiveSummary| Key Takeaways
04
02
05
03
06
Mobilegaming
bouncesback.
Consumerspendin
non-gamessoars.
Goingglobal:competition
spansacrossregions.
Connectingmobiletoin-
personamiddigitalfatigue
Cryptoappsare
boomingagain.
Gaming in-app purchase revenue climbed 4% YoY as
Strategy, Puzzle, and Action fuel growth.
Revenue growth accelerated to +25% year-over-year (YoY).
Consumers are willing to pay for services across categories.
Retail is an example area of global competition with
Chinese-backed Temu and SHEIN entering the space.
Many of the fastest growing categories connect users across
devices or to their in-person experiences.
Improving macroeconomic conditions and higher Bitcoin
prices helped fuel a resurgence in crypto apps.
01
AIiseverywhere
onmobile.
AI apps continued to soar in 2024, and use cases spread
across verticals, from productivity to finance.

ExecutiveSummary| Mobile Landscape at a Glance
NewApp
Downloads
YoYGrowth
iOS & Google Play
258,000apps
downloaded per minute
in 2024
136
Billion
-1.0%
In-AppPurchase
(IAP)Revenue
$150
Billion
YoYGrowth
iOS & Google Play.
Revenue is gross, inclusive of any
percent taken by the app stores.
$285,000spent
per minute in 2024
+12.5%
Total
HoursSpent
4.2
Trillion
YoYGrowth
iOS & Android.
Excludes third-party Android in
China and other markets.
>500hoursonaverage
for every person on Earth
in 2024
+5.8%
AverageTime
SpentperUser
3.5
HoursperDay
YoYGrowth
iOS & Android Across 60+
Markets (Excludes China)
>13minutes
per waking hour
+2.9%
#ofApps
UsedperUser
26
PerMonth
YoYGrowth
iOS & Android Across 60+
Markets (Excludes China)
7uniqueapps
used each day per user
on average
+9.2%
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Contents
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01
01
MacroMobileTrends
Page 09
02
AIonMobile
Page 20
03
Gaming
Page 28
04
Finance
Page 42
01
05
Retail
Page 47
06
VideoStreaming
Page 53
07
Social
Page 57
08
FoodandDrink
Page 65
11
Sports
Page 80
10
HealthandFitness
Page 75
01
09
Travel
Page 70
12
TopAppsandGames
Page 86

Note: Top publishers by app store revenue | Source: Sensor Tower
SensorTower| Our Customers
Top publishers trust Sensor Tower insights to grow their business.
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Next level insights.
data.aiisnowpart
ofSensorTower

Aboutthisdata:
Methodology






SensorTower’sInsightsteamcompiledthedownloadandIAP
revenueestimatesprovidedinthisreportusingtheSensor
TowerMobileAppInsightsplatform.
FigurescitedinthisreportreflectiOSAppStoreandGoogle
PlaydownloadandrevenueestimatesforJanuary1,2014
throughDecember31,2024.
Downloadestimatespresentedareonaper-userbasis,
meaningthatonlyonedownloadperAppleorGoogle
accountiscountedtowardsthetotal.
Downloadsofthesameappbythesameusertomultiple
devices,updates,orre-installsofthesameappbythesame
userarenotcountedtowardsthetotal.
Androidappdownloadandrevenueestimatesrepresent
downloadsandrevenuefromtheGooglePlayStoreonly.
SensorTowerdoesnotprovidedownloadestimatesforthird-
partyAndroidstores.
In-apppurchase(IAP)revenueestimatesaregross—inclusive
ofanypercenttakenbytheappstores.Revenueincludespaid
downloads,in-apppurchases,andsubscriptionsfromtheiOS
AppStoreandGooglePlay.Thisdoesnotincludeanyrevenue
fromadvertisementsorthird-partypurchases.
ViewDetailedReportMethodologyHere.
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InterestedinourDigital
MarketInsightsSolutions?
If you want to learn more about Sensor Tower, please request a demo:
Get the latest insights on our blog: sensortower.com/blog
Requestafreedemo!

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Macro
MobileTrends
At Scopely, we are driven by a culture of iteration and innovation - known as a ‘Learning Machine' - that
empowers us to constantly analyze data, apply insights across our portfolio, and quickly pivot where
needed. Sensor Tower plays a key role in fueling our ‘learning machine’ by helping us deeply
understand the market and stay ahead of the curve in such a rapidly changing industry.
JessicaZestar-Postrk
SVP Strategy & Business Operations
Scopely
A maturing mobile market. Growth in time spent on mobile devices is slowing, while revenue continues to
soar, particularly in non-games. Apps have consumers' attention — now they are monetizing it.

Source: Sensor Tower
Note: iOS and Google Play combined. iOS only for China. Revenue is gross — inclusive of any percent
taken by the app stores.
Top20MobileMarketsin2024
WanttoSeetheLatestAppTrendsinYourMarket?
Request a demo to see Sensor Tower's latest offerings
covering 90+ different countries.
IAPRevenueSoarsinMost
MarketsasEuropeSees
RapidGrowth
In 2024, revenue from in-app purchases (IAP) and
subscriptions continued its rapid growth, up 13% year-over-
year (YoY) globally to $150 billion. This included particularly
strong growth in top markets in North America and Europe —
the United States led the way with $52 billion in consumer
spend. With game revenue growth lagging that from non-
games, some gaming-focused markets in Asia experienced
more modest growth or even slight declines YoY.
What has helped create this revenue boom on mobile?
Consumers are spending more time than ever on their mobile
devices and are becoming increasingly comfortable making
purchases on them. Time spent climbed in most markets,
though it has leveled out in a few like the US and Japan.
Meanwhile, downloads declined for the fourth straight year
following the spike in 2020 during the COVID-19 pandemic.
Half of the top 10 markets still achieved positive YoY growth,
including Indonesia, China Mainland, and Mexico.
MacroMobileTrends
Downloads IAP Revenue (USD) Time Spent (Hours)
Rank
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10B
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Note:ChinaMainlandmetricsareiOSonly.
2022 2024
2023
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YearlyWorldwideAppIAPRevenue
Excluding Mobile Games, 2014 - 2024
WorldwideIAPRevenueGrowthbyAppCategory
2024 vs. 2023
Don'tWanttoWaitfortheNextYear'sReport?
Look out for Sensor Tower's Digital Market Index report
published every quarter, covering the latest trends across
mobile, digital advertising, and retail media.
WillConsumersSoonSpendMoreinAppsThanGames?
IAP revenue on mobile outside of mobile gaming has skyrocketed during the past 10 years, climbing from $3.5 billion in 2014 to more
than $69 billion in 2024. And this growth is only accelerating — apps gained nearly $14 billion in additional IAP revenue in 2024 alone
(+25% YoY), well above the nearly $9 billion added in 2023. Games still accounted for the bulk of mobile spend with more than $80 billion
in 2024, but YoY growth lagged at around 4%.
What's driving the growth? Entertainment, Productivity, and Photo & Video led the way in 2024 as every single category grew YoY.
MacroMobileTrends
$80B
$60B
$40B
$20B
0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
$3.5B $4.4B
$6.5B
$10.6B
$16.8B
$22.1B
$31.3B
$41.8B
$46.6B
$55.5B
$69.2B
+$14B
+$12B
+$10B
+$8B
+$6B
+$4B
+$2B
0
Growth in 2024
+$4.4B
+$1.9B
+$1.8B
+$1.2B
+$0.7B
+$1.9B
Other
Health&Fitness
Education
Utilities
Lifestyle
Music
SocialNetworking
Productivity
Photo&Video
Entertainment
+$13.7B
in 2024
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Note: iOS and Google Play combined. iOS only for China. Apps classified using Sensor Tower's
taxonomy as of January 5, 2025.
Top20GlobalAppSubgenresbyDownloadsin2024
DiveDeeperwithSensorTower'sTopApps
Identify the top performing apps across any country
and any app store category. Or, try Sensor Tower's
detailed app taxonomy, including more than 180
different classifications for non-game apps. Sensor
Tower customers can try the link here.
CoreAppCategories
AchievePositiveDownload
Growthin2024
MacroMobileTrends
1% Instagram
7% Netflix
5% Temu
-5% TickTock-TikTok Live Wallpaper
4% WhatsApp Messenger
-8% Remini
-32% VPN - Super Unlimited Proxy
2% Nubank
-10% CapCut
10% PhonePe
-5% Quark
12% WhatsApp Business
-24% Samsung Smart Switch Mobile
7% gov.br
-6% Spotify
3% MyJio
10% DDMusic
112% ChatGPT
5% OmeTV
3% fitpro
Worldwide
Social | Social Media
Media & Entertainment | Film &…
Shopping | Shopping (General)
Software | Customization &…
Social | Social Messaging
Software | Photo Editing
Software | Antivirus & VPN
Financial Services | Consumer…
Software | Video Editing
Financial Services | Digital Wallet…
Software | Other Utilities
Software | Other Business &…
Software | File Management
Law & Government | Law &…
Media & Entertainment | Music &…
Telecom | Telecom
Software | Media Players
AI | AI Chatbots
Media & Entertainment | Dating
Health & Wellness | Gyms & Fitness
0 0.5B 1B 1.5B 2B 2.5B 3B 3.5B 4B 4.5B 5B 5.5B 6B
YoY
Growth #1 AppintheSubgenre
Even in 2024, some of the biggest app subgenres still provide
stable sources of new downloads for mobile app publishers.
Social Media (including apps like Instagram and TikTok), Film
& Television Streaming (including Netflix and Disney+), and
General Shopping (including Temu and Amazon Shopping)
had modest positive YoY growth globally in 2024. A few
Financial Services subgenres also achieved positive growth,
with Digital Wallet & P2P Payment app downloads climbing
10% and Consumer Banking app downloads up 2% YoY.
In contrast, several Software genres saw notable declines,
including Antivirus & VPN (-32% YoY) and File Management
(-24%). A large portion of this drop off in downloads can be
explained by the market correcting following years of rapid
download growth, particularly in a few of the largest markets
like India and Brazil.
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taken by the app stores. Apps classified using Sensor Tower's taxonomy as of January 5, 2025.
Top20GlobalAppSubgenresbyIAPRevenuein2024
TikTok'sRecord-BreakingAscent
Check out our blog post studying how TikTok became
the first non-game to reach $15 billion in global
consumer spend and how it stacks up all-time.
StreamingandSocialMedia
LeadRevenueinNon-
GamesasAIChatbotsSurge
MacroMobileTrends
31% Disney+
29% TikTok
13% Tinder Dating App
9% Audible
18% QQ Music
29% Google One
11% ESPN
16% Picsart
16% Azar
14% LINE
31% Duolingo
59% CapCut
18% Strava
209% ChatGPT
27% The New York Times
22% LinkedIn
20% NordVPN
10% MyFitnessPal
12% FaceApp
26% Canva
Worldwide
Media & Entertainment | Books &…
Software | Cloud Storage
Sports | Sports Entertainment
Media & Entertainment | Social…
Jobs & Education | Language…
Health & Wellness | Gyms & Fitness
AI | AI Chatbots
Media & Entertainment | News &…
Jobs & Education | Jobs & Educati…
Health & Wellness | Nutrition & Diet
Software | Selfie & Beauty Editors
Software | Poster & Card Design
0 $1B $2B $3B $4B $5B $6B $7B $8B $9B $10B $11B $12B
YoY
Growth
Film & Television Streaming and Social Media were the top
two subgenres by IAP revenue in 2024 by a wide margin, and
both saw rapid growth across the globe. However, the two
have taken different paths to becoming the leading subgenres
on mobile. Streaming apps tend to monetize through
subscriptions, and the space remains very competitive with
nine different apps accounting for at least 3% of the overall
streaming revenue (and none above 15%). Social Media, on
the other hand, is dominated by TikTok and YouTube, which
alone take more than 70% of the subgenre's consumer spend.
TikTok in particular has revolutionized non-game
monetization, offering in-app purchases that allow users to tip
creators or promote their content.
Mobile has also risen the wave of AI enthusiasm into 2024. AI
Chatbot apps like ChatGPT was the fastest growing app
subgenre with more than 200% growth YoY, and the at this
rate the subgenre could easily rank among the top 10 by
global consumer spend a year from now.
#1 AppintheSubgenre
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Note: iOS and Google Play combined. iOS only for China. Apps classified using Sensor Tower's
Top20GlobalAppSubgenresbyTotalTimeSpent(Hours)in2024
UnlockSensorTower'sAppUsageMetrics
Sensor Tower's usage metrics let you dive deep into in-
app usage behavior. Based on the world’s largest
proprietary mobile app panel, benchmark time spent,
sessions, active users, and more. Check it out here.
ConsumersSpentNearly
2.4TrillionHoursonSocial
MediaAppsin2024—or6.6
BillionHoursEachDay
MacroMobileTrends
Worldwide
Software | Browsers
Software | Calling & SMS
Shopping | Shopping (General)
Software | Other Business &…
Software | Customization &…
Software | Other Utilities
Software | Media Players
Software | Photo Galleries
Software | Email
Media & Entertainment | Books &…
Travel & Tourism | Navigation &…
AI | AI Chatbots
Financial Services | Consumer…
Financial Services | Digital Wallet…
0 0.2T 0.4T 0.6T 0.8T 1T 1.2T 1.4T 1.6T 1.8T 2T 2.2T 2.4T
6% TikTok
2% WhatsApp Messenger
1% Google Chrome
-5% Disney+ Hotstar
16% Truecaller
6% Spotify
9% Shopee
15% WhatsApp Business
21% HiOS Launcher
22% Clock
9% PLAYit
14% Google Photos
3% Gmail
-8% WEBTOON
2% Google Maps
3% Google Drive
347% Character AI
7% SberBank Online
3% Badoo
21% Google Pay
YoY
Growth
Mobile users spent nearly 2.4 trillion hours on Social Media
apps in 2024 across iOS and Android devices, up 6% YoY. This
was equivalent to 6.6 billion hours per day, or roughly an
average of 50 minutes for every person on Earth. Messaging
apps were a distant second at 607 billion hours, followed by
Browsers at 330 billion hours.
Time spent growth in AI Chatbot apps even outpaced the
downloads, with more than 300% YoY growth. Consumers
spent more than 7 billion hours in apps like Character AI and
ChatGPT.
Another fast growing subgenre was Digital Wallets & P2P
Payments, which saw time spent climb 21% YoY. This included
strong growth across many APAC and Latin America markets
such as India, Indonesia, South Korea, and Argentina.
#1 AppintheSubgenre
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taken by the app stores. Apps classified using Sensor Tower's taxonomy as of January 5, 2025.
Downloads
App Growth 2024 YoY
IAPRevenue
App Growth 2024 YoY
TimeSpent(Hours)
App Growth 2024 YoY
IntroducingAppIQ:AppClassificationMadeSimple
Coming Q1 2025, AppIQ by Sensor Tower will combine the
best of both Sensor Tower’s taxonomy and data.ai’s App IQ.
Note: This report is based on Sensor Tower's taxonomy only.
AIChatbotsistheBreakoutSubgenreforDownloadsin2024
No subgenre built their user base more than AI Chatbots, which added 635 million more downloads in 2024 compared to 2023. The
category was clearly appealing to users after download as well, with huge gains in time spent and IAP revenue. AI Chatbots ranked as the
#3 subgenre by YoY revenue growth and time spent growth. Scroll through the different markets to see where AI Chatbots are gaining
traction the fastest and which markets may still provide opportunities for growth.
MacroMobileTrends
Worldwide
AI | AI Chatbots
Financial Services |
Cryptocurrency
Media & Entertainment |
Film & Television Streaming
Software | Other Business &
Productivity Software
Financial Services | Digital
Wallets & P2P Payments
Software | Content
Downloaders
-0.8B -0.4B 0 0.4B 0.8B
Worldwide
AI | AI Chatbots
Dating
Shopping | Sneakers &
Athletic Footwear
Software | Calculators
Financial Services | Business
Finance & Business…
Health & Wellness | Health &
Wellness (General)
0 $0.5B $1B $1.5B $2B $2.5B $3B
Worldwide
AI | AI Chatbots
Software | Other Business &
Productivity Software
Religion & Spirituality |
Religion & Spirituality
Books & Comics
0 20B 40B 60B 80B 100B 120B 140B 160B
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taken by the app stores. Includes estimates since the start of 2014.
NumberofAppsSurpassingAnnualGlobalIAPRevenue
ExploretheFullListofLeadersin2024
Sensor Tower customers can explore the full list of Top
Apps in 2024, by category, market, and device. Please
note that the Sensor Tower platform shows net
revenue, excluding any percent taken by the app stores.
FourGamesJoinedthe
BillionDollarClubin2024
LastWar,WhiteoutSurvival,Dungeon&Fighter,andBrawlStars
werethelatestgamestoreachthebilliondollarclub—thatis,
surpassing$1billioninglobalgrossIAPrevenueforacalendar
year.Thiswasthemostappstoreachthemilestoneforthefirst
timesince2021andreflectshowthemobilegamesmarketis
beginningtobounceback.
Interestingly,whilethenon-gamemarketcontinuestoflourish,
onlyonenon-gameappsurpassed$1billionforthefirsttimeina
year:WeTV. Another streaming service may hit the milestone
next year — Max fell just short in 2024.
In total, 17 apps reached the billion dollar milestone in 2024,
including six non-games and a record-high 11 games. And
while the number of apps reaching the $100 million and $10
million milestones for annual IAP revenue have held fairly
steady in recent years, improving revenue opportunities for
non-games have caused the number of non-games to reach
these thresholds to steadily climb, offsetting recent declines
in the number of games hitting the marks.
MacroMobileTrends
AppstoReach$1BillioninAnnualGlobalIAPRevenuefortheFirstTime
$10 Million+ $100 Million+ $1 Billion+
1.6K
1.2K
0.8K
0.4K
0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
265 331 482 587
211
655
269
717
385
848
489
897
537
851
597
883
711
858
Applications Games
2014
orearlier
0NewApps
2015 2016 2017 2019
2018
2020 2021 2022 2023
Clashof
Clans
Puzzle&
Dragons
Monster
Strike
Honorof
Kings
Fate/Grand
Order
Netflix Tinder
Coin
Master
PUBG
Mobile
Pokémon
GO
TikTok
Gamefor
Peace Roblox
YouTube
Genshin
Impact
Garena
FreeFire
Candy
CrushSaga
Disney+
GoogleOne Monopoly
GO
Royal
Match
2024
Whiteout
Survival
Dungeon
&Fighter
LastWar Brawl
Stars
WeTV
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ShareofMarket'sDownloadsfromDomesticPublishers ShareofMarket'sIAPRevenuefromDomesticPublishers
MobileisGlobal:Only21-22%ofDownloadsandConsumer
SpendComefromDomesticPublishers
Nearly four out of every five app downloads and dollars spent across iOS and Goolge Play was outside of the country where the app was
developed. However, the presence of foreign-based publishers varied significantly between markets. In China Mainland, more than 90%
of downloads and consumer spend was for apps developed by China-based publishers. Japan, South Korea, and the US also had a
strong presence from domestic-based publishers.
MacroMobileTrends
All Apps Games
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0
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All Apps Games
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WanttoSeetheTopPublishersintheseMarkets?
Go to the end of this report for the full lists of top apps,
games, and publishers for 2024.
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Note: Among Android users in the United States. Includes YouTube and excludes other pre-installed
apps.
AgeBreakdownAmongSelectCategories
United States in Q4 2024
InterestedinmoreAudienceInsights?
Dive deeper into audience demographics and behavior by
app, category, user persona, and more! Click here to learn
more about Audience Insights from Sensor Tower.
GenZEmbracesUser-GeneratedContent,
fromVideostoPinboards
Creative categories like Graphics & Design and Photo & Video are particularly appealing to younger users, as are Entertainment and
Social Networking apps. Meanwhile, Productivity, Shopping, Health & Fitness, and Medical apps skew more towards older users. Looking
at top apps for different age groups, apps like Spotify, Instagram, Discord, and Snapchat are more popular with younger users. Amazon
and Venmo are frequently used by middle-aged users, while Facebook and Walmart skew towards an older demographic.
MacroMobileTrends
TopAppsbyShareofAudienceUsingApp
YouTube YouTube YouTube YouTube YouTube
Spotify Spotify Amazon Amazon Facebook
Instagram Instagram Messenger Facebook Amazon
Discord Amazon Facebook Messenger Messenger
Amazon Messenger Instagram Instagram Instagram
Snapchat Facebook Spotify Spotify WhatsApp
Facebook WhatsApp WhatsApp WhatsApp Spotify
TikTok Venmo Venmo Venmo Walmart
WhatsApp Reddit Netflix Netflix TikTok
Pinterest Discord Reddit TikTok Netflix
1
2
3
4
5
6
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8
9
10
18-24 25-34 35-44 45-54 55+
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Note: Among Android users in the United States. Includes YouTube and excludes other pre-installed
apps. Gender represented as Men and Women only and is not representative of all gender identities.
GenderBreakdownAmongSelectCategories
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Graphics&DesignandShoppingSkewTowardsWomen
For the Graphics & Design, Shopping, and Books categories, women outnumber men by at least two to one in the United States on
average. Sports, Finance, Travel, and Business are more commonly used by men on average. Top apps tend to have a large user base
with both men and women, but a few apps rank among the top 10 for one gender. Discord and Reddit are among the top 10 for men
only, while Pinterest and TikTok rank among the top 10 for women.
MacroMobileTrends
0
10%
20%
30%
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50%
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Men Women
TopAppsbyShareofAudienceUsingApp
YouTube YouTube
Spotify Instagram
Instagram Spotify
Amazon Amazon
Facebook Pinterest
WhatsApp Facebook
Messenger Messenger
Discord WhatsApp
Reddit TikTok
Snapchat Venmo
1
2
3
4
5
6
7
8
9
10
Men Women
SensorTowerCustomersCanExploreMore!
Sensor Tower customer? Check out Audience Insights here
for more categories, user personas, and so much more.

