In-App Purchase Statistics By Market Growth And Impact (2026)

First Glance

In-App Purchase Statistics: In-app purchases are now a major way for digital products to make money. They let users buy extra things inside an app they already use, like game items, premium tools, subscriptions, or an ad-free experience. Developers earn steady income without asking users to pay upfront, and users can try the app first before spending. The market is growing at a CAGR of 14.89%, which shows how fast this model is spreading.

From spending patterns to subscription growth, this report uses data to show how in-app purchases are performing across the app economy. It breaks the numbers down by app category, user behavior, and region, showing which apps earn the most, how buying habits are shifting, and how pricing and platform rules affect results.

For developers, marketers, and investors, these figures give a clear, fact-based view of what drives in-app spending today.

Standout Picks from the Editorial Team

1. Generative AI apps exceeded USD 5 billion in in-app purchase revenue, with revenue nearly tripling and downloads doubling to 3.8 billion.
2. The global market was valued at USD 226.6 billion in 2025 and is projected to reach USD 688.0 billion by 2033, a CAGR of 14.89%.
3. iOS users spend an average of USD 12.77 per purchase against USD 6.19 on Android, and 7.1% of iOS users pay monthly against 4.6% on Android.
4. Median first-year net revenue per paying user is USD 23 globally, led by North America at USD 32 and trailing India and Southeast Asia at USD 14.
5. Hard-paywall apps convert 10.7% of downloads to paid, against 2.1% for freemium apps, roughly fivefold higher.
6. Between 80% and 90% of trial starts happen on download day, along with about 50% of paid conversions.
7. AI subscription apps earn 41% more revenue per payer than non-AI apps but lose subscribers about 30% faster.
8. Apple blocked over USD 2.2 billion in potentially fraudulent App Store transactions in 2025, bringing the six-year total above USD 11.2 billion.

In-App Purchase Spending

• On average, users spend USD 0.50 per month on in-app purchases for each app where they have made a purchase, while paying users alone spend an average of USD 9.60 per month.
• The average purchase amount differs by platform, with iOS users spending USD 12.77, Android users spending USD 6.19, and the overall average purchase amount standing at USD 8.80.
• About 7.1% of iOS users make at least one payment every month, compared to 4.6% of Android users.
• Users in Asia spend the highest average amount per app, at USD 0.70 per user per month, while users in Latin America spend the least, at USD 0.16.
• When it comes to app categories, the average monthly in-app spending for gaming apps is USD 0.32, while shopping apps see a much higher average spend of USD 2.68 per user per month.

In-App Purchase Spending Per User

• Globally, median first-year net revenue per paying user reached USD 23; the upper-quartile benchmark exceeded USD 44.
• Apps headquartered in North America generated USD 32 median first-year revenue per payer, approximately 40% above the global benchmark.
• Western European developers’ apps generated USD 25 median first-year revenue per payer, versus USD 14 for India/Southeast Asian developers.
• Across categories, median revenue per install reached USD 0.23 after 14 days and USD 0.34 after 60 days.

In-App Purchases by App Category

• Gaming generated nearly USD 82 billion in in-app purchase revenue, increasing 1.3% year-on-year.
• Non-gaming apps collectively increased in-app purchase revenue 21%, surpassing gaming spending for the first time.
• Generative AI apps exceeded USD 5 billion in in-app purchase revenue, nearly tripling year-on-year.
• Movies and TV apps added USD 2.2 billion in annual in-app purchase revenue compared with 2024.
• Social media apps added USD 2.1 billion in annual in-app purchase revenue compared with 2024.
• Utilities added USD 1.8 billion, while multimedia/design apps added USD 1.4 billion in annual in-app purchase revenue.

Mobile Gaming In-App Purchase Statistics

• Global mobile gaming in-app purchase revenue approached USD 82 billion, increasing 1.3% year-on-year.
• Mobile gaming recorded its third consecutive year of in-app purchase revenue growth.
• Strategy games added USD 1.38 billion in Asian in-app purchase revenue and USD 1.12 billion in North America.
• European strategy games added USD 629 million in in-app purchase revenue, while puzzle games added USD 706 million.
• North American puzzle games added USD 604 million in in-app purchase revenue, while casino games declined USD 860 million.
• Last War: Survival ranked number 1 and Whiteout Survival number 2 among mobile games by revenue.

