GITNUXREPORT 2026

App Monetization Statistics

The mobile app economy is booming with diverse revenue streams like in-app purchases and ads.

Min-ji Park

Research Analyst focused on sustainability and consumer trends.

First published: Feb 13, 2026

Our Commitment to Accuracy

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Statistic 1

In-app ads generated 45% of app revenue in 2023.

Statistic 2

Rewarded video ads accounted for 60% of ad revenue.

Statistic 3

Banner ads fill rate 92% in gaming apps.

Statistic 4

Interstitial ads eCPM $4.20 average.

Statistic 5

Native ads CTR 1.2% in non-gaming apps.

Statistic 6

Mobile ad impressions 4.5 trillion in 2023.

Statistic 7

US mobile ad spend $140 billion in 2023.

Statistic 8

Video ads 75% of total mobile ad spend.

Statistic 9

Ad ARPDAU $0.15 for free apps.

Statistic 10

Ad revenue per user $3.40 annually.

Statistic 11

Programmatic ads 80% of mobile ad buys.

Statistic 12

Gaming apps ad revenue $150 billion forecast 2024.

Statistic 13

ROAS from ads averaged 3.2x in 2023.

Statistic 14

Ad fraud affected 20% of impressions.

Statistic 15

Header bidding increased revenue 35%.

Statistic 16

Offerwall ads conversion rate 12%.

Statistic 17

Connected TV ads from apps up 50%.

Statistic 18

In-app ad spend grew 15% YoY.

Statistic 19

Social media ads 40% of app installs.

Statistic 20

eCPM rewarded video $25 in US.

Statistic 21

Ad latency under 2s boosts revenue 20%.

Statistic 22

Cross-promo ads save 40% on UA costs.

Statistic 23

Privacy changes reduced ad revenue 10-15%.

Statistic 24

Ad networks like AdMob 70% market share.

Statistic 25

In-game ads fill rate 95%.

Statistic 26

Freemium apps 97% of downloads.

Statistic 27

Free apps generate 95% of revenue via IAP/ads.

Statistic 28

Paid apps only 3% of downloads but 10% revenue.

Statistic 29

Hybrid monetization (sub+IAP) 40% top grossers.

Statistic 30

Freemium LTV $4.50 vs paid $2.00.

Statistic 31

14-day freemium optimal trial length.

Statistic 32

Upsell prompts convert 8% in freemium.

Statistic 33

Freemium retention Day 30 12%.

Statistic 34

Sub conversion from freemium 4-6%.

Statistic 35

Freemium ARPU $0.50 monthly.

Statistic 36

Gated content in freemium boosts payers 15%.

Statistic 37

Freemium dominant in gaming 98%.

Statistic 38

Non-game freemium 85% adoption.

Statistic 39

Freemium + ads hybrid ARPU $1.20.

Statistic 40

Personalized freemium offers +25% conversion.

Statistic 41

Freemium user acquisition cheaper 30%.

Statistic 42

Tiered freemium plans LTV +40%.

Statistic 43

Freemium churn after paywall 20%.

Statistic 44

Social features in freemium +18% retention.

Statistic 45

In-app purchase revenue $167.5 billion in 2023.

Statistic 46

Candy Crush Saga IAP $1 billion yearly.

Statistic 47

Roblox IAP revenue $3.5 billion in 2023.

Statistic 48

Coin Master IAP $800 million annually.

Statistic 49

Average IAP transaction $2.50.

Statistic 50

Whales (top 1%) generate 50% IAP revenue.

Statistic 51

Battle pass IAP conversion 15%.

Statistic 52

Consumables 60% of IAP revenue.

Statistic 53

Non-consumables 20% in utility apps.

Statistic 54

Live ops boost IAP 25%.

Statistic 55

Black Friday IAP spikes 300%.

Statistic 56

AR IAP in shopping apps up 40%.

Statistic 57

Puzzle games IAP ARPU $1.20.

Statistic 58

Strategy games IAP $2.50 ARPU.

Statistic 59

Refund rates for IAP 2.5%.

Statistic 60

Dynamic pricing lifts IAP 18%.