02
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AIon
Mobile
AI continued its rapid ascent on mobile in 2024. Generative AI was the breakout mobile genre, and market
leaders across verticals found creative new ways to integrate AI into their mobile solutions.
Fetch is America’s Rewards App because we’re obsessed with innovation that delivers real value to both brands and consumers.
As mobile apps continue to drive the rise of e-commerce, Fetch is leading the way by expanding our rewards ecosystem into new
consumer categories and introducing groundbreaking features like Fetch Play and Fetch Shop. Powered by patented AI and ML
integrations, our mobile platform transforms everyday purchases and activities into highly personalized, rewarding experiences.
We're redefining how people connect with the brand they love and find new ones to fall in love with, by creating a first-of-its-kind,
rewards-based advertising ecosystem that delivers both rational and emotional value.
AyoJimoh
Chief Product Officer
Fetch

Worldwide
1
Rank
taken by the app stores. AI apps classified using Sensor Tower's taxonomy as of January 5, 2025.
YearlyTrendsforGenerativeAIApps
WantMoreAIInsights?
Check out our report covering the AI app market from
2024. And since the AI app market is ever evolving, look
out for more AI-related content on our blog.
AIAppsareAlready
aBillionDollarIndustry
Generative AI apps exploded onto the scene in late 2022 with
interest in the technology surging following the release of
ChatGPT. Other competitors quickly attempted to capture
some of this market. IAP revenue from AI Chatbot and AI Art
Generators climbed from $30 million in 2022 to $455 million
in 2023 to nearly $1.3 billion in 2024. Downloads saw a similar
trajectory, approaching 1.5 billion in 2024.
The United States is the clear top market for Generative AI
apps in 2024, accounting for 45% of global revenue. The
United Kingdom is second with around 4% of total revenue,
followed by Germany (4%), Japan (3%), and Canada (3%).
The genre is also quite popular in Brazil, which ranks #7 for
Generative AI (and outside the top 10 markets by overall
mobile consumer spend). Generative AI revenue is lagging a
bit in China Mainland, which accounted for less than 2% of
the genre's IAP revenue in 2024.
AIonMobile
Downloads IAPRevenue
1.6B
1.4B
1.2B
1B
0.8B
0.6B
0.4B
0.2B
0
2021 2022 2023 2024
$1.2B
$1B
$0.8B
$0.6B
$0.4B
$0.2B
0
2021 2022 2023 2024
600%
450%
300%
150%
0
2021 2022 2023 2024
YoYGrowth
1.6K%
1.2K%
0.8K%
0.4K%
0
2021 2022 2023 2024
YoYGrowth
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Note: iOS and Google Play combined. iOS only for China. AI apps classified using Sensor Tower's
GenerativeAIDownloadTrendsbySubgenre
TracktheLatestAILauncheswithTopApps
Monitor how the top AI apps are performing in 90+
markets and quickly identify any new breakouts with
Sensor Tower's Top Apps. Sensor Tower customers can
check it out here.
ChatbotsaretheLeaders
inAI(ForNowAtLeast)
By the end of 2024, some of the biggest tech companies in the
world have rolled out their AI chatbots, including Google
Gemini, ByteDance's Doubao, and Microsoft Copilot. With
these major players entering the space, AI Chatbot downloads
climbed 119% YoY in Q4 2024. AI Art Generators trailed with 85
million downloads, up 21% YoY.
While ChatGPT is the clear leader with roughly 40% of global
Generative AI app consumer spend and 23% of downloads in
2024, there has been plenty of space for other apps to emerge.
Sixteen different Generative AI apps reached at least $10
million in IAP revenue in 2024, and 25 had more than 10
million downloads.
As of the end of 2024, AI Chatbots are the most popular
subgenre in the Generative AI space. However, plenty of other
apps across genres from Travel to Education to Social
Networking have incorporated their own AI features, and
there remains huge potential for apps to try novel and
creative ways to incorporate the technology
AIonMobile
Worldwide
1
Rank
0
50M
100M
150M
200M
250M
300M
350M
400M
450M
2
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Q
4
AI Chatbots AI Art Generators
ChatGPT AI Chatbots
Google Gemini AI Chatbots
Doubao AI Chatbots
Microsoft Copilot AI Chatbots
AI Chatbot - Nova AI Chatbots
Talkie AI Chatbots
Chatbot AI & Smart
Assistant AI Chatbots
ChatOn AI Chatbots
Character AI AI Chatbots
Genius AI Art
Generators
1
2
3
4
5
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9
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App Subgenre
TopAppsbyDownloadsin2024
QuarterlyDownloadsbySubgenre
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Note: Includes apps with at least 50,000 worldwide all-time downloads across iOS and Google Play.
Includes apps mentioning "AI", "GPT", or "OpenAI" in their app name, app description, subtitle (iOS), or
short description (Google Play).
NumberofAppsAddingAI-RelatedTermsOverTimebyCategory
TrackMoreThanAppNamesandDescriptions
Sensor Tower's App Update Timeline lets you track
your competitors' app updates, from app names and
icons to top in-app purchase and in-app events.
AIHasSpreadAcross
Mobile,FromProductivity
toLifestyletoFinance
AIonMobile
NumberofAppsAddingAI-RelatedTermsbyCategory
2023-2024
4K
3K
2K
1K
0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
Games Productivity Utilities Photo & Video Education Entertainment Graphics & Design
Lifestyle Social Networking Health & Fitness Other
1K
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App developers were quick to respond to interest in AI in 2023,
and the number of apps adding AI-related terms to their app
names or descriptions more than doubled compared to 2022.
This included new apps released in 2023 with these AI-related
terms as well as apps updating their name or description
during the year to include the term. Note that even more apps
likely use AI technology, but don't mention "AI" or "GPT" in
their app name or description.
The number of apps adding AI-related terms declined in 2024,
but interest remained high. More than 3,000 apps mentioned
AI for the first time in 2024.
The use of AI technology is also becoming much more
widespread. Fifteen different categories had at least 100 apps
add AI-related terms over the past two years alone. This
includes the expected categories like Productivity, Photo &
Video, and Education, and various other categories across the
mobile space like Lifestyle, Finance, Music, and Shopping.
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Note: Downloads across iOS and Google Play. iOS only for China. Includes apps with at least 50,000
worldwide all-time downloads across iOS and Google Play. Includes apps mentioning "AI", "GPT", or
"OpenAI" in their app name, app description, subtitle (iOS), or short description (Google Play).
DownloadsforAppsMentioningAIOverTimebyMarket
AppsMentioningAIWereDownloaded17BillionTimesin2024
iOS and Google Play apps mentioning AI-related terms in their name, subtitle, or description combined for more than 17 billion
downloads globally in 2024, up from 5 billion downloads just five years prior in 2019. This was roughly 13% of all app downloads in the
year. Explore how downloads for these apps have climbed across key markets over the past 10 years — including India, the United States,
China Mainland, Indonesia, and Brazil each contributing more than a billion downloads in 2024.
AIonMobile
2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
India
Brazil
Mexico
Canada
Argentina
Italy
France
Spain
UAE
SaudiArabia
Australia
Singapore
UnitedStates
Germany
UK
Turkey
Indonesia
Thailand Vietnam
China
Mainland
Japan
SouthKorea
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DuolingoWorldwideMonthlyIAPRevenue
StayAheadofCompetitors
withAIInnovations
AIonMobile
UserRatingDistributionforReviewsMentioningNewAIFeatures
United States on iOS
Explain My Answer
Video Call
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
5 Stars 4 Stars 3 Stars 2 Stars 1 Star
In today's competitive mobile market, there is a growing trend
of integrating AI-powered features into applications to attract
tech-savvy users and enhance overall convenience. App
developers should think carefully about how to integrate the
technology in ways that will improve the user experience,
rather than selling minor adjustments to existing features.
Duolingo is an example of an app that was quick to embrace
AI features, launching several GPT-4 powered offerings in
March 2023 with Duolingo Max. However, many users did not
see the improvements from AI and viewed this as charging a
higher price for features that used to be provided under the
cheaper Super subscription.
Duolingo took a significant step forward by launching AI-
powered video calls in September 2024. This new feature
received positive feedback from users, highlighting its
effectiveness in enhancing language practice through
simulated real-life conversations and leaning on positive
sentiment about a character in the app, Lily. The new offerings
appear to be boosting revenue as well, with the app achieving
its highest monthly YoY revenue growth since 2023.
September2024:
Duolingo introduced AI-powered features at
Duocon, including AI-Powered Conversations:
Video Call with Lily
0
$20M
$40M
$60M
$80M
0
20%
40%
60%
80%
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IAP Revenue YoY Growth
March2023:
Duolingo introduced a higher-priced subscription tier,
Duolingo Max, offering GPT-4 powered features like
Explain My Answer and Roleplay
DiscoverHowUsersReacttoNewFeatures
Review Analysis from Sensor Tower's App Performance
Insights lets you search reviews by keyword
AverageRating
2.7Stars
4.1Stars
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Note: iOS and Google Play combined. iOS only for China. Excludes third-party Android.
MonthstoReach50MillionGlobal
MonthlyActiveUsers(MAU)
AIonMobile
ChatGPTReached50Million
MAUMilestoneFaster
thanTemu,Disney+,
andYouTubeMusic
ChatGPT's worldwide mobile usage has skyrocketed since its
launch, with MAUs increasing by 500% YoY or more than 160
million in 3Q24—the largest absolute increase among the
studied cohort. Among popular apps released in the past
three years, ChatGPT was the third-fastest to reach 50 million
MAUs worldwide, achieving this milestone in a mere five
months after its launch in May 2023. This was all the more
impressive considering the app only launched on Google Play
in July 2023, several months after it was released on iOS.
Only Threads and CapCut reached this level faster, and
CapCut had a significant head start by launching in China
prior to its global release. Threads also benefitted from cross-
promotion from Meta's other apps like Instagram, helping it
tap into Meta's huge existing user base. Looking at purely
organic growth, few apps have ever burst onto the scene
faster than ChatGPT.
Threads
CapCut
ChatGPT
Temu
Max
Brawl Stars
Disney+
YouTube Music
Amazon Prime
Reddit
0
4
5
8
11
12
12
24
28
62
*Includes select apps with a worldwide release date of 2016 or later and a minimum of 100 million all-time downloads.
Some apps, such as Amazon Prime Video, may have been launched earlier in specific countries but had their global
release in 2016 or later.
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to reach 50 million global MAU
following its launch in May 2023
Only5months

Note: iOS and Google Play combined. iOS only for China. Apps classified using Sensor Tower's taxonomy as of January 5, 2025. Revenue is gross — inclusive of any percent taken by the app stores.
2024RankingsbyMarket| AI on Mobile
Download data
AMER - Downloads
ChatGPT (AI Chatbots) ChatGPT (AI Chatbots) ChatGPT (AI Chatbots) ChatGPT (AI Chatbots) ChatGPT (AI Chatbots) ChatGPT (AI Chatbots)
Google Gemini (AI Chatbots) Microsoft Copilot (AI Chatbots) Google Gemini (AI Chatbots) Google Gemini (AI Chatbots) Luzia: Your AI Assistant (AI
Chatbots)
Luzia: Your AI Assistant (AI
Chatbots)
Doubao (AI Chatbots) Google Gemini (AI Chatbots) Microsoft Copilot (AI Chatbots) Nova - AI Chatbot (AI Chatbots) Google Gemini (AI Chatbots) Nova - AI Chatbot (AI Chatbots)
Microsoft Copilot (AI Chatbots) Talkie: Soulful AI, AI Friend (AI
Chatbots)
Talkie: Soulful AI, AI Friend (AI
Chatbots)
Poly.AI - Create AI Chat Bot (AI
Chatbots) Nova - AI Chatbot (AI Chatbots) Google Gemini (AI Chatbots)
Nova - AI Chatbot (AI Chatbots) Poly.AI - Create AI Chat Bot (AI
Chatbots) ChatOn (AI Chatbots) Talkie: Soulful AI, AI Friend (AI
Chatbots)
Poly.AI - Create AI Chat Bot (AI
Chatbots)
Chatbot AI & Smart Assistant (AI
Chatbots)
1
2
3
4
5
6
Worldwide United States Canada Mexico Brazil Argentina
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03
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Gaming
Mobile gaming bounced back with positive year-over-year IAP revenue growth for the first time since 2021.
However, the landscape has changed over the past few years, with Strategy and Puzzle driving growth while
RPG continued to decline.
Data is paramount to everything we do internally at Kwalee, and at gaming companies in general, the
sheer amount of data points we capture is mind-boggling. Sensor Tower adds the external dimension
which gives us the comparable we need to understand if what we're doing is working? Has a market fit?
And equally important, is potential trends for us to innovate on.
JohnWright
VP of Mobile Games
Kwalee

