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Download PDFFro m t r e n d s t o t r a ctio n – h o w t o w in o n m ob il e
in 2 025 a n d b eyo nd
S ta te o f
M ob il e 2 025
Rep ortT ik T o k E d it io n
Th e r u le s o f m ob il e g ro w th
a re b ein g r e w rit te n .
In 2 025, s ucce ss i sn ‘t j u st a bout d ow nlo ad s o r i n sta lls , i t’s a bout
re co gn iz in g b eh avio ra l s ig n als , u nlo ck in g n ew a ud ie n ce s, a nd
tu rn in g m om en ts i n to m om en tu m . M ob il e is n ow th e m ost
c o m petit iv e it’s e ve r b een . B ut i t’s a ls o m ore o pen th an e ve r, w it h
e m erg in g m ark e ts s urg in g, n ew m onetiz a tio n m od els p ro vin g
th eir w orth , a nd fu ll- fu n nel s tr a te g ie s r ed efin in g h ow b ra n d s t h in k
ab out g ro w th .
Th is r ep ort, b uil t b y S en so r T ow er’s m ark et i n te llig en ce a nd
T ik T ok’s c ult u ra l i n sig h t — brin gs t o geth er h ard d ata a nd
hu m an b eh avio r s hap in g t h e fu tu re o f m ob il e . W e s potlig h t h ow
b ra n d s a re w in nin g in m ark e ts o nce c onsid ere d c lo se d , h ow “Q 5″
is n ‘t a m onth b ut a m in d se t, a nd w hy c om mun it ie s a re q uie tly
b eco m in g t h e n ew rete n tio n e ngin e.
If y ou’r e b uil d in g a n a pp to d ay, t h is r ep ort i sn ‘t j u st a lo ok a t
where w e a re . I t’s a b lu ep rin t f o r w here t o g o n ext.
S ta te o f M ob il e 2 025 | T ik T o k E d it io n Cop yrig h t © Sen so r T o w er 0 2
Cop yrig h t © Sen so r T o w er 0 3 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
E xe cu tiv e S u m mary | K ey T ake a w ays
0 203
Mob il e a p ps e m bra ce t h e
p ow er o f c o m mun it ie s.
C on nectin g m ob il e t o i n –
p ers o n a m id d ig it a l f a tig u e
To p a p ps f r o m H ea lt h & F it n ess t o D atin g l o ok t o c o nnect
p eo p le w it h s im il a r i n te re sts , b oth d ig it a lly a n d i n p ers o n.
M an y o f t h e f a ste st g ro w in g c a te g o rie s c o nnect u se rs a cro ss
d evic e s o r t o t h eir i n -p ers o n e xp erie n ce s.
0 1
AI i s e v ery w here
o n m ob il e .
AI a p ps c o ntin ued t o s o ar i n 2 024, a n d u se c a se s s p re a d
acro ss v e rtic a ls , f r o m p ro d uctiv it y t o f in an ce .
0 4
Goin g g lo b al: c o m petit io n
sp an s a cro ss r e g io n s.
Sh o rt d ra m a i s a n e xa m ple a re a o f g lo b al c o m petit io n w it h
r e ce n t l a u n ch es e xp an d in g o uts id e o f t h e U nit e d S ta te s.
Exe cu tiv e S u m mary | M ob il e L a n d sc ap e a t a G la n ce
New A pp
D ow nlo ad s
Yo Y G ro w thiO S & G oogle P la y2 58,0 00 a p ps
d ow nlo ad ed p er m in ute
in 2 024
1 36B il lio n-1 .0 %In -A pp P urc h ase
(IA P ) R ev en ue
$ 150B il lio n
Yo Y G ro w thiO S & G oogle P la y.
R eve n ue i s g ro ss, i n clu siv e o f a n y
p erc e n t t a ke n b y t h e a p p s to re s.
$ 285,0 00 s p en t
per m in ute i n 2 024
+ 12.5 %T ota l
H ou rs S p en t
4 .2T ril lio n
Yo Y G ro w thiO S & A n d ro id .
Exc lu d es t h ir d -p arty A n d ro id i n
C hin a a n d o th er m ark e ts .
> 500 h ou rs o n a vera g e
fo r e ve ry p ers o n o n E arth
in 2 024
+ 5.8 %A vera g e T im e
Sp en t p er U se r
3 .5H ou rs p er D ay
Yo Y G ro w thiO S & A n d ro id A cro ss 6 0+
M ark e ts ( E xc lu d es C hin a)
> 13 m in ute s
p er w akin g h ou r
+ 2.9 %# o f A pps
U se d p er U se r
2 6P er M on th
Yo Y G ro w thiO S & A n d ro id A cro ss 6 0+
M ark e ts ( E xc lu d es C hin a)
7 u n iq ue a p ps
use d e a ch d ay p er u se r
o n a ve ra ge
+ 9.2 %Cop yrig h t © Sen so r T o w er 0 4 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
Con te n ts
Cop yrig h t © Sen so r T o w er 0 5 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
0 1
M acro M ob il e T re n d sPage 0 7
0 6
Datin gPage 6 9
0 5
Hea lt h & F it n essP age 5 2
0 4
Pro d uctiv it y & U til it ie sPage 4 2
0 3
AI o n M ob il eP age 3 0P age 2 0
0 2
M ob il e G eo E xp an sio n
Vie w D eta il e d R ep ort M eth o d olo gy H ere .C op yrig h t © Sen so r T o w er 0 6 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
A bou t t h is d ata :
M eth o d olo gy a t a G la n ce
Sen so r T o w er’s I n sig h ts t e a m c o m pil e d t h e d ow nlo ad a n d I A P r e ve n ue
estim ate s p ro vid ed i n t h is r e p ort u sin g t h e S en so r T o w er M ob il e A p p
In sig h ts p la tfo rm .
Dow nlo ad s o f t h e s a m e a p p b y t h e s a m e u se r t o m ult ip le d evic e s,
u p date s, o r r e -in sta lls o f t h e s a m e a p p b y t h e s a m e u se r a re n o t c o un te d
to w ard s t h e t o ta l.
F ig u re s c it e d i n t h is r e p ort r e fle ct i O S A p p S to re a n d G oogle P la y
d ow nlo ad a n d r e ve n ue e stim ate s f o r J a n uary 1 , 2 014 t h ro ugh
D ece m ber 3 1, 2 024.
A n d ro id a p p d ow nlo ad a n d r e ve n ue e stim ate s r e p re se n t d ow nlo ad s a n d
re ve n ue f r o m t h e G oogle P la y S to re o nly . S en so r T o w er d oes n o t p ro vid e
dow nlo ad e stim ate s f o r t h ir d -p arty A n d ro id s to re s.
D ow nlo ad e stim ate s p re se n te d a re o n a p er-u se r b asis , m ea n in g t h at
o nly o ne d ow nlo ad p er A p ple o r G oogle a cco un t i s c o un te d t o w ard s
th e t o ta l.
I n -a p p p urc h ase ( IA P ) r e ve n ue e stim ate s a re g ro ss — i n clu siv e o f a n y
p erc e n t t a ke n b y t h e a p p s to re s. R eve n ue i n clu d es p aid d ow nlo ad s, i n –
ap p p urc h ase s, a n d s u b sc rip tio ns f r o m t h e i O S A p p S to re a n d G oogle
P la y. T h is d oes n o t i n clu d e a n y r e ve n ue f r o m a d ve rtis e m en ts o r t h ir d –
party p urc h ase s.
01
M acro
M ob il e T re n d s
A m atu rin g m ob il e m ark e t. G ro w th i n t im e s p en t o n m ob il e d evic e s i s s lo w in g, w hil e r e ve n ue c o n tin ues t o
s o ar, p artic u la rly i n n on -g am es. A p p s h ave c o n su m ers ‘ a tte n tio n — n ow t h ey a re m on etiz in g i t .
C op yrig h t © Sen so r T o w er 0 7 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s.
T op 2 0 M ob il e M ark ets i n 2 024 W an t t o S ee t h e L a te st A pp T re n d s i n Y o u r M ark et?
R eq uest a d em o t o s e e S en so r T o w er’s l a te st o ffe rin gs
co ve rin g 9 0+ d if fe re n t c o un tr ie s.
I A P R ev en ue S oars i n M ost
M ark ets a s E uro p e S ees
R ap id G ro w th
In 2 024, r e ve n ue f r o m i n -a p p p urc h ase s ( IA P ) a n d
su b sc rip tio ns c o ntin ued i t s r a p id g ro w th , u p 1 3% y e a r-o ve r-
y e a r ( Y o Y) g lo b ally t o $ 150 b il lio n. T h is i n clu d ed p artic u la rly
s tr o ng g ro w th i n t o p m ark e ts i n N orth A m eric a a n d E u ro p e —
t h e U nit e d S ta te s l e d t h e w ay w it h $ 52 b il lio n i n c o nsu m er
sp en d . W it h g a m e r e ve n ue g ro w th l a ggin g t h at f r o m n o n-
ga m es, s o m e g a m in g-fo cu se d m ark e ts i n A sia e xp erie n ce d
m ore m od est g ro w th o r e ve n s lig h t d eclin es Y o Y.
W hat h as h elp ed c re a te t h is r e ve n ue b oom o n m ob il e ?
C onsu m ers a re s p en d in g m ore t im e t h an e ve r o n t h eir m ob il e
d evic e s a n d a re b eco m in g i n cre a sin gly c o m fo rta b le m akin g
p urc h ase s o n t h em . T im e s p en t c lim bed i n m ost m ark e ts ,
th o ugh i t h as l e ve le d o ut i n a f e w l ik e t h e U S a n d J a p an .
M ea n w hil e , d ow nlo ad s d eclin ed f o r t h e f o urth s tr a ig h t y e a r
fo llo w in g t h e s p ik e i n 2 020 d urin g t h e C O VID -1 9 p an d em ic .
H alf o f t h e t o p 1 0 m ark e ts s til l a ch ie ve d p osit iv e Y o Y g ro w th ,
in clu d in g I n d onesia , C hin a M ain la n d , a n d M exic o .
M acro M ob il e T re n d s
D ow nlo ad s IA P R eve n ue ( U SD ) Tim e S p en t ( H ou rs )
R an k
1
25B20B15B10B5B0
#1 In d ia# 2 U nit e d S ta te s # 3 B ra zil
8 B6B4B2B0
#4 In d on esia # 5 C hin a M a… #6 M exic o # 7 R ussia # 8 T urk e y #9 P akis ta n #10 P hil ip pi… # 11 V ie tn am #12 J ap an #13 G erm an y #14 E gyp t#15 U nit e d K … #16 F ra n ce # 17 T hail a n d #18 C olo m bia # 19 S au d i A r… # 20 S ou th K …
Note : C hin a M ain la nd m etr ic s a re i O S o n ly . 2 02220242023Cop yrig h t © Sen so r T o w er 0 8 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s.
Y ea rly W orld w id e A pp I A P R ev en ue
Exc lu d in g M ob il e G am es, 2 01 4 – 2 024
W orld w id e I A P R ev en ue G ro w th b y A pp C ate g o ry
2 024 v s. 2 023
D on ‘t W an t t o W ait f o r t h e N ext Y ea r’s R ep ort?
L o ok o ut f o r S en so r T o w er’s D ig it a l M ark e t I n d ex r e p ort
p ub lis h ed e ve ry q uarte r, c o ve rin g t h e l a te st t r e n d s a cro ss
m ob il e , d ig it a l a d ve rtis in g, a n d r e ta il m ed ia .
W il l C on su m ers S oon S pen d M ore in A pps T han G am es?
IA P r e ve n ue o n m ob il e o uts id e o f m ob il e g a m in g h as s k yro ck e te d d urin g t h e p ast 1 0 y e a rs , c lim bin g f r o m $ 3.5 b il lio n i n 2 014 t o m ore
th an $ 69 b il lio n i n 2 024. A n d t h is g ro w th i s o nly a cce le ra tin g — a p ps g a in ed n ea rly $ 14 b il lio n i n a d dit io nal I A P r e ve n ue i n 2 024 a lo ne
(+ 25% Y o Y), w ell a b ove t h e n ea rly $ 9 b il lio n a d ded i n 2 023. G am es s til l a cco un te d f o r t h e b ulk o f m ob il e s p en d w it h m ore t h an $ 80 b il lio n
in 2 024, b ut Y o Y g ro w th l a gged a t a ro un d 4 % .
What’s d riv in g t h e g ro w th ? E n te rta in m en t, P ro d uctiv it y , a n d P ho to & V id eo l e d t h e w ay i n 2 024 a s e ve ry s in gle c a te g o ry g re w Y o Y.
M acro M ob il e T re n d s
$80B$60B$40B$20B0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
$3.5 B $4.4 B
$6.5 B
$10.6 B
$16.8 B
$22.1 B
$31.3 B
$41.8 B
$46.6 B
$55.5 B
$69.2 B
+ $14B+$12B+$10B+$8B+$6B+$4B+$2B0
G ro w th in 2 024
+$4.4 B
+$1.9 B
+$1.8 B
+$1.2 B
+$0.7 B
+$1.9 B
O th er
H ea lt h & F it n ess
E d uca tio n
U til it ie s
Lif e sty le
M usic
S o cia l N etw ork in g
P ro d uctiv it y
P hoto & V id eo
E n te rta in m en t
+ $13.7 B
in 2 024
Cop yrig h t © Sen so r T o w er 0 9 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
Apps S aw Str o n g G ro w th
A cro ss R eg io n s — W it h
E u ro p e L ea d in g t he W ay
Macro M ob il e T re n d sEve ry r e g io n s a w a t l e a st 2 0% y e a r-o ve r-y e a r g ro w th f o r n o n-
ga m e I A P r e ve n ue e xc e p t f o r A sia , w hic h f e ll j u st s h y o f t h e
m ark . N on-g a m es h ad p artic u la rly s tr o ng g ro w th i n E u ro p e,
co m bin in g f o r n ea rly 3 7% Y o Y g ro w th i n t h e r e g io n. T h is
i n clu d ed r a p id g ro w th a cro ss t o p c o un tr ie s l ik e t h e U K,
G erm an y, a n d F ra n ce .
