アプリ内課金市場の2030年までの予測： タイプ別、OS別、アプリケーション別、地域別の世界分析

Stratistics MRCによると、世界のアプリ内課金（IAP）市場は2024年に2,202億7,000万米ドルを占め、2030年には5,068億5,000万米ドルに達すると予測され、予測期間中のCAGRは14.9%で成長する見込みです。

アプリ内課金（IAP）とは、モバイルアプリケーションやデジタルサービス内で行われる取引で、ユーザーは追加機能、コンテンツ、サービスを購入します。IAPには、仮想グッズ、プレミアム機能、サブスクリプション、アンロック可能なコンテンツなどが含まれ、ユーザー体験を向上させる。これらの購入は通常、アップルのApp StoreやGoogle Playのようなアプリストアを通じて処理されます。IAPは、基本プレイ無料のゲーム、モバイルアプリ、サービスの一般的な収益モデルであり、開発者はユーザーに初期費用をかけずにアプリを収益化できます。

モバイルアプリとゲームアプリの成長

モバイルアプリやゲームアプリの人気が高まるにつれ、開発者はIAPを主要な収益モデルとして利用し、ユーザーに仮想グッズやサブスクリプション、拡張機能を購入する能力を提供するようになった。このようなプレミアムモデルへのシフトにより、ユーザーはアプリを無料でダウンロードしながら、アプリ内コンテンツにお金を使うことができるようになり、市場全体が活性化しています。新しいレベル、スキン、キャラクター、パワーアップなど、ゲーム業界の絶え間ないイノベーションは、アプリ内課金への継続的な需要を生み出しています。さらに、ソーシャルゲームやマルチプレイヤーモバイルゲームの台頭は、ユーザーがゲーム内での経験やステータスを向上させようとするため、より多くの出費を促します。

マイクロトランザクションに対する消費者の抵抗

多くのユーザーは、マイクロトランザクションを搾取的なもの、またはフラストレーションの溜まるものだと考えています。このような抵抗は、否定的なレビュー、アプリの評価の低下、ユーザーの定着率の低下を招き、最終的には潜在的な顧客ベースを制限することになります。さらに、透明性の欠如や誤解を招くような価格モデルは、消費者の信頼を失いかねません。消費者の中には、隠れたコストや使い過ぎを懸念して、IAPが頻繁に発生するアプリを避けたいと考える人もいます。その結果、デベロッパーはユーザーの満足度を維持し、長期的な成長を促すためにマネタイズ戦略を見直す必要が生じ、市場の成長を阻害する可能性があります。

非ゲームアプリでの採用増加

ソーシャルメディア、フィットネス、生産性アプリなど、アプリ内課金（IAP）の採用が増加しており、IAPを統合してプレミアム機能、サブスクリプション、限定コンテンツを提供しています。この動向により、アプリ開発者は新たな収益源を獲得し、カスタマイズオプションや拡張機能を提供することでユーザー体験を向上させることができます。特にエンターテインメント、ニュース、ストリーミングサービスにおけるサブスクリプションベースのモデルの台頭は、この成長の重要な要因となっています。さらに、IAPは非ゲームアプリのユーザーを長期間引きつけることを可能にし、顧客維持と収益化を向上させる。消費者は、初期費用よりも段階的な利益に対して支払うことを好むようになっているため、このシフトは市場の拡大にさらに拍車をかけています。

ユーザーの疲労と燃え尽き

ユーザーの疲労と燃え尽きは、絶え間ないプッシュ通知や積極的なアプリ内課金の催促に圧倒され、アプリから完全に離れてしまう可能性があります。これはユーザー維持率の低下につながり、デベロッパーの収益創出に直接影響します。時間が経つにつれ、購入要求の繰り返しはフラストレーションを引き起こし、ユーザーはアプリを放棄して、より押し付けがましくない体験を提供する代替アプリを求めるようになります。さらに、燃え尽き症候群に陥ったユーザーは、常に金銭的な投資を必要とするアプリを避けるようになり、潜在的な市場規模が減少する可能性があります。