MobileGameIAPRevenueGrowth
WanttoSeetheLatestGamingTrends?
Monitor market movements day-by-day with a Sensor
Tower account to get the scoop on the latest shifts and
emerging opportunities.
MobileGameRevenueHits
$80.9Billionin2024Amid
ShiftingMarketDynamics
Mobile game IAP revenue rose to $80.9 billion in 2024, up 4%
YoY, even as downloads declined by 6% to 49.6 billion. This
decline reflects market stabilization amid industry
consolidation and broader tech sector pressures. Despite this,
consumers are spending more time on mobile devices and
increasingly making purchases, driven by improved gaming
experiences and enhanced monetization strategies.
Emerging markets like Mexico, India, and Thailand fueled
much of the growth, with spending rising 21%, 17%, and 16%,
respectively. Turkey led with a 28% increase, while Saudi
Arabia posted a 14% rise. Established markets such as the US
and EMEAR regions saw steady growth, while North Asia faced
headwinds, with Japan experiencing a 7% decline due to
economic and currency challenges.
While most markets saw a decline in downloads, regions like
Indonesia and Saudi Arabia provided bright spots of growth.
Looking ahead to 2025, consumer spending is expected to
climb further as developers prioritize retention and high-
quality gaming experiences.
Gaming
MobileGameDownloadGrowth
Worldwide
$80B
$60B
$40B
$20B
0
2021 2021-2022
Growth
2022-2023
Growth
2023-2024
Growth
2024
$86.8B
-$8.1B -$0.5B $2.8B
$80.9B
Worldwide
60B
40B
20B
0
2021 2021-2022
Growth
2022-2023
Growth
2023-2024
Growth
2024
55.4B
-0.2B -2.2B -3.3B
49.6B
(+4% YoY)
$80.9Billion
2024IAPRevenue
(-6% YoY)
49.6Billion
2024Downloads
Source: Sensor Tower App Performance Insights as of January 5, 2025.
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Worldwide
2020 - Dec 1.12
2021 - Jan 1.65
2021 - Feb 1.74
2021 - Mar 1.68
2021 - Apr 1.67
2021 - May 1.63
2021 - Jun 1.62
2021 - Jul 1.64
2021 - Aug 1.72
2021 - Sep 1.63
2021 - Oct 1.56
2021 - Nov 1.63
2021 - Dec 1.7
2022 - Jan 1.69
2022 - Feb 1.63
Week IAP Revenue
Downloads
Source: Sensor Tower App Performance Insights as of January 5, 2025. Note: iOS and Google Play combined. iOS only for China. Revenue is gross — inclusive of any percent taken by the app stores.
GlobalWeeklyMobileGameSpendingSurpasses$1.54Billionin2024,
withDownloadsNearing1BillionPerWeek
Developing markets are increasingly important to the global mobile gaming economy, with spending and engagement steadily rising. Seasonal spikes vary by region:
in the US, downloads and revenue peak during year-end holidays, while September sees the lowest downloads. In Japan, summer drives strong performance for
downloads and revenue. Understanding these regional patterns is vital for developers aiming to maximize engagement and revenue in a competitive market.
Gaming
IAPRevenue
AverageWeeklyIAPRevenueandDownloads forMobileGames 2021-2024
-6%
+4%
YoY
YoY
0
$0.5B
$1.0B
$1.5B
$2.0B
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2021 2022 2023 2024
0
0.2B
0.4B
0.6B
0.8B
1.0B
1.2B
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2021 2022 2023 2024
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Source: Sensor Tower. Note: iOS and Google Play combined. iOS only for China. Revenue is gross — inclusive of any percent taken by the app stores. Apps classified using Sensor Tower's Game taxonomy as of January 5, 2025.
SimulationandPuzzleDominate2024MobileDownloads,StrategyShowingStrongMomentum
In 2024, Simulation and Puzzle genres led global mobile game downloads, each capturing 20% of the total, with Simulation seeing slight growth (+0.4%) and Puzzle experiencing a modest decline (-3%). Arcade
games, despite a significant 12.5% drop, maintained 19% of all downloads, reflecting their enduring popularity. Lifestyle and Action genres faced steeper declines, while Strategy games achieved notable growth
(+14.5%) in downloads. Notably, Strategy games punched above their weight, commanding 21.4% of revenue despite accounting for only 4% of total downloads. These trends highlight a market where
established genres continue to dominate, but emerging growth in niche categories offers new opportunities.
Gaming
2024|WorldwideTopMobileGameGenresbyDownloads|PoweredbySensorTowerGameTaxonomy
Worldwide
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A
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Lifestyle
Tabletop
Action
Shooter
Strategy
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Idler
Tycoon/Crafting
TimeManagement
Others
Riddle
Physics
Match Swap
Sort
Word
MatchPair
Environmental
Block
MatchMerge2
Others
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VirtualPet
Ultracasual
Board
Drawing&Coloring
Others
Action Sandbox
Others
FPS/3PS
BattleRoyale
Others
4XStrategy
Others
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#6 - Action
#7 - Shooter
#8 - Strategy
#5 - Tabletop
#2 - Puzzle
#3 - Arcade
#4 - Lifestyle
#1 - Simulation
YoY Downloads -7.3%
YoY IAP Revenue +1.1%
5% of All Downloads
1.8% of All IAP Revenue
2.4 B in Downloads
YoY Downloads -7.9%
5% of All Downloads
2.4 B in Downloads
YoY Downloads +1.5%
5% of All Downloads
2.1 B in Downloads
YoY Downloads +14.5%
4% of All Downloads
2.6 B in Downloads
YoY Downloads +0.4%
20% of All Downloads
9.7 B in Downloads
YoY Downloads -3.0%
9.6 B in Downloads
YoY Downloads -12.5%
YoY IAP Revenue -22.6%
4.0 B in Downloads
8% of All Downloads
9.8 B in Downloads
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Note: iOS and Google Play combined. iOS only for China. Excludes third-party Android. Apps classified
using Sensor Tower's Game taxonomy as of January 5, 2025.
Top20GlobalGameSubgenresbyDownloadsin2024
ArcadePlatformerand
SimulationSubgenresLed
MobileGameDownloads
in2024
Arcade Platformer/Runner games led global mobile game
downloads in 2024, capturing 8.34% of the share, driven by the
enduring popularity of Subway Surfers. Simulation subgenres
followed closely, with Simulator (6.17%) and Driving/Flight
Simulator (4.98%) reflecting strong interest in immersive, task-
based gameplay exemplified by My Supermarket Simulator 3D
and Vehicle Masters.
Lifestyle Customization titles, led by Avatar World, gained
traction, showcasing the growing appeal of personalization.
Puzzle Riddle games, including Brain Test: Tricky Puzzles,
maintained a steady 3.43% share. Meanwhile, Shooters such as
Call of Duty: Mobile held competitive positions, underscoring
sustained demand for action-packed experiences.
The diverse performance across genres highlights a balanced
demand for casual and immersive games, offering developers
opportunities to innovate and adapt to evolving global player
preferences.
Gaming
Worldwide
Arcade | Platformer / Runner
Simulation | Simulator
Simulation | Driving / Flight Simulator
Lifestyle | Customization
Puzzle | Riddle
Arcade | Other Arcade
Racing | Arcade Racing
Simulation | Sandbox
Sports | Realistic Sports
Action | Action Sandbox
Lifestyle | Virtual Pet
Shooter | FPS / 3PS
Tabletop | Board
Simulation | Idler
Arcade | Arcade Driving
Tabletop | Drawing & Coloring
Arcade | Music / Rhythm
Puzzle | Physics
Puzzle | Match Swap
Arcade | Arcade Combat
0 1,000M 2,000M 3,000M 4,000M
8.34% Subway Surfers
6.17% My Superstore Simulator
4.97% Vehicle Masters
4.11% Avatar World Games for Kids
3.43% Brain Test: Tricky Puzzles
3.39% Offline Games - No Wifi Games
2.81% Car Race
2.72% ROBLOX
2.43% 8 Ball Pool
2.29% Indian Bikes Driving 3D
2.27% My Talking Tom 2
2.25% Call of Duty: Mobile
2.19% Ludo King
2.11% My Perfect Hotel
2.00% Hill Climb Racing
1.88% Coloring Alphabet ASMR
1.85% Magic Tiles 3
1.77% Wood Nuts & Bolts Puzzle
1.61% Royal Match
1.60% Agent Hunt
Shareof
Total #1 App
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Source: Sensor Tower Note: iOS and Google Play combined. iOS only for China. Excludes third-party Android. Apps classified using Sensor Tower's taxonomy as of January 5, 2025.
FewerNewGamesAmongTopRankingsHighlightaNotableShiftTowardsCoreGenres
The number of new mobile game releases among the top 1,000 in the US has steadily declined since 2020, dropping from more than 200 to just above 100 in 2024. Despite this reduction, average
downloads per game have remained stable at 1–2 million, highlighting a shift toward quality over quantity. Mid-core and core titles, including Shooters like Call of Duty: Warzone Mobile and
MOBA newcomer Squad Busters, have seen strong adoption. Meanwhile, enduring hits such as Roblox and Subway Surfers continue to deliver significant download volumes. Additionally,
Strategy and Lifestyle games are gaining momentum, creating new opportunities for innovation in niche categories.
Gaming
NumberofNewGamesReleasedPerYear&AverageDownloadsPerGameAmongTop1,000GamesbyDownloads
TopNewReleasesbyDownloads
United States
200
100
0
2020 2021 2022 2023 2024
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Puzzle Simulation Arcade Strategy Lifestyle Shooter
Other
0
0.5M
1M
1.5M
2M
2.5M
3M
3.5M
2020 2021 2022 2023 2024
A
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Past Release Avg Downloads New Release Avg Downloads
1 Tangle Master 3D
(Sort)
Bridge Race (Arcade
Racing)
Fill The Fridge
(Ultracasual)
MONOPOLY GO! (Coin
Looters)
Pokémon TCG Pocket
(Card Battler)
2 Cube Surfer
(Platformer / Runner) Paper Fold (Other Puzzle) Tall Man Run
(Platformer / Runner) Burger Please (Idler) Call of Duty: Warzone
(Battle Royale)
3 Draw Climber
(Arcade Racing)
Count Masters (Platformer
/ Runner)
Apex Legends (Battle
Royale)
Whiteout Survival (4X
Strategy)
Perfect Tidy
(Ultracasual)
4 Spiral Roll
(Platformer / Runner)
Hair Challenge (Platformer
/ Runner)
Crowd Evolution
Honkai: Star Rail
(Turn-based RPG) Squad Busters (MOBA)
5 Scribble Rider
(Arcade Racing)
Crash Bandicoot: On the
Run (Platformer / Runner)
Diablo Immortal
(MMORPG) Twisted Tangle (Sort) Screw Puzzle: Wood
Nut & Bolt (Physics)
Top Past Releases by Downloads
1 Among Us! (Social
Party) ROBLOX (Sandbox) ROBLOX (Sandbox) ROBLOX (Sandbox) Block Blast Adventure
Master (Block)
2 ROBLOX (Sandbox) Project Makeover (Match
Swap)
Subway Surfers
Royal Match (Match
Swap) ROBLOX (Sandbox)
3 Call of Duty: Mobile
(FPS / 3PS) Among Us! (Social Party) Wordle by Goldfinch
Studios (Word)
Subway Surfers
MONOPOLY GO! (Coin
Looters)
4 Subway Surfers
High Heels (Platformer /
Runner)
Stumble Guys
Block Blast
Adventure Master
(Block)
Township (Tycoon /
Crafting)
5 Brain Test: Tricky
Puzzles (Riddle)
Subway Surfers
Count Masters
Magic Tiles 3 (Music /
Rhythm)
Last War:Survival Game
(4X Strategy)
2020 2021 2022 2023 2024
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Worldwide
1
Rank
Source: Sensor TowerNote: iOS and Google Play combined. iOS only for China. Excludes third-party Android. Apps classified using Sensor Tower's taxonomy as of January 5, 2025.
GeolocationShowsHighestMarketConcentrationWhileSportsandArcadeLeadinLongevity
Gaming
2024|TopGenrePerMarketConcentrationbyDownloads
Geolocation
Shooter
Sports
Racing
Strategy
Tabletop
Casino
Action
Lifestyle
RPG
Simulation
Arcade
Puzzle
0% 20% 40% 60% 80% 100%
72.1%
72.1%
72.1% 25.1%
25.1%
25.1%
21.5%
21.5%
21.5% 22.0%
22.0%
22.0% 56.5%
56.5%
56.5%
14.8%
14.8%
14.8% 25.1%
25.1%
25.1% 60.0%
60.0%
60.0%
13.4%
13.4%
13.4% 31.9%
31.9%
31.9% 54.8%
54.8%
54.8%
13.0%
13.0%
13.0% 35.4%
35.4%
35.4% 51.6%
51.6%
51.6%
12.7%
12.7%
12.7% 20.9%
20.9%
20.9% 66.4%
66.4%
66.4%
11.5%
11.5%
11.5% 20.1%
20.1%
20.1% 68.4%
68.4%
68.4%
9.4%
9.4%
9.4% 23.5%
23.5%
23.5% 67.0%
67.0%
67.0%
7.3%
7.3%
7.3% 19.7%
19.7%
19.7% 73.1%
73.1%
73.1%
17.9%
17.9%
17.9% 76.5%
76.5%
76.5%
8.6%
8.6%
8.6% 86.2%
86.2%
86.2%
13.0%
13.0%
13.0% 82.3%
82.3%
82.3%
9.7%
9.7%
9.7% 85.7%
85.7%
85.7%
Top 3 Game Share of Market Top 20 Share of Market Rest of Market
Top3Games
20% 40% 60% 80% 100%
86.7%
15.0% 79.6%
9.8% 85.0%
21.4% 70.2%
9.4% 13.2% 72.5%
15.1% 77.5%
8.4% 15.1% 74.2%
20.2% 70.5%
8.6% 22.0% 66.9%
11.5% 19.9% 20.7% 47.9%
10.1% 21.7% 62.9%
17.0% 73.9%
12.7% 23.0% 59.2%
< 6 Mths 6 Mths to 1 Yr 1 to 2 Yrs > 2 Yrs
ShareofDownloadsbyTimeSinceRelease
TopGenrebyMarketConcentration
In 2024, Geolocation games exhibited the highest market concentration, with the top three titles accounting for 72.1% of downloads, significantly outpacing Shooter (21.5%) and Sports (14.8%), which faced
broader competition. Meanwhile, Simulation, Arcade, and Puzzle genres remained highly fragmented, with more than 80% of downloads distributed across smaller games. Geolocation and Sports genres
also leaned heavily on older titles. In contrast, RPG games saw less than 50% of downloads driven by older titles, highlighting the competitive momentum and appeal of newer releases.
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Gaming
2024|WorldwideTopMobileGameGenresbyIAPRevenue|PoweredbySensorTowerGameTaxonomy
Worldwide
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P
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Casino
Simulation
Shooter
Action
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MOBA
Real-TimeStrategy
CardBattler
TowerDefense
Others
Squad RPG
MMORPG
PuzzleRPG
Turn-basedRPG
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CoinLooters
Others
Tycoon / Crafting
Sandbox
Others
BattleRoyale
FPS/3PS
Beat'emUp
Others
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StrategyandRPGLeadGlobalConsumerSpendin2024
In 2024, Strategy games topped global consumer spending with $17.5 billion, closely followed by RPGs at $16.8 billion. Puzzle and Casino genres secured third and fourth
positions, contributing $12.2 billion and $11.7 billion, respectively, with Puzzle games showcasing robust monetization despite declining downloads. Action, Simulation, and
Shooter genres recorded significant growth, with Action leading the way in revenue gains (+46%). Sports games, though facing a drop in downloads, still generated $2.7 billion.
These trends underline the strong monetization potential of competitive and immersive genres such as Strategy, RPG, and Action, which continue to captivate players globally.
#2 - RPG
#3 - Puzzle
#4 - Casino
#1 - Strategy
#6 - Shooter
#7 - Action
#8 - Sports
#5 - Simulation
YoY Downloads +14.5%
4% of All Downloads
$16.8 B in IAP Revenue
YoY Downloads -6.1%
3% of All Downloads
YoY Downloads -3.0%
2% of All Downloads
YoY Downloads +0.4%
YoY Downloads +1.5%
5% of All Downloads
YoY Downloads -7.9%
5% of All Downloads
4% of All Downloads
Source: Sensor Tower. Note: iOS and Google Play combined. iOS only for China. Revenue is gross — inclusive of any percent taken by the app stores.
Apps classified using Sensor Tower's Game taxonomy as of January 5, 2025.
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Source: Sensor Tower.
taken by the app stores. Apps classified using Sensor Tower's Game taxonomy as of January 5, 2025.
Top20GlobalGameSubgenresbyIAPRevenuein2024
4XStrategyGamesTopIAP
Revenuein2024,with
PuzzleandRPGSubgenres
FollowingClose
In 2024, Strategy games dominated global consumer spend,
with 4X Strategy leading the charge, capturing just under 10%
of the market share, driven by Last War: Survival. Match Swap
Puzzle games followed closely at 8.67%, fueled by the success
of titles like Royal Match. RPG subgenres, including Squad
RPGs (6.14%) and MMORPGs (5.59%), continued to deliver
strong contributions, showcasing their lasting appeal among
dedicated players.
Casino Slots (5.37%) and Coin Looters (5.14%) demonstrated
robust monetization, while Battle Royale games, led by Game
for Peace (3.05%), maintained a loyal player base. Simulation
subgenres, particularly Tycoon/Crafting, also gained
momentum. These trends highlight the dominance of
immersive and strategy-focused genres, with a balance of
enduring favorites and new entrants driving sustained growth
in the market.
Gaming
Worldwide
Strategy | 4X Strategy
Puzzle | Match Swap
RPG | Squad RPG
RPG | MMORPG
Strategy | MOBA
Casino | Slots
Casino | Coin Looters
Shooter | Battle Royale
Simulation | Tycoon / Crafting
RPG | Puzzle RPG
RPG | Turn-based RPG
Shooter | FPS / 3PS
RPG | Idle RPG
Strategy | Real-Time Strategy
Lifestyle | Interactive Story
Puzzle | Match Merge 2
Geolocation | Geolocation
Action | Beat 'em Up
0 $2KM $4KM $6KM $8KM
9.98% Last War:Survival Game
8.67% Royal Match
6.14% GODDESS OF VICTORY: NIKKE
5.59% Lineage M
5.52% Honor of Kings
5.37% Jackpot Party Casino
5.14% MONOPOLY GO!
3.05% Game For Peace
2.86% Township
2.66% Monster Strike
2.62% Honkai: Star Rail
2.34% ROBLOX
2.17% eFootball 2024
1.72% Legend of Mushroom
1.68% Teamfight Tactics
1.55% Love and Deepspace
1.50% Travel Town
1.48% Pokémon GO
1.44% Dungeon & Fighter Mobile
Shareof
Total #1 App
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Source: Sensor Tower. Note: iOS and Google Play combined. iOS only for China. Revenue is gross — inclusive of any percent taken by the app stores. Apps classified using Sensor Tower's Game taxonomy as of January 5, 2025.
StableNewReleasesintheUSHighlightStrongPerformanceinRPGandStrategyGenres
In the United States, the number of new mobile games among the top 1,000 by revenue remained stable, with RPG and Strategy genres leading the charge. New hits like Pokémon TCG Pocket and Sea
of Conquest drove notable consumer spend, while RPGs such as AFK Journey and Top Heroes delivered strong and consistent revenues. Meanwhile, established Puzzle games like Royal Match and
Candy Crush Saga continued to excel in monetization, showcasing their lasting appeal and ability to engage loyal players. The rising average consumer spend per game in 2023 highlights the growing
success of high-quality new releases, supported by enduring hits like MONOPOLY GO! and Whiteout Survival, which sustained strong engagement and revenue growth throughout the year.
Gaming
NumberofNewGamesReleasedPerYear&AverageRevenuePerGameAmongTop1,000GamesbyIAPRevenue
TopNewReleasesbyIAPRevenue
United States
100
50
0
2020 2021 2022 2023 2024
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Puzzle RPG Strategy Simulation Action Arcade
Other
0
$5M
$10M
$15M
$20M
2020 2021 2022 2023 2024
A
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Past Release Avg IAP Revenue New Release Avg IAP Revenue
1
The Seven Deadly Sins: Hikari
to Yami no Grand Cross
(Squad RPG)
Royal Match (Match
Swap)
Diablo Immortal
(MMORPG)
MONOPOLY GO!
(Coin Looters)
Pokémon TCG
Pocket (Card
Battler)
2 Genshin Impact (Open World
Adventure)
Cookie Run: Kingdom
(Squad RPG) Dislyte (Squad RPG) Whiteout Survival
(4X Strategy)
AFK Journey
(Squad RPG)
3 MLB Tap Sports Baseball 2020
(Realistic Sports)
MLB Tap Sports
Baseball 2021 (Realistic
Sports)
Survivor!.io (Shoot 'em
Up)
Honkai: Star Rail
(Turn-based RPG)
Sea of Conquest
(Other Strategy)
4 Redecor (Customization)
My Hero Academia:
Strongest Hero (Action
RPG)
GODDESS OF VICTORY:
NIKKE (Squad RPG)
Call of Dragons (4X
Strategy)
Top Heroes (Squad
RPG)
5 Arknights (Tower Defense) Family Farm Adventure
(Tycoon / Crafting)
MLB Tap Sports
Baseball 2022 (Realistic
Sports)
Street Fighter: Duel
(Squad RPG)
Love and
Deepspace
(Interactive Story)
Top Past Releases by Downloads
1 ROBLOX (Sandbox) ROBLOX (Sandbox) Candy Crush Saga
(Match Swap)
Candy Crush Saga
(Match Swap)
MONOPOLY GO!
(Coin Looters)
2 Candy Crush Saga (Match
Swap)
Candy Crush Saga
(Match Swap) ROBLOX (Sandbox) Royal Match (Match
Swap)
Royal Match (Match
Swap)
3 Coin Master (Coin Looters) Coin Master (Coin
Looters)
Coin Master (Coin
Looters) ROBLOX (Sandbox) ROBLOX (Sandbox)
4 Pokémon GO (Geolocation) Free Fire (Battle Royale) Royal Match (Match
Swap)
Coin Master (Coin
Looters)
Candy Crush Saga
(Match Swap)
5 Gardenscapes by Playrix Pokémon GO Pokémon GO Pokémon GO Last War:Survival
2020 2021 2022 2023 2024
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Worldwide
1
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Note: iOS and Google Play combined. iOS only for China. Excludes third-party Android. Apps classified using Sensor Tower's game taxonomy as of January 5, 2025.
GeolocationStandsOutastheMostConcentratedGenre,WhileOlderGamesContinuetoDriveRevenue
Gaming
2024|TopGenrePerMarketConcentrationbyIAPRevenue
Geolocation
Strategy
Shooter
Casino
Sports
Lifestyle
Simulation
RPG
Puzzle
Action
Tabletop
Racing
Arcade
0% 20% 40% 60% 80% 100%
62.5% 31.6%
9.4% 23.8% 66.8%
8.3% 21.3% 70.4%
8.0% 6.5% 85.4%
6.9% 13.2% 79.9%
94.4%
94.5%
7.1% 89.6%
94.0%
93.2%
7.1% 91.6%
11.0% 87.7%
97.7%
Top 3 Game Share of Market Top 20 Share of Market Rest of Market
Top3Games
20% 40% 60% 80% 100%
12.6% 86.9%
12.3% 80.9%
94.7%
98.4%
8.5% 88.9%
24.4% 9.9% 65.3%
88.3%
9.9% 20.3% 66.0%
91.5%
81.0%
97.1%
94.1%
10.2% 87.4%
< 6 Mths 6 Mths to 1 Yr 1 to 2 Yrs > 2 Yrs
ShareofIAPRevenuebyTimeSinceRelease
TopGenrebyMarketConcentration
In 2024, Geolocation games led market concentration, with the top three titles accounting for 62.5% of consumer spend. Strategy (9.4%) and Shooter (8.3%) followed but were more diversified, while
genres like Simulation, Lifestyle, and Arcade saw 94–8% of spend distributed across smaller titles. Older games contributed over 80% of consumer spend in most genres. RPG and Lifestyle games
demonstrated more balance, with mid-term releases playing a larger role, signaling growth opportunities in less concentrated markets.
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Source: Sensor Tower.
Note: iOS and Google Play combined. iOS only for China. Revenue is gross — inclusive of any percent taken by the app stores. Apps classified using Sensor Tower's Game taxonomy as of January 5, 2025.
ShootersandStrategyDominateDownloadGrowthWhileCasinoTopsIAPRevenueGrowth
TopBreakoutGamingSubgenres:2024vs2023
Worldwide
Shooter | Battle
Royale
Strategy | MOBA
Puzzle | Sort
Simulation | Time
Management
Puzzle | Physics
Puzzle | Match
Swap
Arcade | Arcade
Driving
Casino | Slots
Lifestyle |
Customization
Arcade | Platformer
/ Runner
-600M -400M -200M 0 200M
Free Fire
Brawl Stars
Traffic Escape!
Pizza Ready
Wood Nuts & Bolts
Puzzle
Royal Match
Hill Climb Racing
Slotomania
Avatar World Games for
Kids
Subway Surfers
#1 GameByDownloads
YoYDownloadGrowth(Millions)
#1 GameByIAPRevenue
YoYIAPRevenueGrowth(Millions)
Worldwide
Casino | Coin
Looters
Strategy | 4X
Strategy
Action | Beat 'em
Up
Strategy | MOBA
Lifestyle |
Interactive Story
RPG | Puzzle RPG
RPG | Open World
Adventure
RPG | Turn-based
RPG
RPG | Squad RPG
RPG | MMORPG
-$600M 0 $600M
In 2024, Shooter and Strategy subgenres led download growth, driven by hits like Garena Free Fire and Brawl Stars. Simulation games also grew, while Arcade and Lifestyle saw declines. Casino games topped
revenue growth, with Action and Strategy also showing strong monetization. RPG subgenres declined, reflecting shifting player spending habits and highlighting opportunities in competitive and casual genres.
Gaming
MONOPOLY GO!
Last War:Survival Game
Dungeon & Fighter
Mobile
Honor of Kings
Love and Deepspace
Monster Strike
Genshin Impact
Honkai: Star Rail
GODDESS OF VICTORY:
NIKKE
Lineage M
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Note: iOS and Google Play combined. Apps classified using Sensor Tower's game taxonomy as of
January 5, 2025.
Top20GlobalGameSubgenresbyTimeSpentin2024
NavigateMacroeconomicHeadwinds:
Be the first to spot potential breakout apps in your
sector with detailed genres and subgenres from Sensor
Tower's Gaming Insights.
ShootersandStrategy
SubgenresLeadGlobal
TimeSpentin2024
In 2024, Shooter (Battle Royale) and Strategy (MOBA)
subgenres dominated global time spent, led by Garena Free
Fire and Brawl Stars. These genres captured significant player
engagement, reflecting their strong competitive and
multiplayer appeal. Simulation Sandbox games, with Roblox
as the top title, also maintained high levels of player
investment.
Casual and task-based genres like Puzzle (Match Swap) and
Sports (Realistic Sports) continued to attract steady time
spent, driven by Candy Crush Saga and EA SPORTS FC™
Mobile Soccer. Meanwhile, subgenres such as Arcade
(Platformer/Runner) and Lifestyle (Customization) retained
moderate engagement, showing the enduring popularity of
familiar, easy-to-play formats. This highlights how
competitive, immersive games dominate time spent, while
casual titles sustain consistent, loyal audiences.
Gaming
Worldwide
Shooter | Battle Royale
Strategy | MOBA
Puzzle | Match Swap
Arcade | Platformer / Runner
Strategy | 4X Strategy
Strategy | Real-Time Strategy
Tabletop | Board
Lifestyle | Customization
Strategy | Build & Battle
Shooter | FPS / 3PS
Simulation | Tycoon / Crafting
Simulation | Simulator
Simulation | Driving / Flight Simulator
Puzzle | Match Pair
Arcade | Other Arcade
RPG | Squad RPG
Geolocation | Geolocation
Lifestyle | Virtual Pet
0 20B 40B 60B
12.69% Free Fire
10.61% Brawl Stars
8.16% ROBLOX
5.73% EA SPORTS FC™ MOBILE
3.96% Candy Crush Saga
3.26% Subway Surfers
2.18% Last War:Survival Game
2.11% Clash Royale
2.07% Ludo King
1.90% Toca Life: World
1.88% Clash of Clans
1.79% Hay Day
1.70% Hair Tattoo Master
1.69% Vehicle Masters
1.52% Tile Club
1.40% Pou
1.38% Hero Clash: Save The Dog
1.34% Pokémon GO
1.32% My Talking Tom 2
Shareof
Total #1 App
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Note: iOS and Google Play combined. iOS only for China. Apps classified using Sensor Tower's game taxonomy as of January 5, 2025.
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2024RankingsbyMarket| Games
Download data
AMER - Downloads
Free Fire (Battle Royale) Block Blast Adventure Master
(Block)
Block Blast Adventure Master
(Block) ROBLOX (Sandbox) ROBLOX (Sandbox) ROBLOX (Sandbox)
ROBLOX (Sandbox) ROBLOX (Sandbox) ROBLOX (Sandbox) Free Fire (Battle Royale) Free Fire (Battle Royale) Free Fire (Battle Royale)
(Block) MONOPOLY GO! (Coin Looters) MONOPOLY GO! (Coin Looters) Pizza Ready (Time
Management)
Subway Surfers (Platformer /
Runner)
Offline Games - No Wifi Games
(Other Arcade)
Runner) Township (Tycoon / Crafting) Offline Games - No Wifi Games
(Other Arcade)
Runner) Stumble Guys (Platformer / Runner) Pizza Ready (Time Management)
Ludo King (Board) Last War:Survival Game (4X
Strategy) Brawl Stars (MOBA) 2 3 4 Player Mini Games (Other
Arcade)
Moto Wheelie 3D (Driving / Flight
Simulator)
(Block)
1
2
3
4
5