W hil e g ro w th w as s tr o ng a cro ss t h e g lo b e, t h e t o p t h re e
re g io ns s til l t o ok t h e b ulk o f t h e I A P r e ve n ue. I n t o ta l, N orth
A m eric a a d ded a n a d dit io nal $ 5.4 b il lio n i n n o n-g a m e I A P
re ve n ue i n 2 024 c o m pare d t o 2 023. E u ro p e r a n ke d s e co nd a t
$3.6 b il lio n, w hil e A sia w as t h ir d a t $ 3.2 b il lio n. T h e r e m ain in g
fo ur r e g io ns c o m bin ed t o a d d $ 1.4 b il lio n i n Y o Y g ro w th .
IA P R ev en ue i n N on -G am es b y R eg io n Yo Y I A P R ev en ue G ro w th
E xc lu d in g M ob il e G am es, 2 02 4 v s. 2 023
$30B$20B$10B0
N orth A m eric a A sia E u ro p e La tin A m eric a M id dle E ast O ce a n ia A fr ic a
2 023 2024
+ 23.5 %+29.8 %+25.9 %+24.2 %+24.1 %+36.7 %+18.3 %
+$5B+$4B+$3B+$2B+$1B0
N orth A m eric a A sia E u ro p e La tin A m eric a M id dle E ast O ce a n ia A fr ic a
Y o Y G ro w th So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s.
C op yrig h t © Sen so r T o w er 1 0 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
Non -G am e A pp P erfo rm an ce b y M ark et
D is c o ver t he L ea d in g M ob il e
M ark ets i n 2 024 — and
W hic h a re B re a k in g O ut
Contr o llin g f o r t h e n um ber o f a ctiv e s m artp ho ne u se rs p er
m ark e t, t o p c o un tr ie s i n t h e M id dle E ast a n d L a tin A m eric a
h ad t h e h ig h est r a te o f n ew d ow nlo ad s i n 2 024. S m artp ho ne
use rs i n t h e U AE d ow nlo ad ed m ore t h an 4 0 a p ps p er u se r i n
2 024, f o llo w ed b y 3 8 a p p d ow nlo ad s p er u se r i n S au d i A ra b ia
a n d 3 0 i n B ra zil . M ea n w hil e , I n d onesia , F ra n ce , S au d i A ra b ia ,
an d G erm an y w ere t h e m ark e ts w here d ow nlo ad s w ere
a cce le ra tin g t h e m ost y e a r-o ve r-y e a r.
In d onesia , I n d ia , a n d T h ail a n d l e d t h e w ay b y a ve ra ge t im e
sp en t p er u se r i n 2 024, w it h I n d ia a ls o a ch ie vin g t h e f a ste st
g ro w th . M ark e ts i n w este rn E u ro p e, N orth A m eric a , a n d
O ce a n ia t e n d t o h ave l o w er t im e s p en t o n m ob il e o n a ve ra ge.
T h e U nit e d S ta te s r e m ain ed t h e l e a d er i n m ob il e
m onetiz a tio n w it h m ore t h an $ 80 s p en t p er y e a r o n i n -a p p
purc h ase s p er u se r. I t a ls o h ad t h e h ig h est Y o Y g ro w th ( + $14
p er u se r). T h e U AE a n d A u str a lia b oth g a in ed m ore t h an $ 10
i n a d dit io nal a ve ra ge m onth ly I A P r e ve n ue p er u se r Y o Y.
U nit e d A ra b E m ir a te s
S au d i A ra b ia
B ra zil
S in ga p ore
M exic o
S o u th K ore a
U nit e d S ta te s
Fra n ce
A rg e n tin a
G erm an y
Au stra lia
T u rk e y
C an ad a
U nit e d K in gd om
Sp ain
I n d ia
T h ail a n d
In d on esia
J a p an
It a ly
V ie tn am
05 1015202530354045
U se r A cq uis it io n En ga ge m en t M on etiz a tio n D ow nlo ad s p er S m artp hon e U se r Yo Y G ro w th i n 2 024
-2-1012
-1 .9
1 .3
0 .1
– 2 .7
0 .6
– 0 .5
– 0 .5
1 .5
– 1 .6
1 .3
0 .5
– 1 .0
0 .7
– 0 .2
0 .0
– 1 .5
0 .0
1 .8
0 .1
– 0 .1
– 1 .1
M acro M ob il e T re n d sSo u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t t a ke n b y t h e a pp
sto re s. M etr ic s a re a d ju ste d b y t h e e stim ate d n u m ber o f s m artp hon e u se rs i n e a ch m ark e t.
C op yrig h t © Sen so r T o w er 1 1 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
Non -G am e A pp M ark et S co re s
S co re s B etw een 1 -5 B ase d o n R ela tiv e A p p P erfo rm an ce i n E ach M ark e t
T h e U nit e d S ta te s R an ks a s
th e T op M ob il e M ark et f o r
N on -G am es W hil e G erm an y
Lea d s G ro w th
Sen so r T o w er’s m ark e t s c o re s r a n k e a ch m ark e t b ase d o n
th eir r e la tiv e p er u se r m onetiz a tio n, e n ga gem en t, a n d u se r
a cq uis it io n r a te s. T h e U S, A u str a lia , a n d J a p an e a ch r a n ke d
a m ong t h e t o p f iv e m ark e ts , d riv e n b y h ig h m onetiz a tio n,
w hil e s tr o ng u se r a cq uis it io n s c o re s p ro p elle d t h e U AE a n d
Sau d i A ra b ia t o # 2 a n d # 4, r e sp ectiv e ly .
G erm an y t o p s t h e i n clu d ed m ark e ts b y g ro w th s c o re i n 2 024
w it h s tr o ng r e ve n ue a n d d ow nlo ad g ro w th . A u str a lia , t h e U S,
Fra n ce , C an ad a, a n d t h e U K a ls o c o ntin ued t o p ro vid e h u ge
g ro w th p ote n tia l f o r n o n-g a m es. J a p an w as a n o ta b le m ark e t
w here g ro w th l a gged d ue t o w ea ke n in g e co no m ic c o nd it io ns
in t h e c o un tr y .
M acro M ob il e T re n d sSo u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . A ll c o u ntr y -le ve l f ig ure s a re n orm aliz e d b y e stim ate s f o r t h e
n u m ber o f s m artp hon es i n e a ch c o u ntr y . I n p ut v a ria ble s i n clu d e d ow nlo a d s p er s m artp hon e u se r ( u se r
a cq uis it io n ), t im e s p en t p er s m artp hon e u se r ( e n g a gem en t), a nd I A P r e ve n u e p er s m artp hon e u se r
(m on etiz a tio n ). S co re s a re c a lc u la te d u sin g Z -s c o re s f o r e a ch m etr ic a cro ss t h e i n clu d ed c o u ntr ie s, a nd
re sc a le d s o t h a t s c o re s a re b etw een 1 a nd 5 , w it h a m ea n o f 3 . O ve ra ll s c o re s a re c a lc u la te d a s t h e
w eig hte d a ve ra ge o f t h e t h re e s c o re s ( 5 0% m on etiz a tio n , 3 0% u se r a cq uis it io n , a nd 2 0% e n g a gem en t).
C op yrig h t © Sen so r T o w er 1 2 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
C urre n t S co re G ro w th S co re
11 .522 .533 .544 .55
U nit e d S ta te s U nit e d A ra b E m ir a t… A u stra lia S au d i A ra b ia J a p an S in ga p ore C an ad a U nit e d K in gd om So u th K ore a G erm an y B ra zil M exic o F ra n ce In d on esia T h ail a n d Tu rk e y In d iaA rg e n tin a Sp ain I t a ly V ie tn am
O ve ra ll S co re U se r A cq uis tio n S co re E n ga ge m en t S co re M on etiz a tio n S co re
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . A p p s c la ssif ie d u sin g S en so r T o w er’s
t a xo n om y a s o f J a nu a ry 5 , 2 025.
T op 2 0 G lo b al A pp S u b gen re s b y D ow nlo ad s i n 2 024 Div e D eep er w it h S en so r T ow er’s T op A pps
Id en tif y t h e t o p p erfo rm in g a p ps a cro ss a n y c o un tr y
a n d a n y a p p s to re c a te g o ry . O r, t r y S en so r T o w er’s
d eta il e d a p p t a xo no m y, i n clu d in g m ore t h an 1 80
d if fe re n t c la ssif ic a tio ns f o r n o n-g a m e a p ps. S en so r
To w er c u sto m ers c a n t r y t h e l in k h ere .
C ore A pp C ate g o rie s
A ch ie v e P osit iv e D ow nlo ad
G ro w th in 2 024
Macro M ob il e T re n d s
1% In sta gra m
7% N etflix
5 % Te m u
-5 % T ic k T o ck-T ik T o k L iv e W allp ap er
4 % W hats A p p M esse n ge r
-8 % R em in i
-3 2% V P N – S u p er U nlim it e d P ro xy
2 % N uban k
-1 0% C ap C ut
10% P hon eP e
-5 % Q uark
1 2% W hats A p p B usin ess
-2 4% S am su n g S m art S w it c h M ob il e
7 % go v.b r
-6 % S p otif y
3 % M yJ io
1 0% D DM usic
1 12% C hatG PT
5% O m eT V
3% fit p ro
W orld w id e So cia l | S o cia l M ed ia
M ed ia & E n te rta in m en t | F il m & …
Sh op pin g | S h op pin g ( G en era l)
S o w are | C usto m iz a tio n & …
So cia l | S o cia l M essa gin g
So w are | P hoto E d it in g
So w are | A n tiv ir u s & V P N
Fin an cia l S erv ic e s | C on su m er…
S o w are | V id eo E d it in g
Fin an cia l S erv ic e s | D ig it a l W alle t…
S o w are | O th er U til it ie s
S o w are | O th er B usin ess & …
So w are | F il e M an age m en t
La w & G ove rn m en t | L a w & …
M ed ia & E n te rta in m en t | M usic & …
Te le co m | T e le co m
So w are | M ed ia P la ye rs
A I | A I C hatb ots
M ed ia & E n te rta in m en t | D atin g
H ea lt h & W elln ess | G ym s & F it n ess
0 0 .5 B 1B 1.5 B 2B 2.5 B 3B 3.5 B 4B 4.5 B 5B 5.5 B 6B
Y o Y
G ro w th
# 1 A pp i n t h e S u b gen reE ve n i n 2 024, s o m e o f t h e b ig gest a p p s u b gen re s s til l p ro vid e
sta b le s o urc e s o f n ew d ow nlo ad s f o r m ob il e a p p p ub lis h ers .
S o cia l M ed ia ( in clu d in g a p ps l ik e In sta gra m a n d Tik T o k ), F il m
& T ele vis io n S tr e a m in g ( in clu d in g N etflix a n d D is n ey+ ), a n d
G en era l S h o p pin g ( in clu d in g T em u a n d Am azo n S h o p pin g )
had m od est p osit iv e Y o Y g ro w th g lo b all y i n 2 024. A f e w
Fin an cia l S erv ic e s s u b gen re s a ls o a ch ie ve d p osit iv e g ro w th ,
w it h D ig it a l W alle t & P 2P P aym en t a p p d ow nlo ad s c lim bin g
10% a n d C onsu m er B an kin g a p p d ow nlo ad s u p 2 % Y o Y.
I n c o ntr a st, s e ve ra l S o ft w are g en re s s a w n o ta b le d eclin es,
in clu d in g A n tiv ir u s & V P N ( – 3 2% Y o Y) a n d F il e M an agem en t
(- 2 4% ). A l a rg e p ortio n o f t h is d ro p o ff i n d ow nlo ad s c a n b e
exp la in ed b y t h e m ark e t c o rre ctin g f o llo w in g y e a rs o f r a p id
d ow nlo ad g ro w th , p artic u la rly i n a f e w o f t h e l a rg est m ark e ts
lik e I n d ia a n d B ra zil .
C op yrig h t © Sen so r T o w er 1 3 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s. A p ps c la ssif ie d u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025.
T op 2 0 G lo b al A pp S u b gen re s b y I A P R ev en ue i n 2 024 Tik T ok’s R eco rd -B re a k in g A sc e n t
Check o ut o ur b lo g p ost s tu d yin g h o w T ik T o k b eca m e
th e f ir s t n o n-g a m e t o r e a ch $ 15 b il l io n i n g lo b al
co nsu m er s p en d a n d h o w i t s ta ck s u p a ll- t im e.
S tr e a m in g a nd S ocia l M ed ia
L ea d R ev en ue in N on –
G am es a s A I C hatb ots S urg e
Macro M ob il e T re n d s
31% D is n ey+
2 9% T ik T o k
13% T in d er D atin g A p p
9% A u d ib le
1 8% Q Q M usic
2 9% G oogle O ne
11% E S P N
16% P ic sa rt
1 6% A za r
14% LIN E
31% D uolin go
5 9% C ap C ut
18% S tra va
2 09% C hatG PT
27% T h e N ew Y o rk T im es
2 2% Lin ke d In
2 0% N ord VP N
10% M yF it n essP al
12% Fa ce A p p
26% C an va
W orld w id e Med ia & E n te rta in m en t | F il m & …
So cia l | S o cia l M ed ia
M ed ia & E n te rta in m en t | D atin g
M ed ia & E n te rta in m en t | B ooks & …
M ed ia & E n te rta in m en t | M usic & …
So w are | C lo u d S to ra ge
S p orts | S p orts E n te rta in m en t
So w are | P hoto E d it in g
M ed ia & E n te rta in m en t | S o cia l…
S o cia l | S o cia l M essa gin g
Jo b s & E d uca tio n | L a n gu age …
S o w are | V id eo E d it in g
H ea lt h & W elln ess | G ym s & F it n ess
A I | A I C hatb ots
M ed ia & E n te rta in m en t | N ew s & …
Jo b s & E d uca tio n | J o b s & E d uca ti…
S o w are | A n tiv ir u s & V P N
H ea lt h & W elln ess | N utr it io n & D ie t
S o w are | S elf ie & B ea u ty E d it o rs
S o w are | P oste r & C ard D esig n
0 $1B$2B$3B$4B$5B$6B$7B$8B$9B$10B$11B$12B
Y o Y
G ro w th
F il m & T ele vis io n S tr e a m in g a n d S o cia l M ed ia w ere t h e t o p
tw o s u b gen re s b y I A P r e ve n ue i n 2 02 4 b y a w id e m arg in , a n d
b oth s a w r a p id g ro w th a cro ss t h e g lo b e. H ow eve r, t h e t w o
have t a ke n d if fe re n t p ath s t o b eco m in g t h e l e a d in g s u b gen re s
o n m ob il e . S tr e a m in g a p ps t e n d t o m onetiz e t h ro ugh
su b sc rip tio ns, a n d t h e s p ace r e m ain s v e ry c o m petit iv e w it h
n in e d if fe re n t a p ps a cco un tin g f o r a t l e a st 3 % o f t h e o ve ra ll
s tr e a m in g r e ve n ue ( a n d n o ne a b ove 1 5% ). S o cia l M ed ia , o n
th e o th er h an d , i s d om in ate d b y T ik T o k a n d Yo uTu b e , w hic h
a lo ne t a ke m ore t h an 7 0% o f t h e s u b gen re ‘s c o nsu m er s p en d .
