Mobile App Market Outlook 2022

Mobile App 
Market Outlook
2022
— 
A Forecast of the Mobile App Market in 2022
© 2022 Sensor Tower Inc. - All Rights Reserved
Topic Overview
03 - Market Overview
08 - Market Forecast: Regions & Countries
14 - Market Forecast: Categories
20 - Key Trends
29 - Conclusion
Market Overview
— 
The Current State of the Mobile Market in 2021
92
47
24
MILLION MILLION MILLION

53
MILLION YEARS
AVERAGE MAU
AVERAGE WAU
AVERAGE DAU
TOTAL TIME SPENT
among the top 500 apps

in the top 500 apps
in Q3 2021 in Q3 2021 in Q3 2021 in Q3 2021
9
+ %
Year-over-Year
9
+ %
Year-over-Year
8
+ %
Year-over-Year
+ 11%
Year-over-Year
Market Overview 4
The Top 500 Apps Will Cross 100 Million Average MAU in 2022
Average active users for the top 500 apps worldwide each quarter
MAU WAU DAU

120M Average active users will climb steadily
into 2022, with the average monthly
102M
active users among the top 500 apps
100M
93M
+10% Y/Y surpassing 100 million. Average weekly
86M
+8% Y/Y active users will surpass 50 million in 2022,
80M
77M +13% Y/Y and daily active users will reach 26 million.
60M
51M
47M
44M
+9% Y/Y
39M
+7% Y/Y
40M +11% Y/Y
24M
26M
23M
21M
+7% Y/Y +9% Y/Y Note Regarding Active User Estimates:
20M +10% Y/Y

Estimates are from the top 500 apps each quarter by MAU
across iOS and Android.
0
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Market Overview 5
Time Spent in Mobile Apps Will Continue to Climb in 2022

Total time spent (years) in the top 500 apps each quarter
Total Time Spent Forecast

70M Users spent a total of 53 million years in
the top 500 apps in Q3 2021. We project
60M
that this will reach more than 66 million
years by Q4 2022, up 17 percent.
50M
40M
65M 66M
63M
30M 60M
54M 56M
53M
50M 48M 49M 49M
20M 40M
Note Regarding Total Time Spent Estimates:
10M Estimates are from the top 500 apps each quarter by MAU
across iOS and Android.
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Market Overview 6
Sports and Finance Led Category Growth in 2021

Top categories by year-over-year consumer spending and download growth in Q1 to Q3 2021
Spending Downloads
Top categories by consumer spending
growth included Sports, Finance, and
Sports Weather
60% 91%
Books. Productivity and Business also
continued to see gains from the pandemic.
Finance 58% Medical 29%

Finance and Sports were also among the
top five categories by download growth.
Books 57% Finance 23%
Productivity 55% Sports 13%
Note Regarding Estimates:
Our estimates include worldwide revenue and downloads for

Business 54% Utilities 12%
iPhone, iPad, and Google Play. We report gross revenue
(including the cut for Apple or Google). Apple apps and Google
0% 10% 20% 30% 40% 50% 60% 0% 20% 40% 60% 80% 100%
pre-installed apps are excluded. We report unique installs
only. Android estimates do not include third-party stores.
Market Overview 7
Market Forecast:
Regions & Countries

— 
Country and Region Projections for 2022
Spending Will Climb at Least 18 Percent in Each Region

Forecast for consumer spending and downloads by region
2021 2022
+18% Each region will see consumer spending
$80B $76.0B
climb by at least 18 percent year-over-
$64.2B
$60B
+21% year in 2022. Europe is projected to
$52.0B
$42.9B experience highest growth rate among the
Spending $40B
top three regions.
+28%
$23.6B
$20B $18.4B
+34% +27% +31% +41%
$2.3B $3.1B $2.4B $3.1B $2.0B $2.7B $440M $619M
$0
Asia North America Europe Latin America Oceania Middle East Africa
80B +9%
70.1B
64.6B
60B
Downloads 40B +5% +6% Note Regarding Estimates:
26.8B 28.1B
24.1B 25.6B +1% Our estimates include worldwide revenue and downloads for
20B 14.1B 14.2B +21% iPhone, iPad, and Google Play. We report gross revenue
8.3B -3% +5%
6.9B (including the cut for Apple or Google). Apple apps and Google
3.6B 3.5B 994M 1.0B
0 pre-installed apps are excluded. We report unique installs
Asia Europe Latin America North America Africa Middle East Oceania
Market Forecast: Regions 9

