Sensor Tower – Digital Market Index, Q3 2025

Summary

The report analyzes mobile app and digital advertising trends for the third quarter of 2025.

In-app purchase revenue reached $43.2 billion, with non-game app revenue growing over 20% year-over-year, led by categories such as Media & Entertainment and Generative AI. Mobile gaming had its second-best quarter ever, driven by Strategy and Puzzle games. The United States remains the leading market for IAP revenue, with notable growth in Europe and Latin America. Generative AI apps, including ChatGPT, rapidly climbed revenue charts. Global app downloads stabilized, boosted by AI tools, with emerging markets like India, Nigeria, Côte d'Ivoire, and South Korea showing strong growth. US digital ad spend reached $35.9 billion, increasing 12.1% year-over-year.

Region: Global

Published: November 2025

Author(s): Sensor Tower

Language: English

Tech drivers: AI Mobile Social Media

Social drivers: Pandemics

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