Tik T o k i n p artic u la r h as r e vo lu tio niz e d n o n-g a m e
monetiz a tio n, o ffe rin g i n -a p p p urc h ase s t h at a llo w u se rs t o t ip
c re a to rs o r p ro m ote t h eir c o nte n t.
M ob il e h as a ls o r is e n t h e w ave o f A I e n th u sia sm i n to 2 024. A I
C hatb ot a p ps l ik e C hatG PT w as t h e f a ste st g ro w in g a p p
su b gen re w it h m ore t h an 2 00% g ro w th Y o Y, a n d a t t h is r a te
th e s u b gen re c o uld e a sil y r a n k a m ong t h e t o p 1 0 b y g lo b al
co nsu m er s p en d a y e a r f r o m n o w .
#1 A pp i n t h e S u b gen reC op yrig h t © Sen so r T o w er 1 4 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . A p p s c la ssif ie d u sin g S en so r T o w er’s
t a xo n om y a s o f J a nu a ry 5 , 2 025.
T op 2 0 G lo b al A pp S u b gen re s b y T ota l T im e S p en t ( H ou rs ) i n 2 024 Unlo ck S en so r T ow er’s A pp U sa g e M etr ic s
S en so r T o w er’s u sa ge m etr ic s l e t y o u d iv e d eep i n to i n –
ap p u sa ge b eh avio r. B ase d o n t h e w orld ’s l a rg est
p ro p rie ta ry m ob il e a p p p an el, b en ch m ark t im e s p en t,
s e ssio ns, a ctiv e u se rs , a n d m ore . C heck i t o ut h ere .
C on su m ers S pen t N ea rly
2 .4 T ril lio n H ou rs o n S ocia l
M ed ia A pps i n 2 02 4 — or 6 .6
Bil lio n H ou rs E ach D ay
Macro M ob il e T re n d s
W orld w id e So cia l | S o cia l M ed ia
S o cia l | S o cia l M essa gin g
So w are | B ro w se rs
M ed ia & E n te rta in m en t | F il m & …
So w are | C allin g & S M S
Med ia & E n te rta in m en t | M usic & …
Sh op pin g | S h op pin g ( G en era l)
S o w are | O th er B usin ess & …
So w are | C usto m iz a tio n & …
So w are | O th er U til it ie s
S o w are | M ed ia P la ye rs
S o w are | P hoto G alle rie s
S o w are | E m ail
M ed ia & E n te rta in m en t | B ooks & …
Tra ve l & T o u ris m | N avig a tio n & …
So w are | C lo u d S to ra ge
A I | A I C hatb ots
F in an cia l S erv ic e s | C on su m er…
M ed ia & E n te rta in m en t | D atin g
Fin an cia l S erv ic e s | D ig it a l W alle t…
0 0 .2 T0.4 T0.6 T0.8 T 1T 1.2 T1.4 T1.6 T1.8 T 2T 2.2 T2.4 T
6 % T ik T o k
2% W hats A p p M esse n ge r
1 % G oogle C hro m e
-5 % D is n ey+ H ots ta r
16% Tru eca lle r
6 % S p otif y
9 % S h op ee
1 5% W hats A p p B usin ess
2 1% H iO S L a u n ch er
2 2% C lo ck
9 % P LA Yit
1 4% G oogle P hoto s
3% G m ail
– 8 % W EB TO ON
2% G oogle M ap s
3% G oogle D riv e
3 47% C hara cte r A I
7% S b erB an k O nlin e
3% B ad oo
21% G oogle P ay
Y o Y
G ro w th
M ob il e u se rs s p en t n ea rly 2 .4 t r il lio n h o urs o n S o cia l M ed ia
a p ps i n 2 024 a cro ss i O S a n d A n d ro id d evic e s, u p 6 % Y o Y. T h is
w as e q uiv a le n t t o 6 .6 b il lio n h o urs p er d ay, o r r o ugh ly a n
ave ra ge o f 5 0 m in ute s f o r e ve ry p ers o n o n E arth . M essa gin g
ap ps w ere a d is ta n t s e co nd a t 6 07 b il lio n h o urs , f o llo w ed b y
B ro w se rs a t 3 30 b il lio n h o urs .
T im e s p en t g ro w th i n A I C hatb ot a p ps e ve n o utp ace d t h e
d ow nlo ad s, w it h m ore t h an 3 00% Y o Y g ro w th . C onsu m ers
s p en t m ore t h an 7 b il lio n h o urs i n a p ps l ik e C hara cte r A I a n d
C hatG PT .
A n o th er f a st g ro w in g s u b gen re w as D ig it a l W alle ts & P 2P
P aym en ts , w hic h s a w t im e s p en t c lim b 2 1% Y o Y. T h is i n clu d ed
str o ng g ro w th a cro ss m an y A P AC a n d L a tin A m eric a m ark e ts
s u ch a s I n d ia , I n d onesia , S o uth K ore a , a n d A rg en tin a.
# 1 A pp i n t h e S u b gen reC op yrig h t © Sen so r T o w er 1 5 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s. A p ps c la ssif ie d u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025.
D ow nlo ad s
Ap p G ro w th 2 024 Y o Y
IA P R ev en ue
Ap p G ro w th 2 024 Y o Y
T im e S p en t ( H ou rs )
A p p G ro w th 2 024 Y o Y
In tr o d ucin g A pp I Q : A pp C la ssif ic a tio n M ad e S im ple
C om in g Q 1 2 025, A p p I Q b y S en so r T o w er w il l c o m bin e t h e
b est o f b oth S en so r T o w er’s t a xo no m y a n d d ata .a i’s A p p I Q .
N ote : T h is r e p ort i s b a se d o n S en so r T o w er’s t a xo n om y o n ly .
A I C hatb ots i s t he B re a k o u t S ub gen re f o r D ow nlo ad s i n 2 024
No s u b gen re b uil t t h eir u se r b ase m ore t h an A I C hatb ots , w hic h a d ded 6 35 m il lio n m ore d ow nlo ad s i n 2 024 c o m pare d t o 2 023. T h e
ca te g o ry w as c le a rly a p pea lin g t o u se rs a ft e r d ow nlo ad a s w ell , w it h h u ge g a in s i n t im e s p en t a n d I A P r e ve n ue. A I C hatb ots r a n ke d a s t h e
#3 s u b gen re b y Y o Y r e ve n ue g ro w th a n d t im e s p en t g ro w th . S cro ll t h ro ugh t h e d if fe re n t m ark e ts t o s e e w here A I C hatb ots a re g a in in g
tr a ctio n t h e f a ste st a n d w hic h m ark e ts m ay s til l p ro vid e o p portu n it ie s f o r g ro w th .
M acro M ob il e T re n d s
W orld w id e AI | A I C hatb ots
F in an cia l S erv ic e s |
C ry p to cu rre n cy
M ed ia & E n te rta in m en t |
F il m & T e le vis io n S tre a m in g
So w are | O th er B usin ess &
P ro d uctiv it y S o w are
F in an cia l S erv ic e s | D ig it a l
W alle ts & P 2P P aym en ts
S o w are | P hoto E d it in g
So w are | V id eo E d it in g
So w are | C on te n t
D ow nlo ad ers
S o w are | F il e M an age m en t
So w are | A n tiv ir u s & V P N
-0 .8 B-0 .4 B 0 0.4 B0.8 B
W orld w id e
Med ia & E n te rta in m en t |
F il m & T e le vis io n S tre a m in g
So cia l | S o cia l M ed ia
A I | A I C hatb ots
S o w are | C lo u d S to ra ge
M ed ia & E n te rta in m en t |
D atin g
Sh op pin g | S n ea ke rs &
A th le tic F o otw ea r
S o w are | C alc u la to rs
S o w are | C allin g & S M S
Fin an cia l S erv ic e s | B usin ess
F in an ce & B usin ess…
H ea lt h & W elln ess | H ea lt h &
W elln ess ( G en era l)
0 $ 0.5 B $1B $1.5 B $2B $2.5 B $3B
W orld w id e So cia l | S o cia l M ed ia
S o cia l | S o cia l M essa gin g
AI | A I C hatb ots
S o w are | C allin g & S M S
So w are | O th er B usin ess &
P ro d uctiv it y S o w are
S o w are | V id eo E d it in g
R elig io n & S p ir it u alit y |
R elig io n & S p ir it u alit y
M ed ia & E n te rta in m en t |
B ooks & C om ic s
S o w are | F il e M an age m en t
M ed ia & E n te rta in m en t |
F il m & T e le vis io n S tre a m in g
0 20B40B60B80B100B120B140B160B
C op yrig h t © Sen so r T o w er 1 6 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s. I n clu d es e stim ate s s in ce t h e s ta rt o f 2 014.
N um ber o f A pps S u rp assin g A nnual G lo b al I A P R ev en ue Exp lo re t h e F u ll L is t o f L ea d ers i n 2 024
Sen so r T o w er c u sto m ers c a n exp lo re t h e f u ll l is t o f T o p
Ap ps i n 2 024 , b y c a te g o ry , m ark e t, a n d d evic e . P le a se
n o te t h at t h e S en so r T o w er p la tfo rm s h o w s n et
re ve n u e , e xc lu d in g a n y p erc e n t t a ke n b y t h e a p p s to re s.
F o u r G am es J oin ed t he
B il lio n D olla r C lu b in 2 024
La st W ar , W hit e o ut S u rv iv a l , D un geo n & F ig h te r , a n d B ra w l S ta rs
w ere t h e l a te st g a m es t o r e a ch t h e b il lio n d olla r c l u b — t h at i s ,
s u rp assin g $ 1 b il lio n i n g lo b al g ro ss I A P r e ve n ue f o r a c a le n d ar
ye a r. T h is w as t h e m ost a p ps t o r e a ch t h e m il e sto ne f o r t h e f ir s t
tim e s in ce 2 021 a n d r e fle cts h o w t h e m ob il e g a m es m ark e t i s
b eg in nin g t o b oun ce b ack .
I n te re stin gly , w hil e t h e n o n-g a m e m ark e t c o ntin ues t o f lo uris h ,
o nly o ne n o n-g a m e a p p s u rp asse d $ 1 b il lio n f o r t h e f ir s t t im e i n a
y e a r: W eT V . A n o th er s tr e a m in g s e rv ic e m ay h it t h e m il e sto ne
next y e a r — Max f e ll j u st s h o rt i n 2 024.
In t o ta l, 1 7 a p ps r e a ch ed t h e b il lio n d olla r m il e sto ne i n 2 024,
in clu d in g s ix n o n-g a m es a n d a r e co rd -h ig h 1 1 g a m es. A n d
w hil e t h e n um ber o f a p ps r e a ch in g t h e $ 100 m il lio n a n d $ 10
m il lio n m il e sto nes f o r a n nual I A P r e ve n ue h ave h eld f a ir ly
s te a d y i n r e ce n t y e a rs , i m pro vin g r e ve n ue o p portu n it ie s f o r
no n-g a m es h ave c a u se d t h e n um ber o f n o n-g a m es t o r e a ch
th ese t h re sh o ld s t o s te a d il y c lim b, o ffs e ttin g r e ce n t d eclin es
in t h e n um ber o f g a m es h it tin g t h e m ark s.
M acro M ob il e T re n d s A pps t o R ea ch $ 1 B il lio n i n A nnual G lo b al I A P R ev en ue f o r t h e F ir s t T im e $10 M il lio n + $100 M il lio n + $1 B il lio n +
1.6 K1.2 K0.8 K0.4 K0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
265 331 482 587
211
655
269
717
385
848
489
897
537
851
597
883
711
858
A p plic a tio n s G am es
2 014
or e a rlie r
0
N ew A pps
2 01520162017201920182020202120222023
Cla sh o f
C la n s
P uzzle &
D ra g o n s
M on ste r
S tr ik e
H on or o f
K in gs
Fa te /G ra n d
O rd er
N etflixT in d erC oin
M aste r
P U BG
M ob il e
P okém on
G O
Tik T okG am e f o r
P ea ce
R ob lo xYo u Tu b eG en sh in
I m pact
G are n a
Fre e F ir e
C an d y
C ru sh S ag a
D is n ey +G oogle O neM on op oly
G O
Roya l
M atc h2 024
Whit e o u t
Su rv iv a l
D un geo n
& F ig h te r
La st W arB ra w l
S ta rs
W eT VC op yrig h t © Sen so r T o w er 1 7 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
So u rc e : S en so r T o w er
N ote : A m on g A n d ro id u se rs i n t h e U nit e d S ta te s. I n clu d es Y o u Tu b e a nd e xc lu d es o th er p re -in sta lle d a pps. A ge B re a k d ow n A m on g S ele ct C ate g o rie s
U nit e d S ta te s i n Q 4 2 024
In te re ste d i n m ore A ud ie n ce I n sig h ts ?
D iv e d eep er i n to a u d ie n ce d em ogra p hic s a n d b eh avio r b y
ap p, c a te g o ry , u se r p ers o na, a n d m ore ! C lic k h ere t o l e a rn
m ore a b out A u d ie n ce I n sig h ts f r o m S en so r T o w er.
G en Z E m bra ce s U se r-G en era te d C on te n t,
fr o m Vid eo s t o P in b oard s
Cre a tiv e c a te g o rie s l ik e G ra p hic s & D esig n a n d P ho to & V id eo a re p artic u la rly a p pea lin g t o y o un ger u se rs , a s a re E n te rta in m en t a n d
So cia l N etw ork in g a p ps. M ea n w hil e , P ro d uctiv it y , S h o p pin g, H ea lt h & F it n ess, a n d M ed ic a l a p ps s k e w m ore t o w ard s o ld er u se rs . L o okin g
at t o p a p ps f o r d if fe re n t a ge g ro up s, a p ps l ik e S p otif y , I n sta gra m , D is c o rd , a n d Sn ap ch at a re m ore p op ula r w it h y o un ger u se rs . A m azo n
an d Ven m o a re f r e q uen tly u se d b y m id dle -a ged u se rs , w hil e Fa ce b ook a n d W alm art s k e w t o w ard s a n o ld er d em ogra p hic .