The United States Will Continue to Lead Consumer Spending

Consumer spending forecast for top countries, App Store and Google Play
US
U.S. Japan
Japan China
China South
South
Korea
Korea Great
U.K.Britain Germany
Germany
$15B The United States will continue to be the
leading market for mobile consumer
spending, approaching $50 billion in the
+21% Y/Y
in 2022
full year 2022. Other top markets will also
see strong growth, including the United
$10B
Kingdom (28 percent year-over-year) and
Germany (24 percent).
+17% Y/Y
+17% Y/Y
$5B
Note Regarding Revenue Estimates:
+13% Y/Y
Our estimates include worldwide revenue for iPhone, iPad,
+28% Y/Y
and Google Play. We report gross revenue (including the cut
+24% Y/Y
for Apple or Google). China data only includes the App
$0 Store, while other countries include the App Store and
Google Play (since Google Play is not available in China).
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Market Forecast: Countries 10
The Established Top Markets Will Also See the Most Growth
Top countries for projected year-over-year raw consumer spending growth
2021 2022
$50B +21% The top five markets are also forecast for
the highest raw revenue growth in 2022.
U.S. consumer spending is projected to
$40B
climb by more than $8 billion in 2022,
more than the revenue growth in Japan
and China combined.
$30B +17%
+17%
$48.7B
$20B $40.3B
$29.0B
$27.2B
$24.8B
$23.2B
$10B +13% Note Regarding Revenue Estimates:

+28%
$6.8B $7.7B
$3.6B $4.6B for Apple or Google). China data only includes the App
$0 Store, while other countries include the App Store and
          Google Play (since Google Play is not available in China).
         
U.S. Japan China South Korea U.K.

Many Markets Will Retain Gains Seen at the Start of COVID-19

Download forecast for top countries, App Store and Google Play
India India U.S. U.S. Brazil

Brazil Indonesia
Indonesia China
China Russia
Russia
10B Downloads have begun to stabilize after
the shift seen at the start of the COVID-19
pandemic. India continues its dominance
8B
as the top market for app adoption.
+5% Y/Y
in 2022
6B
4B
+1% Y/Y
-1% Y/Y
+10% Y/Y
2B
-2% Y/Y Note Regarding Download Estimates:
+8% Y/Y Our estimates include worldwide downloads for iPhone, iPad,
and Google Play. Apple apps and Google pre-installed apps are
excluded. We report unique installs only. China data only
0
includes the App Store, while other countries include the App
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Store and Google Play (since Google Play is not available in
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China). Android estimates do not include third-party stores.

Install Growth Will Be Driven by APAC Markets in 2022

Top countries for projected year-over-year raw download growth
2021 2022
30B +5% Each of the top five countries by
projected download growth are in Asia,
led by India and Indonesia. Pakistan’s
25B
installs will climb by nearly 900 million in
2022, only exceeded by India’s download
20B
growth of 1.5 billion.
15B 29.1B
27.6B
10B
+10%
Note Regarding Download Estimates:
5B +21% +28% +21%

8.1B Our estimates include worldwide downloads for iPhone, iPad,
7.4B
3.5B 4.2B 4.0B 3.8B
3.1B 3.1B excluded. We report unique installs only. Android estimates do
0 not include third-party stores.
         
         
India Indonesia Vietnam Pakistan Philippines

Market Forecast:
Categories
— 
Category Projections for 2022
Subscriptions Driving Rapid Revenue Growth for Non-Games

Forecast for consumer spending and downloads, games vs. non-games
Spending Downloads
2020 2021 2022 2020 2021 2022 Non-game revenue is projected to grow
$120B 100B
+7%
at more than double the pace of that for
+1%
games, with subscriptions continuing to
+14%
$100B
drive rapid growth for categories
+12%
80B
including Entertainment, Social
Networking, and Health & Fitness. For
$80B
downloads, both games and non-games
60B +6%
-3% will see stronger growth return after
$60B
+37% installs plateaued following the spike in
94B
$102B 86B 87B 2020 from COVID-19.
+38% 40B
$89B
$40B $80B
56B 57B
54B
$59B
20B Note Regarding Estimates:
$43B
$20B
$31B
Our estimates include worldwide revenue and downloads for
iPhone, iPad, and Google Play. We report gross revenue
(including the cut for Apple or Google). Apple apps and Google
$0 0 pre-installed apps are excluded. We report unique installs
Games Non-Games Games Non-Games
Market Forecast: Categories 15