COVID-19の影響

COVID-19の流行は、アプリ内課金（IAP）市場に大きな影響を与え、人々がロックダウン中にデジタルエンターテインメント、学習、サービスに目を向けたため、モバイルアプリの利用が急増しました。これにより、特にゲーム、フィットネス、エンターテイメントアプリでのアプリ内支出が増加しました。オンラインサービスやバーチャル体験へのシフトは、サブスクリプション、プレミアム機能、バーチャルグッズの売上を押し上げました。しかし、景気の先行き不透明感も裁量支出に影響を及ぼし、消費者セグメントや地域によってIAP動向が異なる結果となった。

予測期間中、アンドロイドセグメントが最大となる見込み

予測期間中、アンドロイドセグメントは、多様な世界市場においてその大規模なユーザーベースにより、最大の市場シェアを獲得すると思われます。アンドロイドはオープンソースであるため、ゲーム、ソーシャルアプリ、ユーティリティツールなど、収益化のためにIAPに依存する多くのアプリケーションを幅広くサポートしています。Google PlayストアはIAPシステムを簡単に統合できるため、開発者は収益を生み出す機能を実装しやすくなっています。さらに、新興国でのアンドロイドの普及は、モバイルアプリの利用可能性と使用率を高め、IAPの成長をさらに後押しします。Android端末を通じて幅広い視聴者をターゲットにできることと、シームレスな決済統合が相まって、市場の拡大に大きく寄与しています。

予測期間中、CAGRが最も高くなると予想される健康＆フィットネスアプリ分野

予測期間中、健康＆フィットネスアプリ分野は、パーソナライズされたワークアウトプラン、栄養トラッキング、専門家のアドバイスへのアクセスなどのプレミアム機能を提供することにより、最も高い成長率を示すと予測されます。これらのアプリはサブスクリプションベースのサービスを提供することが多く、定期的なIAPを通じて安定した収益の流れを生み出しています。健康とウェルネスに対する消費者の注目が高まる中、ユーザーは機能強化とより良い成果を求めて、こうしたアプリへの投資をますます厭わなくなっています。さらに、報酬や実績などのゲーミフィケーション要素は、ユーザーのモチベーションを高めるためにアプリ内課金を促します。スマートデバイスやウェアラブル技術の普及も、健康・フィットネスアプリの継続的な需要を支え、市場の成長をさらに加速させています。

最大のシェアを占める地域

予測期間中、中国、インド、日本などの国々でスマートフォンの普及が進み、モバイルインターネットの利用率が高いことから、アジア太平洋地域が最大の市場シェアを占めると予測されています。テクノロジーに精通した人口が多いこの地域の消費者は、ゲーム、エンターテインメント、健康、教育などの分野でモバイルアプリを急速に導入しており、IAPを通じて大きな収益を牽引しています。さらに、可処分所得を持つ中間層の増加と消費者行動の変化が、市場の拡大に寄与しています。

CAGRが最も高い地域：

予測期間中、北米地域が最も高いCAGRを記録すると予測されます。北米のユーザーは特にモバイルゲーム、エンターテインメント、ライフスタイルアプリへの出費が活発で、IAP収益のかなりの部分を占めています。同市場は、アプリ内取引のためのシームレスなプラットフォームを提供するアップル、グーグル、アマゾンのような大手ハイテク企業の強力なプレゼンスによってさらに支えられています。この地域の高度なインフラと最先端のモバイル技術へのアクセスは、IAPを通じてアプリの収益化を目指す開発者や企業にとって主な市場となっています。さらに、エンターテインメント、フィットネス、生産性アプリにおけるサブスクリプションベースのサービスの人気が高まっており、北米市場におけるアプリ内課金の範囲が拡大しています。

無料のカスタマイズ提供：

本レポートをご購読のお客様には、以下の無料カスタマイズオプションのいずれかをご利用いただけます：

• 企業プロファイル
  • 追加市場企業の包括的プロファイリング（3社まで）
  • 主要企業のSWOT分析（3社まで）
• 地域セグメンテーション
  • 顧客の関心に応じた主要国の市場推計・予測・CAGR（注：フィージビリティチェックによる）
• 競合ベンチマーキング
  • 製品ポートフォリオ、地理的プレゼンス、戦略的提携に基づく主要企業のベンチマーキング