M acro M ob il e T re n d s T op A pps b y S h are o f A ud ie n ce U sin g A pp
U nit e d S ta te s i n Q 4 2 024
Yo uTu b e Yo uTu b e Yo uTu b e Yo uTu b e Yo uTu b e
Sp otif y S p otif y A m azo n A m azo n Fa ce b ook
In sta gra m In sta gra m M esse n ge r Fa ce b ook A m azo n
D is c o rd A m azo n Fa ce b ook M esse n ge r M esse n ge r
A m azo n M esse n ge r In sta gra m In sta gra m In sta gra m
S n ap ch at Fa ce b ook Sp otif y S p otif y W hats A p p
Fa ce b ook W hats A p p W hats A p p W hats A p p Sp otif y
T ik T o k Ven m o Ven m o Ven m o Walm art
W hats A p p R ed dit N etflix N etflix T ik T o k
P in te re st D is c o rd R ed dit T ik T o k N etflix
1234567891 01 8-2 425-3 435-4 445-5 455+
05%10%15%20%25%30%35%40%45%50%55%60%
G ra p hic s & D esig n P hoto & V id eo E n te rta in m en t So cia l N etw ork in g Ed uca tio n B ooks S p orts T ra ve l H ea lt h & F it n ess P ro d uctiv it y M ed ic a l Fo od & D rin k B usin ess F in an ce S h op pin g
1 8-2 4 25-3 4 35-4 4 45-5 4 55+ Cop yrig h t © Sen so r T o w er 1 8 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
So u rc e : S en so r T o w er
N ote : A m on g A n d ro id u se rs i n t h e U nit e d S ta te s. I n clu d es Y o u Tu b e a nd e xc lu d es o th er p re -in sta lle d
a pps. G en d er r e p re se n te d a s M en a nd W om en o n ly a nd i s n ot r e p re se n ta tiv e o f a ll g en d er i d en tit ie s.
G en d er B re a k d ow n A m on g S ele ct C ate g o rie s
U nit e d S ta te s i n Q 4 2 024
Cop yrig h t © Sen so r T o w er 1 9 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
G ra p hic s & Desig n a nd S hop pin g S kew Tow ard s W om en
Fo r t h e G ra p hic s & D esig n , S h o p pin g, a n d B ooks c a te g o rie s, w om en o utn um ber m en b y a t l e a st t w o t o o ne i n t h e U nit e d S ta te s o n
ave ra ge. S p orts , F in an ce , T ra ve l, a n d B usin ess a re m ore c o m monly u se d b y m en o n a ve ra ge. T o p a p ps t e n d t o h ave a l a rg e u se r b ase
w it h b oth m en a n d w om en , b ut a f e w a p ps r a n k a m ong t h e t o p 1 0 f o r o ne g en d er. D is c o rd a n d Red dit a re a m ong t h e t o p 1 0 f o r m en
o nly , w hil e P in te re st a n d Tik T o k r a n k a m ong t h e t o p 1 0 f o r w om en .
M acro M ob il e T re n d s
010%20%30%40%50%60%70%80%90%100%
G ra p hic s & D esig n S h op pin g B ooksE n te rta in m en t M ed ic a l Fo od & D rin k So cia l N etw ork in g H ea lt h & F it n ess P ro d uctiv it y E d uca tio n P hoto & V id eo Tra ve l B usin ess F in an ce S p orts
M en W om en T op A pps b y S h are o f A ud ie n ce U sin g A pp
U nit e d S ta te s i n Q 4 2 024
Yo uTu b e Yo uTu b e
Sp otif y In sta gra m
In sta gra m S p otif y
A m azo n A m azo n
Fa ce b ook P in te re st
W hats A p p Fa ce b ook
M esse n ge r M esse n ge r
D is c o rd W hats A p p
R ed dit T ik T o k
Sn ap ch at V en m o
12345678910M enW om enSen so r T ow er C usto m ers C an E xp lo re M ore !
S en so r T o w er c u sto m er? C heck o ut A u d ie n ce I n sig h ts h ere
fo r m ore c a te g o rie s, u se r p ers o nas, a n d s o m uch m ore .
02
M ob il e G eo
E xp an sio n
Mob il e i s g o in g g lo b al. A p p d eve lo p ers l o ok t o e xp an d a cro ss r e g io n s a n d a p pea l t o a b ro ad
au d ie n ce , f r o m t h e A m eric a s t o E u ro p e t o A sia . T h is m ea n s l o ca liz in g e ve ry th in g f r o m t h e a p p’s
c o n te n t t o t h e a d c a m paig n s f o r e a ch m ark e t t o i m pro ve u se r a cq uis it io n a n d e n gagem en t.
C op yrig h t © Sen so r T o w er 2 0 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s.
S h are o f M ark et’s D ow nlo ad s f r o m D om estic P ub lis h ersS h are o f M ark et’s I A P R ev en ue f r o m D om estic P ub lis h ers
M ob il e is G lo b al: O nly 2 1-2 2% of D ow nlo ad s a nd C on su m er
S p en d C om e f ro m Dom estic P ub lis h ers
Nea rly f o ur o ut o f e ve ry f iv e a p p d ow nlo ad s a n d d olla rs s p en t a cro ss i O S a n d G oolg e P la y w as o uts id e o f t h e c o un tr y w here t h e a p p w as
d eve lo p ed . H ow eve r, t h e p re se n ce o f f o re ig n -b ase d p ub lis h ers v a rie d s ig n if ic a n tly b etw een m ark e ts . I n C hin a M ain la n d , m ore t h an 9 0%
o f d ow nlo ad s a n d c o nsu m er s p en d w as f o r a p ps d eve lo p ed b y C hin a-b ase d p ub lis h ers . J a p an , S o uth K ore a , a n d t h e U S a ls o h ad a
s tr o ng p re se n ce f r o m d om estic -b ase d p ub lis h ers .
M ob il e G eo E xp an sio n
A ll A p ps G am es
100%90%80%70%60%50%40%30%20%10%0
C hin a M ain la n d Ja p an S o u th K ore a U nit e d S ta te s In d iaV ie tn am Ta iw an Fra n ce T u rk e y G erm an y U nit e d K in gd om B ra zilS in ga p ore S au d i A ra b ia A u stra lia I n d on esia U nit e d A ra b E m ir a t… S p ain I t a lyT h ail a n d C an ad a Arg e n tin a M exic o
2 022 2023 2024
A ll A p ps G am es
100%90%80%70%60%50%40%30%20%10%0
C hin a M ain la n d Ja p an U nit e d S ta te s S o u th K ore a Ta iw an V ie tn am Fra n ce G erm an y U nit e d K in gd om B ra zil I n d ia T u rk e y U nit e d A ra b E m ir a t… A u stra lia I n d on esia S p ainS in ga p ore It a lyT h ail a n dSau d i A ra b ia C an ad a M exic o A rg e n tin a
2 022 2023 2024
Cop yrig h t © Sen so r T o w er 2 1 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
Sh are o f D ow nlo ad s f r o m D om estic -B ase d P ub lis h ers b y M ark et
D om estic -B ase d P ub lis h ers
G ain ed G ro u n d in M ost
M ark ets E xce p t J ap an a nd
Sou th K ore a
Th e s h are o f d ow nlo ad s c o m in g f r o m a p p p ub lis h ers b ase d i n
e a ch m ark e t i n cre a se d o ve r t h e p ast f iv e y e a rs i n m ost
m ark e ts , i n clu d in g C hin a M ain la n d , t h e U nit e d K in gd om , a n d
th e U nit e d S ta te s. P ub lis h ers b ase d i n t w o M id dle E ast
m ark e ts , S au d i A ra b ia a n d t h e U AE, h ave r e a lly g a in ed g ro un d
in t h eir r e sp ectiv e m ark e ts .
F o r e xa m ple , p ub lis h ers b ase d i n S au d i A ra b ia a cco un te d f o r
nea rly 1 7% o f t h e d ow nlo ad s i n S au d i A ra b ia i n 2 024. W hil e
p ub lis h ers b ase d o uts id e o f S au d i A ra b ia s til l t o ok m ost o f t h e
d ow nlo ad s i n t h e m ark e t ( 8 3% ), t h e s h are h as s h if t e d
d ra m atic a lly o ve r t h e p ast f iv e y e a rs . I n 2 019, d om estic
p ub lis h ers t o ok o nly 8 .6 % o f d ow nlo ad s i n S au d i A ra b ia w it h
9 1.4 % c o m in g f r o m f o re ig n p ub lis h ers .
J a p an , S o uth K ore a , a n d T u rk e y w ere t h e o nly m ark e ts t o s e e
th e s h are o f d ow nlo ad s f r o m d om estic p ub lis h ers d eclin e
o ve r t h e p ast f iv e y e a rs . J a p an a n d S o uth K ore a h ave b een
ch alle n gin g m ark e ts f o r f o re ig n p ub lis h ers t o b re a k i n to
h is to ric a lly d ue t o h ig h l o ca liz a tio n c o sts a n d r e la tiv e ly u n iq ue
co nsu m er p re fe re n ce s i n t h o se m ark e ts .
J a p an
S o u th K ore a
T u rk e y
Fra n ce
S in ga p ore
U nit e d S ta te s
C an ad a
Ta iw an
S p ain
G erm an y
M exic o
B ra zil
I t a ly
I n d on esia
A rg e n tin a
U nit e d K in gd om
Th ail a n d
Au stra lia
V ie tn am
In d ia
C hin a M ain la n d
U nit e d A ra b E m ir a te s
S au d i A ra b ia
0 2 0%40%60%80% 100%
2019 2024
0 2 %4%6%8%
-2 .4 %
-2 .3 %
-0 .4 %
0.3 %
0.6 %
0.7 %
0.9 %
1.4 %
1.9 %
2.0 %
2.1 %
2.1 %
2.4 %
2.5 %
2.5 %
2.9 %
3.5 %
4.1 %
4.6 %
4.8 %
6.0 %
7.6 %
8.3 %
M ob il e G eo E xp an sio nSo u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . D is p la ys t h e s h a re o f d ow nlo a d s f r o m p ub lis h ers w it h
h ea d qua rte rs l o ca te d i n e a ch m ark e t ( v s. d ow nlo a d s f r o m p ub lis h ers b a se d o u stid e t h a t m ark e t).
5 -Y ea r C han ge Cop yrig h t © Sen so r T o w er 2 2 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
Dow nlo ad G ro w th B etw een 2 019 – 2 024 b y P ub lis h er H ea d quarte r C ou n tr y
A P AC P ub lis h ers A dded t he
M ost M ark et S hare in J ap an
an d S ou th K ore a
Pub lis h ers b ase d i n m ark e ts l ik e S in ga p ore , H ong K ong, a n d
Vie tn am h ave g a in ed t h e m ost g ro un d o ve r t h e p ast f iv e y e a rs .
S in ga p ore -b ase d p ub lis h ers h ad t h e h ig h est d ow nlo ad
gro w th b etw een 2 019 a n d 2 024 i n J a p an a n d t h e U nit e d
S ta te s, w hil e V ie tn am -b ase d p ub lis h ers l e d t h e w ay i n F ra n ce ,
S in ga p ore , S o uth K ore a a n d T u rk e y.
M ob il e G eo E xp an sio nSo u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . Y ea rly D ow nlo ad s b y P ub lis h er H ea d quarte r C ou n tr y , 2 019 v s. 2 024 Cop yrig h t © Sen so r T o w er 2 3 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
400M350M300M250M200M150M100M50M0
V ie tn am S in ga p ore H on g K on g Is ra el Tu rk e y U nit e d A ra b
E m ir a te s
G erm an y N eth erla n d s Fra n ce P akis ta n
P ub lis h er H ea d quarte r C ou n tr y
2 019 2024
F ra n ce
40M30M20M10M0
V ie tn am S in ga p ore H on g K on g Is ra el Tu rk e y U nit e d A ra b
E m ir a te s
G erm an y N eth erla n d s Fra n ce P akis ta n
P ub lis h er H ea d quarte r C ou n tr y
Sh are o f I A P R ev en ue f r o m D om estic -B ase d P ub lis h ers b y M ark et
P ub lis h ers E xp an d in to N ew
M ark ets f o r R ev en ue
G ro w th
Seve ra l t o p A P AC m ark e ts s a w t h eir s h are o f r e ve n ue f r o m
lo ca l p ub lis h ers d eclin e a s t h ey f a ce d c o m petit io n f r o m a p p
deve lo p ers i n C hin a M ain la n d , t h e U S, a n d o th er m ark e ts . T h e
sh are o f J a p an ‘s I A P r e ve n ue f r o m d om estic -b ase d p ub lis h ers
d eclin ed 1 6 p erc e n ta ge p oin ts b etw een 2 019 a n d 2 024, a n d
So uth K ore a h ad a 1 2 p erc e n ta ge p oin t d eclin e o ve r t h e s a m e
perio d .
In te re stin gly , t h e s h are o f I A P r e ve n ue i n t h e U S f r o m U S-
b ase d p ub lis h ers a ctu ally i n cre a se d o ve r t h e p ast f iv e y e a rs .
M ore t h an h alf o f e ve ry d olla r s p en t o n I A P s i n t h e U S w en t t o
U S-b ase d c o m pan ie s i n 2 024.
J a p an
S o u th K ore a
Ta iw an
Tu rk e y
In d ia
M exic o
U nit e d K in gd om
Th ail a n d
Fra n ce
A rg e n tin a
Sp ain
I t a ly
S in ga p ore
B ra zil
G erm an y
C an ad a
Au stra lia
C hin a M ain la n d
Sau d i A ra b ia
U nit e d S ta te s
V ie tn am
In d on esia
U nit e d A ra b E m ir a te s
0 2 0%40%60%80% 100%
2019 2024
-1 2% -8 %-4 % 0 4%
-1 6.1 %
-1 1.8 %
-6 .0 %
-2 .4 %
-1 .7 %
-1 .5 %
-1 .3 %
-0 .9 %
-0 .8 %
-0 .1 %
0.2 %
0.5 %
0.9 %
1.1 %
1.2 %
1.5 %
1.9 %
2.4 %
3.6 %
3.7 %
3.8 %
4.7 %
4.7 %
M ob il e G eo E xp an sio n 5 -Y ea r C han ge So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t t a ke n b y t h e a pp
sto re s. D is p la ys t h e s h a re o f I A P r e ve n u e f r o m p ub lis h ers w it h h ea d qua rte rs l o ca te d o u ts id e i n e a ch
m ark e t ( v s. I A P r e ve n u e f r o m p ub lis h ers b a se d o u ts id e t h a t m ark e t).
