Non-game apps surpassed games in in-app purchase (IAP) revenue for the first time in 2025, contributing to a total global IAP market of $85.6 billion, a 21% year-over-year increase.
See it on page 10Generative AI and short-form drama are the fastest-growing subgenres, with AI assistants like ChatGPT generating $3.4 billion in 2025 and short-drama apps capturing over 10% of global video-entertainment time.
See it on page 23Roblox solidified its dominance in the gaming web arena, accounting for 74% of all game-publisher site visits in 2025.
See it on page 38Hybrid-casual and hyper-casual games are seeing surging engagement and higher revenue per user in Tier 2 markets, despite a broader trend of declining download volumes.
See it on page 30Daily Fantasy Sports (DFS)-style apps now command 80% of the betting-app monthly active user (MAU) share, driven by new market entrants and regulatory shifts.
See it on page 85Food and drink apps reached a record 2.4 billion downloads in 2025, fueled primarily by growth in emerging markets such as India and the Middle East.
See it on page 66Waymo has established a significant market presence, capturing 15% of rideshare MAUs in key U.S. metropolitan areas.
See it on page 75The 2026 State of Mobile report demonstrates that the global mobile ecosystem remains mature yet increasingly monetized, with 2025 in‑app purchase (IAP) revenue reaching $85.6 billion—a 21 % year‑over‑year rise that now places non‑game apps ahead of games for the first time. Generative AI and short‑form drama have become the fastest‑growing subgenres, driving double‑digit IAP growth; AI assistants such as ChatGPT alone generated $3.4 billion in 2025, while short‑drama apps captured more than ten percent of global video‑entertainment time. These categories also show a shift from acquisition to retention, with session volumes outpacing downloads and time spent tripling in AI apps.
Hybrid‑casual and hyper‑casual games continue to lead revenue growth, especially in Tier 2 markets where downloads are falling but engagement is surging. Publishers targeting these segments can capture higher revenue per user, though they face tighter ad‑spend competition and a move toward high‑attention formats. In the gaming web arena, Roblox dominates with 74 % of game‑publisher site visits in 2025, underscoring the importance of product‑centric web design.
Beyond entertainment, general‑shopping apps such as Temu and Amazon maintain massive download volumes, with grocery and buy‑and‑sell subgenres growing 5 % and 4 % YoY, respectively. Food & drink apps hit a record 2.4 billion downloads in 2025, driven largely by emerging markets like India and the Middle East. Mobility and sports apps also show notable shifts: Waymo’s standalone app captured 15 % of rideshare MAUs in key U.S. metros, while DFS‑style sports betting apps now command 80 % of the betting‑app MAU share, reflecting regulatory impacts and new market entrants.
Overall, the report covers a global geographic scope with particular emphasis on the U.S., India, Western Europe, and emerging Tier 2 markets. It spans 2025 data with forward‑looking insights for 2026, highlighting AI’s transformative role across monetization, user engagement, and competitive dynamics in the mobile industry.
