Mobile app market analysis
According to Sensor Tower, consumers worldwide spent $167 billion in mobile apps and games in 2025, 10.6% more than a year earlier. For the first time, non-game apps earned more than games, driven mainly by subscriptions and AI services. In Poland, 87.3% of people aged 16–74 go online on a smartphone (Statistics Poland, 2025). This brief brings together data on the global market, the apps Poles use and how they pay in them, new EU rules and AI apps.
01
How big is the global mobile app market?
According to Sensor Tower, consumers worldwide spent $167 billion in mobile apps and games in 2025, 10.6% more than in 2024. For the first time, non-game apps earned more than mobile games.
The $167 billion covers in-app purchases, subscriptions and paid apps on the App Store and Google Play. It does not include advertising revenue. Games brought in about $82 billion (+1.3%). Non-game apps grew by 21% and now earn about three times as much as five years ago (Sensor Tower, 2026).
Downloads are almost flat. Apps and games were downloaded about 150 billion times in 2025, 0.8% more than a year earlier. Time spent in apps keeps growing: 5.3 trillion hours in 2025 (+3.8%), or about 3.6 hours a day per user.
Growth continues in 2026, but more slowly. According to Sensor Tower, spending in apps and games reached $43.6 billion in Q2 2026 (+5.3% year on year). Non-game apps hit a record $24.4 billion (+14.6%), while spending in games fell by 4.5%. Downloads were at the same level as a year earlier.
Why the figures differ: Appfigures estimates 2025 app spending at $155.8 billion (+21.6%) and downloads at 106.9 billion (−2.7%, the fifth annual decline in a row). Sensor Tower and Appfigures count downloads and revenue differently, so their data should not be mixed. This brief uses Sensor Tower data because it also covers 2026.
| Indicator | 2025 | Change y/y |
|---|---|---|
| Consumer spending ($ bn) | 167 | +10.6% |
| of which games ($ bn) | approx. 82 | +1.3% |
| of which non-game apps ($ bn) | approx. 85 | +21% |
| App and game downloads (bn) | approx. 150 | +0.8% |
| Time spent in apps (trillion hours) | 5.3 | +3.8% |
| Indicator | Q2 2026 | Change y/y |
|---|---|---|
| Consumer spending ($ bn) | 43.6 | +5.3% |
| of which non-game apps ($ bn) | 24.4 | +14.6% |
| of which games | n/a | −4.5% |
| Spending in generative AI apps | n/a | +108% |
For app publishers: downloads have stopped growing worldwide, so new revenue comes from users who already pay. When entering Poland, plan for subscriptions and repeat purchases rather than download volume.
02
How many Poles use the internet on a smartphone?
According to Statistics Poland (GUS), 87.3% of people aged 16–74 in Poland went online on a mobile phone or smartphone in 2025. Almost 85% used the internet every day or almost every day.
The smartphone is the main device for going online in Poland. Only 56.9% of internet users use a laptop (GUS, 2025).
96.2% of households have internet access (+0.3 percentage points). Mobile broadband is now in 78.2% of households (+2.3 pp) and fixed broadband in 70.3% (−1.8 pp). Mobile access is ahead of fixed access, and the gap is widening.
According to the Gemius and PBI Mediapanel study, 29.4 million people used the internet in Poland in September 2026, 26.1 million of them every day.
| Indicator | Value | Period |
|---|---|---|
| Households with internet access | 96.2% | 2025 |
| Households with mobile broadband | 78.2% | 2025 |
| Households with fixed broadband | 70.3% | 2025 |
| People aged 16–74 going online on a mobile phone or smartphone | 87.3% | 2025 |
| Internet users who use a laptop | 56.9% | 2025 |
| Internet users in Poland (m) | 29.4 | 09.2026 |
| of which daily (m) | 26.1 | 09.2026 |
For app publishers: in Poland a mobile-first product is the default. Design and test for smartphones first, and treat the desktop version as secondary.
03
Which apps do Poles use most?
According to the Mediapanel study, in February 2026 the Google app had 25.84 million users in Poland, Facebook 22.4 million and Messenger 21.39 million. These were the only three apps with more than 20 million users.