C op yrig h t © Sen so r T o w er 2 4 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
IA P R ev en ue G ro w th B etw een 2 019 – 2 024 b y P ub lis h er H ea d quarte r C ou n tr y
C hin a a nd U nit e d S ta te s
A pp D ev elo p ers H ave a
G lo b al R ea ch
Wit h t h e U S a n d C hin a m ark e ts b eco m in g m ore s a tu ra te d ,
ap p p ub lis h ers f r o m t h ese m ark e ts h ave e xp an d ed a cro ss t h e
glo b e. P ub lis h ers f r o m t h ese m ark e ts s a w t h e l a rg est I A P
re ve n ue g ro w th b etw een 2 019 a n d 2 024 a cro ss t o p m ark e ts i n
A P AC a n d E M EA , i n clu d in g J a p an , S o uth K ore a , t h e U K, a n d
Fra n ce .
E xc lu d in g t h e U S a n d C hin a M ain la n d , o th er t o p p ub lis h er
lo ca tio ns v a rie d b y m ark e t. T u rk e y r a n ke d t h ir d b y I A P
re ve n ue g ro w th i n J a p an a n d t h e U S. S in ga p ore , H ong K ong,
a n d I s ra el a ls o r a n ke d a m ong t h e t o p 1 0 i n s e ve ra l m ark e ts .
M ob il e G eo E xp an sio nSo u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t t a ke n b y t h e a pp
sto re s.
Y ea rly I A P R ev en ue b y P ub lis h er H ea d quarte r C ou n tr y , 2 019 v s. 2 024 Cop yrig h t © Sen so r T o w er 2 5 S ta te o f M ob il e 2 025 | T ik T o k E d it io n F ra n ce
$600M$500M$400M$300M$200M$100M0
U nit e d
S ta te s
C hin a
M ain la n d
Fra n ce Is ra el Tu rk e y C yp ru s H on g K on g G erm an y Fin la n d Sin ga p ore
P ub lis h er H ea d quarte r C ou n tr y
$ 1B$0.8 B$0.6 B$0.4 B$0.2 B0
U nit e d
S ta te s
C hin a
M ain la n d
Fra n ce Is ra el Tu rk e y C yp ru s H on g K on g G erm an y Fin la n d Sin ga p ore
P ub lis h er H ea d quarte r C ou n tr y
2 019 2024
IA P R ev en ue b y R eg io n f o r T op S h ort D ra m a A pps
S h ort D ra m a A pps H ave
R ap id ly G ain ed G lo b al
A ppea l
Fir s t p op ula riz e d i n C hin a, s h o rt d ra m a a p ps f e a tu re s u p er
sh o rt e p is o d es d esig n ed t o b e w atc h ed o n y o ur p ho ne. T h ese
a p ps b eg a n t o f in d s u cce ss i n w este rn m ark e ts s ta rtin g i n
2 023, p artic u la rly i n t h e U S.
Early t o p p la ye rs i n t h e s h o rt d ra m a s p ace h ave e xp an d ed t o
o th er r e g io ns o uts id e o f t h e U S t o f in d m ore u se rs a n d b oost
re ve n ue. T h is r e q uir e s c re a tin g s p ecif ic c o nte n t f o r t h ese
m ark e ts i n a d dit io n t o l o ca liz in g t h e a p p s c re en sh o ts ,
d esc rip tio ns, a n d a d c a m paig n s. B y Q 4 2 024, A sia c o ntr ib ute d
22% o f s h o rt d ra m a I A P r e ve n ue a n d E u ro p e a cco un te d f o r
11% .
IA P R eve n ue M ark e t S h are
$ 500M$450M$400M$350M$300M$250M$200M$150M$100M$50M0
Q 1 2 023 Q 2 2 023 Q 3 2 023 Q 4 2 023 Q 1 2 024 Q 2 2 024 Q 3 2 024 Q 4 2 024
N orth A m eric a A sia E u ro p e O ce a n ia S o u th A m eric a M id dle E ast R est o f W orld
M ob il e G eo E xp an sio nSo u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t t a ke n b y t h e a pp
sto re s. S a m ple i n clu d es 1 9 t o p s h ort d ra m a a pps.
C op yrig h t © Sen so r T o w er 2 6 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
Sh are o f I A P R ev en ue b y R eg io n f o r T op S h ort D ra m a A pps i n 2 024
T op S hort D ra m a A pps
a re P op ula r i n t he U S a nd
A cro ss O th er R eg io n s
Sh o rt d ra m a a p ps c a n f in d s o m e s u cce ss i n E u ro p e a n d A sia
e ve n i f t h ey a re o nly i n E n glis h , b ut a d din g c o nte n t i n o th er
la n gu ages c a n b e a n ic e w ay t o f in d g ro w th i n n ew m ark e ts .
T h e t o p s h o rt d ra m a a p ps i n p artic u la r t e n d t o t a rg et s e ve ra l
n o n-E n glis h m ark e ts i n a d dit io n t o m ark e ts l ik e t h e U S,
C an ad a, t h e U K, a n d A u str a lia . F o r e xa m ple , D ra m aB ox a n d
R eelS h o rt a re n o w b oth l o ca liz e d f o r B ra zil , F ra n ce , G erm an y,
J a p an , a n d S o uth K ore a .
P la yle t i s a n e xa m ple o f a s h o rt d ra m a a p p t h at i s s til l
p rim aril y i n E n glis h . A s a r e su lt , m ore t h an 8 0% o f i t s I A P
re ve n ue i n 2 024 w as f r o m N orth A m eric a a n d l e ss t h an 2 %
ca m e f r o m A sia .
S h ort D ra m a T ota l
D ra m aB ox
R eelS h ort
S h ortM ax
G ood Sh ort
K alo s T V
Mob oR eels
M in iS h orts
D re a m eS h ort
河马剧场
F le xT V
M y D ra m a
Gala te aT V
蜜桃小剧场
Sn ack S h ort
P la yle t
S h otS h ort
S h orts W ave
N etS h ort
J o yR eels
0 %10%20%30%40%50%60%70%80%90%100%
61.4 %61.4 % 20.7 %20.7 % 10.4 %10.4 %
58.5 %58.5 % 26.4 %26.4 % 7.8 %7.8 %
72.7 %72.7 % 5.8 %5.8 % 13.7 %13.7 %
58.4 %58.4 % 22.7 %22.7 % 11.1 %11.1 %
69.0 %69.0 % 16.8 %16.8 % 7.5 %7.5 %
64.4 %64.4 % 17.8 %17.8 % 9.7 %9.7 %
45.0 %45.0 % 29.8 %29.8 % 12.6 %12.6 % 7.0 %7.0 %
61.7 %61.7 % 15.9 %15.9 % 13.7 %13.7 %
73.7 %73.7 % 14.3 %14.3 %
100.0 %100.0 %
56.5 %56.5 % 24.0 %24.0 % 10.5 %10.5 %
54.7 %54.7 % 5.6 %5.6 % 26.2 %26.2 %
67.7 %67.7 % 20.0 %20.0 %
100.0 %100.0 %
70.5 %70.5 % 14.8 %14.8 % 8.0 %8.0 %
80.2 %80.2 % 10.8 %10.8 %
59.4 %59.4 % 22.5 %22.5 % 9.4 %9.4 %
56.1 %56.1 % 26.3 %26.3 % 8.8 %8.8 %
50.0 %50.0 % 30.6 %30.6 % 8.3 %8.3 %
35.4 %35.4 % 26.6 %26.6 % 20.3 %20.3 % 8.9 %8.9 %
N orth A m eric a A sia E u ro p e O ce a n ia S o u th A m eric a M id dle E ast R est o f W orld M ob il e G eo E xp an sio nCop yrig h t © Sen so r T o w er 2 7 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t t a ke n b y t h e a pp
sto re s. S a m ple i n clu d es 1 9 t o p s h ort d ra m a a pps.
IA P R ev en ue b y C ou n tr y f o r T op S h ort D ra m a A pps
S ee H ow Top S hort D ra m a
Apps G ra d ually E xp an d ed
to N ew M ark ets
Th e m ark e t l e a d ers i n t h e s h o rt d ra m a s p ace a ll f o un d
ea rly p op ula rit y i n t h e U S b efo re g ra d ually a d din g
ad dit io nal l a n gu ages t o t a rg et k e y m ark e ts . I n te re stin gly ,
e a ch o f t h ese a p ps h ad a s lig h tly d if fe re n t s tr a te g y f o r
w hic h m ark e ts t o p rio rit iz e a ft e r t h e U S.
D ra m aB ox w as q uic k t o s u p port s o m e A P AC l a n gu ages,
in clu d in g l a u n ch in g w it h l o ca liz a tio n f o r S o uth K ore a . I t
a d ded s u p port f o r J a p an a n d I n d onesia b efo re l o ca liz in g
th e a p p f o r E u ro p ea n m ark e ts . S h o rtM ax a ls o p rio rit iz e d
A P AC , q uic k ly l o ca liz in g f o r J a p an , S o uth K ore a , I n d onesia ,
a n d T h ail a n d .
ReelS h o rt, o n t h e o th er h an d , p rio rit iz e d E u ro p ea n m ark e ts
lik e G erm an y a n d F ra n ce b efo re e xp an d in g t o J a p an a n d
So uth K ore a . A s a r e su lt , A sia c o ntr ib ute d a r e la tiv e ly l o w
sh are o f r e ve n ue.
D ra m aB ox R eelS h ort S h ortM ax
$40M$35M$30M$25M$20M$15M$10M$5M0
A p r-2 023 M ay-2 023 Ju n -2 023 Ju l- 2 023 A u g-2 023 S ep -2 023 O ct-2 023 N ov-2 023 D ec-2 023 Ja n -2 024 Fe b -2 024 M ar-2 024 A p r-2 024 M ay-2 024 Ju n -2 024 Ju l- 2 024 A u g-2 024 S ep -2 024 O ct-2 024 N ov-2 024 D ec-2 024
U nit e d S ta te s Ja p an In d on esia S o u th K ore a A u stra lia U nit e d K in gd om P hil ip pin es
C an ad a M ala ysia O th er
M ob il e G eo E xp an sio nSo u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t t a ke n b y t h e a pp
sto re s.
A p r. 1 8, 2 023 R ele a se d i n T a iw an , L o ca liz e d f o r S o u th K ore a
S ep . 2 023 G lo bal L a u n ch
A p r. 2 024 Lo ca liz e d f o r J a p an , I n d on esia
J u n . 2 024 Lo ca liz e d f o r G erm an y, B ra zil
S ep . 2 024 Lo ca liz e d f o r F ra n ce
D ateK ey L o ca liz a tio n U pdate sCop yrig h t © Sen so r T o w er 2 8 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
Top S h ort D ra m a A pp I n te rn atio n aliz a tio n
F o r E m erg in g S hort D ra m a
Com petit o rs , P ote n tia l N ew
M ark ets A w ait
W hil e D ra m aB ox, R eelS h o rt, a n d S h o rtM ax a ll h ave c o nte n t
an d l a n gu age s u p port f o r m ost o f t h e w orld ‘s b ig gest
m ark e ts , s o m e e m erg in g c o m petit o rs a re i n a n e a rlie r s ta ge
in t h eir g eo e xp an sio n. F le xT V, f o r e xa m ple , h as l o ca liz e d f o r
B ra zil , J a p an , a n d S o uth K ore a , b ut h as y e t t o f o cu s o n
Eu ro p ea n m ark e ts l ik e G erm an y a n d F ra n ce . G ala te a T V, b y
co m paris o n, h as a v e ry s m all f o otp rin t i n A sia s in ce i t h as y e t
to l o ca liz e f o r t h e t o p m ark e ts i n t h at r e g io n.
G ala te a T V, S n ack S h o rt, a n d P la yle t h ave a ll m ad e s o lid
p ro gre ss i n N orth A m eric a w it h a ro un d $ 13 m il lio n i n I A P
re ve n ue i n 2 024. T o c o m pete w it h t h e l e a d ers i n t h e s p ace ,
th ese a p ps w il l n eed t o c o ntin ue t o g ro w t h eir r e a ch i n t h e
U S w hil e a ls o s ta rtin g t o c o m pete i n s o m e o f t h e l a rg est n o n-
En glis h s p ea kin g m ark e ts i n A sia a n d E u ro p e.
M ob il e G eo E xp an sio nSo u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t t a ke n b y t h e a pp
sto re s. A p p r a nk i s b y I A P r e ve n u e i n 2 024 a m on g t o p s h ort d ra m a a pps.
1 D ra m aB ox Fu ll F u ll F u ll F u ll F u ll
2 R eelS h ort F u ll F u ll F u ll F u ll F u ll
3 S h ortM ax
P artia l ( N ot
A p p N am e)
N on e
Partia l ( N ot
A p p N am e)
P artia l ( N ot
A p p N am e)
P artia l ( N ot
A p p N am e)
1 0 Fle xT V Fu ll N on e N on e Fu ll F u ll
1 2 G ala te aT V Fu ll F u ll F u ll N on e N on e
14 S n ack S h ort N on e N on e N on e Fu ll F u ll
1 5 P la yle t N on e N on e N on e N on e N on e
R an kAp p B ra zil F ra n ce G erm an yJa p an
S o u th
K ore a
IA P R eve n ue M ark e t S h are
$ 40M$30M$20M$10M0
Fle xT V G ala te aT V Sn ack S h ort P la yle t
N orth A m eric a A sia E u ro p e O ce a n ia S o u th A m eric a M id dle E ast R est o f W orld
I A P R ev en ue b y R eg io n f o r E m erg in g S h ort D ra m a A pps Cop yrig h t © Sen so r T o w er 2 9 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
03
A I o n M ob il e
AI c o n tin ued i t s r a p id a sc e n t o n m ob il e i n 2 024. G en era tiv e A I w as t h e b re a ko u t m ob il e g en re , a n d
m ark e t l e a d ers a cro ss v e rtic a ls f o u n d c re a tiv e n ew w ays t o i n te g ra te A I i n to t h eir m ob il e s o lu tio n s.
C op yrig h t © Sen so r T o w er 3 0 S ta te o f M ob il e 2 025 | T ik T o k E d it io n
Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n W orld w id e
1
R an k
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s. A I a pps c la ssif ie d u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025.
Y ea rly T re n d s f o r G en era tiv e A I A pps W an t M ore A I I n sig h ts ?
