The news: Mobile app installs are growing slowly, while in-app monetization is surging, per Sensor Tower’s 2026 State of Mobile report.

• Global downloads rose 0.8% YoY to nearly 150 billion, surpassing the previous high from 2023.
• Time spent climbed 3.8% YoY to 5.3 trillion hours, or 3.6 hours per user per day. Attention clustered around social, video, and utility apps.  
• In-app purchases (IAP) reached $167 billion, up 10.6% YoY.  

Zooming in: The install boom is cooling. Smartphone markets are saturated. Scale now comes from extracting more value from existing users through IAP and subscriptions. 

A small group dominates revenues:

• Non-game apps grew IAP revenues 21% YoY and now generate more income than games.
• Subscription-led categories, such as streaming, short-form video, dating, and productivity, capture repeat payments.
• Gaming remains a nearly $82 billion IAP market, but revenues rose just 1.3% YoY as downloads declined and publishers focused on monetizing existing players.

Emerging genAI app categories—AI content generators and AI assistants—doubled downloads to 3.8 billion and pushed revenues past $5 billion, but use concentrates among a few breakout platforms. Distribution, data, and subscription infrastructure determine advantage. 

Implications for brands: App installs are flattening while spending per user is rising. Here are key areas to focus on:

• Prioritize scaled ecosystems where users already transact to monetize captive audiences.
• Design for repeat engagement. With 3.6 hours per day in apps, frequency beats reach. Build episodic content, loyalty loops, and in-app perks.
• Invest in first-party data and measurement tied to time spent and downstream actions—not just clicks.