Global mobile app consumer spending reached a record $43.2 billion in Q3 2025, an 11.3% year-over-year increase driven by a 20% surge in non-game revenue.
See it on page 8Generative AI tools emerged as a significant revenue driver, contributing $1.5 billion to the mobile app market during the third quarter.
See it on page 18U.S. digital advertising spend rose 12% to $35.9 billion, with mobile app advertising identified as the fastest-growing segment at 42% year-over-year.
See it on page 32Gaming sector investment in digital advertising grew by 28%, securing its position as a top-five spending category for the first time.
See it on page 33Amazon dominates the retail media landscape with over 80 billion impressions, exceeding the combined total of the next thirty major retailers.
See it on page 39Brazil is the fastest-growing major mobile market with a 29% revenue increase, while India reached a two-year high of 6.5 billion downloads.
See it on page 16Retail media performance outside of Amazon is inconsistent, with Target and Best Buy achieving double-digit growth while Walmart experienced a decline.
See it on page 39Global mobile app consumer spending reached a record $43.2 billion in the third quarter of 2025, representing an 11.3% year-over-year increase. This growth was primarily fueled by a 20% surge in non-game revenue, particularly from Generative AI tools which generated $1.5 billion during the period. While total global downloads remained stable at 37.6 billion, a clear divergence emerged between sectors; non-game downloads grew by 5.5%, while gaming installs continued a post-pandemic decline. Geographically, the United States maintained its market leadership with $15 billion in revenue, though Brazil emerged as the fastest-growing major market with a 29% revenue increase. India simultaneously reached a two-year high in downloads, surpassing 6.5 billion.
The digital advertising landscape saw significant expansion, with U.S. spend rising 12% to $35.9 billion. Social media remains the dominant channel, capturing 72% of the market, but mobile app advertising is the fastest-growing segment at 42% year-over-year. Within specific industries, the gaming sector entered the top five spending categories for the first time following a 28% increase in investment. Strategic shifts were also evident in the insurance and consumer goods sectors, where companies like Geico and Procter & Gamble executed massive quarterly spending spikes to capitalize on premium fluctuations and seasonal demand.
Retail media has become a critical pillar of the digital economy, dominated heavily by Amazon. Generating over 80 billion impressions, Amazon’s reach surpassed the combined total of the next thirty major retailers. Outside of Amazon's ecosystem, retail media impressions grew 7% year-over-year, though performance was inconsistent across platforms; Target and Best Buy saw double-digit growth while Walmart experienced a decline. Personal care remains the most competitive retail category, driven by high-volume co-branded partnerships between major manufacturers and established retail platforms.
