Global In-App Purchase Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

Compound Annual Growth Rate

Value in USD Billion

20.7%

2025-2034

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In-App Purchase Market Outlook

*this image is indicative*

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Key Trends and Developments

In-app Purchase Market Trends

The global in-app purchase market is increasingly influenced by Artificial Intelligence (AI), which leverages machine learning to analyse customer behavior and purchase patterns. AI-driven analytics provide valuable insights across various industry verticals, helping businesses understand user preferences and optimise the user experience. In the loyalty industry, AI is utilised to offer personalized products and services, rewarding customers with reward points based on predictive analysis. This enhances the overall market growth by improving customer satisfaction and fostering stronger relationships, thus driving the adoption of in-app purchases. AI and machine learning continue to shape the market dynamics. In January 2025, Apple launched the 'Advanced Commerce API' to enhance large-scale in-app purchases, supporting business models like extensive content catalogs and subscription services. The API enables developers to manage in-app purchases more flexibly while leveraging the trusted App Store commerce system for payment processing and customer service.

The in-app purchase market has seen significant growth, driven by the increasing demand for e-commerce platforms and cloud-based deployment solutions. As more customers make purchases through mobile apps, concerns about personal data and privacy have risen. Websites and cloud services must comply with regulatory frameworks to ensure security and protect against data breach events. These breaches can impact customers' trust and influence their purchase decisions. Effective data protection is crucial for businesses to maintain a secure environment and retain customer loyalty in an increasingly digital marketplace, where privacy and security are paramount. In January 2025, Spotify began offering in-app purchases on iPhones in Europe after the Digital Markets Act (DMA) came into effect. For years, Spotify had been involved in a legal dispute, claiming that it was compelled to increase its subscription prices to cover costs associated with Apple's App Store regulations.

The in-app purchase market is rapidly evolving, driven by real-time analytics that offer immediate insights into user behavior and engagement metrics. With real-time analytics, businesses can gain actionable data that informs decision-making processes, enhancing app performance. Understanding market trends allows companies to tailor their strategies to meet consumer needs across diverse industry verticals. By leveraging real-time analytics, businesses can track app performance and adapt to shifting market conditions, gaining a competitive advantage. The availability of real-time analytics supports a better understanding of user behaviour, enabling companies to make data-driven decisions that align with market demands and expectations.

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Application Insights

In the global in-app purchase market, the gaming industry stands out due to its massive user base and consistent revenue generation. In-app purchases in gaming offer players access to exclusive content, power-ups, and in-game currency, which enhances their gaming experience. For developers, it provides a sustainable revenue stream, allowing for ongoing game updates and improvements. Real-time analytics help optimise gameplay and user engagement, driving player retention and boosting the overall app performance, ensuring long-term profitability within the competitive gaming market. In April 2024, Sanlo, a fintech startup, launched a closed beta of its webshop tool to help gaming companies avoid high app store fees. This tool allows developers to set up external webshops, cutting costs and boosting revenue by offering direct sales.

In the entertainment and music sector, in-app purchases offer users access to premium content such as ad-free experiences, exclusive tracks, or additional features like concert tickets. This model allows consumers to enjoy personalised content while providing developers with a steady revenue source. Through real-time analytics, platforms can track user preferences, refine content offerings, and improve engagement metrics. This helps businesses cater to consumer needs more effectively, offering a competitive advantage while keeping users satisfied with constant updates and tailored music experiences. Nintendo launched its new smartphone app, Nintendo Today, in March 2025. The app, designed for iOS and Android, aimed to directly connect with fans, delivering daily content, event schedules, and news. It featured an animated calendar, game-related content, and widgets for easier access.

Operating System Insights

In the global in-app purchase market, Android offers several advantages, especially its vast user base and open-source nature. The platform allows developers to create a wide range of monetisation strategies with minimal restrictions. Android users can easily access apps from various sources, enhancing their purchasing flexibility. Moreover, Google’s lower transaction fees compared to some competitors help developers retain a larger share of revenue. Google Play Pass launched in India in February 2022, offering Android users access to over 1000 apps and games without ads or in-app purchases. It benefits users with a curated collection across 41 categories and allows sharing within family groups. Google aimed to expand its global reach for developers and open new revenue streams. The service is available in 90 countries, with Indian users enjoying a prepaid option for flexibility.

iOS has established itself as a dominant player in the global in-app purchase market, offering developers access to a loyal and high-spending user base. Apple's tightly controlled ecosystem provides an excellent platform for monetisation, ensuring that apps meet quality standards and maintain high user satisfaction. In-app purchases on iOS benefit from secure payment options and seamless integration across Apple devices. Additionally, iOS users tend to make more frequent in-app purchases due to the platform's premium positioning. With real-time analytics and actionable data, developers can optimise their apps for better user engagement and higher revenue.