Expect Significant Revenue Growth Across Top Categories

Consumer spending forecast for top non-game categories, App Store and Google Play
Entertainment Social Networking Photo & Video Productivity Music Lifestyle

$4B Sensor Tower’s forecasts show worldwide
+36% Y/Y
revenue climbing by at least 30 percent

in 2022 year-over-year in 2022 for all of the top
non-game categories.
$3B
+35% Y/Y
$2B +40% Y/Y
+43% Y/Y
$1B +31% Y/Y
+31% Y/Y

for Apple or Google). Android estimates do not include
$0 third-party stores.
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Productivity and Books to Exceed 40 Percent Growth in 2022

Top categories for projected year-over-year raw consumer spending growth
2021 2022
$14B +36% Productivity and Books are projected for
the highest growth among the top 10
categories at 43 percent. Each of the top
$12B
five non-games categories are expected to
have consumer spending climb by more
$10B
than $1 billion year-over-year in 2022.
+35%
$8B +40%
$13.6B
$6B
$10.1B
$8.6B +43%
$4B +43%
$7.5B
$6.4B
$5.4B Note Regarding Revenue Estimates:
$2B $3.9B $3.6B

$2.7B $2.5B and Google Play. We report gross revenue (including the cut
Entertainment Social Networking Photo & Video Productivity Books

Top Categories to See Single-Digit Download Growth

Download forecast for top non-game categories, App Store and Google Play
Utilities Photo & Video Entertainment Social Networking Productivity Finance

5B Expect modest download growth for the
top categories as trends return to normal
following the adjustment to life during
4B
the pandemic.
+5% Y/Y
in 2022
3B
+6% Y/Y
+4% Y/Y
2B
+7% Y/Y
+9% Y/Y
+6% Y/Y
1B
Our estimates include worldwide downloads for iPhone, iPad,

excluded. We report unique installs only. Android estimates do
0
not include third-party stores.
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Five Categories Projected to Gain at Least 500K Installs in 2022

Top categories for projected year-over-year raw download growth
2021 2022
16B +5% Several categories saw downloads fall
year-over-year in 2021, especially those
14B that had the biggest boost during the
pandemic including Business, Education,
12B and Productivity. Expect positive
download growth for the top categories
+6%
10B in 2022.
+4%
+7%
8B 15.6B
14.8B +9%
6B
10.1B
9.5B
8.6B 9.0B
4B 7.8B
7.3B 6.9B
6.3B Note Regarding Download Estimates:
2B
0 not include third-party stores.
Utilities Photo & Video Entertainment Social Networking Productivity

Key Trends
— 
Standout Trends to Follow into
2022 and Beyond
Key Trends:
Introduction
1. Social Audio Market Emerges
After Clubhouse’s rapid ascent in 2021, top apps have

started to invest in adding social audio features.
2. Cryptocurrency Drives Fintech Trends
Finance was one of the fastest growing categories by

downloads in 2021, driven by soaring interest in crypto.
3. Livestream Shopping Hits the U.S.
Livestream shopping, already popular in China, has

emerged as a key trend to watch in the U.S.
Key Trends 21
Clubhouse’s Rapid Ascent Revealed a Market For Social Audio

Weekly worldwide installs for Clubhouse
App Store Google Play

3.0M Clubhouse’s huge success in early 2021
Clubhouse
pointed to the untapped market for
Alpha Exploration Co. social audio apps. It saw another big spike
2.5M
in late May when the app launched on
Google Play.
2.0M
1.5M
1.0M
500K
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/5
/7
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Key Trends 22
Top Apps in Various Categories Were Quick to Add Social Audio

Worldwide downloads for Clubhouse and other top apps exploring social audio
Worldwide Downloads
Category Ranking
Q1-Q3 2021
Top apps across various app categories
Social Networking
were quick to respond to the social audio
Facebook 477M
(No. 2) craze, suggesting that these companies
Music
see the growth potential of this medium.