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Finance
Finance apps bounce back as global economic conditions improve. Digital Wallet & P2P Payments and
Consumer Banking had a strong year, and Cryptocurrency surged again.

Worldwide
1
Rank
Note: iOS and Google Play combined. iOS only for China..Finance apps classified using Sensor Tower's
YearlyTrendsforFinanceApps
FindMoreFinanceInsights
Want more insights? Download our State of Mobile
Finance Apps 2024 report to see the latest in
cryptocurrency, advertising, and more.
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ConsumersContinuedto
FlocktoFinanceAppsasa
ConvenientOption
Finance
Downloads TimeSpent(Hours)
YoYGrowth
YoYGrowth
8B
7B
6B
5B
4B
3B
2B
1B
0
2021 2022 2023 2024
20B
16B
12B
8B
4B
0
2021 2022 2023 2024
12%
9%
6%
3%
0
2021 2022 2023 2024
16%
12%
8%
4%
0
2021 2022 2023 2024
Global Finance app downloads exceeded 7 billion in 2024, up
8% YoY. This was an acceleration from the already strong
growth in recent years as consumers continue to find mobile
alternatives for their finance needs, from banking to payments
to crypto. The genre has also maintained double-digit YoY
growth for time spent, indicating that consumers are also
relying on these apps more than ever before.
In the United States, downloads and time spent in Finance
apps declined in 2022 as consumers became more
comfortable with in-person interactions following the
pandemic (though it's worth noting downloads were still well
above pre-pandemic levels even if below their pandemic
peak). Positive growth returned in 2024, highlighting the
potential for mobile options even post-pandemic.

Worldwide
1
Rank
Note: iOS and Google Play combined. iOS only for China..Finance apps classified using Sensor Tower's
FinanceDownloadTrendsbySubgenre
PaymentandBankingApps
LedtheFinanceGenreWhile
CryptocurrencySoared
Finance
0
50M
100M
150M
200M
250M
300M
350M
400M
450M
500M
2
0
2
1
Q
1
2
0
2
1
Q
2
2
0
2
1
Q
3
2
0
2
1
Q
4
2
0
2
2
Q
1
2
0
2
2
Q
2
2
0
2
2
Q
3
2
0
2
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Q
4
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2
3
Q
1
2
0
2
3
Q
2
2
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2
3
Q
3
2
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2
3
Q
4
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2
4
Q
1
2
0
2
4
Q
2
2
0
2
4
Q
3
2
0
2
4
Q
4
Consumer Banking Digital Wallets & P2P Payments
Lending Cryptocurrency
Investing & Financial Management Insurance
PhonePe Digital Wallets & P2P
Payments
Google Pay Digital Wallets & P2P
Payments
PayPal Digital Wallets & P2P
Payments
Paytm Digital Wallets & P2P
Payments
DANA Digital Wallets & P2P
Payments
Binance Cryptocurrency
Nubank Consumer Banking
ShopeePay Digital Wallets & P2P
Payments
Tonkeeper Cryptocurrency
Bajaj
Finserv Lending
1
2
3
4
5
6
7
8
9
10
App Subgenre
The top two Finance subgenres (Digital Wallet & P2P
Payments and Consumer Banking) both had a strong year for
worldwide downloads, climbing 10% and 3% YoY,
respectively. Meanwhile, Cryptocurrency apps saw a
resurgence in 2024 with app downloads slightly above the
previous peak from 2021.
The ceiling for downloads is highest for Digital Wallet & P2P
Payment apps, with seven of these apps among the top 10 by
global downloads in 2024. And these apps may be
incentivized to become even more global — a Sensor Tower
analysis revealed that P2P apps specializing in international
transfers are outperforming domestic P2P apps in the US.
Cryptocurrency apps can also have global appeal, with
Binance and Tonkeeper ranking among the top 10. Consumer
Banking tends to be more regional. Consumer Banking apps
topped the download charts in several markets including
Australia, Brazil, and Turkey.
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Note: iOS and Google Play combined. iOS only for China..Cryptocurrency apps classified using Sensor
Tower's taxonomy as of January 5, 2025. Bitcoin price data in this report is from Investing.com.
IndexedCryptocurrencyAppSessionsvs.
AverageQuarterlyBitcoinPrice
FindtheLatestTrendsonOurBlog
Feel free to check our blog for regular updates in the
Finance app market, such as this detailed look at
crypto apps from 2024.
CryptocurrencyAppUsage
ontheRisein2024
The cryptocurrency market is recovering from the downturn
caused by the FTX collapse. As inflation eases and the global
economy expands, investor confidence is returning, leading to
increased engagement in the cryptocurrency ecosystem.
According to Sensor Tower data, the global total session
count for cryptocurrency apps increased by 37% YoY in 2024.
This upward trend has been consistent, with positive YoY
growth in each quarter throughout the year, showing a strong
correlation with Bitcoin's price.
In 2024, Germany stood out as the fastest-growing market for
cryptocurrency app usage, with a 91% YoY growth in total
sessions. This was followed by significant increases in
Indonesia (54%), Brazil (47%), and France (47%), reflecting a
broad global uptick in cryptocurrency engagement.
Finance
Year-over-YearCryptocurrencyAppSessionsGrowthin2024
Among the Top 10 Markets by Cryptocurrency App Sessions
100%
80%
60%
40%
20%
0
South
Korea
India Turkey United
States
Vietnam Indonesia Germany Brazil United
Kingdom
France
36%
26%
10%
36% 31%
54%
91%
47%
22%
47%
-30%
0
30%
60%
90%
0
$25K
$50K
$75K
$100K
2
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2
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Q
3
2
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81% 22% 69% 22% 9%
-8% -19% -8% -15% -20% -2%
21% 9% 9% 45%
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(
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)
Cryptocurrency App Sessions Growth vs. 2021 Q1 Avg. Bitcoin Price (USD)
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Download data
AMER - Downloads
PhonePe (Digital Wallets & P2P
Payments)
Cash App (Digital Wallets & P2P
Payments) RBC Mobile (Consumer Banking) BBVA (Consumer Banking) Nubank (Consumer Banking) Mercado Pago (Digital Wallets & P2P
Payments)
Google Pay (Digital Wallets & P2P
Payments)
PayPal (Digital Wallets & P2P
Payments)
Payments)
Mercado Pago (Digital Wallets
& P2P Payments)
PicPay (Digital Wallets & P2P
Payments)
Naranja X (Digital Wallets & P2P
Payments)
Payments)
Venmo (Digital Wallets & P2P
Payments) TD (Consumer Banking) Nubank (Consumer Banking) Caixa Tem (Consumer Banking) World App - Worldcoin Wallet
(Cryptocurrency)
Paytm (Digital Wallets & P2P
Payments)
Zelle (Digital Wallets & P2P
Payments)
CIBC Banking (Business Finance
& Business Solutions)
Banco del Bienestar Movil
(Consumer Banking)
SerasaConsumidor (Credit Reports
& Reporting Services) BNA (Consumer Banking)
DANA (Digital Wallets & P2P
Payments) Capital One (Consumer Banking) Wealthsimple (Financial Services
(General))
Banco Azteca (Consumer
Banking)
Mercado Pago (Digital Wallets &
P2P Payments)
MODO (Digital Wallets & P2P
Payments)
1
2
3
4
5
Note: iOS and Google Play combined. iOS only for China. Apps classified using Sensor Tower's taxonomy as of January 5, 2025.
2024RankingsbyMarket| Finance
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05
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Retail
Some of the biggest shopping app markets have become saturated with rising competition from Chinese e-
tailers like Temu and SHEIN. As a result, retail apps are going global: top apps look to expand to new regions.
After using Sensor Tower to conduct a comprehensive analysis of competitors' promotional content, we developed specialized
campaigns tailored to sports seasons, holiday themes, and local styles during Q2 and Q3. This allowed us to successfully plan the
back-to-school season, the European Cup, and hot sales in Mexico by aligning with local trends. Throughout this process, our visual
and copywriting solutions became more refined and localized than ever before, gaining favor from both Google and Apple platforms.
This approach not only secured free exposure during major promotion seasons but also significantly enhanced market visibility.
JinLiang
User Growth Product Team Leader
AliExpress