C heck o ut o ur r e p ort c o ve rin g t h e A I a p p m ark e t f r o m
2024. A n d s in ce t h e A I a p p m ark e t i s e ve r e vo lv in g, l o ok
out f o r m ore A I- r e la te d c o nte n t o n o ur b lo g .
A I A pps a re A lr e a d y
a B il lio n D olla r I n d ustr y
Gen era tiv e A I a p ps e xp lo d ed o nto t h e s c e n e i n l a te 2 022 w it h
in te re st i n t h e t e ch n o lo gy s u rg in g f o llo w in g t h e r e le a se o f
C hatG PT . O th er c o m petit o rs q uic k ly a tte m pte d t o c a p tu re
s o m e o f t h is m ark e t. I A P r e ve n ue f r o m A I C hatb ot a n d A I A rt
G en era to rs c lim bed f r o m $ 30 m il lio n i n 2 022 t o $ 455 m il lio n
in 2 023 t o n ea rly $ 1.3 b il lio n i n 2 024 . D ow nlo ad s s a w a s im il a r
tr a je cto ry , a p pro ach in g 1 .5 b il lio n i n 2 024.
T h e U nit e d S ta te s i s t h e c le a r t o p m ark e t f o r G en era tiv e A I
ap ps i n 2 024, a cco un tin g f o r 4 5% o f g lo b al r e ve n ue. T h e
U nit e d K in gd om i s s e co nd w it h a ro un d 4 % o f t o ta l r e ve n ue,
fo llo w ed b y G erm an y ( 4 % ), J a p an ( 3 % ), a n d C an ad a ( 3 % ).
T h e g en re i s a ls o q uit e p op ula r i n B ra zil , w hic h r a n ks # 7 f o r
G en era tiv e A I ( a n d o uts id e t h e t o p 1 0 m ark e ts b y o ve ra ll
m ob il e c o nsu m er s p en d ). G en era tiv e A I r e ve n ue i s l a ggin g a
b it i n C hin a M ain la n d , w hic h a cco un te d f o r l e ss t h an 2 % o f
th e g en re ‘s I A P r e ve n ue i n 2 024.
A I o n M ob il e D ow nlo ad sIA P R ev en ue
1.6 B1.4 B1.2 B1B0.8 B0.6 B0.4 B0.2 B0
2021 2022 2023 2024
$1.2 B$1B$0.8 B$0.6 B$0.4 B$0.2 B0
2021 2022 2023 2024
600%450%300%150%0
2021 2022 2023 2024
Yo Y G ro w th
1 .6 K %1.2 K %0.8 K %0.4 K %0
2021 2022 2023 2024
Yo Y G ro w th 3 1
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . A I a pps c la ssif ie d u sin g S en so r T o w er’s
t a xo n om y a s o f J a nu a ry 5 , 2 025.
G en era tiv e A I D ow nlo ad T re n d s b y S u b gen re T ra ck t h e L a te st A I L a u n ch es w it h T op A pps
M onit o r h o w t h e t o p A I a p ps a re p erfo rm in g i n 9 0+
m ark e ts a n d q uic k ly i d en tif y a n y n ew b re a ko uts w it h
S en so r T o w er’s T o p A p ps. S en so r T o w er c u sto m ers c a n
ch eck i t o ut h ere .
C hatb ots a re t he L ea d ers
in A I ( Fo r N ow At L ea st)
By t h e e n d o f 2 024, s o m e o f t h e b ig gest t e ch c o m pan ie s i n t h e
w orld h ave r o lle d o ut t h eir A I c h atb ots , i n clu d in g G oogle
G em in i , B yte D an ce ‘s D oub ao , a n d M ic ro so ft C op il o t . W it h
th ese m ajo r p la ye rs e n te rin g t h e s p ace , A I C hatb ot d ow nlo ad s
clim bed 1 19% Y o Y i n Q 4 2 024. A I A rt G en era to rs t r a il e d w it h 8 5
m il lio n d ow nlo ad s, u p 2 1% Y o Y.
W hil e C hatG PT i s t h e c le a r l e a d er w it h r o ugh ly 4 0% o f g lo b al
G en era tiv e A I a p p c o nsu m er s p en d a n d 2 3% o f d ow nlo ad s i n
2 024, t h ere h as b een p le n ty o f s p ace f o r o th er a p ps t o e m erg e.
S ix te en d if fe re n t G en era tiv e A I a p ps r e a ch ed a t l e a st $ 10
m il lio n i n I A P r e ve n ue i n 2 024, a n d 2 5 h ad m ore t h an 1 0
m il lio n d ow nlo ad s.
A s o f t h e e n d o f 2 024, A I C hatb ots a re t h e m ost p op ula r
su b gen re i n t h e G en era tiv e A I s p ace . H ow eve r, p le n ty o f o th er
a p ps a cro ss g en re s f r o m T ra ve l t o E d uca tio n t o S o cia l
N etw ork in g h ave i n co rp ora te d t h eir o w n A I f e a tu re s, a n d
th ere r e m ain s h u ge p ote n tia l f o r a p ps t o t r y n o ve l a n d
cre a tiv e w ays t o i n co rp ora te t h e t e ch n o lo gy
A I o n M ob il e
W orld w id e
1
R an k
050M100M150M200M250M300M350M400M450M
2021 Q 1 2021 Q 2 2021 Q 3 2021 Q 4 2022 Q 1 2022 Q 2 2022 Q 3 2022 Q 4 2023 Q 1 2023 Q 2 2023 Q 3 2023 Q 4 2024 Q 1 2024 Q 2 2024 Q 3 2024 Q 4
AI C hatb ots A I A rt G en era to rs
C hatG PT A I C hatb ots
G oogle G em in i AI C hatb ots
D ou bao A I C hatb ots
M ic ro so A I C hatb ots
A I C hatb ot – N ova A I C hatb ots
T a lk ie A I C hatb ots
C hatb ot A I & Sm art
A ssis ta n t
AI C hatb ots
C hatO n AI C hatb ots
C hara cte r A I AI C hatb ots
G en iu s
AI A rt
G en era to rs
1234567891 0
A p pSu b ge n re T op A pps b y D ow nlo ad s i n 2 024 Q uarte rly D ow nlo ad s b y S u b gen reC op yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 32
So u rc e : S en so r T o w er
N ote : A m on g A n d ro id u se rs i n t h e U nit e d S ta te s i n Q 4 2 024. G en d er r e p re se n te d a s M ale a nd F e m ale
o n ly a nd i s n ot r e p re se n ta tiv e o f a ll g en d er i d en tit ie s.G en era tiv e A I A pps, M ost
P op ula r w it h Y ou n g M en ,
are M ak in g P ro gre ss w it h
O th er D em ogra p hic s
AI o n M ob il eM ost o f t h e t o p G en era tiv e A I a p ps s k e w t o w ard s a y o un g,
m ale d em ogra p hic . F o r e xa m ple , m en o utn um ber w om en
u sin g C hatG PT t h re e t o o ne, a n d 6 5% o f C hatG PT u se rs a re
u n d er t h e a ge o f 3 5. C hara cte r A I i s a n e xc e p tio n, w it h w om en
a cco un tin g f o r m ore t h an 7 0% o f i t s u se r b ase .
T h ese a p ps a re s lo w ly g a in in g m ore b ro ad a p pea l. W om en ‘s
s h are o f C hatG PT u se rs i n cre a se d b y r o ugh ly f o ur p erc e n ta ge
p oin ts b etw een Q 4 2 023 a n d Q 4 2 02 4, a n d w om en ‘s s h are o f
M ic ro so ft C op il o t u se rs c lim bed f r o m 1 8% t o 2 5% o ve r t h is
s a m e p erio d .
D em ogra p hic s f o r G en era tiv e A I A pp U se rs M ore y o u n g u se rsM ore w om en u se rs G en d er D is tr ib utio n f o r G en era tiv e A I A pp U se rs A ge D is tr ib utio n f o r G en era tiv e A I A pp U se rs Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 33
10%20%30%40%50%60%70%80%90%
10% 20% 30% 40% 50% 60% 70% 80% 90%
% U se rs A ge 1x M ea n s T in d er U se rs a re M ore L ik e ly t o U se
th e A p p T h an t h e G en era l P op ula tio n
Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 65
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s
A ll- T im e R ev en ue p er D ow nlo ad s ( R PD ) f o r T op R un nin g & W alk in g A pps R un na F in d s i ts N ic h e w it h
D ed ic a te d R un ners
Hea lt h & F it n essA n o th er t h em e f o r m ob il e u se rs i n 2 024 i s t h at t h ey a re w il lin g
to s p en d m oney o n t h e r ig h t a p p, e ve n a s t h ey a re s p en d in g
le ss t im e o n t h eir p ho nes. U se rs a re m ore d is c e rn in g w it h t h eir
t im e a n d a re e m phasiz in g q ualit y o ve r q uan tit y .
R un na’s r is in g p op ula rit y e xe m plif ie s t h is t r e n d . U nlik e S tr a va ,
w hic h i s f r e e t o u se a n d m onetiz e s t h ro ugh a s u b sc rip tio n t h at
u n lo ck s p re m iu m f e a tu re s, R un na o ffe rs h ig h ly p ers o naliz e d
tr a in in g p la n s t h at r e q uir e a s u b sc rip tio n a ft e r a f r e e t r ia l
p erio d . A s a r e su lt , R un na h as a v e ry h ig h r e ve n ue p er
d ow nlo ad s in ce t h e v a st m ajo rit y o f i t s u se rs a re p aid
s u b sc rib ers , t h ro ugh i t s u se r b ase w il l r e m ain r e la tiv e ly s m all
g iv e n t h at i t ‘s f o cu se d o n d ed ic a te d r u n ners l o okin g f o r a
c u sto m t r a in in g p la n .
R un na’s r a p id r is e c e rta in ly c a u gh t t h e a tte n tio n o f S tr a va .
S tr a va a n no un ce d t h at i t w ould b e a cq uir in g R un na i n A p ril
2 025.
C op yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 66
0$ 2$4$6$8$10$12
A p r-2 018 S ep -2 018 Fe b -2 019 Ju l- 2 019 D ec-2 019 M ay-2 020 O ct-2 020 M ar-2 021 A u g-2 021 Ja n -2 022 Ju n -2 022 N ov-2 022 A p r-2 023 S ep -2 023 Fe b -2 024 Ju l- 2 024
R un na O S M ap s Tra in in gP ea ks
S tra va T ra il f o rk s A llT ra il s k o m oot
W alk Fit W ik il o c R eliv e
So u rc e : S en so r T o w er
H ea lt h & Fit n ess A pps T ak e a C au tio u s A ppro ach w it h A I
Consu m ers a p pro ach t h eir p hysic a l a n d m en ta l h ea lt h v e ry s e rio usly , a n d H ea lt h & F it n ess a p ps h ave t a ke n a c o nse rv a tiv e a p pro ach t o i m ple m en tin g A I s o f a r. F o r a p ps p ro vid in g w ork o ut p la n s o r m en ta l
h ea lt h s e rv ic e s, o ffe rin g g o od a d vic e c a n h elp a vo id i n ju rie s o r o th er n eg a tiv e o utc o m es f o r c u sto m ers . T h is m ea n s t h at A I p ro vid es h u ge p ote n tia l — b ut r is k s o f e rro rs s u p port a c a u tio us a p pro ach . M ost a p ps
gra d ually h ave r o lle d o ut t h eir A I o ffe rin gs i n ” b eta ” o r t o s e le ct m ark e ts a n d l a n gu ages, a llo w in g t h em t o c a re fu lly s tu d y t h e r e su lt s a n d l im it r is k s.
E xp lo re s o m e o f t h e e xa m ple A I f e a tu re s i n clu d ed i n t o p H ea lt h & F it n ess a p ps l ik e S tr a va , H ea d sp ace , a n d A ll T ra il s b elo w .
Hea lt h & F it n essIn O cto b er 2 024, S tr a va u n ve il e d Ath le te
In te llig en ce i n p ub lic b eta a va il a b le i n 1 4
la n gu ages ( a va il a b le t o s u b sc rib ers o n ly ).
T h is f e a tu re a n aly ze s a ctiv it y d ata t o p ro vid e
in sig h ts a n d g u id an ce . W it h t h is r e le a se ,
S tr a va c a n g et f e ed back b ase d o n t h e r e su lt s
a n d i m pro ve t h e f e a tu re o ve r t im e.
S tr a va
Als o i n O cto b er 2 024, H ea d sp ace re le a se d
E b b , a n A I m en ta l h ea lt h c o m pan io n .
esig n ed w it h t h e h elp o f c lin ic a l
p sy ch olo gis ts , E b b i s c u rre n tly a va il a b le
o n ly t o s u b sc rib ers , a n d i s a va il a b le i n t h e
U S, A ustr a lia , a n d C an ad a. H ea d sp ace n ote s
th at ” E b b i s n ot a s u b stit u te f o r m ed ic a l o r
m en ta l h ea lt h t r e a tm en t” , b ut c a n b e a
h elp fu l t o ol i n y o u r m en ta l h ea lt h t o olk it .
H ea d sp ace
AllT ra il s t o ok a q uic k e r ( a n d s im ple r)
a p pro ach t o A I, r e le a sin g T ra il G PT, a n A I
ch atb ot a va il a b le o n t h e G PT s to re . A llT ra il s
u se d O pen AI’s m od el t o h elp p eo p le f in d
th e r ig h t t r a il f o r a h ik e , r id e, o r r u n .
AllT ra il s d oesn ‘t c h arg e d ir e ctly f o r t h is
f e a tu re i n t h e a p p — r a th er i t h op es t o
d ir e ct C hatG PT P lu s u se rs t o i t s s e rv ic e a n d
th en s e ll i t s o th er h elp fu l f e a tu re s l ik e L iv e
S h are , p art o f a n A llT ra il s + m em bers h ip .
A llT ra il s
M acro Fa cto r’s A I D esc rib e f e a tu re l e ts u se rs
s im ply d ic ta te w hat t h ey a te , a n d c o n ve rts
th e d esc rip tio n i n to a l is t o f f o od f o r t h eir
f o od l o g. T h is t o ol c a n h elp u se rs m ore
q uic k ly l o g m ea ls t h at w ou ld o th erw is e b e
d if fic u lt o f t im e c o n su m in g t o l o g.
M acro Fa cto r
Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 67
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . A p p s c la ssif ie d u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025.
