Top Countries

App Store Countries by Consumer Spending

China, the U.S., and Japan are all projected to surpass $28 billion in consumer spending by 2025. China is able to edge out the U.S. that year, but the two countries will have similar trajectories over the next five years.

While there’s expected to be some change to the order of countries ranked between five and 10, the group will remain closely matched. Canada is going to be the No. 5 country in 2025 at $3.7 billion, while France will rank No. 10 at $2.5 billion.

Top 10 countries by App Store consumer spending – Source: Sensor Tower

App Store Spending by Country

The U.S. surpassed China in App Store revenue in Q2 2020, the first time it ranked ahead of China since Q4 2018. U.S. revenue surged following the spread of COVID-19 in early 2020, particularly driven by mobile games. The two countries can gain similar growth over the next five years. Growth rates from other top countries are similar, with Japan lagging slightly behind the rest. The top three countries on the App Store will remain well ahead of the rest for the foreseeable future.

Projected consumer spending for the top five countries – Source: Sensor Tower

Google Play Countries by Consumer Spending

The only expected movement among the top five Google Play countries is the U.K. passing Taiwan to rank No. 5. South Korea, No. 7 on the App Store, ranks No. 3 on Google Play.

Three different countries are able to rank at No. 10 in 2020, 2021, and 2025. All are forecast to have approximately $1.2 billion in consumer spending on Google Play in 2025.

Top 10 countries by Google Play consumer spending – Source: Sensor Tower

Google Play Spending by Country

Google Play revenue growth in the U.S. and  Japan accelerated in 2020. In the U.S., growth increased following the spread of COVID-19,  particularly among games. Spending on mobile games can remain high in 2021 as consumers continue to spend more time at home during COVID-19.

Among the top five countries, the U.K. has the highest projected revenue CAGR at 22 percent, followed by Germany at 19 percent. The top Asian countries, Japan and South Korea are projected for lower growth.

Projected consumer spending for the top five countries – Source: Sensor Tower

App Store Countries by Downloads

The top three countries by App Store downloads match those by revenue and the U.K. is also among the top five by both downloads and revenue. Russia, the No. 5 country by downloads in 2020, was outside the top 10 by revenue.

Vietnam is able to climb three positions between 2020 and 2025, while India will enter the top 10 at No. 9. Saudi Arabia’s ascent in 2020 appears to be driven by COVID-19 and it is expected to fall out of the top 10 by 2025.

Top 10 countries by App Store downloads – Source: Sensor Tower

App Store Downloads by Country

China’s downloads declined from 9.1 billion in 2018 to 8.2 billion in 2020. The influence of government regulation makes it a difficult market to predict and, as a result, some domestic publishers have been shifting their focus to other markets. 

Meanwhile, the U.S. has seen steady growth and is expected to surpass 10 billion downloads by 2024. The U.S saw double-digit Y/Y growth for three consecutive years between 2018 and 2020.

Projected downloads for the top five countries – Source: Sensor Tower

Google Play Countries by Downloads

After U.S. downloads on Google Play peaked at nearly 5.8 billion in 2016, installs decreased year-over-year for three consecutive years. Buoyed by COVID-19, downloads bounced back in 2020 to nearly reach the peak seen in 2016. A modest CAGR of 2 percent is projected for the next five years. 

Pakistan, Vietnam, and Mexico are projected for strong growth over the next five years. These countries will join the U.S. at approximately 6 billion downloads in 2025.

Top 10 countries by Google Play downloads – Source: Sensor Tower

Google Play Downloads by Country

India will continue to dominate the Google Play market, approaching 60 billion annual downloads by 2025. The forecast of 18 percent CAGR for the next five years is substantially lower than the 49 percent CAGR India achieved over the previous five years, but the growth rate had shown signs of slowing even before the arrival of COVID-19.

Indonesia surpassed the U.S. in 2019 and expanded its lead to more than 1 billion by 2020. Indonesia is going to have more than twice as many installs as the U.S. in 2025.

Projected downloads for the top five countries – Source: Sensor Tower

Key Takeaways: 

Top Countries

1. While government regulation has had an impact on China’s app downloads, revenue growth has remained strong. China’s user spends on the App Store approaches $55 billion by 2025, a CAGR of 22 percent.

2. India will remain the dominant market for downloads, with a forecasted 18 percent CAGR to reach 60 billion downloads across the App Store and Google Play. This is well ahead of the next two countries, the U.S. and Brazil, at 17 billion and 16 billion, respectively.

3. The U.S. will remain a top market on both platforms, with a projected revenue CAGR of 20 percent on the App Store and 14 percent on Google Play. It will continue to be a top market on the App Store in particular, with app adoption growing at a CAGR of 7 percent on that platform. Between 2020 and 2025, the App Store’s share of U.S. downloads will climb from 59 percent to 63 percent, with Google Play’s share dropping from 41 percent to 37 percent.