In shopping, the Temu app reaches more people in Poland than the Allegro app. In February 2026 the Temu app had 14.63 million users and the Allegro app 9.33 million (Mediapanel, via Wirtualnemedia.pl, 2026). Poles spend the most time in TikTok: an average of 27 hours and 30 minutes per user in February 2026.
An important Polish app is the state’s mObywatel. According to the Ministry of Digital Affairs, over 11 million people had a digital ID card (mDowód) in the app in early 2026, 2.4 million more than a year earlier. In 2025 there were about 1.5 million logins a day on average, and 6.2 million people had a digital driving licence. In 2025 the app added 16 new documents and 20 new services. Users rate it 4.8 out of 5 (over 1 million ratings).
| App | Users (m) |
|---|---|
| 25.84 | |
| 22.40 | |
| Messenger | 21.39 |
| Temu | 14.63 |
| Allegro | 9.33 |
For app publishers: Polish users already handle official documents and payments in apps. Global platforms such as Temu reach more users than local leaders, so a foreign app can win a large audience in Poland if it matches local habits.
04
How do Poles pay and shop in apps?
According to the Polish Payment Standard (PSP), BLIK users made 2.9 billion transactions worth PLN 441.5 billion in 2025. At the end of 2025 BLIK had 20.7 million active users, 2.2 million more than a year earlier.
Almost half of BLIK transactions are online purchases. In 2025 there were 1.4 billion of them (+20%), worth PLN 219 billion. Users made 735.1 million phone-to-phone transfers (+22%) and 704.5 million in-store payments (+22%). BLIK handles about 8 million transactions a day, and the average user pays with it 12 times a month (PSP, via BANK.pl, 2026).
69.7% of people aged 16–74 shop online (GUS, 2025). According to the Gemius report “E-commerce in Poland 2025”, 82% of online shoppers use a smartphone to do so, and 91% of those under 24. BLIK is the most popular payment method (72% of shoppers), ahead of fast bank transfers (64%) and cards (43%). 83% of shoppers choose parcel lockers for delivery.
| Indicator | 2025 | Change y/y |
|---|---|---|
| Transactions (bn) | 2.9 | n/a |
| Transaction value (PLN bn) | 441.5 | n/a |
| Active users at year end (m) | 20.7 | +2.2 m |
| Online payments (bn) | 1.4 | +20% |
| Online payment value (PLN bn) | 219 | n/a |
| Phone-to-phone transfers (m) | 735.1 | +22% |
| In-store payments (m) | 704.5 | +22% |
For app publishers: BLIK is the most popular way to pay online in Poland. An app that sells in Poland without BLIK at checkout is likely to lose customers at the payment step.
05
How are EU rules changing the app market?
From 1 October 2026 Apple applies a single set of terms for app developers in the EU. The commission on App Store sales is 26% with Apple’s In-App Purchase, 20% with alternative payment processing and 15% when users are linked out to buy outside the app (Apple, 2026).
Apple’s commission. Members of Apple’s programmes for smaller developers (including the App Store Small Business Program) pay 15% with In-App Purchase and 10% with alternative payments or link-outs. Apps distributed outside the App Store pay a 5% commission on digital transactions (Core Technology Commission). It replaces the earlier per-install Core Technology Fee. For the first time in the EU, developers can also offer In-App Purchase alongside alternative payment options. They must keep their chosen payment options for 12 months.
Digital Markets Act (DMA). Apple says the new terms resolve its dispute with the European Commission. On 23 April 2025 the Commission fined Apple €500 million for preventing developers from telling users about cheaper offers outside the App Store. In the same decision Meta was fined €200 million over its “pay or consent” advertising model.
Accessibility. Since 28 June 2025, accessibility requirements apply in Poland to e-commerce and consumer banking services, including mobile apps. They come from Directive (EU) 2019/882 and the Polish act of 26 April 2024. Microenterprises (fewer than 10 employees and turnover or balance sheet of up to €2 million) are exempt from the obligations for services.
| Sales model | Standard rate | Members of programmes for smaller developers |
|---|---|---|
| App Store, Apple In-App Purchase | 26% | 15% |
| App Store, alternative payment processing | 20% | 10% |
| App Store, link-out to purchase outside the app | 15% | 10% |
| Distribution outside the App Store | 5% | n/a |
| Date | Change |
|---|---|
| 23.04.2025 | European Commission fines under the DMA: Apple €500 m, Meta €200 m |
| 28.06.2025 | Accessibility requirements for e-commerce and banking, including apps |
| 1.10.2026 | Apple’s new single set of terms for app developers in the EU |
For app publishers: check which Apple payment model is cheapest for your app before 2027, as the chosen options must be kept for 12 months. Apps for online shops and banks sold in Poland also need to meet accessibility requirements.
