Global In-App Purchase Market Expected to Reach USD 582.6 Billion by 2033 - IMARC Group

Global In-App Purchase Market Statistics, Outlook and Regional Analysis 2025-2033

The global in-app purchase market size was valued at USD 166.6 Billion in 2024, and it is expected to reach USD 582.6 Billion by 2033, exhibiting a growth rate (CAGR) of 14.18% from 2025 to 2033.

The global in-app purchase market is witnessing robust growth, fueled by changing consumer preferences and advancements in mobile technology. A key trend is the widespread adoption of mobile applications across various sectors, including gaming, entertainment, e-commerce, and productivity, which has transformed how users interact with digital content. Consumers increasingly favor apps offering premium experiences through in-app purchases, such as virtual goods, subscriptions, and additional features, which is acting as a crucial growth-inducing factor. For instance, in October 2024, Kaspersky launched Kaspersky Premium, available for direct in-app purchase, offering comprehensive device, privacy, and identity protection with advanced features in a single, convenient cybersecurity solution. Moreover, the popularity of freemium app models, where basic features are accessible for free and advanced functionalities require payment, has significantly contributed to market expansion by attracting diverse user bases and ensuring steady revenue streams.

Advancements in payment technologies, including digital wallets and seamless payment integration, have further simplified the process of making in-app purchases, boosting user confidence. For instance, in March 2024, Xsolla launched Xsolla Wallet, a solution offering embedded finance, instant payouts, seamless earnings management, and simplified compliance. Company claims to benefit developers by streamlining monetization and compliance, while empowering creators with secure, convenient tools to manage and access their earnings. Additionally, the growing use of artificial intelligence and analytics enables app developers to personalize offerings, enhancing user engagement and conversion rates. Rising disposable incomes and the increasing reliance on digital platforms for daily activities also play a significant role in driving demand for in-app purchases. Furthermore, with developers and platform providers continuously innovating to deliver unique and valuable user experiences, the in-app purchase market is poised for sustained growth and ongoing innovation.

Global In-App Purchase Market Statistics, By Region

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia-Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, Asia Pacific accounted for the largest market share on account of robust smartphone penetration, growing digital economies, and strong demand for mobile gaming and entertainment apps.

Asia-Pacific In-App Purchase Market Trends:

The Asia-Pacific region dominates the global in-app purchases market, primarily due to augmented smartphone usage, significant internet penetration in the populace, and an enthusiastic use of technology. The rapid middle class population of this region and growing disposable income are incentivizing the spending on mobile applications in sectors like gaming and entertainment, as well as e-commerce. Additionally, freemium app models have become more popular and localized payment solutions have been implemented, increasing the appeal of in-app purchases. Developers in the region leverage advanced analytics and personalized content to enhance user engagement and boost revenue. For instance, in October 2024, Lazada launched GenAI-powered in-app features in Southeast Asia, including an AI personal shopping assistant, smart recommendations, AI-generated product information, models, and improved language translation, all available through in-app purchases to enhance product discovery, trust, deals, and decision-making. Furthermore, with continued digital transformation and expanding mobile ecosystems, Asia-Pacific remains the dominant segment in the in-app purchase market.

North America In-App Purchase Market Trends:

North America holds prominence for the in-app purchase market owing to its tech-savvy population and high disposable income. Mobile applications in entertainment, gaming, and productivity increased in demand with factors, such as smooth payment systems increasing the demand for subscription-based models.

Europe In-App Purchase Market Trends:

Europe is a vital market for in-app purchases, propelled by high smartphone prevalence and a strong inclination for digital content. The technology of payment infrastructure for the region along with the rise of freemium business models, has been promoting market consistency, particularly with the sectors of gaming, e-commerce, and entertainment.

Latin America In-App Purchase Market Trends:

In Latin America, the in-app purchase market is growing swiftly, facilitated by escalating smartphone integration and magnifying internet penetration. Economic growth, in association with a youthful, tech-engaged cohort, is fueling the requirement for mobile gaming, social media apps, and digital entertainment, boosting in-app purchase capabilities.

Middle East and Africa In-App Purchase Market Trends:

The Middle East and Africa (MEA) region is gaining traction in the in-app purchase market owing to increasing smartphone penetration, robust internet connections, and a young, tech-savvy population. Moreover, there is a growing uptake in the use of mobile applications for gaming, entertainment, and social networking, further boosting in-app purchase opportunities.

Top Companies Leading in the In-App Purchase Industry

Some of the leading in-app purchase market companies include Apple Inc, Epic Games Inc., Google LLC (Alphabet Inc.), King.com Limited (Activision Blizzard Inc.), Netflix Inc, Rakuten Group Inc., Sony Corporation, Spotify Technology S.A., Tencent Holdings Ltd., The Walt Disney Company, Tinder (Match Group Inc.)., among many others. In November 2024, Apple require Patreon to use its in-app purchase system exclusively for the iOS app, applying a 30% App Store fee to new memberships purchased there.

Global In-App Purchase Market Segmentation Coverage

• On the basis of the type, the market has been categorized into consumable, non-consumable, and subscription, wherein subscription represent the leading segment, offering users continuous access to premium content and services. This model ensures developers are able to generate constant revenue while at the same time improving on the game user interaction. Subscription services are widely used in entertainment, gaming, and productivity application as they enable users to obtain tailor-made experiences and services comfortable without interruptions.
• Based on the operating system, the market is classified into android, iOS, and others, amongst which iOS dominates the market, propelled by its robust user base, high disposable income, and uninterrupted integration with Apple’s payment systems.  In addition, with its secure environment and a vast ecosystem of applications make it an optimal choice for developers of premium applications and services. This contribution increases the revenues derived from in-app purchases.
• On the basis of the app category, the market has been divided into gaming, entertainment and music, health and fitness, travel and hospitality, retail and e-commerce, education and learning, and others. Among these, gaming accounts for the majority of the market share due to increased user activity and the need for immersive experiences. Apps come with in-app purchases such as virtual goods, premium features, and subscriptions, which enhance gameplay and provide a steady stream of revenue for developers. The continuous popularity of mobile gaming boosts in-app purchases worldwide in a significant way.