ReportAdjust
The Mobile App Growth Report: 2025 Edition
1 Jan 202534 pages~20 min full read
Global mobile app installs grew 11% year-over-year in 2025, with user sessions increasing by 10% as the industry shifts from volume-based acquisition to value-driven retention.
See it on page 3The Asia-Pacific region is the primary driver of global growth with a score of 45, led by India, which holds a national growth score of 49 and a gaming-specific growth score of 52.2.
See it on page 24Gaming remains the dominant global vertical, with Latin American and Middle Eastern markets projected to reach revenue milestones of $35.9 billion and $3.73 billion respectively by 2030.
See it on page 28In high-cost markets like North America, profitability now relies on maximizing average revenue per user and utilizing AI-driven analytics to optimize marketing spend.
See it on page 20Hyper-casual and hybrid-casual subgenres are the most potent gaming categories, particularly within emerging markets.
See it on page 22Success in the current landscape requires localized content strategies, evidenced by the specific rise of card and arcade gaming segments in TĂĽrkiye.
See it on page 30Western markets show a diversified app ecosystem where functional utilities and content-driven publications maintain consistent engagement alongside gaming.
See it on page 14Global mobile app growth remains resilient in 2025, characterized by an 11% year-over-year increase in installs and a 10% rise in user sessions. This expansion is increasingly defined by a shift from pure volume-based acquisition toward a value-driven model that balances cost efficiency, engagement, and long-term retention. The Asia-Pacific region has emerged as the primary engine of this global momentum, achieving the highest regional growth score of 45, with India specifically leading all individual nations with a score of 49. While established markets like North America show more modest growth metrics, they remain critical hubs for high-value user monetization and sophisticated optimization strategies.
Gaming continues to be the dominant vertical worldwide, particularly within the hyper-casual and hybrid-casual subgenres. This sector is especially potent in emerging markets; India’s gaming growth score of 52.2 underscores its status as a premier expansion target, while the Latin American and Middle Eastern markets are projected to reach significant revenue milestones of $35.9 billion and $3.73 billion respectively by 2030. Beyond gaming, the publications and utilities sectors have demonstrated consistent strength across Western markets, indicating a diversified landscape where functional and content-driven apps maintain high engagement levels.
The current mobile ecosystem requires a strategic pivot toward sophisticated analytics and retention-focused operations. In regions like North America, where user acquisition costs are higher, success depends on maximizing average revenue per user and leveraging artificial intelligence to refine marketing spend. Meanwhile, specific regional opportunities, such as the rise of card and arcade games in TĂĽrkiye, highlight the importance of localized content strategies. Ultimately, the global market is transitioning into a phase where sustainable growth is achieved through the integration of high-quality user experiences and data-driven efficiency rather than simple install volume.
