The global app economy is maturing. This transformation will bring a multitude of headline-worthy power shifts in the next five years. At the top, the share of global revenue will shift significantly between regions, as well as between platforms. Furthermore, the revenue mix will become more even between spend segments, as whales approach their full potential and free users’ monetization will experience its largest boom yet. The app economy has a positive outlook for the next five years as developments in trends of key metrics point towards solidification of the app economy’s foundations. But this transition period will bring new challenges as the target audience and the revenue mix start reflecting the more mature market. App economy stakeholders cannot rest on their laurels now.

Companies mentioned in this report: Apple, Google