目次

第1章 エグゼクティブサマリー

第2章 序文

• 概要
• ステークホルダー
• 調査範囲
• 調査手法
  • データマイニング
  • データ分析
  • データ検証
  • 調査アプローチ
• 調査情報源
  • 1次調査情報源
  • 2次調査情報源
  • 前提条件

第3章 市場動向分析

• 促進要因
• 抑制要因
• 機会
• 脅威
• 用途分析
• 新興市場
• COVID-19の影響

第4章 ポーターのファイブフォース分析

• 供給企業の交渉力
• 買い手の交渉力
• 代替品の脅威
• 新規参入業者の脅威
• 競争企業間の敵対関係

第5章 世界のアプリ内課金市場：タイプ別

• 消耗品
• 非消耗品
• 自動更新サブスクリプション
• 更新しないサブスクリプション
• その他のタイプ

第6章 世界のアプリ内課金市場：OS別

• iOS
• アンドロイド
• その他のOS

第7章 世界のアプリ内課金市場：アプリケーション別

• ゲーム
• エンターテイメント・メディアアプリ
• 健康・フィットネスアプリ
• 教育・学習アプリ
• 生産性向上アプリ
• eコマースアプリ
• 旅行・ナビゲーションアプリ
• その他のアプリケーション

第8章 世界のアプリ内課金市場：地域別

• 北米
  • 米国
  • カナダ
  • メキシコ
• 欧州
  • ドイツ
  • 英国
  • イタリア
  • フランス
  • スペイン
  • その他欧州
• アジア太平洋
  • 日本
  • 中国
  • インド
  • オーストラリア
  • ニュージーランド
  • 韓国
  • その他アジア太平洋地域
• 南米
  • アルゼンチン
  • ブラジル
  • チリ
  • その他南米
• 中東・アフリカ
  • サウジアラビア
  • アラブ首長国連邦
  • カタール
  • 南アフリカ
  • その他中東とアフリカ

第9章 主な発展

• 契約、パートナーシップ、コラボレーション、合弁事業
• 買収と合併
• 新製品発売
• 事業拡大
• その他の主要戦略

第10章 企業プロファイリング

• Apple Inc.
• Google LLC
• Amazon.com, Inc.
• Tencent Holdings Ltd.
• Epic Games, Inc.
• Microsoft Corporation
• Electronic Arts Inc.
• Activision Blizzard, Inc.
• Roblox Corporation
• Zynga Inc.
• Unity Technologies
• Niantic, Inc.
• Baidu, Inc.
• Supercell Oy
• ByteDance Ltd.
• Snap Inc.
• Glu Mobile Inc.
• Square Enix Holdings Co., Ltd.
• BIGO Technology