Spotify* 161M
(No. 1) Twitter Spaces, Facebook Live Audio
News
Rooms, Discord Stage Channels, and

Twitter 143M
(No. 1) Spotify Greenroom were all released
Social Networking
between May and June 2021. LinkedIn also

Discord 98M
(No. 8) began testing social audio in March, and
Reddit is testing its Reddit Talk feature.
News
Reddit 43M
(No. 3)
Business
LinkedIn 40M
(No. 6)

Clubhouse 32M
0 100M 200M 300M 400M 500M
*Spotify acquired the social audio app Locker Room and rebranded it as Spotify Greenroom.
*Other top apps added the feature to their core app version.
Key Trends 23
Finance is the Fastest Growing Category Since 2019

Download CAGR between Q1 2019 and Q3 2021 for the top 10 categories
Finance 22.7% Among the top 10 categories, no category

has seen faster download growth since
Games 14.5%
the start of 2019 than Finance. While
Shopping 14.4%
many other categories saw the largest
gains in early 2020 at the start of the
Utilities 9.1% pandemic, Finance installs spiked at the
start of 2021 as the popularity of
Lifestyle 7.6%
cryptocurrency soared.
Social  
6.9%
Networking
Productivity 6.6%
Entertainment -0.1%
-0.1%
Music -0.9%
-0.9%
Photo & Video -1.2%-1.2%
-5% 0% 5% 10% 15% 20% 25% 30%
Key Trends 24
Interest in Cryptocurrency Drove Finance Category Growth

Monthly Finance category downloads vs. Bitcoin price
Downloads Bitcoin Price

600M $75K Finance downloads climbed along with
Bitcoin price, pointing to how demand for
fintech on mobile is tied to the future of
cryptocurrency. Mobile is in a strong
position to capitalize on the
400M $50K
cryptocurrency market compared to
traditional banking, which is already well
Bitcoin Price (USD)

established in physical locations.
Downloads
555M
507M 506M 503M 515M 509M
480M 490M 475M
456M 466M
424M
200M 405M $25K
Note Regarding Estimates:

0 $0
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21
21
1
Bitcoin price is as of the end of the month.
t-2
-2
-2
r-2
-2
-2
l-2
t-2
v-
c-
n-
g-
p-
ar
ay
n
b
Ju
Oc
Oc
Ap
De
No
Au
Ja
Ju
Fe
Se
M
Source: CoinMarketCap
Key Trends 25
Robinhood's Recent Success Heavily Tied to Cryptocurrency

Weekly worldwide downloads for Coinbase and Robinhood
Robinhood Coinbase
2.5M Robinhood, the top asset management
Robinhood
Coinbase
app in the U.S., has seen its recent
Robinhood Coinbase success highly tied to cryptocurrency. Its
2.0M
install pattern was very similar to the
cryptocurrency exchange app Coinbase.
1.5M
1.0M
500K

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Key Trends 26
Livestream Shopping Demand Boosted During Pandemic

Monthly U.S. downloads for the top five livestream shopping apps
2019 2020 2021

500K Adoption of livestream shopping in the
U.S. accelerated at the start of the
pandemic, and it has continued to climb
400K
since. Top apps saw positive year-over-
year growth in all but one of the first 10
-23% months in 2021.
300K +8%
+10%
+11% +50% +67%
+38%
+37% +19%
+9%
200K
100K
Top apps include QVC, NTWRK, Flip, HSN, and Whatnot. Our
estimates include worldwide downloads for iPhone, iPad, and
Google Play. Apple apps and Google pre-installed apps are
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Key Trends 27
Nearly Half of the Top Apps Are Testing Livestream Shopping

Top 15 apps by U.S. downloads for Q1 to Q3 2021
Livestream Shopping Other

Six of the top 15 apps have either already
TikTok 55M experimented with livestream shopping
YouTube 36M events or have announced plans to test
Facebook 35M livestream shopping in the near future.
Zoom 32M All of the top Social Networking and
Messenger 31M Shopping apps are exploring livestream
HBO Max 28M
shopping integration as a potentially huge
Instagram 27M
boost to mobile retail.
Cash App 24M
Netflix 24M
Disney+ 23M
WhatsApp 22M
Amazon 22M
Snapchat 22M Note Regarding Download Estimates:
DoorDash 20M Our estimates include worldwide downloads for iPhone, iPad,
Hulu 20M and Google Play. Apple apps and Google pre-installed apps are
0 10M 20M 30M 40M 50M 60M
Key Trends 28
Conclusion
— 
Key Takeaways from Sensor Tower’s research
Global Consumer Spending to Reach $160 Billion in 2022

