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Subscription Economy Fuels App Revenue Surge Amid Declining Downloads

Mobile Market Transformation In 2025

The 2025 annual report from Appfigures reveals a notable shift in the global mobile app landscape. Although total downloads across the App Store and Google Play fell by 2.7% to 106.9 billion, consumer spending accelerated by 21.6% to an estimated $155.8 billion. This divergence highlights a growing trend: while acquiring new users is becoming more difficult, revenue is being supported by more sustainable, recurring monetization models.

Subscription Economy: The Revenue Engine

Developers, marketers, and publishers have adeptly leveraged subscription models and in-app purchases to offset the decline in new downloads. This evolution has not only stabilized revenue streams but also fostered an ecosystem of ancillary services around mobile app monetization. For instance, subscription management platform RevenueCat secured a $50 million Series C, while startup Appcharge raised a $58 million Series B to further improve monetization strategies for mobile games. Meanwhile, marketing and monetization specialist Liftoff Mobile recently filed for an IPO, underscoring the confidence in this evolving market.

Diversification of App Spending

The report indicates a marked shift away from mobile games as the primary revenue driver. In 2025, consumers allocated $72.2 billion to mobile games (46% of total app spending), a 10% year-over-year increase. However, non-game apps recorded a more impressive surge, with spending rising by 33.9% to reach $82.6 billion. This diversification reflects the broadening appeal and monetization potential of utility, finance, education, and lifestyle applications.

Download Declines Persist

Despite robust revenue growth, app downloads have continued to fall from their pandemic peak of 135 billion in 2020. Mobile game downloads dropped 8.6% year over year to 39.4 billion, while non-game app downloads were nearly flat, rising slightly by 1.1% to 67.4 billion. The sustained decline in installations underscores the need for developers to prioritize innovative monetization strategies as competition for user attention intensifies.

Insights From the U.S. Market

On the domestic front, the U.S. market reflects a similar trend. Consumer spending on mobile apps climbed to an estimated $55.5 billion in 2025, up 18.1% from $47 billion in 2024, even though downloads dipped by 4.2% to 10 billion installs. Notably, non-game applications led the charge with spending rising by 26.8% to $33.6 billion, compared to a modest 6.8% increase in gaming app expenditure. Downloads for non-game apps reached approximately 7.1 billion, while mobile games accounted for 2.9 billion installations.

The interplay of declining downloads and rising revenues suggests that developers and marketers must continue to focus on sophisticated monetization strategies to thrive in an evolving digital ecosystem. The subscription economy not only drives revenue but also shapes the future of mobile app innovation.

Women Make Up A Majority Of The EU’s Science And Technology Workforce But The Real Gap Is Elsewhere

Women now make up the majority of the EU’s science and technology workforce. According to Eurostat, in 2025, more than 81.6 million people aged 15 to 74 were employed in science and technology occupations across the EU. Of those, 52.5% were women, equal to 42.8 million women. The number of women in these occupations rose by 27.9% compared with 2015, an increase of more than 9.3 million over a decade.

On the surface, the numbers resemble progress. However, Eurostat’s category requires context before that figure can be read accurately. The data refers to HRST, or Human Resources in Science and Technology, specifically people employed in science and technology occupations. These are roles where the main tasks require professional or technical knowledge in physical and life sciences, but also in social sciences and humanities. That definition is wider and broader than engineering, ICT, laboratory science, or high-tech research alone.

Zooming In

The gender picture changes once the data moves from a wider definition of the workforce to the narrower scientist-and-engineer (research and manufacturing) subgroup.

Scientists and engineers represented almost a quarter of all people employed in science and technology in the EU in 2025. Eurostat describes scientists and engineers as often being the innovators at the centre of technology-led development, making them an important subgroup to focus on separately.

Women accounted for only 40.8% of scientists and engineers in 2025, despite making up more than half of the wider category. That share has increased by a mere 0.5 percentage points over the past decade. The absolute number of women working as scientists and engineers rose from 5.3 million in 2015 to 8.2 million in 2025, despite the push from national and international organisations to increase the number of women in the field. Europe has expanded the number of women in science and technology occupations over ten years. However, that expansion has not extended equally into the scientist-and-engineer subgroup, where much of Europe’s research and innovation work is conducted.

In 2025, of the 39.4 million women aged 25 to 64 working in science and technology occupations in the EU, 35.5 million worked in service activities. Only 2.7 million worked in manufacturing. Women accounted for 57.5% of science and technology employment in services, but only 31.3% in manufacturing.

In 2025, the highest shares of women employed in science and technology occupations were recorded in Latvia at 62.4%, followed by Hungary’s Great Plain and North region at 61.1%, Estonia at 60.5%, Poland’s Central macroregion at 60.4%, and Lithuania at 60.3%. No EU country recorded a majority of women among science and technology workers in manufacturing.

Break-down

Eurostat’s figures measure employment in broad science and technology occupations. They do not show job security, pay levels, management roles, promotion rates, research leadership, or whether women are concentrated in junior or senior workplace positions.

The classification of “senior” also requires additional explanation. Eurostat reports that 45.9% of science and technology workers aged 25 to 64 in the EU were classified as “senior” HRST in 2025. In this dataset, “senior” refers to workers aged 45 to 64. It does not mean senior manager, senior researcher, team lead, or decision-maker.

A high female share in the wider Human Resource Science and Technology (HRST) category does not parallel equal representation across scientists, engineers, manufacturing roles, senior posts, pay, research funding, or decision-making. These figures also reflect the occupational mix inside each country or region, not only structural progress across all areas of science and technology.

The Case Of Cyprus

Eurostat data places Cyprus’s overall science and technology employment at 37.2% of the labour force in 2025, slightly above the EU-27 figure of 36.9%, and above Greece at 26.8%, Malta at 33.9%, and Turkey at 18.2%. This figure covers the total share of the labour force employed in science and technology across all genders.

Progress Or Work-in-Progress?

52.5% in the broad category. 40.8% among scientists and engineers. 31.3% in manufacturing. Europe’s gender gap in science and technology hasn’t closed yet, and there is still work to be done to encourage and support more women to enter the field, especially in research and manufacturing.

Let’s not wait another decade for another couple of percentage points of hope.

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