Type Insights

Auto-renewable subscriptions are widely popular in the global in-app purchase market, particularly for services offering ongoing access, such as streaming platforms, news apps, and gaming subscriptions. These subscriptions automatically renew at the end of each billing cycle unless canceled by the user. The benefit for businesses is predictable, recurring revenue, which helps in financial planning and growth. Apple App Store Connect allows developers to manage auto-renewable subscriptions, offering various levels and durations. Users can subscribe to one product per group, with upgrade, downgrade, or crossgrade options. Developers can adjust pricing, set availability, and track performance. They receive 70% of the price initially, rising to 85% after one year.

Non-renewing subscriptions provide access to a service or content for a fixed duration without automatically renewing. This type of subscription is beneficial for apps offering one-off content or short-term services, such as event-based access or limited-time premium features. For businesses, it reduces the risk of customer dissatisfaction due to unwanted renewals and appeals to users who prefer not to commit to recurring payments. Users benefit from flexibility and control over their purchases, with no obligation for future payments, which can lead to higher conversion rates in certain markets.

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If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.

Purchase the Regional Overview for USD 1099

If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.

Purchase the Regional Overview for USD 1099

If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.

Regional Insights

North America boasts one of the largest and most developed in-app purchase markets, driven by high smartphone penetration and a strong consumer spending culture. The market benefits from a mature digital infrastructure, enabling seamless transactions across apps. Users in the region are willing to spend on premium content, with a significant demand for subscription-based services like streaming and gaming. In April 2024, Viaplay, after discontinuing its direct-to-consumer app in North America, launched as an add-on subscription on Amazon Prime Video Channels for USD 5.99 per month. This move aims to expand its distribution, offering Nordic and European content like crime dramas and documentaries to U.S. viewers via Amazon and other partner platforms.

Europe presents a diverse in-app purchase market, with high smartphone adoption and increasing digital engagement. The region benefits from strong regulatory frameworks that protect user data, encouraging consumer confidence in in-app purchases. While markets like the UK, Germany, and France dominate, there’s also growing potential in Eastern Europe. European consumers are inclined to spend on apps related to entertainment, gaming, and productivity. The availability of multiple languages and diverse cultural preferences offers developers the opportunity to tailor in-app purchases, creating a broader appeal. Additionally, the European Union's regulations offer consistency across countries for developers.

The Asia Pacific region is one of the fastest-growing markets for in-app purchases, driven by a massive and diverse user base. Countries like China, Japan, and South Korea are tech powerhouses with highly engaged mobile users. Mobile gaming, digital content, and e-commerce are key drivers of the market, with consumers readily adopting in-app purchase models. The region's preference for mobile-first experiences, combined with an increasing middle-class population, creates a thriving environment for developers. In June 2024, Huawei considered implementing in-app purchase fees on its Harmony operating system, aiming to compete with Apple in China. It discussed a 20% fee for games, lower than the 30% charged by Apple, but later denied these claims, offering no details.

Latin America has emerged as a promising market for in-app purchases, with growing smartphone penetration and increasing mobile internet access. The region benefits from a young and dynamic population, which is increasingly turning to mobile apps for entertainment, education, and social connectivity. In-app purchases, particularly in gaming and subscription-based services, are on the rise, with users demonstrating a willingness to pay for premium content. Payment methods like mobile wallets and local payment options facilitate easy transactions. As the region continues to embrace digital transformation, developers can tap into a rapidly expanding, untapped market.

Key Companies & Market Share Insights

Key In-app Purchase Companies

• Apple Inc.
• Google LLC
• Tencent Holdings Ltd.
• Netflix Inc.
• Spotify Technology S.A.
• Amazon.com, Inc
• Disney
• King.com Ltd.
• Creative Clicks
• AdMaven
• POCKETGUARD
• PubMatic
• Roblox
• InMobi
• Brainly
• Recurly
• Propeller Ads
• Tango
• Others

Global In-app Purchase Market Report Segmentation