Statistic 61

Cross-sell IAP increases basket 35%.

Statistic 62

Daily rewards boost IAP frequency 20%.

Statistic 63

Limited-time offers conversion 22%.

Statistic 64

iOS IAP 65% of total.

Statistic 65

Android IAP bundles popular in Asia.

Statistic 66

Freemium IAP payers 5% of users.

Statistic 67

Hyper-casual IAP emerging 10% revenue.

Statistic 68

Subscriptions within IAP 30% share.

Statistic 69

Global mobile app revenue reached $171 billion in 2022.

Statistic 70

App store revenue grew 11% year-over-year in 2023.

Statistic 71

Non-gaming apps generated $81.6 billion in 2023.

Statistic 72

Mobile ad spend hit $362 billion in 2023.

Statistic 73

In-app purchase revenue was $167 billion in 2023.

Statistic 74

Subscription revenue from apps reached $50 billion in 2023.

Statistic 75

Gaming apps accounted for 52% of total app revenue in 2023.

Statistic 76

US app market revenue was $42.9 billion in 2023.

Statistic 77

China app revenue topped $100 billion in 2022.

Statistic 78

Europe app revenue grew to $25 billion in 2023.

Statistic 79

Japan generated $14.5 billion in app revenue in 2023.

Statistic 80

Emerging markets app revenue up 25% in 2023.

Statistic 81

Total app downloads reached 257 billion in 2023.

Statistic 82

App revenue per download averaged $0.66 in 2023.

Statistic 83

Mobile app economy valued at $6.3 trillion in 2023.

Statistic 84

App revenue forecast to hit $613 billion by 2027.

Statistic 85

Consumer spending on apps up 7% in Q4 2023.

Statistic 86

App revenue from subscriptions doubled since 2019.

Statistic 87

Gaming IAP revenue $106 billion in 2023.

Statistic 88

Non-game IAP $61 billion in 2023.

Statistic 89

App ad revenue $344 billion in 2023.

Statistic 90

eCPM for mobile apps averaged $2.50 in 2023.

Statistic 91

ARPU for top apps reached $10.20 monthly in 2023.

Statistic 92

App retention rates averaged 28% Day 1 in 2023.

Statistic 93

LTV for freemium apps averaged $5.40 in 2023.

Statistic 94

Global app market CAGR 11.5% from 2023-2028.

Statistic 95

Android app revenue $58 billion in 2023.

Statistic 96

iOS revenue $113 billion in 2023.

Statistic 97

App paid downloads 2.5% of total in 2023.

Statistic 98

Freemium model used by 97% of top apps.

Statistic 99

Subscription apps revenue $195 billion lifetime.

Statistic 100

Netflix app subscriptions 260 million in 2023.

Statistic 101

Spotify monthly active subscribers 602 million.

Statistic 102

Subscription churn rate averaged 5.8% monthly.

Statistic 103

Apps with trials convert 25% to paid subs.

Statistic 104

Median subscription price $4.99/month.

Statistic 105

Annual plan discounts boost retention 30%.

Statistic 106

Gaming subscriptions $1.2 billion in 2023.

Statistic 107

Health & fitness subs revenue $5 billion.

Statistic 108

Productivity apps 40% subscription model.

Statistic 109

Sub ARPU $12.50 monthly for top apps.

Statistic 110

7-day trial optimal for conversion.

Statistic 111

Bundled subs increase LTV 45%.

Statistic 112

iOS subs 70% of non-game revenue.

Statistic 113

Android subs grew 20% in emerging markets.

Statistic 114

Paywall A/B tests lift subs 15-20%.

Statistic 115

Family plans 25% of total subs.

Statistic 116

Lifetime value of sub user $150 avg.

Statistic 117

Downgrade option reduces churn 18%.

Statistic 118

Music streaming subs $20 billion revenue.

Statistic 119

Dating apps subs $3 billion annually.

Statistic 120

Sub renewal rate 85% for top apps.

1/120

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With $171 billion in global app revenue signifying a digital gold rush, mastering monetization is no longer optional for developers who want to win in a market now worth a staggering $6.3 trillion.