In-App Purchase Market Growth

• The global market for in-app purchases was valued at USD 226.6 billion in 2025.
• In 2026, the market is projected to hit USD 260.4 billion, growing further to USD 299.2 billion in 2027.
• In 2032, the projected market value is USD 598.8 billion, leading to a final forecast of USD 688.0 billion by 2033.
• This steady growth represents a compound annual growth rate (CAGR) of 14.89% during the forecast period.

Subscription In-App Purchase Statistics

• RevenueCat’s 2026 report analysed over 115,000 apps and USD 16 billion in revenue, primarily reflecting 2025 performance.
• Median download-to-paid conversion reached 10.7% for hard-paywall apps, compared with 2.1% for freemium apps, approximately fivefold higher.
• After 1 year, freemium apps retained 28% of annual subscribers, compared with 27% for hard-paywall apps.
• AI apps generated 41% more revenue per payer but experienced 30% faster subscriber churn than non-AI apps.
• Between 80% and 90% of trial starts occurred on download day, alongside approximately 50% of paid conversions.
• Apps launched before 2020 generated 69% of subscription revenue, demonstrating established products’ continued dominance.

Most Popular In-App Purchase Types

In-App Purchase Fraud and Security Statistics

• Apple blocked over USD 2.2 billion in potentially fraudulent App Store transactions in 2025, reported in May 2026.
• Apple also rejected over 2 million problematic app submissions and blocked more than 1.1 billion fraudulent account creations in 2025.
• AppsFlyer’s 2026 report analyzed over 100 billion installs across more than 246,000 apps, finding fraud volume rose even as rates stayed flat.
• Mobile in-app purchase fraud can erode up to 10% of gross revenue for some publishers, according to a 2026 industry analysis.

AI’s Impact on In-App Purchases

• Generative AI helped non-game in-app purchases reach USD 167 billion globally in 2025.
• AI-driven non-game apps generated 21% higher in-app purchase revenue year over year, surpassing games for the first time.
• Generative AI apps earned over USD 5 billion in 2025, with downloads doubling to 3.8 billion and revenue nearly tripling.
• AI-powered personalization can lift app engagement by 62% and conversions by 80%, while personalized offers raise ARPU by 10–30%.
• AI subscription apps generate 41% higher payer revenue than traditional subscription apps, though churn is about 30% higher.

Recent In-App Purchase Statistics

• In August 2026, Apple announced a 5% Core Technology Commission to replace per-install fees for digital transactions in EU apps distributed outside its App Store.
• From June 30, 2026, Google’s revised fees included 10% on developers’ first USD 1 million annually, plus 5% for Google billing in initial markets.
• In March 2026, Google announced a 20% in-app purchase service fee for new installs, separating platform charges from payment-processing fees.
• In May 2026, Apple reported blocking over USD 2.2 billion in potentially fraudulent transactions during 2025, exceeding USD 11.2 billion across six years.
• RevenueCat’s 2026 report recorded 21% annual growth in non-game in-app purchases, highlighting continued expansion beyond gaming.
• In December 2025, Apple announced Japan App Store commissions of 10% or 21%, with an additional 5% for Apple’s in-app payment processing.
• In November 2025, Apple introduced its Mini Apps Partner Program, offering participating developers a reduced 15% commission on qualifying in-app purchases.
• In April 2025, the European Commission fined Apple EUR 500 million for restricting developers from directing users toward alternative purchasing options.
• RevenueCat’s March 2025 report found 35% of apps combined subscriptions with other purchases, rising to 61.7% in gaming and 39.4% in social/lifestyle.

Closure

People now spend money inside apps for more than just games. The market is expected to keep growing fast over the next ten years, thanks to subscriptions, paywalls, and AI apps. Game spending is growing only a little.

Users on iOS and in North America spend the most. Fraud and changing store fees are big risks, so developers must earn well, keep users happy, and follow the rules.

FAQ