List of Tables

• Table 1 Global In-App Purchase Market Outlook, By Region (2022-2030) ($MN)
• Table 2 Global In-App Purchase Market Outlook, By Type (2022-2030) ($MN)
• Table 3 Global In-App Purchase Market Outlook, By Consumable (2022-2030) ($MN)
• Table 4 Global In-App Purchase Market Outlook, By Non-consumable (2022-2030) ($MN)
• Table 5 Global In-App Purchase Market Outlook, By Auto Renewable Subscription (2022-2030) ($MN)
• Table 6 Global In-App Purchase Market Outlook, By Non-Renewing Subscriptions (2022-2030) ($MN)
• Table 7 Global In-App Purchase Market Outlook, By Other Types (2022-2030) ($MN)
• Table 8 Global In-App Purchase Market Outlook, By Operating System (2022-2030) ($MN)
• Table 9 Global In-App Purchase Market Outlook, By iOS (2022-2030) ($MN)
• Table 10 Global In-App Purchase Market Outlook, By Android (2022-2030) ($MN)
• Table 11 Global In-App Purchase Market Outlook, By Other Operating Systems (2022-2030) ($MN)
• Table 12 Global In-App Purchase Market Outlook, By Application (2022-2030) ($MN)
• Table 13 Global In-App Purchase Market Outlook, By Gaming (2022-2030) ($MN)
• Table 14 Global In-App Purchase Market Outlook, By Entertainment & Media Apps (2022-2030) ($MN)
• Table 15 Global In-App Purchase Market Outlook, By Health & Fitness Apps (2022-2030) ($MN)
• Table 16 Global In-App Purchase Market Outlook, By Education & Learning Apps (2022-2030) ($MN)
• Table 17 Global In-App Purchase Market Outlook, By Productivity Apps (2022-2030) ($MN)
• Table 18 Global In-App Purchase Market Outlook, By E-Commerce Apps (2022-2030) ($MN)
• Table 19 Global In-App Purchase Market Outlook, By Travel & Navigation Apps (2022-2030) ($MN)
• Table 20 Global In-App Purchase Market Outlook, By Other Applications (2022-2030) ($MN)
• Table 21 North America In-App Purchase Market Outlook, By Country (2022-2030) ($MN)
• Table 22 North America In-App Purchase Market Outlook, By Type (2022-2030) ($MN)
• Table 23 North America In-App Purchase Market Outlook, By Consumable (2022-2030) ($MN)
• Table 24 North America In-App Purchase Market Outlook, By Non-consumable (2022-2030) ($MN)
• Table 25 North America In-App Purchase Market Outlook, By Auto Renewable Subscription (2022-2030) ($MN)
• Table 26 North America In-App Purchase Market Outlook, By Non-Renewing Subscriptions (2022-2030) ($MN)
• Table 27 North America In-App Purchase Market Outlook, By Other Types (2022-2030) ($MN)
• Table 28 North America In-App Purchase Market Outlook, By Operating System (2022-2030) ($MN)
• Table 29 North America In-App Purchase Market Outlook, By iOS (2022-2030) ($MN)
• Table 30 North America In-App Purchase Market Outlook, By Android (2022-2030) ($MN)
• Table 31 North America In-App Purchase Market Outlook, By Other Operating Systems (2022-2030) ($MN)
• Table 32 North America In-App Purchase Market Outlook, By Application (2022-2030) ($MN)
• Table 33 North America In-App Purchase Market Outlook, By Gaming (2022-2030) ($MN)
• Table 34 North America In-App Purchase Market Outlook, By Entertainment & Media Apps (2022-2030) ($MN)
• Table 35 North America In-App Purchase Market Outlook, By Health & Fitness Apps (2022-2030) ($MN)
• Table 36 North America In-App Purchase Market Outlook, By Education & Learning Apps (2022-2030) ($MN)
• Table 37 North America In-App Purchase Market Outlook, By Productivity Apps (2022-2030) ($MN)
• Table 38 North America In-App Purchase Market Outlook, By E-Commerce Apps (2022-2030) ($MN)
• Table 39 North America In-App Purchase Market Outlook, By Travel & Navigation Apps (2022-2030) ($MN)
• Table 40 North America In-App Purchase Market Outlook, By Other Applications (2022-2030) ($MN)
• Table 41 Europe In-App Purchase Market Outlook, By Country (2022-2030) ($MN)
• Table 42 Europe In-App Purchase Market Outlook, By Type (2022-2030) ($MN)