Worldwide
1
Rank
Note: iOS and Google Play combined. iOS only for China..Retail apps classified using Sensor Tower's
YearlyTrendsforRetailApps
ChineseE-tailersBoost
RetailGlobally,Though
ResultsVarybyMarket
Retail
YoYGrowth
YoYGrowth
7B
6B
5B
4B
3B
2B
1B
0
2021 2022 2023 2024
45B
40B
35B
30B
25B
20B
15B
10B
5B
0
2021 2022 2023 2024
8%
6%
4%
2%
0
2021 2022 2023 2024
8%
6%
4%
2%
0
2021 2022 2023 2024
The retail industry continues to benefit from the digitization of
the shopping experience, as having omnichannel offerings
(physical, web, and mobile) has become crucial to drive traffic
and conversion. Chinese e-tailers have contributed to the
boom in downloads and time spent, as both SHEIN and Temu
continue to expand into new markets in Europe, Latin
America, and Asia (including some of the largest markets like
Brazil).
While 2024 was a nice year for Retail apps globally, demand
slowed in several key markets. In the United States, for
example, downloads and time spent declined with consumers
displaying a bit more caution with their discretionary
spending. A significant portion of this decline can also be
explained by a market correction following the huge growth in
2023 driven by apps like Temu — US retail downloads were
still up 17% in 2024 vs. 2021, and time spent was up 15% over
this same period.
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Worldwide
1
Rank
RetailDownloadTrendsbySubgenre
TemuLeadsaCompetitive
ShoppingAppMarket
Retail
0
100M
200M
300M
400M
500M
600M
700M
800M
900M
2
0
2
1
Q
1
2
0
2
1
Q
2
2
0
2
1
Q
3
2
0
2
1
Q
4
2
0
2
2
Q
1
2
0
2
2
Q
2
2
0
2
2
Q
3
2
0
2
2
Q
4
2
0
2
3
Q
1
2
0
2
3
Q
2
2
0
2
3
Q
3
2
0
2
3
Q
4
2
0
2
4
Q
1
2
0
2
4
Q
2
2
0
2
4
Q
3
2
0
2
4
Q
4
Shopping (General) Apparel (General)
Coupons & Rebates Grocery Stores Buy & Sell
Women's Apparel
Temu Shopping
(General)
SHEIN Women's Apparel
Meesho Shopping
(General)
Amazon
Shopping
Shopping
(General)
Shopee Shopping
(General)
Flipkart Shopping
(General)
Alibaba.com Shopping
(General)
AliExpress Shopping
(General)
Shopsy Shopping
(General)
Mercado Libre Shopping
(General)
1
2
3
4
5
6
7
8
9
10
App Subgenre
General Shopping apps like Temu and Amazon take the bulk
of Retail downloads. Looking closer at the other top
subgenres (tip: click the Shopping (General) label at the top
of the chart to hide this subgenre), Coupon & Rebate apps are
on the rise as shoppers become more cost conscious
following a period of high inflation. Grocery Stores are also
embracing mobile as a way to boost customer loyalty.
Temu led global downloads in 2024, followed by SHEIN and
other general marketplaces. Consumers increasingly look for
platforms they can shop across sectors — from grocery to
apparel — and who offer fulfillment services, such as two-day
shipping or same-day delivery. These apps also benefit as
consumers usually have them set up with payment options,
making the transition from browsing to buying seamless and
lessening cart abandonment. Notably, this is a strength of the
Chinese e-tailers, whose supply chain advantage allows them
to offer free shipping and bargain pricing has resonated
globally as consumers grapple with inflation, interest rates,
and an uncertain geopolitical environment.
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ShareofDownloadsbyPublisherCountryforShoppingApps
SensorTowerDataintheNews
Look out for Sensor Tower data cited in The Wall Street
Journal, TechCrunch, CNBC and more. For example,
see coverage on Temu's US performance in Forbes.
RetailApps
areGoingGlobal
The retail app market as a whole is still quite regional, with
most of the biggest markets getting a large share of
downloads from domestic publishers. China Mainland, Japan,
and India are some examples with at least 70% of downloads
coming from local-based publishers. Globally, the United
States leads the way with top apps like Temu and Amazon
(Temu is headquartered in the United States, though its
parent company, PDD Holdings, is based in China).
Most markets are seeing increasing competitive from foreign
retail apps. Domestic-based publishers accounted for their
lowest share of downloads in the past four years in most of
the included markets, including Brazil, India, and the United
States.
Retail
ShareofDownloadsbyPublisherCountry(TemuandSHEINCountedSeparately)
2
0
2
1
2
0
2
2
2
0
2
3
2
0
2
4
0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
United States India China Singapore Temu SHEIN Other
Worldwide
2
0
2
1
2
0
2
2
2
0
2
3
2
0
2
4
0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
United States India China Singapore Other
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Note: Active users are iOS and Android combined. Retail media channels include display, video,
mobile, OTT, and paid social.
AverageMobileMonthlyActiveUsers(MAU)vs.RetailMediaImpressionsAcrossAllDevices
January - November 2024, United States
TopRetailersLeverageAll
ToolsAvailable,From
MobiletoRetailMedia
Retail
Top US retailers like Walmart and Target are leaders in both
retail media and mobile app usage as they use every
opportunity available to connect customers with the products
they are searching for.
Unsurprisingly, mobile-first food delivery companies like Uber
Eats and DoorDash have relatively high app usage compared
to traditional brick and mortar retailers. On the other side, Pet
Stores lean heavily on retail media but have yet to invest as
much in boosting mobile app adoption, suggesting that
mobile could be a nice opportunity for retailers like Chewy
and Petco to improve the shopping experience and boost
customer loyalty.
0
10M
20M
30M
40M
0 5B 10B 15B 20B 25B 30B 35B 40B 45B 50B 55B
A
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M
A
U
Retail Media Impressions
General Retailer Pet Store Other Retailer Food Delivery
Retailer:Walmart
Product:
MacBookAir
Co-Branded
Advertiser:AppleInc.
ExampleRetailMediaCreative
WhatisRetailMedia?
Sensor Tower's Retail Media Insights provides
marketers with complete visibility into the co-branded
digital advertising ecosystem and retail media
networks. Your customized marketing insights reports
empower you with a view into spend, media mix,
impressions, and share of voice for display, video,
mobile, OTT, and paid social across your selected retail
partners and competitors. Click here to learn more or
request a demo!
Walmart
Target
Chewy
Petco
DoorDash
UberEats
Instacart HomeDepot
Sephora
Kroger
BestBuy
Macy's
Walgreens
Ulta
Lowe's
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2024RankingsbyMarket| Retail
Download data
AMER - Downloads
Temu (Shopping (General)) Temu (Shopping (General)) Temu (Shopping
(General)) Temu (Shopping (General)) Temu (Shopping (General)) MercadoLibre (Shopping (General))
SHEIN (Women's Apparel) SHEIN (Women's Apparel) SHEIN (Women's Apparel) SHEIN (Women's Apparel) Shopee (Shopping
(General)) Carrefour Argentina (Grocery Stores)
Meesho (Shopping
(General)) Amazon (Shopping (General)) Amazon (Shopping
(General))
MercadoLibre (Shopping
(General))
MercadoLibre (Shopping
(General)) Alibaba.com (Shopping (General))
Amazon (Shopping
(General)) Walmart (Shopping (General)) Shop (Shopping
(General))
AliExpress (Shopping
(General)) SHEIN (Women's Apparel) Samsung Shop by Samsung Electronics Argentina
(Computers & Consumer Electronics)
Shopee (Shopping
(General)) Shop (Shopping (General)) Walmart (Shopping
(General)) Amazon (Shopping (General)) Amazon (Shopping
(General)) adidas (Sneakers & Athletic Footwear)
1
2
3
4
5
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06
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Video
Streaming
Engagement in streaming apps is falling as users experience "digital fatigue" and competition from other
entertainment apps like TikTok. Monetization is still flourishing despite this, with strong growth in mobile
consumer spend and OTT ad spend.

Worldwide
1
Rank
taken by the app stores. Video Streaming apps classified using Sensor Tower's taxonomy as of January
5, 2025.
YearlyTrendsforVideoStreamingApps
QuicklyIdentifyBreakoutPerformers
Sensor Tower customers can quickly identify the fastest
growing apps, including short-form drama apps like
DramaBox and ShortMax. Click here to request a demo!
EngagementTrendsReveal
aSaturatedStreamingApp
Market
VideoStreaming
YoYGrowth
YoYGrowth
IAPRevenue
3.5B
3B
2.5B
2B
1.5B
1B
0.5B
0
2021 2022 2023 2024
10%
8%
6%
4%
2%
0
2021 2022 2023 2024
YoYGrowth
80B
70B
60B
50B
40B
30B
20B
10B
0
2021 2022 2023 2024
$12B
$10B
$8B
$6B
$4B
$2B
0
2021 2022 2023 2024
0
-1%
-2%
-3%
-4%
-5%
2021 2022 2023 2024
30%
20%
10%
0
2021 2022 2023 2024
While streaming mobile apps have seen ongoing growth in in-
app revenue and downloads, engagement is falling as users
experience "digital fatigue", macroeconomic pressure on
consumer spending, competition from social apps, and as
networks increasingly depend on live events (sports, etc.) and
tentpole content to retain users. The lack of switching costs
between the various streaming platforms also allows users to
churn on and off of the different networks based on
programming, making it difficult for newer and smaller
platforms to drive loyalty and grow subscribers.
Excluding India, time spent on streaming apps was roughly
the same in 2024 as it was the previous year, so there are
pockets of growth in emerging markets. Time spent still
declined in some of the highest revenue markets like the US
and China. Some of the rise in IAP revenue may be attributed
to consumers becoming more comfortable paying for these
services on their mobile devices, even as they split time
watching on their TVs, phones, and other devices.
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Note: Ad spend and impressions estimates as of January 5, 2025. Includes ads on connected TVs,
streaming devices (e.g., Apple TV, PlayStation, Roku), and desktop and mobile devices.
MonthlyUnitedStatesOTTAdSpend
WantMoreAdvertisingInsights?
Sensor Tower's State of Digital Advertising 2024: OTT
Snapshot report digs into the latest trends in OTT
advertising in the United States.
UnitedStatesOTTAdSpend
Approached$16Billionin
2024,Up10%YoY
VideoStreaming
MonthlyUnitedStatesOTTAdImpressionsbyStreamingService
$1.6B
$1.4B
$1.2B
$1B
$0.8B
$0.6B
$0.4B
$0.2B
0
J
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p
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3
M
a
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-
2
0
2
3
J
u
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-
2
0
2
3
J
u
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-
2
0
2
3
A
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-
2
0
2
3
S
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2
0
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3
O
c
t
-
2
0
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3
N
o
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0
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D
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F
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0
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A
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2024:$16.0B
(+10%YoY)
2023:$14.5B
(+15%YoY)
2022:$12.6B
60B
50B
40B
30B
20B
10B
0
J
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A
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A
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J
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F
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M
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Hulu Peacock Pluto TV Tubi Netflix Paramount+ Other OTT Streaming Services
2024:570B
(+8%YoY)
2023:530B
(+10%YoY)
2022:480B
Hulu remains the largest Over-the-Top (OTT) advertising
platform, but rivals, such as Netflix and Disney+ have added
ad-supported options to their offerings and are seeing rapid
gains in advertising spend and impressions on their networks.
As OTT has a broader audience than certain social networks,
it's attractive to advertisers who wish to reach a broad and
diversified demographic.
As the larger networks hit saturation in many markets, they
have added ad-supported subscriptions to allow them to
monetize their networks and attract consumers at a lower
price point than those who can afford to pay for the ad-free
service.
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2024RankingsbyMarket| Video Streaming
Download data
AMER - Downloads
Netflix (Film & Television Streaming) Max: Stream HBO, TV, & Movies
(Film & Television Streaming)
Amazon Prime Video (Film &
Television Streaming)
Max: Stream HBO, TV, & Movies
JioCinema (Film & Television
Streaming)
Netflix (Film & Television
Streaming)
Disney+ (Film & Television
Streaming) VIX (Film & Television Streaming) Netflix (Film & Television
Streaming)
Disney+ (Film & Television
Streaming)
Peacock TV (Film & Television
Streaming)
Streaming)
Streaming)
Globo Play (Film & Television
Streaming)
Streaming)
Tubi TV (Film & Television
Streaming)
DramaBox - movies and drama
Paramount+ (Film & Television
Streaming)
Crave (Film & Television
Streaming)
DramaBox - movies and drama
ReelShort (Film & Television
Streaming)
MOVISTAR+ (Film & Television
Streaming)
1
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5
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07
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Social
Time spent in Social Media apps reached an all-time high in 2024. Meanwhile, top apps
continued to diversify their monetization with in-app purchase and subscription offerings.
Reddit has utilized Sensor Tower over the last year as we've built out our App Ads business and found their
data, insights, and trends to be invaluable. Sensor Tower's market insights have allowed us to see not only
the trends across our clients' focus areas, but also how that can be paired with Reddit's Community based
marketing approach to refine acquisition strategies and move the App ecosystem forward.
RyanAngerami
Head of App Dev.
Reddit

