In-App Purchase Market Expected to Reach $571.2 Billion by 2032

According to a new report published by Allied Market Research, titled, “Global In-app Purchase Market, by Operating System (Android, iOS, Others) , by Type (Consumable, Non-consumable, Auto renewable, Non-renewing subscription) by Application (Gaming, Entertainment and Music, Health and Fitness, Travel and Action, Finance, Others) : Global Opportunity Analysis and Industry Forecast, 2024-2032". was valued at $195.5 billion in 2023, and is projected to reach $571.2 billion by 2032, growing at a CAGR of 12.5% from 2024 to 2032.

In-app purchase (IAPs) is the process of purchasing extra features for programs that have been loaded on several different smart devices, mobile phones, and other gadgets. In addition, subscription-based IAPs are widely used in media and content apps, offering users ad-free experiences, exclusive content, or additional functionalities for a recurring fee. Educational and productivity apps leverage IAPs to provide advanced tools and resources, making the apps more valuable to users who require extra features. By offering diverse purchasing options within the app, developers can cater to different user preferences and spending capacities, ultimately driving higher engagement, user satisfaction, and revenue growth. 

Moreover, the proliferation of affordable Android devices has made smartphones and tablets accessible to a broader demographic, thereby increasing the number of potential in-app purchasers. The Google Play Store’s continuous enhancements in user experience, security measures, and developer tools further contribute to the growth of in-app purchases. Additionally, the rise in trend of mobile gaming, subscription-based services, and digital content consumption on smartphone devices is expected to significantly boost the in-app purchase market. The combination of these factors ensures that the market will witness substantial growth in the forecast period. 

On the basis of the operating system, the iOS segment is expected to grow at the highest growth rate during the forecast period. This anticipated surge can be attributed to several factors inherent to the iOS ecosystem. Apple’s App Store is renowned for its stringent quality standards and robust security measures, which foster user trust and encourage spending on in-app purchases. However, the Android segment is expected to exhibit the highest growth during the forecast period, driven by several factors. Android’s expansive user base, spread across diverse geographical regions, offers a vast market potential for app developers. 

On the basis of region, North America attained the highest growth in 2023. The presence of prominent players such as Apple Inc., Disney, Google, and others has influenced the growth of the in-app purchase market in North America. Moreover, the rise in government initiatives to strengthen smart infrastructure across the region is further expected to drive the demand for in-app purchase solutions.  However, Asia-Pacific is projected to be the fastest-growing segment during the forecast period, owing to the availability of cost-effective digital solutions and the rise in the amount of data generation across organizations. In addition, the proliferation of advanced technologies escalates system safety and reduces delays in smart operations. 

Furthermore, the rise in the trend of cloud computing in several industries including the in-app purchase industry is anticipated to create numerous opportunities for market growth. As cloud-based solutions offer scalability, flexibility, and accessibility, that enhance business operations. For instance, in May 2024, Bharti Airtel (“Airtel”) collaborated with Google Cloud, to deliver cloud solutions to Indian businesses. The strategic collaboration offers a suite of cloud solutions from Google Cloud to fast-track cloud adoption and modernization for Airtel’s customers. In addition, Airtel will provide a suite of cloud-managed services to its customer base of more than 2, 000 large enterprises and one million emerging businesses. Therefore, numerous strategies adopted by businesses further help to accelerate the global in-app purchase market growth globally. 

KEY FINDINGS OF THE STUDY 

• By operating system, the iOS segment accounted for the largest in-app purchase market share in 2023. 

• By type, the auto renewable segment accounted for the largest in-app purchase market share in 2023. 

• By application, the gaming segment accounted for the largest in-app purchase market share in 2023. 

• Region wise, North America generated the highest revenue in 2023. 

The market players operating in the in-app purchase market are Apple Inc., Disney, Google LLC, King.com Ltd., Netflix, Inc., Creative Clicks, AdMaven, POCKETGUARD, PubMatic, Roblox, InMobi, Brainly, Recurly, Propeller Ads and Tango. These major players have adopted various key development strategies such as business expansion, new product launches, and partnerships, which help to drive the growth of the in-app purchase market globally.