App downloads by category in 2025

Games are the most downloaded app category worldwide in 2025 across the App Store and Google Play combined. Entertainment, Finance, Productivity, and Shopping follow as the next-largest categories, confirming that both content-driven and utility-driven apps continue to attract significant global demand.

This report breaks down app category downloads for 2025 using AppTweak’s Market Intelligence data, showing which app categories attract the most app downloads, which ones are accelerating or declining, and how trends differ between iOS and Android.

Key takeaways

• The Games app category dominate app downloads volume and market share globally with 34.54B app downloads and a 30.82% app market share in 2025, making them the largest app category by a wide margin
• Entertainment, Finance, Productivity, and Shopping form the next major tier, each surpassing 5B installs across both stores
• Google Play drives the majority of global app downloads, while the App Store captures fewer installs but attracts higher-value users in categories like Business, Finance, and Productivity

What are the top app categories by app downloads in 2025?

Games was the most downloaded category worldwide in 2025, accumulating 34.54 billion installs across the App Store and Google Play combined.

Top 10 app categories by app downloads (2025)

Source: AppTweak Market Intelligence | Worldwide · Both stores · Nov 1, 2024 to Nov 30, 2025.

Analysis of the top app categories by app downloads

Games continue to dominate the market in volume, accumulating 34.54 billion downloads and a 30.82% app download share in 2025, making it the largest app category. Entertainment is the second-largest category with 10.04 billion downloads and an 8.96% share. The non-gaming categories, led by Entertainment, all record significantly lower install volumes compared to the Games category. The market is concentrated around Games, Entertainment, Finance, Productivity, and Shopping, which together account for over 50% of global app installs.

Lifestyle and Communication also show strong volume above 3B installs, reflecting demand for personal organization, wellness, and messaging tools.

App downloads by category in 2025: App Store vs Play Store

Download performance varies significantly between the App Store and Google Play. Each platform shows distinct user behaviors and category preferences. Google Play drives far higher global install volume thanks to its massive Android device footprint, while the App Store maintains a smaller but more engaged and higher-value user base.

To summarize:

• Google Play drives the majority of app downloads across almost every category
• The App Store has lower absolute volume but attracts higher-value users in categories such as Finance, Business, Productivity, and Lifestyle
  
• Games dominate on both platforms, but the gap between iOS and Android is much larger on Google Play due to Android’s reach in gaming-focused markets
  
• Categories with strong Asian and emerging-market traction (Entertainment, Utilities, Video Players) skew heavily toward Google Play

Which app category has the most app downloads on the App Store (2025)?

The App Store accounts for a smaller portion of worldwide app downloads but shows stronger monetization behavior and higher engagement per user. Games remain the top category on iOS, followed by Business, Education, and Lifestyle.

Source: AppTweak Market Intelligence | Worldwide · iOS · Nov 1, 2024 to Nov 30, 2025.

Analysis of the top App Store app categories by app downloads

• Games lead on iOS, but represent a smaller share of total downloads compared to Android
• Business and Education rank unusually high on iOS, reflecting strong uptake in mature, high-income markets
• Finance and Shopping categories show solid performance, consistent with higher engagement in banking, investing, and e-commerce on iPhones
• Lifestyle and Entertainment continue to perform strongly thanks to Apple’s emphasis on premium user experiences

Which app category has the most app downloads on Google Play (2025)?

Google Play dominates global app downloads with approximately 72% market share. Android’s international device penetration and stronger presence in emerging markets drive this performance.

Source: AppTweak Market Intelligence | Worldwide · Google Play · Nov 1, 2024 to Nov 30, 2025.

Analysis of the top Google Play app categories by app downloads

• Games absolutely dominate app downloads volume on Google Play, with over 27B installs: roughly 4× the App Store volume
• Entertainment, Shopping, Productivity, and Finance show massive scale due to strong Android demand in high-growth mobile markets
• Tools and Communication perform significantly better on Android, reflecting preference for customization, utility, and low-cost communication tools
• Video Players and Lifestyle categories skew heavily toward Android, benefiting from the platform’s flexibility and larger presence in video-first regions

→ Start analyzing category trends with AppTweak

Which factors influence app downloads?

App downloads don’t happen in isolation. Multiple forces shape whether users discover, tap, and install an app. Understanding what drives app downloads helps you identify where to focus your efforts.

App store optimization (ASO) forms the foundation. Your app’s metadata includes the title, subtitle, keyword field, and visual assets. Each element directly impacts discoverability in search results and category rankings. Apps with optimized metadata see higher visibility, which translates to more organic installs.