2 024 R an kin gs b y M ark et | H ea lt h & F it n ess
Dow nlo a d d ata
A M ER – D ow nlo ad s
Flo b y F lo H ea lt h ( P erio d
Tra ck in g)
P la n et F it n ess W ork o u ts ( G ym s &
F it n ess)
Y u ka ( N utr it io n & D ie t)
Im ss D ig it a l ( N atio n al M ed ic a l
S erv ic e )
C on ecte S U S ( N atio n al M ed ic a l
S erv ic e )
S w ea tc o in ( G ym s & F it n ess)
H ea lt h T ra ck e r: B P H ub
(M ed ic a l T ra ck in g A p ps)
Y u ka ( N utr it io n & D ie t)
A llT ra il s ( T e a m S p orts & O utd oor
R ecre a tio n )
Flo b y F lo H ea lt h ( P erio d
Tra ck in g)
Flo b y F lo H ea lt h ( P erio d
Tra ck in g)
Fit P ro ( G ym s & F it n ess)
F it P ro ( G ym s & F it n ess) M yC hart ( T e le h ea lt h ) Flo b y F lo H ea lt h ( P erio d T ra ck in g) Fit P ro ( G ym s & F it n ess) H ea lt h T ra ck e r: B P H ub
(M ed ic a l T ra ck in g A p ps)
B ett e rM e: W ork o u ts ( O th er P ers o n al
H ea lt h & F it n ess)
S w ea tc o in ( G ym s & F it n ess) C VS P harm acy ( P harm acie s)
S le ep S o u n d s T ra ck e r: S h utE ye
(M ed it a tio n & S le ep T ra ck e rs )
H ea lt h T ra ck e r: B P H ub
(M ed ic a l T ra ck in g A p ps) D ro ga sil ( P harm acie s)
P re sta d ore s P A M I ( N atio n al M ed ic a l
S erv ic e )
H om e W ork o u t – N o
Eq uip m en ts ( G ym s & F it n ess)
F lo b y F lo H ea lt h ( P erio d T ra ck in g)
Stra va R un nin g a n d C yclin g ( G ym s &
F it n ess)
F a rm acia s D el A horro
(P harm acie s)
C artã o D e T o d os ( T e le h ea lt h ) Flo b y F lo H ea lt h ( P erio d T ra ck in g)
12345
W orld w id e U nit e d S ta te s C an ad a M exic o B ra zilA rg e n tin a Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 68
Datin g
Datin g p atte rn s r e tu rn ed t o n orm al, w it h t h e f a ste st r e ve n ue g ain in g a p ps f o cu sin g o n d atin g r a th er t h an
fr ie n d f in d in g a n d s o cia l d is c o ve ry . T im e s p en t i n D atin g a p p s h as f a lle n o ff f r o m i t s p ea k f o llo w in g t h e
p an d em ic , b ut u se rs r e ve a l t h at t h ey a re s til l w il lin g t o s p en d t o f in d r e la tio n sh ip s. A s a r e su lt , A I f e a tu re s
th at h elp u se rs s a ve t im e a n d f in d m atc h es c a n h elp d atin g a p p s s ta n d o u t i n a c o m petit iv e f ie ld .
Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 69
0 6
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s. A p ps c la ssif ie d u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025.
Y ea rly T re n d s f o r D atin g & S ocia l D is c o very A pps
D atin g A pps H old S tr o n g
R ev en ue G ro w th D esp it e
D eclin in g T im e S pen t i n t he
U S a nd E uro p e
Glo b ally , D atin g a n d S o cia l D is c o ve ry a p p d ow nlo ad s
co ntin ued t o c lim b i n 2 024, u p 4 % Y o Y. W hil e p osit iv e g ro w th
is s til l a g o od s ig n f o r t h e g en re , w e’v e s e en g ro w th s lo w s in ce
th e s p ik e a t t h e s ta rt o f t h e C O VID -1 9 p an d em ic i n 2 020.
T im e s p en t s p ik e d i n 2 024 i n s e ve ra l m ark e ts i n clu d in g I n d ia ,
In d onesia , T u rk e y, a n d S au d i A ra b ia . M ea n w hil e , t im e s p en t
o n D atin g a p ps i n t h e U S, J a p an , a n d w este rn E u ro p e
declin ed a s a s ig n o f d ig it a l f a tig u e i n t h ese m ark e ts .
M ea n w hil e , I A P r e ve n ue g ro w th f o r D atin g a p ps r e m ain ed
str o ng i n 2 024. W orld w id e r e ve n ue c lim bed 1 4% Y o Y, a n d
Tu rk e y s h o w ed p artic u la rly i m pre ssiv e g ro w th a s D atin g a p ps
beg in t o b re a k t h ro ugh i n t h e m ark e t.
D atin g
W orld w id e
1
R an k Dow nlo ad s Tim e S p en t ( H ou rs ) Y o Y G ro w thY o Y G ro w thIA P R ev en ueYo Y G ro w th C op yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 70
1 0B8B6B4B2B0
2021 2022 2023 2024
$7B$6B$5B$4B$3B$2B$1B0
2019 2020 2021 2022 2023 2024
9%6%3%0
2021 2022 2023 2024
24%18%12%6%0
2019 2020 2021 2022 2023 2024
2.4 B2B1.6 B1.2 B0.8 B0.4 B0
2019 2020 2021 2022 2023 2024
30%20%10%0
2019 2020 2021 2022 2023 2024
Sea so n al T re n d s f o r D atin g & S ocia l D is c o very A pps
Chan ge v s. D ail y A ve ra ge f o r t h e P ast F o u r Y e a rs ( 2 021 -2 024)
D atin g A pp D em an d P ea k s
in t he S um mer M on th s a nd
th e N ew Yea r
Datin gAlt h o ugh D atin g s e es a b oost i n t h e U nit e d S ta te s a ro un d t h e
ho lid ay s e a so n a n d i n to t h e n ew y e a r, i t t e n d s t o b e a l it tle
le ss p ro no un ce d c o m pare d t o t h e n o n-g a m e a p p m ark e t
g en era lly . D atin g a p ps o utp erfo rm t h e n o n-g a m e m ark e t i n
t h e s u m mer m onth s w hen t h e w ea th er i s n ic e r a n d t h e d ays
a re l o nger.
S ea so nal p atte rn s a re v e ry d if fe re n t d ep en d in g o n t h e m ark e t.
F in d o ut w hen D atin g a p p d em an d p ea ks t o g u id e y o ur
str a te g y i n i n d iv id ual m ark e ts .
IA P R ev en ueD ow nlo ad s Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 71
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . E xc lu d es t h ir d -p a rty A n d ro id . A p ps c la ssif ie d
u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025. W orld w id e
-5 %05%10%
5-J a n 17-J a n 29-J a n 10-F e b 2 2-F e b 6 -M ar 18-M ar 30-M ar 11-A p r 23-A p r 5-M ay 17-M ay 29-M ay 10-J u n 22-J u n 4-J u l 16-J u l 28-J u l 9-A u g 21-A u g 2-S ep 1 4-S ep 2 6-S ep 8 -O ct 2 0-O ct 1 -N ov 13-N ov 25-N ov 7-D ec 1 9-D ec 3 1-D ec
All N on -G am es D atin g
-1 0%010%20%
5-J a n 17-J a n 29-J a n 10-F e b 2 2-F e b 6 -M ar 18-M ar 30-M ar 11-A p r 23-A p r 5-M ay 17-M ay 29-M ay 10-J u n 22-J u n 4-J u l 16-J u l 28-J u l 9-A u g 21-A u g 2-S ep 1 4-S ep 2 6-S ep 8 -O ct 2 0-O ct 1 -N ov 13-N ov 25-N ov 7-D ec 1 9-D ec 3 1-D ec
All N on -G am es D atin g
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . A p p s c la ssif ie d u sin g S en so r T o w er’s
t a xo n om y a s o f J a nu a ry 5 , 2 025.
D atin g & S ocia l D is c o very D ow nlo ad T re n d s b y S u b gen re
D atin g a nd S ocia l D is c o very
H old S im il a r M ark et S hare s
— Thou gh D em an d V arie s
b y M ark et
Datin g
W orld w id e
1
R an k Top A pps b y D ow nlo ad s i n 2 024 Q uarte rly D ow nlo ad s b y S u b gen re
O m eT V D atin g
Tin d er D atin g A pp D atin g
B um ble D atin g A pp D atin g
Lit m atc h S o cia l D is c o ve ry
B ad oo D atin g
Aza r S o cia l D is c o ve ry
S U GO So cia l D is c o ve ry
T im o C lu b So cia l D is c o ve ry
iH ap py D atin g
H in ge D atin g
12345678910
A p pSu b ge n reD atin g a n d S o cia l D is c o ve ry a p p d ow nlo ad s w ere v e ry s im il a r
in Q 4 2 024, t h o ugh D atin g t y p ic a lly h as a s lig h tly l a rg er
m ark e t. T h ese g en re s t e n d t o h ave v e ry s im il a r f e a tu re s, w it h
t h e m ain d is tin ctio n b ein g w heth er t h ey a re m ark e te d f o r
d atin g o r f in d in g n ew f r ie n d s. S eve ra l a p ps m ay o ffe r b oth
D atin g a n d S o cia l D is c o ve ry o p tio ns, i n w hic h c a se t h e a p p i s
c la ssif ie d b ase d o n w hic h f e a tu re i s p ro m ote d m ore h ea vil y b y
th e a p p d eve lo p er.
W hil e t h e g lo b al d ow nlo ad s b etw een t h e g en re s a re s im il a r,
p op ula rit y v a rie s s ig n if ic a n tly b y m ark e t. D atin g c o ntin ued t o
h o ld a l a rg e e d ge i n m ark e ts l ik e t h e U S, t h e U K, a n d J a p an ,
w hil e S o cia l D is c o ve ry w as p artic u la rly p op ula r i n I n d ia a n d
In d onesia .
C op yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 72
05 0M100M150M200M250M300M
2021 Q 1 2021 Q 2 2021 Q 3 2021 Q 4 2022 Q 1 2022 Q 2 2022 Q 3 2022 Q 4 2023 Q 1 2023 Q 2 2023 Q 3 2023 Q 4 2024 Q 1 2024 Q 2 2024 Q 3 2024 Q 4
Datin g So cia l D is c o ve ry
Datin g & S ocia l D is c o very T re n d s i n t h e U nit e d S ta te s
S ocia l D is c o very H eld U se r
A tte n tio n in t he U S Ye t
Str u ggle d t o M on etiz e It
Datin gD atin g a p ps s til l h o ld a l a rg e a d va n ta ge o ve r S o cia l D is c o ve ry
in t e rm s o f m onetiz in g w it h i n -a p p p urc h ase s, w hic h h elp s
exp la in w hy D atin g t e n d s t o c o ntr o l h ig h er m ark e t s h are i n
c o un tr ie s w it h b ette r m onetiz a tio n o p portu n it ie s. W hil e S o cia l
D is c o ve ry a cco un te d f o r a ro un d 2 5% o f d ow nlo ad s i n t h e U S
(a n d a s im il a r s h are o f t im e s p en t), t h ese a p ps o nly t o ok
aro un d 1 2% o f t h e r e ve n ue. B y Q 4 2 024, D atin g a p p r e ve n ue
p er d ow nlo ad a p pro ach ed $ 20 c o m pare d t o a ro un d $ 8 f o r
So cia l D is c o ve ry .
Q uarte rly T ota ls b y S u b gen re Q uarte rly M ark et S h are
D ow nlo ad s
100%90%80%70%60%50%40%30%20%10%0%
2021 Q 2 2021 Q 4 2022 Q 2 2022 Q 4 2023 Q 2 2023 Q 4 2024 Q 2 2024 Q 4
Datin g So cia l D is c o ve ry
N ote : M ark e t s h a re n ot c a lc u la te d f o r r e ve n u e p er d ow nlo a dC op yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 73
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t t a ke n b y t h e a pp
sto re s. A p ps c la ssif ie d u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025. D ow nlo ad s
05M10M15M20M25M30M35M
2021 Q 2 2021 Q 4 2022 Q 2 2022 Q 4 2023 Q 2 2023 Q 4 2024 Q 2 2024 Q 4
Datin g So cia l D is c o ve ry
Age v s. G en d er B re a k d ow n f o r T op D atin g & S ocia l D is c o very A pps
U nit e d S ta te s o n i O S
D atin g A pps A ppea l t o a n
Aud ie n ce t hat i s M ore L ik ely
t o S pen d
Datin gBub ble S iz e = R eve n ue
p er D ow nlo ad
D atin g a p ps h ig h er m onetiz a tio n p ote n tia l i s l a rg ely e xp la in ed
b y t h eir u se r d em ogra p hic s. D atin g a p p u se rs t e n d t o b e o ld er
th an S o cia l D is c o ve ry u se rs a n d t h u s a re m ore l ik e ly t o h ave
m ore d is p osa b le i n co m e. 8 6% o f D atin g a p p u se rs a re o ve r
th e a ge o f 2 5, w hil e o nly 5 6% o f S o cia l D is c o ve ry a p p u se rs a re
o ve r 2 5 y e a rs o ld . T h is w il l c o ntin ue t o b e a c h alle n ge f o r
So cia l D is c o ve ry a p ps i f t h ey c o ntin ue t o b e m ore p op ula r
w it h a y o un ger a u d ie n ce t h at i s l e ss w il lin g t o s p en d o n I A P s.
In te re stin gly , D atin g a p ps a ls o s k e w m uch m ore h ea vil y t o a
m ale d em ogra p hic t h an S o cia l D is c o ve ry a p ps o n a ve ra ge.
S ocia l D is c o very T op 1 0 A vera g e:
43% F e m ale
4 4% A ge U nd er 2 5
$3.3 6 R PD
So cia l D is c o ve ryD atin gD atin g A vera g e T op 1 0:
27% F e m ale
1 4% A ge U nd er 2 5
$17.4 7 R PD
Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 74
So u rc e : S en so r T o w er
N ote : i O S o n ly .. R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t t a ke n b y t h e a pp s to re s. A p ps c la ssif ie d
u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025.