Worldwide
1
Rank
taken by the app stores. Social apps classified using Sensor Tower's taxonomy as of January 5, 2025.
YearlyTrendsforSocialApps
UsersAverageatLeast1HourperDayin3Apps
Sensor Tower customers can find out which ones
achieved this milestone in 2024 here.
MobileUsersSpent3
TrillionHoursonSocial
Appsin2024
Social
YoYGrowth
YoYGrowth
IAPRevenue
YoYGrowth
3T
2.5T
2T
1.5T
1T
0.5T
0
2021 2022 2023 2024
$12B
$10B
$8B
$6B
$4B
$2B
0
2021 2022 2023 2024
10%
8%
6%
4%
2%
0
2021 2022 2023 2024
24%
18%
12%
6%
0
2021 2022 2023 2024
9B
8B
7B
6B
5B
4B
3B
2B
1B
0
2021 2022 2023 2024
2%
0
-2%
-3%
2021 2022 2023 2024
iOS and Android phone users spent a combined three trillion
hours on Social Media and Social Messaging apps in 2024, up
6% from the 2.8 trillion hours spent in 2023. India was a major
contributor to this growth with Social app time spent climbing
16% YoY in the market.
Social apps are also diversifying their monetization strategies.
While the social media giants were traditionally reliant on
advertising for the bulk of their revenue, TikTok's success with
in-app purchases (IAPs) prompted other apps like Instagram
and Snapchat to add their own IAPs as an additional revenue
stream, particularly as new regulations added challenges to
the advertising market.
Downloads have remained high even in a stable market. Still,
there have been some opportunities for new players to
emerge. For example, changes to X (formerly Twitter)
following its acquisition by Elon Musk opened the door for
some new microblogging apps to enter the space.
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Worldwide
1
Rank
Note: iOS and Google Play combined. iOS only for China. Social apps classified using Sensor Tower's
SocialTimeSpentTrendsbySubgenre
SocialAppUsagePlateaued
inSomeMatureMarkets
Globally, Social apps show no signs of reaching their ceiling,
with time spent climbing past 600 billion hours per quarter at
the end of 2024. India in particular has seen huge growth, with
time spent on Social Media apps more than doubling since
the start of 2021. And this isn't only from an influx of new
smartphone users in the country — for comparison, time
spent on Social Messaging apps have held roughly flat over
this same period.
Several markets may be reaching saturation, with some
consumers even setting limits for time spent on Social Media
apps. In the US and the UK, Social Media time spent was down
slightly in 2024. Still, the average user in the US spent 90
minutes per day on Social Media apps, the average UK user
wasn't far behind at 85 minutes per day.
Social
QuarterlyTimeSpent(Hours)
bySubgenre
0
100B
200B
300B
400B
500B
600B
700B
2
0
2
1
Q
1
2
0
2
1
Q
2
2
0
2
1
Q
3
2
0
2
1
Q
4
2
0
2
2
Q
1
2
0
2
2
Q
2
2
0
2
2
Q
3
2
0
2
2
Q
4
2
0
2
3
Q
1
2
0
2
3
Q
2
2
0
2
3
Q
3
2
0
2
3
Q
4
2
0
2
4
Q
1
2
0
2
4
Q
2
2
0
2
4
Q
3
2
0
2
4
Q
4
Social Media Social Messaging
Instagram Social Media
TikTok Social Media
WhatsApp
Messenger
Social
Messaging
Facebook Social Media
Telegram Social
Messaging
Threads Social Media
Snapchat Social Media
Messenger Social
Messaging
Pinterest Social Media
YouTube Social Media
1
2
3
4
5
6
7
8
9
10
App Subgenre
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Note: Demographics and ad impressions for mobile app users on Android in the United States in Q4
2024. Gender represented as Men and Women only and is not representative of all gender identities.
SocialAdChannelImpressionsbyAppCategory
Share of Impressions, % Difference vs. General Population
ReachingyourAudienceShouldn’tBeCostly
Audience Insights offers the first of its kind visibility into
your existing, competitor, and potential new audiences,
across all social and mobile platforms in one place.
AdvertisersSelectTheir
SocialAdChannelMixto
MeetTheirAudience
Social
AppCategoryDemographicsvs.SocialAppDemographics
Category | Books
Facebook
TikTok
Pinterest
YouTube
LinkedIn
Instagram
Reddit
X (Formerly Twitter)
Snapchat
+47%
+10%
-5%
-8%
-10%
-14%
-17%
-42%
-43%
0
50%
100%
0
5
0
%
1
0
0
%
%
U
s
e
r
s
A
g
e
<
3
5
% Women Users
Facebook Instagram YouTube TikTok LinkedIn Snapchat Pinterest X (formerly Twitter) Reddit
0
50%
100%
0
5
0
%
1
0
0
%
%
U
s
e
r
s
A
g
e
<
3
5
% Women Users
Category | Books
M
o
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e
y
o
u
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g
u
s
e
r
s
Morewomenusers
AdvertisingremainsakeyfocusforSocialapps,withsocial
medianetworkslikeFacebookandTikTokaccountingfor
roughly75%ofdigitaladspendintheUSaccordingtoSensor
Tower'slatestDigital Market Index report.
Many app categories tailor their social advertising to invest
more in channels that have a similar demographic skew.
Sports app users, for example, are more likely to be men and
thus Sports app advertisers invest more in X, LinkedIn, and
Reddit, which also skew more towards male users.
There are some exceptions to this trend. Food & Drink apps
frequently advertise on LinkedIn and X despite having a user
base that skews more towards women and towards older
users. This suggests that these ad channels can be a useful
way for some Food & Drink apps to expand their user base
and appeal to a different demographic.
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Note: Android phones in the United States in 2024.
ShortVideoUsageinTopSocialApps
Share of Time Spent by In-App Feature
MetaDoublesDownon
StrategicInvestmentto
DriveReelsAdoptionon
Facebook
Social
Short-Form Video (Main Feed) Profile Feed Live Chat Other
Short-Form Videos (Reels) Main Feed Chat Story Other
Short-Form Video (Shorts) Video Homescreen Other
Short-Form Video (Spotlight) Chat Story Camera Other
Short-Form Video (Reels) Main Feed Post Detail Page Marketplace Other
Short-Form Video (Video Feed) Main Feed Post Detail Page Profile Feed Other
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Short-Form Video (Video Feed) Post Detail Page Main Feed Subreddit Other
TikTok
Instagram
YouTube
Snapchat
Facebook
X
Reddit
TikTok is the clear leader among short-form video apps, and
its success has prompted other social leaders to add their
own short-form video features.
During its 3Q24 earnings call, CFO Susan Li flagged that Meta
has undertaken a concerted strategic effort to revamp
Facebook’s video player to allow for a full screen format,
which will build on the company’s ongoing efforts to unify and
integrate Reels within video on Facebook. Sensor Tower data
reveals that US Facebook user time spent on Reels in
December 2024 increased 17 percentage points from January
2024, equating to millions of engagement hours shifting to the
feature over the period in which Meta’s unification efforts
began. Although the Main Feed (36%) still made up the
plurality of US Facebook user time spent in December, its
share was down roughly two percentage points from January,
which may suggest consumers are shifting their time to other
features on Facebook, such as Reels.
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Note: iOS and Google Play combined in the United States. Top in-app purchases on iOS only.
AverageDailyTimeSpentvs.Short-FormVideoShareofUsageforTopSocialApps
United States
TracktheKPIsYouCareAbout
Sensor Tower customers can continue to monitor key
metrics for these apps, including revenue per download
(RPD) and average revenue per daily active user
(ARPDAU).
CanCompetitorsCapture
TikTok'sShort-FormVideo
Magic?
Social
0
20
40
60
80
100
0 10 20 30 40 50 60 70
A
v
g
.
D
a
i
l
y
T
i
m
e
S
p
e
n
t
(
M
i
n
u
t
e
s
)
Short-Form Video Share of Usage (%)
TikTok Instagram YouTube Snapchat Facebook X Reddit
0
20
40
60
80
100
0 10 20 30 40 50 60 70
A
v
g
.
D
a
i
l
y
T
i
m
e
S
p
e
n
t
(
M
i
n
u
t
e
s
)
Short-Form Video Share of Usage (%)
65 coins - $0.99 Meta Verified Standard
(Monthly) - $14.99
YouTube Premium
(Monthly) - $18.99
Snapstreak Restore -
$0.99
Supporter (Monthly)
- $4.99
X Premium (Monthly) -
$11.00
Reddit Premium
(Monthly) - $6.99
20 coins - $0.29 Instagram Badge - $4.99 YouTube Premium
(Monthly) - $18.99
Snapchat+ (Monthly
Plan) - $3.99 99 stars - $0.99 X Premium Plus
(Monthly) - $30.00 Reddit Gold - $1.99
330 coins -
$4.99 Instagram Badge - $0.99 Movies & Shows - $3.99 Snapchat+ (Monthly
Plan) - $3.99 45 stars - $0.99 X Premium Basic
(Monthly) - $4.00
Reddit Annual
Premium - $59.99
130 coins -
$1.99
Meta Verified Standard
(Monthly) - $14.99
YouTube Premium
(Monthly) - $18.99
Snapchat+ (Monthly
Plan) - $3.99 530 stars - $9.99
@elonmusk
Subscription (Monthly)
- $4.00
Collectible Avatar -
Tier 499 - $4.99
1120 coins -
$16.99
Meta Verified Standard
(Monthly) - $14.99
YouTube Premium
(Monthly) - $18.99
Snapchat+ (Monthly
Plan) - $3.99 1200 stars - $19.99 X Premium (Annual) -
$114.99 Reddit Gold - $5.99
1
2
3
4
5
One-Time Purchase Subscription
Key:
TopIn-AppPurchasesforSocialApps
on iOS in the United States as of December 31, 2024
TikTok maintained a huge lead over its competitors in terms
of monthly average revenue per user (ARPU) from in-app
purchases. Even looking exclusively at iOS (since Google-
owned YouTube doesn't monetize on Google Play), TikTok
had nearly double the in-app purchase (IAP) revenue
compared to the #2 Social Media app, YouTube, despite
having roughly 60% of YouTube's average MAU. TikTok was
also well ahead in terms of short-form video usage, and it has
certainly been successful at monetizing this user attention.
Meta-owned Instagram and Facebook lag when it comes to
ARPU. Both apps are attempting to monetize using similar
one-time IAP offerings to TikTok, with Instagram Badges and
Facebook stars, in addition to subscription options.
BubbleSize=
Monthly Average Revenue per User (ARPU)
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Note: Time spent across iOS and Android combined. Engagement metrics on Android only in the United
States.
WorldwideTotalTimeSpent(Hours)inTopMicrobloggingApps
DiveintoAppEngagementLikeNeverBefore
Sensor Tower's Advanced Usage Insights lets you
create engagement benchmarks, analyze user
retention, and even study day-to-day mobile behaviors.
MicrobloggingAppsGain
Users,butisAttention
ShiftingElsewhere?
Social
Q4 2023 Q4 2024
0
50
100
150
0 10 20 30 40 50 60 70
M
i
n
u
t
e
s
p
e
r
W
e
e
k
Sessions per Week
X(formerlyTwitter)
Threads
BlueskySocial
MicrobloggingAppEngagementSummary
on Android in the United States
0
1B
2B
3B
4B
F
e
b
-
2
0
2
1
A
p
r
-
2
0
2
1
J
u
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-
2
0
2
1
A
u
g
-
2
0
2
1
O
c
t
-
2
0
2
1
D
e
c
-
2
0
2
1
F
e
b
-
2
0
2
2
A
p
r
-
2
0
2
2
J
u
n
-
2
0
2
2
A
u
g
-
2
0
2
2
O
c
t
-
2
0
2
2
D
e
c
-
2
0
2
2
F
e
b
-
2
0
2
3
A
p
r
-
2
0
2
3
J
u
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-
2
0
2
3
A
u
g
-
2
0
2
3
O
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t
-
2
0
2
3
D
e
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-
2
0
2
3
F
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-
2
0
2
4
A
p
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-
2
0
2
4
J
u
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-
2
0
2
4
A
u
g
-
2
0
2
4
O
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t
-
2
0
2
4
D
e
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-
2
0
2
4
X (formerly Twitter) Threads Sina Weibo Tumblr Bluesky Social Zen Naver Blog Mastodon
Truth Social
2024:35.6B
2021:39.5B -10%
Discontent around changes to X following Elon Musk's
acquisition of the service in 2022 caused it to lose some of its
customer base and opened the door for competing services
like Threads and Bluesky Social. The company has lost
advertisers as well — according to Sensor Tower advertising
data, 64 out of the top 100 advertisers from January through
October 2022 (prior to the acquisition) no longer spent on X
between January through October 2024.
With X as the runaway leader by time spent in the space,
global time spent for the top 10 apps fell 10% between 2021
and 2024. While some X users are switching to alternatives,
others simply found other sources of entertainment like short-
form videos or streaming.
By the December 2024, Threads global daily active users (DAU)
had reached 45% of X's total — and 85% of X's monthly active
users (MAU). However, X competitors are still struggling to
achieve its high engagement, and the gap is narrowing slowly.
BubbleSize=
Days Used per Month
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2024RankingsbyMarket| Social
Download data
AMER - Downloads
Instagram (Social Media) TikTok (Social Media) Threads (Social Media) TikTok (Social Media) Instagram (Social Media) Instagram (Social Media)
TikTok (Social Media) Threads (Social Media) TikTok (Social Media) Facebook (Social Media) TikTok (Social Media) TikTok (Social Media)
WhatsApp Messenger (Social
Messaging) Instagram (Social Media) WhatsApp Messenger (Social
Messaging)
Messaging)
Messaging) Threads (Social Media)
Facebook (Social Media) WhatsApp Messenger (Social
Messaging) Facebook (Social Media) Instagram (Social Media) Threads (Social Media) Facebook (Social Media)
Telegram (Social Messaging) Facebook (Social Media) Instagram (Social Media) Threads (Social Media) Facebook (Social Media) WhatsApp Messenger (Social
Messaging)
1
2
3
4
5
6
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64

08
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Food
&Drink
Mobile apps have become a critical part of the strategy for restaurants and
grocery stores alike, improving the customer experience and boosting loyalty.

Worldwide
1
Rank
Note: iOS and Google Play combined. iOS only for China. Food & Drink apps classified using Sensor
Tower's taxonomy as of January 5, 2025.
YearlyTrendsforFood&DrinkApps
MobileAppsHelp
RestaurantsandGrocery
StoresImprovethe
CustomerExperience
Food&Drink
Downloads Sessions
YoYGrowth
YoYGrowth
2B
1.6B
1.2B
0.8B
0.4B
0
2021 2022 2023 2024
300B
250B
200B
150B
100B
50B
0
2021 2022 2023 2024
8%
6%
4%
2%
0
2021 2022 2023 2024
10%
8%
6%
4%
2%
0
2021 2022 2023 2024
Food & Drink app download and session growth accelerated
in 2024 as more companies integrated the app into the
customer buying experience. Whether it's fast food
restaurants offering convenient options like pickup or
delivery, or grocery stores giving easy access to coupons as a
way to boost customer loyalty, mobile apps connected food
providers with customers like never before.
While global trends have been fairly consistent, the Food &
Drink app space still varies significantly between countries.
The market in Latin America has yet to regain the high
adoption seen during the pandemic, while countries like
Japan and South Korea have seen strong growth return.
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Worldwide
1
Rank
Note: iOS and Google Play combined. iOS only for China. Food & Drink apps classified using Sensor
Food&DrinkDownloadTrendsbySubgenre
Q-commerceDemand
SurgesinIndia:Zepto's
GrowthLeadstheMarket
Food&Drink
0
20M
40M
60M
80M
100M
120M
140M
160M
180M
2
0
2
1
Q
1
2
0
2
1
Q
2
2
0
2
1
Q
3
2
0
2
1
Q
4
2
0
2
2
Q
1
2
0
2
2
Q
2
2
0
2
2
Q
3
2
0
2
2
Q
4
2
0
2
3
Q
1
2
0
2
3
Q
2
2
0
2
3
Q
3
2
0
2
3
Q
4
2
0
2
4
Q
1
2
0
2
4
Q
2
2
0
2
4
Q
3
2
0
2
4
Q
4
Fast Food & Fast Casual Restaurants
Restaurant Ordering & Delivery Grocery Delivery
Other Food Delivery Services
Dining Listings, Reviews & Reservations
Other Dining & Restaurants
McDonald's Fast Food & Fast
Casual Restaurants
Zepto Grocery Delivery
KFC Fast Food & Fast
Casual Restaurants
Domino's
Pizza
Fast Food & Fast
Casual Restaurants
Zomato
Dining Listings,
Reviews &
Reservations
Burger King Fast Food & Fast
Casual Restaurants
Grab Other Food Delivery
Services
Uber Eats Restaurant Ordering &
Delivery
Swiggy Restaurant Ordering &
Delivery
Blinkit Grocery Delivery
1
2
3
4
5
6
7
8
9
10
App Subgenre
Between 2021 and 2024, downloads of Fast Food & Fast
Casual Restaurant (FFFCR) apps grew by 24%, widening the
gap compared to other subgenres. FFFCR apps saw
particularly robust adoption in Japan, with an 85% increase,
and in Turkey, where downloads surged by 76%. Meanwhile,
Restaurant Ordering & Delivery downloads have turned the
corner after falling off from the high demand during the
pandemic.
In the second half of 2024, the Grocery Delivery subgenre's
downloads surged, driven primarily by Zepto's nearly 300%
growth in India compared to H1 2024. Its introduction of the
Postpaid feature in 2024, allowing customers to "buy now, pay
later," solidified Zepto's position in India's Q-commerce
market. In Q4 2024, Zepto's average MAUs in India surpassed
Blinkit's for the first time.
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Note: iOS and Google Play combined. iOS only for China. Percentage of mobile gamers using Fast Food
apps are Android only.
FastFoodRestaurantWeeklyDownloadsin2024
ExploreDozensofUserPersonas
Understand your target audience like never before with
Audience Insights. See overlap with Crypto Traders,
Fitness Enthusiasts, Console Gamers, and more!
FastFood&MobileGame
PartnershipsDriveNewUser
Acquisition
Food&Drink
PercentageofMobileGamersUsingFastFoodApps
Quarter Before vs. Quarter After Collaboration
KFCinJapan
McDonald'sintheUnitedStates
0
0.2M
0.4M
0.6M
0.8M
1M
1.2M
8
-
J
a
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2
9
-
J
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1
9
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2
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1
6
-
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0
50K
100K
150K
8
-
J
a
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2
9
-
J
a
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1
9
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F
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1
1
-
M
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1
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A
p
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2
2
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A
p
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1
3
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M
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3
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J
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2
4
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1
5
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J
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5
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A
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2
6
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A
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1
6
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2
8
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24%
20%
16%
12%
8%
4%
0
McDonald’s X Genshin Impact KFC X Uma Musume KFC X Genshin Impact
15.7%
20.9%
5.5%
9.3%
3.5%
6.6%
Quarter Before Quarter After
First week of
McDonald’s X Genshin Impact
First week of
KFC X Genshin Impact
First week of
KFC X Uma Musume
2Q24 vs 3Q24 in the US 2Q24 vs 3Q24 in Japan 3Q24 vs 4Q24 in Japan
In 2024, fast food chains are increasingly teaming up with
popular games to attract new app users and enhance
customer engagement. Notable collaborations include
McDonald's partnership with Genshin Impact in the US and
KFC's alliance with Uma Musume Pretty Derby and Genshin
Impact in Japan.
Following their collaboration with Genshin Impact in the US,
McDonald's saw a significant WoW app download increase of
105% in the first week. Sensor Tower Audience Insights show
that in Q3 2024, 21% of Genshin Impact players used the
McDonald's app, a rise of five percentage points from the
previous quarter.
KFC's partnerships with Uma Musume and Genshin Impact in
Japan led to a rise in app engagement, with 9% of Uma
Musume players and 6% of Genshin Impact players using the
app during the collaboration quarter, marking a four
percentage point and three increase QoQ
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2024RankingsbyMarket| Food & Drink
Download data
AMER - Downloads
McDonald's (Fast Food & Fast
Casual Restaurants)
Casual Restaurants)
Casual Restaurants)
DiDi Food (Restaurant Ordering &
Delivery)
iFood (Restaurant Ordering &
Delivery)
PedidosYa (Restaurant Ordering &
Delivery)
Zepto (Grocery Delivery) DoorDash (Restaurant Ordering
& Delivery)
Too Good To Go (Restaurant
Ordering & Delivery)
Rappi (Other Food Delivery
Services)
Casual Restaurants)
Casual Restaurants)
KFC (Fast Food & Fast Casual
Restaurants)
Uber Eats (Restaurant Ordering
& Delivery)
Tim Hortons (Fast Food & Fast
Casual Restaurants)
Uber Eats (Restaurant Ordering &
Delivery)
BURGER KING App (Fast Food &
Fast Casual Restaurants)
Mostaza (Fast Food & Fast Casual
Restaurants)
Domino's Pizza (Fast Food & Fast
Casual Restaurants)
Taco Bell (Fast Food & Fast
Casual Restaurants)
DoorDash (Restaurant Ordering &
Delivery)
Casual Restaurants)
Zé Delivery de Bebidas (Grocery
Delivery) Grido (Dine-In Restaurants)
Zomato (Dining Listings, Reviews &
Reservations)
Casual Restaurants)
Uber Eats (Restaurant Ordering &
Delivery)
Casual Restaurants)
Entregador (Restaurant Ordering
& Delivery)
BURGER KING App (Fast Food &
Fast Casual Restaurants)
1
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09
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Travel
A few years after travel soared due to pent-up demand post-pandemic, a trend is clear:
mobile apps are becoming an increasingly common part of people's travel experience.
Today’s travelers are spending more time on phones, presenting new opportunities for brands to leverage all-in-
one app offerings to meet customers where they’re shopping. As a leading travel experiences marketplace, Viator is
building a best-in-class mobile app that makes planning and booking experiences easier than ever – everything
from helping travelers discover more personalized activities and modify bookings on the go, to giving tour
operators a seamless way to communicate and share real-time information with their travelers.
KrzysztofMarcisz
VP of Product
Viator