User app reviews and ratings create social proof. Apps with higher ratings and positive reviews convert browsers into installers at significantly higher rates. A one-star increase in rating can boost conversion rates by 10 to 15 percent, making review management a critical driver of download velocity.

Paid user acquisition amplifies reach. Channels like Apple Ads, Google App Campaigns, and social media advertising drive app installs beyond organic limits. However, paid campaigns work best when paired with strong ASO, as users who tap an ad still evaluate your product page before installing.

Seasonal app store trends and cultural moments shift demand. App categories like Shopping surge during holiday periods, while Health & Fitness apps see spikes in January. Timing campaigns around when user intent peaks can significantly improve results.

Key factors that influence app downloads:

• ASO optimization: Metadata, keywords, and visual assets improve discoverability
• App ratings and reviews: Higher app ratings increase conversion rates by 10-15%
• Paid acquisition: Apple Ads and Google App Campaigns extend reach beyond organic
• App store seasonality: Holiday periods and New Year drive category-specific surges
• App localization: Adapting app store presence to regional preferences boosts conversion 2-3x
• Competitive positioning: Monitoring competitor gaps reveals lower-competition opportunities

App localization expands addressable markets. Apps that adapt their store presence, creatives, and messaging to regional preferences capture downloads in markets where generic English-language assets underperform. Localized apps often see two to three times higher conversion rates in non-English-speaking countries.

Competitive dynamics affect visibility. In saturated categories, even well-optimized apps face challenges breaking through. Monitoring competitor keyword gaps and creative trends helps identify opportunities where competition is lower and user intent remains strong.

For a deeper look at how app downloads are estimated and what drives them, explore our guide on app download estimates.

Conclusion

Games remain the largest app category by a wide margin in 2025, but their overall momentum is beginning to level off as the rest of the market becomes more diversified. Categories such as Sports, Utilities, Business, and Health & Fitness are gaining more attention as users shift toward practical, wellness-driven, and niche-interest apps. This reflects a broader rebalancing of demand: while Games still generate the highest volume, non-gaming categories are gradually capturing a larger share of user installs.

Entertainment, Productivity, Finance, and Shopping remain structurally important, each surpassing 5B global installs and playing key roles in everyday user behavior. Platform differences remain significant: Google Play drives most global download volume, while the App Store delivers higher-value users in categories such as Business, Finance, and Productivity.

Category-level trends are essential for marketers seeking to prioritize product development, resource allocation, and acquisition strategy. Tracking growth and decline helps identify where user demand is moving, and where opportunities exist before the market saturates.

AppTweak’s Market Intelligence provides real-time category insights, download estimates, and competitive benchmarks to help you make smarter decisions about where to invest and how to grow.

Methodology

This data was derived from AppTweak’s App Market Intelligence. The dataset covers Nov 1, 2024 to November 30, 2025 and reflects performance across the App Store & Google Play. The ranking is created by looking at each category’s estimated downloads from the App Store and Google Play and ordering them from highest to lowest.

Data source: AppTweak Market Intelligence

Coverage: App Store and Google Play

Metric: App downloads

Time period: November 2024 – November 2025

Countries: All

Last updated: December 2025

FAQ

Which app category has the most downloads?

Games lead with 34.54 billion downloads globally, far ahead of any other category. Entertainment ranks second at 10.04B, followed by Finance at 6.84B, Productivity at 5.93B, and Shopping at 5.86B.

How do app downloads differ between iOS and Android?

Google Play accounts for the majority of global installs, while the App Store captures a smaller but higher-value user base. While Android dominates in Entertainment, Tools, and Communication, iOS leads proportionally in Business, Education, Finance, and high-income markets.

How can I estimate downloads for my app category?

Tools like AppTweak Market Intelligence provide install estimates, historical trends, and competitive benchmarks by store, country, category and DNA.

Do app downloads correlate with revenue?

Not always. Categories like Games and Entertainment generate high revenue despite moderate download trends, while Utilities and Finance see high installs but lower monetization.

What factors drive app downloads?

App store optimization (ASO), app ratings and reviews, paid acquisition, app store seasonality, app localization, and competitive positioning all influence an app’s ability to generate app downloads.

How often do app download trends change?

Category trends typically shift quarterly, but seasonal peaks (holidays, New Year, back-to-school) and platform updates can drive shorter-term fluctuations.

Do app downloads correlate with revenue?

No, app downloads and revenue do not correlate directly. Industry data consistently shows that the categories with the highest install volumes are not always the ones generating the most revenue.

How can I increase my app downloads?

To increase your app downloads sustainably, focus on improving app store conversion rate through a structured App Store Optimization (ASO) strategy. App downloads are driven not just by visibility but by how effectively your store listing persuades users to install after discovering it.