Updated Mar 17, 2026 by Sensor Tower
In Q2 2025, non-gaming applications surpassed mobile games for the first time, accounting for 52% of the record $40 billion in total in-app purchase revenue.
Global mobile gaming downloads contracted by 6.8% year-over-year, while Strategy titles replaced RPGs as the highest-grossing gaming category with a 23% increase.
ChatGPT became the fastest application to reach one billion downloads and secured a top-five position in global revenue, signaling a major shift toward AI-driven utility.
U.S. digital ad spend rose 12% to $34 billion, driven by increased marketing budgets from firms like Microsoft, Google, and Adobe to promote AI integrations.
Retail media continues to expand, with U.S. impressions rising 29% to 65 billion, though Amazon remains the dominant leader with nearly 80 billion impressions.
The United States remains the top revenue market at $15 billion, while emerging regions in Brazil and Africa are becoming increasingly critical for download volume and monetization.
Social media platforms maintain a dominant 72.5% share of total digital advertising spend.
In Q2 2025, non-gaming applications surpassed mobile games for the first time, accounting for 52% of the record $40 billion in total in-app purchase revenue.
Global mobile gaming downloads contracted by 6.8% year-over-year, while Strategy titles replaced RPGs as the highest-grossing gaming category with a 23% increase.
ChatGPT became the fastest application to reach one billion downloads and secured a top-five position in global revenue, signaling a major shift toward AI-driven utility.
U.S. digital ad spend rose 12% to $34 billion, driven by increased marketing budgets from firms like Microsoft, Google, and Adobe to promote AI integrations.
Retail media continues to expand, with U.S. impressions rising 29% to 65 billion, though Amazon remains the dominant leader with nearly 80 billion impressions.
The United States remains the top revenue market at $15 billion, while emerging regions in Brazil and Africa are becoming increasingly critical for download volume and monetization.
Social media platforms maintain a dominant 72.5% share of total digital advertising spend.