India dominates global mobile app market in downloads, time spent
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The country, which has an estimated 900 million internet users, registered 24.3 billion app downloads in 2024, a decline from 25.6 billion in 2023 and 26.6 billion in 2022. However, app usage saw impressive growth, with time spent on apps soaring to 1.12 trillion hours in 2024, up from 991 billion hours in 2023 and 841 billion in 2022.
Despite this, India did not feature among the top 20 countries in in-app purchase (IAP) revenue, which measures user spending on purchases made within apps. Globally, IAP revenue grew 13% year-on-year (YoY) to $150 billion, with the United States ($52 billion) and China ($25 billion) leading.
Social media and media & entertainment (M&E) remained India's leading app categories, driven by Instagram and JioCinema. Downloads in these categories declined, with social media dropping by 10% to 1.19 billion and M&E (Film & TV Streaming) falling by 8% to 663 million.
IAP revenue from M&E (Dating) in India grew 25% YoY to $55 million, led by Bumble, while the social media category saw a 29% increase to $54 million, with YouTube at the forefront. Within M&E (Film & TV Streaming), IAP revenue surged 86% to $45 million, with Disney+ Hotstar dominating.
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