Worldwide consumer spending forecast, App Store and Google Play
Spending Forecast
$50B Consumer spending will surpass $160
billion in 2022, an increase of 21 percent
year-over-year. This growth is expected to
$40B
slightly exceed the 20 percent year-over-
year growth in 2021.
$30B
$40B $41B $42B

$20B
$38B
$34B $35B
$32B $32B
$29B $30B
$28B
$24B
$10B

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Q4
Conclusion 30
Positive Install Growth to Return Following Pandemic Boost

Worldwide download forecast, App Store and Google Play
Downloads Forecast
40B Installs spiked in Q2 2020 as consumers
turned to their mobile devices to aid the
transition to life during the pandemic.
Apps were able to retain most of the gains
30B in 2021, and we expect positive growth to
return in 2022.
20B 39B
37B 38B
36B 36B 37B 37B
35B 36B 35B
33B 34B
10B

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Conclusion 31
In Conclusion: A New Normal
● 2021 was a year of adjusting to a new normal during the COVID-19

pandemic after huge growth across various industries on mobile
in 2020. We project mobile to reach new highs in 2022 across
various metrics including consumer spending, downloads, active
users, and time spent.
● While we expect more typical consumer spending and download

growth to return in 2022, the pandemic has accelerated some
trends such as the adoption of livestream shopping in the U.S.
● Non-games will continue to outpace games in terms of consumer

spending growth, with categories including Entertainment,
Productivity, and Books leading the way.
● Look for a few key trends from 2021 to continue to gain traction in
2022. For example, the rise of social audio on mobile and the
boom and bust nature of cryptocurrency are expected to have a
significant impact on the market in the future.
Conclusion 32
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33
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08 - Market Forecast: Regions & Countries

14 - Market Forecast: Categories

MILLION MILLION MILLION

among the top 500 apps

in Q3 2021 in Q3 2021 in Q3 2021 in Q3 2021

MAU WAU DAU

20M +10% Y/Y

Time Spent in Mobile Apps Will Continue to Climb in 2022

Total Time Spent Forecast

Note Regarding Total Time Spent Estimates:

Sports and Finance Led Category Growth in 2021

Finance 58% Medical 29%

Books 57% Finance 23%

Productivity 55% Sports 13%

Note Regarding Estimates:

Our estimates include worldwide revenue and downloads for

Regions & Countries

Spending Will Climb at Least 18 Percent in Each Region

Downloads 40B +5% +6% Note Regarding Estimates:

Market Forecast: Regions 9

The United States Will Continue to Lead Consumer Spending

Note Regarding Revenue Estimates:

Our estimates include worldwide revenue for iPhone, iPad,

Market Forecast: Countries 11

Many Markets Will Retain Gains Seen at the Start of COVID-19

India India U.S. U.S. Brazil

Market Forecast: Countries 12

Install Growth Will Be Driven by APAC Markets in 2022

Note Regarding Download Estimates:

5B +21% +28% +21%

Market Forecast: Countries 13

Subscriptions Driving Rapid Revenue Growth for Non-Games

Market Forecast: Categories 15

Expect Significant Revenue Growth Across Top Categories

Entertainment Social Networking Photo & Video Productivity Music Lifestyle

revenue climbing by at least 30 percent

$2B +40% Y/Y

Our estimates include worldwide revenue for iPhone, iPad,

Productivity and Books to Exceed 40 Percent Growth in 2022

$2B $3.9B $3.6B

Market Forecast: Categories 17

Top Categories to See Single-Digit Download Growth

Utilities Photo & Video Entertainment Social Networking Productivity Finance

Our estimates include worldwide downloads for iPhone, iPad,

Five Categories Projected to Gain at Least 500K Installs in 2022

Market Forecast: Categories 19

1. Social Audio Market Emerges

After Clubhouse’s rapid ascent in 2021, top apps have

2. Cryptocurrency Drives Fintech Trends

Finance was one of the fastest growing categories by

3. Livestream Shopping Hits the U.S.

Livestream shopping, already popular in China, has

Clubhouse’s Rapid Ascent Revealed a Market For Social Audio

App Store Google Play

Note Regarding Download Estimates:

Top Apps in Various Categories Were Quick to Add Social Audio

see the growth potential of this medium.

Rooms, Discord Stage Channels, and

between May and June 2021. LinkedIn also

Our estimates include worldwide downloads for iPhone, iPad,

Finance is the Fastest Growing Category Since 2019

Finance 22.7% Among the top 10 categories, no category

Mobile App 