Global in-app purchase (IAP) revenue hit a record $39.4 billion in Q4 2024, a 13.5% year-over-year increase, with non-game apps ($19.2 billion) nearly reaching parity with gaming ($20.2 billion).
See it on page 7iOS remains the primary revenue driver, generating $30 billion (70% of total IAP revenue) and outpacing Google Play’s growth at 15.4% versus 9.7%.
See it on page 8Strategy games became the most lucrative gaming segment with $4.8 billion in Q4 IAP revenue, marking an 80% quarter-over-quarter increase that helped offset an 11% year-over-year decline in RPG revenue.
See it on page 19TikTok (including Douyin) is the dominant non-game monetization force, generating $6 billion in annual IAP revenue, more than double that of any other single app or game.
See it on page 22U.S. advertising spend reached $34 billion in Q4, with social media platforms capturing 77% of the total and TikTok recording the fastest year-over-year growth at 22%.
See it on page 31Retail-media impressions reached a record 80 billion in Q4, with Walmart and Target leading the category and co-branded partnerships like Best Buy-Samsung and Chewy-Nestlé gaining traction.
See it on page 41Total app downloads remained stagnant at 34 billion, reflecting a stabilization in game downloads following their pandemic-era peak.
See it on page 9In Q4 2024 global in‑app purchase revenue reached a record $39.4 billion, up 13.5% year‑over‑year, with non‑game apps now nearly matching game revenue at $19.2 billion versus $20.2 billion. iOS dominates the market, generating roughly 70% of IAP revenue ($30 billion) and outpacing Google Play’s growth (15.4% versus 9.7%). Overall app downloads remained flat at about 34 billion, while non‑game downloads increased and game downloads stabilized after a pandemic peak.
Strategy titles emerged as the most lucrative segment, generating over $4.8 billion in IAP revenue—a 80% quarter‑over‑quarter lift that offset an 11% year‑over‑year decline in RPGs. Strategy games also accounted for six of the top ten download growth drivers, with a 26% year‑over‑quarter increase. In contrast, RPG revenue fell 29% globally, though regional pivots in Korea—where strategy and puzzle games grew 55% and 14%, respectively—helped mitigate the loss. Puzzle titles also contributed to overall download growth.
TikTok (including Douyin) led non‑game app monetization, delivering $6 billion in IAP revenue for the year—more than double any other app or game. Advertising spending in the United States reached $34 billion in Q4, with social media platforms capturing 77% of the spend; TikTok experienced the fastest year‑over‑year growth at 22%. Amazon drove U.S. digital ad spend growth, supporting campaigns for Audible, Prime Video and Amazon Music, while other major advertisers such as Verizon, Liberty Mutual, Coca‑Cola, Microsoft, Epic Games, Target and Walmart increased spend—particularly on gaming and social platforms. Retail‑media impressions hit a record 80 billion, up 4% year‑over‑year, with Walmart and Target dominating the top ten categories and Best Buy‑Samsung and Chewy‑Nestlé emerging as the most viewed co‑branded pairs.
Collectively, these findings illustrate a strategic shift toward strategy titles, the continued dominance of TikTok in app monetization, and an outsized role for social media advertising and retail‑media partnerships during the holiday peak. The data cover global markets with a focus on U.S., Korean, and broader digital advertising trends for the fourth quarter of 2024.