06
How is artificial intelligence changing the app market?
According to Sensor Tower, generative AI apps were downloaded 3.8 billion times worldwide in 2025, twice as many as a year earlier. User spending in these apps almost tripled, to over $5 billion.
AI apps are also quickly winning users’ time. In 2025 people spent 48 billion hours in them, about 3.6 times more than in 2024, and the number of sessions passed 1 trillion. According to Sensor Tower, AI services were one of the main reasons why non-game apps earned more than games for the first time.
ChatGPT was the world’s third highest-grossing app in 2025, after TikTok and Google One. TikTok led all three rankings: downloads, spending and time spent in the app (Sensor Tower, 2026).
The trend continues in 2026. In Q2 2026 consumer spending in generative AI apps was 108% higher than a year earlier (Sensor Tower, 2026).
| Indicator | 2025 | Change vs 2024 |
|---|---|---|
| Downloads (bn) | 3.8 | approx. 2 times more |
| User spending ($ bn) | over 5 | almost 3 times more |
| Time in apps (bn hours) | 48 | approx. 3.6 times more |
| Sessions (trillion) | over 1 | n/a |
For app publishers: users are now willing to pay monthly for AI features. If AI is part of your product, test a subscription price in Poland early rather than relying only on advertising revenue.
07
What is the outlook for the mobile app market?
According to Sensor Tower, spending in mobile apps and games grew by 5.3% year on year in Q2 2026, to $43.6 billion, while downloads stayed at last year’s level. The market is growing because users spend more, not because of new downloads.
Four factors matter most for the coming years:
subscriptions and AI: non-game apps are growing faster than games (+14.6% vs −4.5% in Q2 2026), and spending in AI apps is doubling year on year;
EU rules: Apple’s new commission from October 2026 and accessibility requirements from June 2025 change the costs and scope of work for apps sold in the EU;
Polish habits: BLIK with 20.7 million active users and mObywatel with over 11 million digital ID cards show that Poles readily handle payments and official matters in apps;
competition from foreign platforms: the Temu app reaches more people in Poland (14.63 million) than the Allegro app (9.33 million).
The free materials we used do not include a forecast of the value of the app market in Poland, so we do not quote one.
| Indicator | Period | Change y/y |
|---|---|---|
| Global spending in apps and games | Q2 2026 | +5.3% |
| Global spending in non-game apps | Q2 2026 | +14.6% |
| Global spending in mobile games | Q2 2026 | −4.5% |
| Global spending in generative AI apps | Q2 2026 | +108% |
| Online BLIK payments in Poland | 2025 | +20% |
| People with a digital ID card (mDowód) in mObywatel | 2025 | +2.4 m |
For foreign app publishers: Poland combines high smartphone use with strong habits in mobile payments and digital public services. The main entry costs are local payment methods, accessibility and the new app store terms.
This text is not a full market analysis of the kind we carry out for our clients. It contains only selected information about the market, which we can expand on request.
MarketHub expert comment
“Polish app users already have firm habits. They pay with BLIK, carry their documents in mObywatel and shop on their smartphones. For a company building or marketing an app in Poland, this is the starting point: BLIK payments and simple login are standard, not extras. The second issue is costs. From October 2026 Apple charges new commission rates in the EU, and since June 2025 apps of online shops and banks must meet accessibility requirements. Check your revenue model and accessibility before the app goes to the store. The third issue is competition. The Temu app reaches more people in Poland than the Allegro app, so being a local brand is not enough. Today the market grows through subscriptions, including AI services, not through new downloads. Before you invest in user acquisition, find out what customers in your category are willing to pay for every month.”
Authors: Aleksandra Sirant, Katarzyna Kucia · Updated by: Rafał Wiśniewski, 17 October 2026
Sources:
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Source: MarketHub, “Mobile app market analysis”, markethub.pl, updated 10.2026