Sensor Tower：2025年Q2全球数字市场情报-数字广告、移动和零售媒体趋势深入分析（英文版）

For the first time in Q2 2025, mobile consumers spent more on in-app purchases and subscriptions in non-gaming apps than in games. This marks a swift shift in consumer behavior, with non-gaming app revenue climbing from just 26% of total in-app purchase (IAP) revenue in Q2 2019 to 52% in Q2 2025. Overall, global IAP revenue across iOS and Google Play reached a new all-time high of over $40 billion in Q2 2025, an 11% year-over-year increase. This sustained growth highlights the continued stren