Global in-app purchase revenue reached a record $39.4 billion in Q4 2024, bolstered by a 28.2% year-over-year surge in non-game application spending.
See it on page 7TikTok became the first application to surpass $6 billion in annual revenue, highlighting the massive monetization potential of non-game platforms.
See it on page 22The iOS ecosystem captured 70% of total revenue, while Google Play maintained its dominance in scale by facilitating nearly 75% of the 34.1 billion global downloads.
See it on page 10U.S. digital ad spend hit $34 billion in Q4 2024, with social media channels accounting for 77% of total expenditures.
See it on page 30Mobile gaming preferences shifted toward Strategy and Puzzle titles, with Strategy games seeing a 26% year-over-year increase in downloads to help offset regional revenue declines in Japan and South Korea.
See it on page 19Retail media generated a record 75.4 billion impressions, with major retailers like Amazon and Walmart leveraging co-branded partnerships to drive visibility in consumer electronics and personal care.
See it on page 37Global digital markets reached a significant milestone in the final quarter of 2024, with in-app purchase revenue hitting a record $39.4 billion. This growth was primarily fueled by a 28.2% year-over-year surge in non-game applications, exemplified by TikTok becoming the first app to surpass $6 billion in annual revenue. While the iOS ecosystem remains the primary driver of monetization by capturing 70% of total revenue, Google Play maintains its dominance in scale, facilitating nearly three-quarters of the 34.1 billion global downloads recorded during the period.
The mobile gaming landscape underwent a notable structural shift as consumer preferences migrated from traditional RPGs toward Strategy and Puzzle titles. Strategy games experienced a 26% year-over-year increase in downloads, helping to offset regional revenue declines in major markets like Japan and South Korea. Despite these shifts, Japan’s mobile sector showed signs of overall recovery, while emerging Android markets in Indonesia and Pakistan continued to expand rapidly. The successful launch of high-profile titles like Pokémon TCG Pocket further stabilized the gaming sector during this transition.
Advertising and retail media also reached unprecedented levels, with U.S. digital ad spend hitting $34 billion. Social media channels dominated this space, accounting for 77% of total expenditures as major retailers like Amazon and Walmart increased holiday investments. Retail media specifically generated a record 75.4 billion impressions, driven by high demand in consumer electronics and personal care. Strategic co-branded partnerships, such as the collaboration between Best Buy and Samsung, emerged as critical drivers of visibility, cementing the role of retail platforms as essential components of the broader digital advertising ecosystem.