Worldwide
1
Rank
Note: iOS and Google Play combined. iOS only for China. Travel apps classified using Sensor Tower's
YearlyTrendsforTravelApps
InterestedinMoreTravelInsights?
Download our 2024 Travel Apps and Brands Market
Insights report!
TravelAppsSoaredPost-
PandemicandSustained
GainsSince
Travel
YoYGrowth
YoYGrowth
4.5B
4B
3.5B
3B
2.5B
2B
1.5B
1B
0.5B
0
2019 2020 2021 2022 2023 2024
20B
16B
12B
8B
4B
0
2021 2022 2023 2024
30%
15%
0
-15%
-30%
2019 2020 2021 2022 2023 2024
24%
18%
12%
6%
0
2021 2022 2023 2024
Travel app downloads have shown stable YoY growth,
reaching 4.2 billion in 2024, marking a 3% increase from the
previous year. This growth has been fueled by post-pandemic
recovery; however, the growth rate has decelerated compared
to previous years, partly due to soaring travel costs in 2024.
Despite this, the genre has experienced a YoY rise in time
spent, indicating that consumers are increasingly embracing
mobile tools for planning and booking their trips.
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1
Rank
Note: iOS and Google Play combined. iOS only for China. Travel apps classified using Sensor Tower's
TravelDownloadTrendsbySubgenre
TransportationandTourism
AppsAlikeReachNewHighs
As global travel patterns settle in after a few turbulent years,
several transportation subgenres have maintained strong
growth for mobile adoption. Mobile apps are a convenient
way for travelers to plan trips, buy and scan tickets, and more.
Bus & Rail Services downloads were up 2% YoY and 44% from
2019 before the pandemic, while Airline apps achieved 5%
growth YoY and 51% from 2019.
Navigation & Maps maintained its position as the top Travel
subgenre by quarterly downloads. The subgenre felt a
relatively minor impact from the pandemic and has
maintained modest YoY growth since.
The Travel app market is also clearly impacted by seasonal
patterns. For example, demand spikes in Europe during the
summer months, making this time of year particularly
important for travel brands to market their services and
compete for users.
Travel
0
20M
40M
60M
80M
100M
120M
140M
160M
180M
200M
220M
240M
260M
280M
2
0
1
9
Q
2
2
0
1
9
Q
4
2
0
2
0
Q
2
2
0
2
0
Q
4
2
0
2
1
Q
2
2
0
2
1
Q
4
2
0
2
2
Q
2
2
0
2
2
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4
2
0
2
3
Q
2
2
0
2
3
Q
4
2
0
2
4
Q
2
2
0
2
4
Q
4
Navigation & Maps Bus & Rail Services
Carpooling & Ridesharing
Travel Booking Services & Travel Agencies Air Travel
Accommodations & Lodging
Google Maps Navigation & Maps
Uber Carpooling &
Ridesharing
Where is my
Train Bus & Rail Services
Waze Navigation & Maps
inDrive Carpooling &
Ridesharing
Airbnb Accommodations &
Lodging
Booking.com
Travel Booking
Services & Travel
Agencies
DiDi Rider Carpooling &
Ridesharing
Bolt Carpooling &
Ridesharing
Rapido Carpooling &
Ridesharing
1
2
3
4
5
6
7
8
9
10
App Subgenre
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Note: Travel advertisers classified using Sensor Tower's taxonomy as of January 5, 2025. Persona
usage data are Android only in the United States.
TravelAdvertisers’VideoAdSpendAllocation
OTT vs YouTube in the United States
MorethanMobile
Sensor Tower provides insights across the digital
ecosystem, including digital advertising with
Pathmatics by Sensor Tower, and detailed user
behavior analysis with Audience Insights.
TravelAdvertisersAmplify
YouTubeInvestment
In 2024, Travel advertisers shifted ad spending from OTT
platforms to YouTube, which accounted for 59% of their video
ad budget, up 7 percentage points (ppts) from 2023. The
Accommodations & Lodging sector notably redirected 14 ppts
to YouTube, with major players like Airbnb and Expedia (Vrbo)
increasing their investments by 112% and 162%,
respectively.This shift highlights YouTube's increasing
influence in effectively engaging travel audiences, making it a
key platform for advertisers in the sector.
Sensor Tower Audience Insights data show that more than
90% of world travelers, hotel hoppers, and frequent flyers in
the US accessed YouTube in Q4 2024, far exceeding Netflix
(less than 50%), Hulu (less than 25%), and Peacock (less than
20%). This highlights YouTube’s dominance among travel-
focused audiences and helps explain the growing ad
investment shift from OTT platforms to YouTube. For a much
more detailed look at the latest social and OTT advertising
trends, check out our free State of Digital Advertising report.
Travel
%ofSelectedPersonaUsingYouTubevs.SelectStreamingServices
in Q4 2024, United States
100%
80%
60%
40%
20%
0
Frequent Flyers Hotel Hoppers World Travelers
9
4
.
2
%
4
8
.
5
%
2
4
.
4
%
1
6
.
9
%
1
4
.
8
%
9
4
.
9
%
4
7
.
9
%
2
2
.
9
%
1
8
.
4
%
1
5
.
7
%
9
2
.
8
%
3
5
.
8
%
1
8
.
5
%
1
0
.
8
%
1
1
.
7
%
YouTube Netflix Hulu Peacock Max
0%
20%
40%
60%
80%
100%
Q1 2023 Q2 2023 Q3 2023 Q4 2023 Q1 2024 Q2 2024 Q3 2024 Q4 2024
OTT YouTube
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2024RankingsbyMarket| Travel
Download data
AMER - Downloads
Google Maps (Navigation & Maps) Google Maps (Navigation & Maps) Uber (Carpooling & Ridesharing) DiDi-Mobility (Carpooling &
Ridesharing) Uber (Carpooling & Ridesharing) SUBE (Bus & Rail Services)
Uber (Carpooling & Ridesharing) Uber (Carpooling & Ridesharing) Google Maps (Navigation & Maps) Uber (Carpooling &
Ridesharing) 99Taxis (Other Transportation) Uber (Carpooling & Ridesharing)
Where is my Train (Bus & Rail
Services)
Airbnb (Accommodations &
Lodging)
Expedia (Travel Booking Services &
Travel Agencies)
Google Maps (Navigation &
Maps) Waze (Navigation & Maps) DiDi-Mobility (Carpooling &
Ridesharing)
Waze (Navigation & Maps) Lyft (Carpooling & Ridesharing) Airbnb (Accommodations &
Lodging)
inDrive (Carpooling &
Ridesharing) Google Maps (Navigation & Maps) Uber Driver (Carpooling &
Ridesharing)
inDrive (Carpooling & Ridesharing) Expedia (Travel Booking Services
& Travel Agencies) Air Canada (Air Travel) Airbnb (Accommodations &
Lodging)
Airbnb (Accommodations &
Lodging) Cabify (Carpooling & Ridesharing)
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10
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75
Health
andFitness
Health & Fitness apps saw a resurgent year in 2024. Consumers have embraced personalized workout and
fitness apps for years — now they turn to mobile apps for personalized healthcare too.

Worldwide
1
Rank
taken by the app stores. Health & Fitness apps classified using Sensor Tower's taxonomy as of
January 5, 2025.
YearlyTrendsforHealth&FitnessApps
2024WasaResurgentYear
forMobileHealth&Fitness
While downloads of Health & Fitness apps have remained
stable since 2020, IAP revenue in this category has
consistently grown across all major subgenres in recent years.
The United States was the top market, capturing over half of
global consumer spending in 2024, and there was a significant
gap with the second-largest market, the UK, which accounted
for an 8% revenue share.
Within this category, the top subgenre, Gym & Fitness apps,
accounted for 28% of total revenue and achieved 18% YoY
growth in 2024. This reflects a broader shift towards digital
fitness solutions for outdoor exercise, in addition to the
convenience of home gym setups.
Health&Fitness
YoYGrowth
YoYGrowth
$4B
$3.5B
$3B
$2.5B
$2B
$1.5B
$1B
$0.5B
0
2019 2020 2021 2022 2023 2024
50%
40%
30%
20%
10%
0
2019 2020 2021 2022 2023 2024
4B
3.5B
3B
2.5B
2B
1.5B
1B
0.5B
0
2019 2020 2021 2022 2023 2024
60%
40%
20%
0
2019 2020 2021 2022 2023 2024
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Worldwide
1
Rank
Note: iOS and Google Play combined. iOS only for China. Health & Fitness apps classified using Sensor
Health&FitnessDownloadTrendsbySubgenre
MedicalTrackingAppsSee
ExplosiveGrowth
In 2024, Gyms & Fitness retained its position as the top
subgenre by downloads, experiencing moderate global
growth with a 3% YoY increase. Seven of the top 10 apps by
global downloads were Gyms & Fitness apps.
The Medical Tracking app landscape is evolving rapidly,
driven by technological advancements and growing
consumer awareness of personalized healthcare. In 2024, the
Medical Tracking subgenre saw a remarkable 43% increase in
downloads YoY. Leading this surge was Health Tracker,
released at the end of 2023, which quickly acquired new users,
reaching 10 million MAUs just five months post-launch and
maintaining over 12 million MAUs each month thereafter.
Health&Fitness
0
50M
100M
150M
200M
250M
300M
2
0
2
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2
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2
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Gyms & Fitness Medical Tracking Apps
Other Personal Health & Fitness Telehealth
Nutrition & Diet Beauty Services & Spas
Flo Period Tracking
Health Tracker Medical Tracking
Apps
fitpro Gyms & Fitness
Sweatcoin Gyms & Fitness
Home Workout Gyms & Fitness
Mi Fitness (Xiaomi
Wear) Gyms & Fitness
Da Fit Gyms & Fitness
Strava Gyms & Fitness
Step Counter -
Pedometer Gyms & Fitness
Mobile JKN National Medical
Service
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8
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App Subgenre
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Note: iOS and Android combined. MAU market share is calculated at the app/user level (double-counts
users who use multiple Walk & Run Tracking apps).. Retention is Android only.
TopWalk&RunTrackingAppsMAUMarketShare
iOS and Android in the United States
InterestedinMarketLeadingUsageMetrics?
Sensor Tower's Usage data offerings let you benchmark
by user retention, active users, time spent, and more!
And Advanced Usage offerings provide even more
detail, including daily granularity and even hour-by-
hour usage patterns.
CompetitionHeatingUpfor
FitnessRewardsApps
Health&Fitness
RetentionforTopWalk&RunTrackingApps
All-Time on Android in the United States
100%
80%
60%
40%
20%
0%
2021 2022 2023 2024
33%
33%
33%
22%
22%
22%
16%
16%
16%
16%
16%
16%
39%
39%
39%
21%
21%
21%
16%
16%
16%
37%
37%
37%
18%
18%
18%
19%
19%
19%
23%
23%
23%
17%
17%
17%
13%
13%
13%
24%
24%
24%
Sweatcoin Nike Run Club CashWalk WeWard Pacer Pedometer ASICS Runkeeper
Other
0
20%
40%
60%
D
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D
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2
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4
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3
0
Fitness tracking apps in the US have experienced significant
growth in recent years, driven by increasing health awareness
and a desire to stay active. Among them, apps with reward
programs such as Sweatcoin, CashWalk, and WeWard, have
gained popularity and stand out by incentivizing users to stay
active by converting their steps into rewards.
Sweatcoin continued to lead the market, holding nearly a
quarter of the MAU market share among leading fitness
tracking apps. Meanwhile, new entrants in the US such as
CashWalk and WeWard are rapidly acquiring new users, with
their MAUs increasing by 42% and an astounding 609% YoY in
2024, respectively.
These fitness reward apps are also efficiently retaining users,
with CashWalk and Sweatcoin's 30-day retention rates
remaining at 31% and 20%, respectively, while other
competitors struggle to maintain similar levels of user loyalty.
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CashWalk WeWard
Sweatcoin Other
Note: Other walk & Run Tracking Apps include Step Counter - Pedometer, Step Tracker - Pedometer, FitCloudPro, Pedometer - Step Counter

2024RankingsbyMarket| Health & Fitness
Download data
AMER - Downloads
Flo by Flo Health (Period
Tracking)
Planet Fitness Workouts (Gyms &
Fitness) Yuka (Nutrition & Diet) Imss Digital (National Medical
Service)
Conecte SUS (National Medical
Service) Sweatcoin (Gyms & Fitness)
Health Tracker: BP Hub
(Medical Tracking Apps) Yuka (Nutrition & Diet) AllTrails (Team Sports & Outdoor
Recreation)
Tracking)
Tracking) FitPro (Gyms & Fitness)
FitPro (Gyms & Fitness) MyChart (Telehealth) Flo by Flo Health (Period Tracking) FitPro (Gyms & Fitness) Health Tracker: BP Hub
(Medical Tracking Apps)
BetterMe: Workouts (Other Personal
Health & Fitness)
Sweatcoin (Gyms & Fitness) CVS Pharmacy (Pharmacies) Sleep Sounds Tracker: ShutEye
(Meditation & Sleep Trackers)
Health Tracker: BP Hub
(Medical Tracking Apps) Drogasil (Pharmacies) Prestadores PAMI (National Medical
Service)
Home Workout - No
Equipments (Gyms & Fitness) Flo by Flo Health (Period Tracking) Strava Running and Cycling (Gyms &
Fitness)
Farmacias Del Ahorro
(Pharmacies) Cartão De Todos (Telehealth) Flo by Flo Health (Period Tracking)
1
2
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5
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11
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Sports
Leveraging the most popular events is the name of the game for Sports apps, from streaming
to sports betting. Exclusive content can help you stand out in a competitive market.