Key Takeaways

Global mobile app revenue reached $171 billion in 2022.
App store revenue grew 11% year-over-year in 2023.
Non-gaming apps generated $81.6 billion in 2023.
In-app ads generated 45% of app revenue in 2023.
Rewarded video ads accounted for 60% of ad revenue.
Banner ads fill rate 92% in gaming apps.
Subscription apps revenue $195 billion lifetime.
Netflix app subscriptions 260 million in 2023.
Spotify monthly active subscribers 602 million.
In-app purchase revenue $167.5 billion in 2023.
Candy Crush Saga IAP $1 billion yearly.
Roblox IAP revenue $3.5 billion in 2023.
Freemium apps 97% of downloads.
Free apps generate 95% of revenue via IAP/ads.
Paid apps only 3% of downloads but 10% revenue.

The mobile app economy is booming with diverse revenue streams like in-app purchases and ads.

Advertising Metrics

In-app ads generated 45% of app revenue in 2023.
Rewarded video ads accounted for 60% of ad revenue.
Banner ads fill rate 92% in gaming apps.
Interstitial ads eCPM $4.20 average.
Native ads CTR 1.2% in non-gaming apps.
Mobile ad impressions 4.5 trillion in 2023.
US mobile ad spend $140 billion in 2023.
Video ads 75% of total mobile ad spend.
Ad ARPDAU $0.15 for free apps.
Ad revenue per user $3.40 annually.
Programmatic ads 80% of mobile ad buys.
Gaming apps ad revenue $150 billion forecast 2024.
ROAS from ads averaged 3.2x in 2023.
Ad fraud affected 20% of impressions.
Header bidding increased revenue 35%.
Offerwall ads conversion rate 12%.
Connected TV ads from apps up 50%.
In-app ad spend grew 15% YoY.
Social media ads 40% of app installs.
eCPM rewarded video $25 in US.
Ad latency under 2s boosts revenue 20%.
Cross-promo ads save 40% on UA costs.
Privacy changes reduced ad revenue 10-15%.
Ad networks like AdMob 70% market share.
In-game ads fill rate 95%.

Advertising Metrics Interpretation

App developers in 2023 discovered that the art of monetization is a chaotic but profitable high-wire act, where rewarding players with video ads ($25 eCPM!) is the main tent, banners are the reliable safety net (95% fill rate), and privacy changes are the occasional gust of wind that makes everyone wobble while the show, now fueled by 4.5 trillion ad impressions, must go profitably on.

Freemium and Subscriptions

Freemium apps 97% of downloads.
Free apps generate 95% of revenue via IAP/ads.
Paid apps only 3% of downloads but 10% revenue.
Hybrid monetization (sub+IAP) 40% top grossers.
Freemium LTV $4.50 vs paid $2.00.
14-day freemium optimal trial length.
Upsell prompts convert 8% in freemium.
Freemium retention Day 30 12%.
Sub conversion from freemium 4-6%.
Freemium ARPU $0.50 monthly.
Gated content in freemium boosts payers 15%.
Freemium dominant in gaming 98%.
Non-game freemium 85% adoption.
Freemium + ads hybrid ARPU $1.20.
Personalized freemium offers +25% conversion.
Freemium user acquisition cheaper 30%.
Tiered freemium plans LTV +40%.
Freemium churn after paywall 20%.
Social features in freemium +18% retention.

Freemium and Subscriptions Interpretation

Freemium models have clearly won the app economy's popularity contest, yet their true art lies not in the free download but in the delicate, data-driven ballet of nudging a vast, fickle audience from curiosity to conversion through tiered plans, gated content, and perfectly timed upsells that transform a $0.50-average user into a premium profit engine.

