Financial Reports·Updated Apr 8, 2026 by Sensor Tower
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).
iOS 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%.
Strategy 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.
TikTok (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.
U.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%.
Retail-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.
Total app downloads remained stagnant at 34 billion, reflecting a stabilization in game downloads following their pandemic-era peak.
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).
iOS 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%.
Strategy 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.
TikTok (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.
U.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%.
Retail-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.
Total app downloads remained stagnant at 34 billion, reflecting a stabilization in game downloads following their pandemic-era peak.