01 0%20%30%40%50%60%70%
0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% Age U nd er 2 5
% Fem ale
Datin g & S ocia l D is c o very A pp P erfo rm an ce b y M ark et
S ou th K ore a S how s
Rev en ue P ote n tia l W hil e
D atin g A pps G ain ed U se rs
in S au d i A ra b aia
D atin gTh e g ro w th s ta ge f o r t h e D atin g a p p m ark e t v a rie s
sig n if ic a n tly b y m ark e t. T h e U AE, S au d i A ra b ia , a n d T u rk e y
p ro vid ed t h e b est o p portu n it y f o r d ow nlo ad s ( a d ju ste d f o r t h e
n um ber o f s m artp ho ne u se rs i n e a ch c o un tr y ). F ra n ce , B ra zil ,
a n d A u str a lia l e d t h e w ay b y t im e s p en t p er s m artp ho ne u se r,
w hil e J a p an , S o uth K ore a , a n d t h e U S p ro vid ed t h e m ost
re ve n ue p er u se r.
D atin g a p p r e ve n ue h as c o ntin ued t o c lim b i n m ost m ark e ts
d esp it e d eclin in g t im e s p en t. T h is s u ggests t h at c o nsu m ers
a re s til l w il lin g t o p ay f o r D atin g a p ps e ve n a s t h ey a re
s p en d in g l e ss t im e o n t h eir p ho nes. D atin g a p ps c a n b en efit
f r o m t h is b y i n ce n tiv iz in g f in d in g m atc h es a n d s e ttin g u p
d ate s q uic k ly r a th er t h an m in d le ss s c ro ll in g.
U se r A cq uis it io n En ga ge m en t M on etiz a tio n D ow nlo ad s p er 1 00 S m artp hon e U se rs Y o Y G ro w th i n 2 024
-8-6-4-20246
-1 .8
5 .9
1 .1
– 0 .8
0 .5
– 0 .8
1 .8
– 9 .4
1 .5
2 .2
5 .6
– 5 .0
– 0 .6
– 1 .4
1 .9
– 1 .0
– 3 .1
– 8 .5
1 .7
– 1 .8
– 4 .0
C op yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 75
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t t a ke n b y t h e a pp
sto re s. A p ps c la ssif ie d u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025.
U nit e d A ra b E m ir a te s
S au d i A ra b ia
T u rk e y
U nit e d S ta te s
B ra zil
F ra n ce
C an ad a
Arg e n tin a
G erm an y
Th ail a n d
In d ia
S in ga p ore
U nit e d K in gd om
Au stra lia
M exic o
S p ain
I n d on esia
J a p an
It a ly
S o u th K ore a
V ie tn am
0 1020304050607080
Datin g & S ocia l D is c o very A pp M ark et S co re s
S co re s B etw een 1 -5 B ase d o n R ela tiv e D atin g A p p P erfo rm an ce i n E ach M ark e t
I s t he U S D atin g M ark et
O vers a tu ra te d ?
Datin gW hil e t h e U S r e m ain ed t h e t o p m ark e t f o r D atin g a p ps i n 2 024,
it s g ro w th w as a t o r b elo w a ve ra ge b y m ost m etr ic s.
D ow nlo ad s d eclin ed s lig h tly y e a r-o ve r-y e a r a n d t im e s p en t f e ll
n ea rly 8 % . I A P r e ve n ue g ro w th w as s o lid a t + 13% Y o Y, t h o ugh
th is w as b elo w t h e 2 3% Y o Y r e ve n ue g ro w th s e en a cro ss a ll
n o n-g a m e a p ps i n t h e U S.
W hic h m ark e ts s h o w ed t h e h ig h est p ote n tia l f o r D atin g a p ps
in 2 024? S o uth K ore a a n d A u str a lia s a w h u ge r e ve n ue g ro w th ,
w hil e I n d ia a n d S au d i A ra b ia d is p la ye d g a in s f o r a d din g n ew
u se rs a n d t im e s p en t. T u rk e y a n d I t a ly w ere t w o m ark e ts t h at
h ad s o lid p erfo rm an ce a cro ss t h e t h re e m etr ic s a n aly ze d .
C urre n t S co re G ro w th S co re
11 .522 .533 .544 .55
U nit e d S ta te s Ja p an A u stra liaU nit e d A ra b … C an ad a Fra n ceS o u th K ore a U nit e d K in g… G erm an y Sau d i A ra b ia B ra zilS in ga p ore S p ain T u rk e y A rg e n tin a Th ail a n d It a ly I n d ia M exic o In d on esia V ie tn am
O ve ra ll S co re U se r A cq uis tio n S co re E n ga ge m en t S co re M on etiz a tio n S co re
C op yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 76
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . A ll c o u ntr y -le ve l f ig ure s a re n orm aliz e d b y e stim ate s f o r t h e
n u m ber o f s m artp hon es i n e a ch c o u ntr y . I n p ut v a ria ble s i n clu d e d ow nlo a d s p er s m artp hon e u se r
(U se r A cq uis it io n ), t im e s p en t p er s m artp hon e u se r ( e n g a gem en t), a nd I A P r e ve n u e p er u niq ue a pp-
use r c o m bin a tio n ( m on etiz a tio n ). S co re s a re c a lc u la te d u sin g Z -s c o re s f o r e a ch m etr ic a cro ss t h e
in clu d ed c o u ntr ie s, a nd r e sc a le d s o t h a t s c o re s a re b etw een 1 a nd 5 , w it h a m ea n o f 3 . O ve ra ll s c o re s
a re c a lc u la te d a s t h e w eig hte d a ve ra ge o f t h e t h re e s c o re s ( 5 0 % m on etiz a tio n , 3 0% u se r a cq uis it io n ,
a nd 2 0% e n g a gem en t). A p ps c la ssif ie d u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025.
$1.5 M$1M$0.5 M0
Q 1 2 019 Q 2 2 019 Q 3 2 019 Q 4 2 019 Q 1 2 020 Q 2 2 020 Q 3 2 020 Q 4 2 020 Q 1 2 021 Q 2 2 021 Q 3 2 021 Q 4 2 021 Q 1 2 022 Q 2 2 022 Q 3 2 022 Q 4 2 022 Q 1 2 023 Q 2 2 023 Q 3 2 023 Q 4 2 023 Q 1 2 024 Q 2 2 024 Q 3 2 024 Q 4 2 024
G erm an y Tu rk e y B ra zil S w it z e rla n d Th ail a n d O th er
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . R eve n u e i s g ro ss — i n clu siv e o f a ny p erc e n t
ta ke n b y t h e a pp s to re s.
J a u m o W orld w id e Q uarte rly I A P R ev en ue
J a u m o’s P iv o t t o
Em phasiz in g C om mun it y
B ooste d R ev en ue
Datin gD atin g a p ps c a n a ls o e m phasiz e c o nnectin g w it h
c o m mun it ie s t o s ta n d o ut i n a c o m petit iv e m ark e t. F o r
exa m ple , J a u m o b eg a n e m phasiz in g j o in in g a c o m m un it y
in ste a d o f i t s s ta n d ard d atin g a n d s o cia l d is c o ve ry o p tio ns
in e a rly 2 023. L a te r i n t h e y e a r, t h e a p p b eg a n p ro m otin g
sp ecif ic g ro up s w it h s im il a r i n te re sts s u ch a s p et l o ve rs ,
g a m ers , a n d f o od ie s.
E arly r e su lt s f o r t h is s h if t w ere q uit e p osit iv e — J a u m o’s i n –
ap p p urc h ase r e ve n ue c lim bed 6 1% b etw een Q 4 2 022 a n d
Q 4 2 024, i n clu d in g p artic u la rly s tr o ng g ro w th i n T u rk e y a n d
B ra zil .
M arc h 2 023:
Ja u m o b eg a n e m phasiz in g i t s c o m mun it y
J u ly 2 023:
Ja u m o d oub le d d ow n o n i t s f e a tu re s f o r
fin d in g p eo p le w it h s im il a r i n te re sts
+ 61% Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 77
So u rc e : S en so r T o w er
T h e N ext F ro n tie r f o r G en era tiv e A I i n D atin g A pps i s A ppro ach in g
Sim il a r t o o th er g en re s l ik e H ea lt h & F it n ess, t h e D atin g a p p l e a d ers h ave b een s lo w t o a d d A I f e a tu re s, m akin g s u re t h at t h e t o ols a re w ell- d eve lo p ed r a th er t h an r e le a sin g a s h o d dy p ro d uct t h at c o uld a lie n ate t h eir
u se r b ase . H ow eve r, t h e t im e f o r A I i n D atin g h as a lr e a d y b eg u n — T in d er r e ce n tly r e le a se d i t s A I- p ow ere d P ho to S ele cto r f e a tu re , a n d B um ble a n d H in ge a re e xp lo rin g A I f e a tu re o p tio ns a s w ell. G rin d r, m ea n w hil e ,
a n no un ce d a l o nger-t e rm p ro je ct: a n A I ” w in gm an ” b ot t o a ssis t u se rs i n f in d in g m atc h es a n d s c h ed ulin g d ate s.
D atin gTin d er w as t h e f ir s t o f t h e b ig f o u r d atin g
ap ps ( T in d er, B um ble , H in ge, a n d G rin d r) t o
in co rp ora te a m ajo r A I f e a tu re . I n J u ly 2 024,
T in d er r e le a se d i t s A I- p ow ere d P hoto
S ele cto r f e a tu re t h at h elp s u se rs p ic k t h eir
b est p ro fil e p ic tu re s.
T in d er
Fo llo w in g u p o n T in d er’s n ew P hoto
S ele cto r f e a tu re , B um ble a n nou n ce d t h at i t
w ou ld b e i n ve stin g m ore i n A I a s w ell.
B um ble w il l a d d a n A I- a ssis te d p hoto
p ic k e r, c o n ve rs a tio n s u p port, a n d s o m e
ad dit io n al f e a tu re s t o h elp w it h p ro fil e
c re a tio n i n t h e w in te r ( la te 2 024 – e a rly
2 025). B um ble F o r F rie n d s, B um ble ‘s S o cia l
D is c o ve ry a p p, l a u n ch ed AI- P ow ere d
Ic e b re a ke rs i n l a te 2 023.
B um ble
H in ge h as y e t t o r o ll o u t a m ajo r A I f e a tu re ,
cit in g s tic k in g t o i t ‘s p rin cip le s r a th er t h an
re le a sin g a r u sh ed p ro d uct. A cco rd in g t o
H in ge’s A I p rin cip le s , ” W e b elie ve i n u sin g
AI a s a g u id e t o h elp d ate rs i n te n tio n ally
c o n nect; w e d on ’t b elie ve A I s h ou ld d is tr a ct
y o u f r o m f in d in g a u th en tic a n d m ea n in gfu l
co n nectio n s.” C urre n tly , H in ge u se s A I
un d er t h e h ood f o r a p ers o n aliz e d
exp erie n ce a n d h as a f e w o p tio n al A I t o ols .
H in ge
Grin d r i s p la n nin g A I f e a tu re s b eyo n d p hoto
s e le cto rs . I n O cto b er 2 024, G rin d r
an nou n ce d t h at i t i s t e stin g a n A I
“w in gm an “, o r b ot, t o h elp r e co m men d
m atc h es f o r l o n g-t e rm r e la tio n sh ip s a n d
sc h ed ule d ate s. G rin d r s a ys t h at t h e n ew
b ot w il l b e r e a d y”b y 2 027 a t t h e l a te st.”
G rin d r
Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 78
So u rc e : S en so r T o w er
N ote : i O S a nd G oog le P la y c o m bin ed . i O S o n ly f o r C hin a . A p p s c la ssif ie d u sin g S en so r T o w er’s t a xo n om y a s o f J a nu a ry 5 , 2 025.
2 024 R an kin gs b y M ark et | D atin g
Dow nlo a d d ata
A M ER – D ow nlo ad s
Om eT V ( D atin g) T in d er D atin g A p p ( D atin g) H in ge ( D atin g) T in d er D atin g A p p ( D atin g) T im o C lu b ( S o cia l D is c o ve ry ) T in d er D atin g A p p ( D atin g)
T in d er D atin g A p p ( D atin g) B um ble D atin g A p p ( D atin g) T in d er D atin g A p p ( D atin g) B um ble D atin g A p p ( D atin g) T in d er D atin g A p p ( D atin g) O m eT V ( D atin g)
B um ble D atin g A p p ( D atin g) H in ge ( D atin g) B um ble D atin g A p p ( D atin g) Lit m atc h ( S o cia l D is c o ve ry ) B ad oo ( D atin g) K is m ia ( D atin g)
Lit m atc h ( S o cia l D is c o ve ry ) O m eT V ( D atin g) O m eT V ( D atin g) B ad oo ( D atin g) C om Liv e ( D atin g) B um ble D atin g A p p ( D atin g)
B ad oo ( D atin g) H il y ( D atin g) B ad oo ( D atin g) iH ap py ( D atin g) T im o ( S o cia l D is c o ve ry ) B ad oo ( D atin g)
A za r ( S o cia l D is c o ve ry ) Yu b o ( S o cia l D is c o ve ry ) Yu b o ( S o cia l D is c o ve ry ) W alk ie T a lk ie – A ll T a lk ( S o cia l D is c o ve ry ) O m eT V ( D atin g) h ap pn ( D atin g)
123456
W orld w id e U nit e d S ta te s C an ad a M exic o B ra zil A rg e n tin a Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 79
Con clu sio n | W in nin g o n M ob il e in 2 02 5 a nd B eyo nd
Cop yrig h t © Sen so r T o w erS ta te o f M ob il e 2 025 | T ik T o k E d it io n 80 C om mun it ie s
D riv e G ro w th
U se rs a re p rio rit iz in g q ualit y o ve r
q uan tit y f o r t im e s p en t o n m ob il e ,
a n d c o m mun it ie s e n han ce u se r
exp erie n ce s. T o p a p ps l e ve ra ge
th e p ow er o f c o m mun it ie s t o
d riv e a cco u n ta b il it y , r it u als , a n d
re a so n s t o r e tu rn .
M om en tu m
B ey o n d Q 5
To p a p p d eve lo p ers u n d ers ta n d
how s e a so n al c o n su m er b eh avio r
tr e n d s i n flu en ce d em an d i n t h eir
v e rtic a l a n d m ark e ts . T h ese
d eve lo p ers t h in k b eyo n d Q 5 —
g ain s d urin g Q 5 c a n s e t y o u u p f o r
su cce ss w hen d em an d p ea ks.
G oin g G lo b al I s n ’t
O ptio n al A nym ore
C om petit io n i s n ow g lo b al — a n d
so a re t h e b ig gest o p portu n it ie s
o n m ob il e . M ark e ts f r o m J a p an t o
G erm an y t o S au d i A ra b ia p ro vid e
op portu n it ie s f o r a p p d eve lo p ers
d ep en d in g o n t h e v e rtic a l a n d
m ob il e g ro w th s ta ge.