In-App Purchases

In-app purchase revenue $167.5 billion in 2023.
Candy Crush Saga IAP $1 billion yearly.
Roblox IAP revenue $3.5 billion in 2023.
Coin Master IAP $800 million annually.
Average IAP transaction $2.50.
Whales (top 1%) generate 50% IAP revenue.
Battle pass IAP conversion 15%.
Consumables 60% of IAP revenue.
Non-consumables 20% in utility apps.
Live ops boost IAP 25%.
Black Friday IAP spikes 300%.
AR IAP in shopping apps up 40%.
Puzzle games IAP ARPU $1.20.
Strategy games IAP $2.50 ARPU.
Refund rates for IAP 2.5%.
Dynamic pricing lifts IAP 18%.
Cross-sell IAP increases basket 35%.
Daily rewards boost IAP frequency 20%.
Limited-time offers conversion 22%.
iOS IAP 65% of total.
Android IAP bundles popular in Asia.
Freemium IAP payers 5% of users.
Hyper-casual IAP emerging 10% revenue.
Subscriptions within IAP 30% share.

In-App Purchases Interpretation

Behind a deceptively simple economy of $2.50 clicks lies a ruthless truth: half the $167.5 billion war chest is furnished by a pampered one percent, proving that in the kingdom of apps, the whales wear the crown and the rest of us are just plankton with credit cards.

Market Overview

Global mobile app revenue reached $171 billion in 2022.
App store revenue grew 11% year-over-year in 2023.
Non-gaming apps generated $81.6 billion in 2023.
Mobile ad spend hit $362 billion in 2023.
In-app purchase revenue was $167 billion in 2023.
Subscription revenue from apps reached $50 billion in 2023.
Gaming apps accounted for 52% of total app revenue in 2023.
US app market revenue was $42.9 billion in 2023.
China app revenue topped $100 billion in 2022.
Europe app revenue grew to $25 billion in 2023.
Japan generated $14.5 billion in app revenue in 2023.
Emerging markets app revenue up 25% in 2023.
Total app downloads reached 257 billion in 2023.
App revenue per download averaged $0.66 in 2023.
Mobile app economy valued at $6.3 trillion in 2023.
App revenue forecast to hit $613 billion by 2027.
Consumer spending on apps up 7% in Q4 2023.
App revenue from subscriptions doubled since 2019.
Gaming IAP revenue $106 billion in 2023.
Non-game IAP $61 billion in 2023.
App ad revenue $344 billion in 2023.
eCPM for mobile apps averaged $2.50 in 2023.
ARPU for top apps reached $10.20 monthly in 2023.
App retention rates averaged 28% Day 1 in 2023.
LTV for freemium apps averaged $5.40 in 2023.
Global app market CAGR 11.5% from 2023-2028.
Android app revenue $58 billion in 2023.
iOS revenue $113 billion in 2023.
App paid downloads 2.5% of total in 2023.
Freemium model used by 97% of top apps.

Market Overview Interpretation

The staggering global app economy proves we've gamified existence itself, with our collective phone addiction now funding a digital gold rush so immense that even non-gaming apps are casually generating billions, all while the average user's attention is monetized at a brisk sixty-six cents per download.

Subscriptions

Subscription apps revenue $195 billion lifetime.
Netflix app subscriptions 260 million in 2023.
Spotify monthly active subscribers 602 million.
Subscription churn rate averaged 5.8% monthly.
Apps with trials convert 25% to paid subs.
Median subscription price $4.99/month.
Annual plan discounts boost retention 30%.
Gaming subscriptions $1.2 billion in 2023.
Health & fitness subs revenue $5 billion.
Productivity apps 40% subscription model.
Sub ARPU $12.50 monthly for top apps.
7-day trial optimal for conversion.
Bundled subs increase LTV 45%.
iOS subs 70% of non-game revenue.
Android subs grew 20% in emerging markets.
Paywall A/B tests lift subs 15-20%.
Family plans 25% of total subs.
Lifetime value of sub user $150 avg.
Downgrade option reduces churn 18%.
Music streaming subs $20 billion revenue.
Dating apps subs $3 billion annually.
Sub renewal rate 85% for top apps.

Subscriptions Interpretation

While subscriptions have transformed into a $195 billion global titan, its foundation is a fickle human dance where the right trial length, price point, and even a gracious downgrade option are the subtle moves that keep 260 million of us from quietly vanishing each month.

Sources & References

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