Worldwide
1
Rank
taken by the app stores. Sports apps classified using Sensor Tower's taxonomy as of January 5, 2025.
YearlyTrendsforSportsApps
ConsumerSpendonSports
AppsClimbsSteadily
Sports app revenue on subscriptions and other in-app
purchases has shown steady growth YoY as more companies
place a growing emphasis on streaming niche sports and
events to cater to diverse fan bases and promote inclusivity in
sports viewership.
Despite steady growth in revenue, sports apps are seeing a
slowdown in downloads. A Sensor Tower analysis reveals that
apps are struggling to grow downloads as streaming services
vie for customers by offering live sports, potentially
undermining league-specific apps. In 2024, new downloads
for league-specific apps like the NHL fell by 26%, NFL by 17%,
NBA by 9%, and MLB by 8% YoY.
Sports
YoYGrowth
YoYGrowth
$1.6B
$1.4B
$1.2B
$1B
$0.8B
$0.6B
$0.4B
$0.2B
0
2019 2020 2021 2022 2023 2024
60%
40%
20%
0
2019 2020 2021 2022 2023 2024
1B
0.8B
0.6B
0.4B
0.2B
0
2019 2020 2021 2022 2023 2024
40%
20%
0
2019 2020 2021 2022 2023 2024
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Worldwide
1
Rank
Note: iOS and Google Play combined. iOS only for China. Sports apps classified using Sensor Tower's
SportsDownloadTrendsbySubgenre
SportsBettingApps
ContinuedTheirClimbin
theUS
Sports
0
20M
40M
60M
80M
100M
120M
140M
160M
180M
200M
220M
240M
260M
280M
2
0
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1
2
0
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2
2
0
2
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3
2
0
2
1
Q
4
2
0
2
2
Q
1
2
0
2
2
Q
2
2
0
2
2
Q
3
2
0
2
2
Q
4
2
0
2
3
Q
1
2
0
2
3
Q
2
2
0
2
3
Q
3
2
0
2
3
Q
4
2
0
2
4
Q
1
2
0
2
4
Q
2
2
0
2
4
Q
3
2
0
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4
Q
4
Sports Entertainment Sports Betting
Fantasy Sports
Dream11 Fantasy Sports
My11Circle Fantasy Sports
Olympics Sports Entertainment
Flashscore Sports Entertainment
ESPN Sports Entertainment
Sofascore Sports Entertainment
DAZN Sports Entertainment
Cricbuzz Sports Entertainment
FanCode Sports Entertainment
365Scores Sports Entertainment
1
2
3
4
5
6
7
8
9
10
App Subgenre
Sports Entertainment maintained a wide lead over Sports
Betting and Fantasy Sports in terms of global downloads.
Sports Entertainment includes apps for sports streaming,
news & scores, and various league apps.
Unsurprisingly, demand for top Sports apps can fluctuate
wildly depending on the timing of different events and
seasons. For example, Sports app downloads in India rely
heavily on the cricket schedule, and downloads in France
surged during the Paris Olympics.
Sports Betting app downloads in the US have only gained
momentum since sports betting was legalized, climbing 19%
YoY to reach 44 million in 2024. And the space is only getting
more competitive — another major player entered the market
in late 2023 with the launch of ESPN BET. In 2024, 12 different
Sports Betting / Daily Fantasy apps had at least one million
US downloads.
HowDidTopAppsLeveragetheOlympics?
Want to learn more about how top players strategize
around the world's biggest sporting events? Check out
our blog covering the Paris Summer Olympics.
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Note: Downloads on iOS and Google Play combined. Ad impressions estimates as of January 5, 2025.
Includes ads on connected TVs, streaming devices (e.g., Apple TV, PlayStation, Roku), and desktop and
mobile devices.
CumulativeUnitedStatesDownloadsForSportsBettingAppsSince2020
SportsBetting2024Ads:
RidingtheNFLWave
To leverage the NFL's vast viewership in 2024, leading Sports
Betting apps FanDuel and DraftKings significantly ramped up
their marketing efforts around NFL content. Their NFL ad
impression shares increased by 3 and 10 percentage points
(ppts) on average from 2023, respectively, reaching 67% for
FanDuel and 80% for DraftKings.
BetMGM shifted its advertising strategy in 2024, reducing its
NFL focus to better engage NBA and MLB fans. This change
led to a 36 ppt drop in NFL ad impressions, while NBA and
MLB impressions grew by 15 and 13 ppts, respectively. This
pivot underscores BetMGM's aim to diversify its audience and
tap into the rising interest in basketball and baseball.
Sports
ShareofAdImpressionsbySportforTopSportsBettingApps
United States
FanDuel Sportsbook & Casino
DraftKings Sportsbook & Casino
PrizePicks
BetMGM
DraftKings Fantasy Sports
Underdog Fantasy Sports
FanDuel Fantasy Sports
Caesars Sportsbook
ESPN BET Sportsbook
Hard Rock Bet
0 2M 4M 6M 8M 10M 12M 14M 16M 18M 20M 22M 24M 26M
Dec-2024
2023 2024
100%
80%
60%
40%
20%
0%
FanDuel DraftKings BetMGM Hard Rock Bet bet365 Caesars
64%
64%
64%
29%
29%
29%
70%
70%
70%
25%
25%
25%
67%
67%
67%
29%
29%
29%
100%
100%
100% 54%
54%
54%
41%
41%
41%
54%
54%
54%
13%
13%
13%
24%
24%
24%
NFL NBA MLB NHL
UncovertheLatestMarketingStrategies
Pathmatics by Sensor Tower lets you track the latest
digital advertising trends for sports betting apps.
Discover which ad channels top apps are prioritizing
and how creative strategies are evolving.
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Note: Downloads on iOS and Google Play combined. Share of voice across iOS and Google Play
combined among mobile app advertisers on each ad network.
MonthlyShareofSportsBettingAppDownloadsfromPaidAds
United States
ESPNBET'sMeteoric
Risein2024
Launched in November 2023, ESPN BET quickly gained users
and high engagement, with average MAUs surpassing most
Sports Betting apps, trailing only behind industry leaders
DraftKings and FanDuel. This success is partly due to its
investment in mobile ad networks. In 2024, 16% of ESPN BET's
downloads were paid, in contrast to FanDuel's 6%, which
relied more on word-of-mouth and its long-established
position as a leader in the space.
Social media advertising on platforms like Facebook,
Instagram, and Snapchat has been crucial to ESPN BET's early
success in sports betting. Strong share of voice (SOV)
correlations with downloads—0.84 for Snapchat, 0.73 for
Facebook, and 0.73 for Instagram—indicate that targeted ads
on these platforms significantly drove download growth.
Sports
ESPNBETWeeklyDownloadsvs.AdvertisingShareofVoice(SOV)AcrossTopSocialNetworks
United States
0
5%
10%
15%
20%
25%
Jan 2024 Feb 2024 Mar 2024 Apr 2024 May 2024 Jun 2024 Jul 2024 Aug 2024 Sep 2024 Oct 2024 Nov 2024 Dec 2024
ESPN BET DraftKings Sportsbook & Casino BetMGM Caesars Sportsbook bet365
FanDuel Sportsbook & Casino
0
30K
60K
90K
120K
0
0.25%
0.50%
0.75%
1.00%
3
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Facebook SOV Instagram SOV Snapchat SOV YouTube SOV ESPN BET Downloads
IsYourCompetitors'GrowthPaidorOrganic?
Want to see what share of downloads are from paid vs.
organic channels in your space? Sensor Tower
customers can try it out for themselves here! Not a
customer? Request a demo to see how Sensor Tower
data can help your business.
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2024RankingsbyMarket| Sports
Download data
AMER - Downloads
Dream11 (Fantasy Sports) ESPN (Sports Entertainment) Sportsnet (Sports Entertainment) Caliente Sports (Sports Betting) The Olympics (Sports
Entertainment)
Copa America Panini Collection
(Sports Entertainment)
My11Circle (Fantasy Sports) FanDuel Sportsbook (Sports
Betting) bet365 Sports (Sports Betting) The Olympics (Sports
Entertainment)
Sportingbet Livescore Oficial
(Sports Entertainment) Incorrecto (Sports Entertainment)
The Olympics (Sports
Entertainment)
fuboTV: Stream Live Sports (Sports
Entertainment) TSN GO (Sports Entertainment) Caliente TV (Sports
Entertainment) 365Scores (Sports Entertainment) Tv argentina futbol en vivo (Sports
Entertainment)
FlashScore (Sports
Entertainment)
DraftKings Sportsbook & Casino
(Sports Betting)
FanDuel Sportsbook (Sports
Betting) betmexico.mx (Sports Betting) FlashScore (Sports Entertainment) The Olympics (Sports Entertainment)
ESPN (Sports
Entertainment) PrizePicks (Sports Betting) The Olympics (Sports
Entertainment) Playdoit (Sports Betting) FFF DA HORA 4.5 (Sports
Entertainment)
tv argentina en vivo futbol (Sports
Entertainment)
1
2
3
4
5
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12
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TopApps
andGames
See the mobile leaders by downloads, IAP revenue, and monthly active users in 2024
across 20+ markets
At CrazyLabs, we successfully embraced our transition to hybrid-casual gaming, aligning with evolving
market trends. This strategic shift enabled us to craft more engaging player experiences while developing
a robust pipeline of innovative titles. Our multiple successful game launches this year demonstrate our
team's agility and dedication to delivering compelling content that resonates with today's players.
SagiSchliesser
CEO & Founder
Crazy Labs

2024RankingsbyMarket| Top Apps
Worldwide
App Name Change Taxonomy App Name Change Taxonomy App Name Change Taxonomy
1 Instagram Social Media 1 TikTok Social Media 1 YouTube Social Media
2 TikTok Social Media 2 YouTube Social Media 2 Chrome Browser Browsers
3 WhatsApp
Messenger
Social
Messaging 3 Google One Cloud Storage 3 Facebook Social Media
4 Facebook Social Media 4 Disney+ Film & Television
Streaming 4 WhatsApp
Messenger
Social
Messaging
5 Temu Shopping 5 Tinder Dating 5 Google Browsers
6 CapCut Video Editing 6 Tencent Video Film & Television
Streaming 6 Instagram Social Media
7 Telegram Social
Messaging 7 Max: Stream HBO, TV, &
Movies
Film & Television
Streaming 7 Gmail Email
8 Threads Social Media 8 iQIYI Film & Television
Streaming 8 TikTok Social Media
9 Spotify Music &
Podcasts 9 LinkedIn Jobs & Education 9 Facebook
Messenger
Social
Messaging
10 ChatGPT AI Chatbots 10 Bumble App Dating 10 Google Photos Photo Galleries
DOWNLOADS IAP REVENUE MONTHLY ACTIVE USERS
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Note: iOS and Google Play combined. iOS only for China. Apps classified using Sensor Tower's game taxonomy as of January 5, 2025.
2024RankingsbyMarket| Top Games
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Worldwide
App Name Change Taxonomy App Name Change Taxonomy App Name Change Taxonomy
1 Free Fire Shooter | Battle Royale 1 MONOPOLY GO! Casino | Coin
Looters 1 ROBLOX Simulation | Sandbox
2 ROBLOX Simulation | Sandbox 2 Honor of Kings Strategy | MOBA 2 Free Fire Shooter | Battle
Royale
3 Block Blast
Adventure Master Puzzle | Block 3 Royal Match Puzzle | Match
Swap 3 Subway Surfers Arcade | Platformer /
Runner
4 Subway Surfers Arcade | Platformer /
Runner 4 ROBLOX Simulation |
Sandbox 4 EA SPORTS FC™
MOBILE
Sports | Realistic
Sports
5 Ludo King Tabletop | Board 5 Last War:Survival
Game
Strategy | 4X
Strategy 5 Brawl Stars Strategy | MOBA
6 Pizza Ready Simulation | Time
Management 6 Candy Crush Saga Puzzle | Match
Swap 6 Clash of Clans Strategy | Build &
Battle
7 Offline Games - No
Wifi Games Arcade | Other Arcade 7 Whiteout Survival Strategy | 4X
Strategy 7 Clash Royale Strategy | Real-Time
Strategy
8 PUBG MOBILE Shooter | Battle Royale 8 Coin Master Casino | Coin
Looters 8 Mobile Legends:
Bang Bang Strategy | MOBA
9 Royal Match Puzzle | Match Swap 9 Dungeon & Fighter
Mobile
Action | Beat 'em
Up 9 PUBG MOBILE Shooter | Battle
Royale
10 My Talking Tom 2 Lifestyle | Virtual Pet 10 Game For Peace Shooter | Battle
Royale 10 Pokémon GO Geolocation |
Geolocation
DOWNLOADS IAP REVENUE MONTHLY ACTIVE USERS

Note: iOS and Google Play combined. iOS only for China.
2024RankingsbyMarket| Top Publishers - Apps
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Worldwide
Publisher Change Top Apps by Downloads Publisher Change Top Apps by IAP Revenue
1 Meta Platforms (formerly Facebook,
Inc.) Instagram 1 Bytedance TikTok
2 Google, Inc. YouTube 2 Google, Inc. YouTube
3 Bytedance TikTok 3 Disney Disney+
4 Microsoft Corporation Microsoft Teams 4 Tencent Tencent Video
5 Amazon Mobile LLC Amazon 5 Match Group, LLC Tinder
6 Temu Temu 6 Amazon Mobile LLC Audible
7 Telegram LLC Telegram 7 Warner Bros. Discovery Max: Stream HBO, TV, &
Movies
8 Alibaba AliExpress 8 Microsoft Corporation LinkedIn
9 QR Code Scanner. PDF Reader by QR Code
Scanner 9 NAVER Corporation LINE Manga
10 InShot Inc. InShot - Video Editor 10 Bumble Holding
Limited Bumble App
DOWNLOADS IAP REVENUE

Note: iOS and Google Play combined. iOS only for China.
2024RankingsbyMarket| Top Publishers - Games
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Worldwide
Publisher Change Top Apps by Downloads Publisher Change Top Apps by IAP Revenue
1 Azur Interactive Games Limited WormsZone.io 1 Tencent Honor of Kings
2 SUPERSONIC STUDIOS LTD Build A Queen 2 Scopely MONOPOLY GO!
3 SayGames My Perfect Hotel 3 Activision Blizzard Candy Crush Saga
4 Miniclip.com Subway Surfers 4 Playrix Gardenscapes by Playrix
5 iKame Screw Puzzle: Nuts & Bolts 5 NetEase Nishuihan
6 voodoo Hole.io 6 Supercell Brawl Stars
7 Outfit7 My Talking Tom 2 7 Dream Games, Ltd. Royal Match
8 Embracer Group Phone Case DIY 8 Take-Two Interactive Toon Blast
9 BabyBus Group Baby Panda's School Bus 9 Playtika LTD BINGO Blitz
10 ABI Games Studio Wood Nuts & Bolts Puzzle 10 miHoYo Honkai: Star Rail
DOWNLOADS IAP REVENUE

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Among Brazilian retailers, Magalu has the largest app,
offering a seamless experience with exclusive
purchasing conditions, a broad seller base, and a
complete ecosystem, including payments, insurance,
media ads, content, and an affiliate platform. Sensor
Tower is essential for benchmarking and market data,
enabling us to identify opportunities, innovate, and
maintain competitiveness.
In the fast-paced gaming ecosystem, understanding
the competitive landscape is key to success.
SensorTower empowers us to uncover creative trends,
analyze competitors’ strategies, and monitor market
dynamics. Whether launching a new title or optimizing
an existing one, it provides invaluable insights to
evaluate performance, amplify strengths, and unlock
new growth opportunities.
Our company continues to achieve significant success in
both product development and marketing by embracing
data-driven approaches. This commitment has allowed
us to refine strategies, enhance key performance metrics,
and swiftly adapt to evolving market trends. For example,
experiments in User Acquisition have optimized
campaign efficiency and supported effective scaling.
Tools like SensorTower, combined with our advanced
internal analytics solutions, enable us to uncover new
opportunities and drive sustainable growth in the highly
competitive mobile market.
GabrieladeSousa
Acquisition Lead
Magalu
ViktoriyaIvanova
UA Lead
Wargaming
DmitrySeverinets
Head of Marketing Analytics, Co-CMO
Vizor
CustomerTestimonials

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As Fortune Mine Games, we are a data-obsessed
startup, and data fuels everything we do. While we
gather vast insights within our domain, Sensor Tower
provides a powerful external lens, helping us evaluate
our impact, align with product-market fit, and uncover
emerging trends ripe for innovation.
At AdQuantum, we specialize in scaling mobile
applications and web products, helping our clients
achieve outstanding results through effective
performance marketing strategies. Access to accurate
data and analytics plays a critical role in an increasingly
competitive and privacy-first landscape. Sensor Tower
provides us with valuable insights into market trends,
user behavior, data on ad creatives, and app metrics
across various verticals. These insights empower us to
optimize advertising campaigns, enhance their
efficiency, and drive sustainable growth for our partners
across both mobile and web segments.
Hybrid casual is revolutionizing mobile gaming by
blending the best of all game categories: the
marketability and sticky core mechanics of hypercasual
games with the deep systems of progression and live
operations from casual and midcore genres. Only a few
years after Homa co-designed the foundation of this
category’s definition and pillars with SensorTower, we’ve
seen the hybrid casual category accelerate significantly
in terms of new launches and revenue in 2024.
SensorTower has been instrumental in helping us
identify and structure this emerging category, solidifying
our position as a leading player while enabling us to
adapt our strategies to continue driving innovation and
delivering compelling gaming experiences.
DenizKorzay
CEO
Fortune Mine Games
PavelBelov
Account Director
AdQuantum OlivierLeBas
Co-founder
Homa
CustomerTestimonials

AboutSensorTower
SensorToweristheleadingsourceofmobileapp,digital
advertising,retailmedia,andaudienceinsightsforthelargest
brandsandapppublishersacrosstheglobe.
Withamissiontomeasuretheworld’sdigitaleconomy,Sensor
Tower’saward-winningplatformdeliversunmatchedvisibilityinto
themobileappanddigitalecosystem,empoweringorganizations
tostayaheadofchangingmarketdynamicsandmakeinformed,
strategicdecisions.
Foundedin2013,SensorTower’smobileappinsightshave
helpedmarketers,app,andgamedevelopersdemystifythe
mobileapplandscapewithvisibilityintousage,engagement,and
paidacquisitionstrategies.Today,SensorTower’sdigitalmarket
insightsplatformhasexpandedtoincludeAudience,RetailMedia,
andPathmaticsDigitalAdvertisingInsights,helpingbrandsand
advertisersunderstandtheircompetitor’sadvertisingstrategies
andaudiencesacrossweb,social,andmobile.
PressInquiries:press@sensortower.com
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