• Table 43 Europe In-App Purchase Market Outlook, By Consumable (2022-2030) ($MN)
• Table 44 Europe In-App Purchase Market Outlook, By Non-consumable (2022-2030) ($MN)
• Table 45 Europe In-App Purchase Market Outlook, By Auto Renewable Subscription (2022-2030) ($MN)
• Table 46 Europe In-App Purchase Market Outlook, By Non-Renewing Subscriptions (2022-2030) ($MN)
• Table 47 Europe In-App Purchase Market Outlook, By Other Types (2022-2030) ($MN)
• Table 48 Europe In-App Purchase Market Outlook, By Operating System (2022-2030) ($MN)
• Table 49 Europe In-App Purchase Market Outlook, By iOS (2022-2030) ($MN)
• Table 50 Europe In-App Purchase Market Outlook, By Android (2022-2030) ($MN)
• Table 51 Europe In-App Purchase Market Outlook, By Other Operating Systems (2022-2030) ($MN)
• Table 52 Europe In-App Purchase Market Outlook, By Application (2022-2030) ($MN)
• Table 53 Europe In-App Purchase Market Outlook, By Gaming (2022-2030) ($MN)
• Table 54 Europe In-App Purchase Market Outlook, By Entertainment & Media Apps (2022-2030) ($MN)
• Table 55 Europe In-App Purchase Market Outlook, By Health & Fitness Apps (2022-2030) ($MN)
• Table 56 Europe In-App Purchase Market Outlook, By Education & Learning Apps (2022-2030) ($MN)
• Table 57 Europe In-App Purchase Market Outlook, By Productivity Apps (2022-2030) ($MN)
• Table 58 Europe In-App Purchase Market Outlook, By E-Commerce Apps (2022-2030) ($MN)
• Table 59 Europe In-App Purchase Market Outlook, By Travel & Navigation Apps (2022-2030) ($MN)
• Table 60 Europe In-App Purchase Market Outlook, By Other Applications (2022-2030) ($MN)
• Table 61 Asia Pacific In-App Purchase Market Outlook, By Country (2022-2030) ($MN)
• Table 62 Asia Pacific In-App Purchase Market Outlook, By Type (2022-2030) ($MN)
• Table 63 Asia Pacific In-App Purchase Market Outlook, By Consumable (2022-2030) ($MN)
• Table 64 Asia Pacific In-App Purchase Market Outlook, By Non-consumable (2022-2030) ($MN)
• Table 65 Asia Pacific In-App Purchase Market Outlook, By Auto Renewable Subscription (2022-2030) ($MN)
• Table 66 Asia Pacific In-App Purchase Market Outlook, By Non-Renewing Subscriptions (2022-2030) ($MN)
• Table 67 Asia Pacific In-App Purchase Market Outlook, By Other Types (2022-2030) ($MN)
• Table 68 Asia Pacific In-App Purchase Market Outlook, By Operating System (2022-2030) ($MN)
• Table 69 Asia Pacific In-App Purchase Market Outlook, By iOS (2022-2030) ($MN)
• Table 70 Asia Pacific In-App Purchase Market Outlook, By Android (2022-2030) ($MN)
• Table 71 Asia Pacific In-App Purchase Market Outlook, By Other Operating Systems (2022-2030) ($MN)
• Table 72 Asia Pacific In-App Purchase Market Outlook, By Application (2022-2030) ($MN)
• Table 73 Asia Pacific In-App Purchase Market Outlook, By Gaming (2022-2030) ($MN)
• Table 74 Asia Pacific In-App Purchase Market Outlook, By Entertainment & Media Apps (2022-2030) ($MN)
• Table 75 Asia Pacific In-App Purchase Market Outlook, By Health & Fitness Apps (2022-2030) ($MN)
• Table 76 Asia Pacific In-App Purchase Market Outlook, By Education & Learning Apps (2022-2030) ($MN)
• Table 77 Asia Pacific In-App Purchase Market Outlook, By Productivity Apps (2022-2030) ($MN)
• Table 78 Asia Pacific In-App Purchase Market Outlook, By E-Commerce Apps (2022-2030) ($MN)
• Table 79 Asia Pacific In-App Purchase Market Outlook, By Travel & Navigation Apps (2022-2030) ($MN)
• Table 80 Asia Pacific In-App Purchase Market Outlook, By Other Applications (2022-2030) ($MN)
• Table 81 South America In-App Purchase Market Outlook, By Country (2022-2030) ($MN)
• Table 82 South America In-App Purchase Market Outlook, By Type (2022-2030) ($MN)
• Table 83 South America In-App Purchase Market Outlook, By Consumable (2022-2030) ($MN)
• Table 84 South America In-App Purchase Market Outlook, By Non-consumable (2022-2030) ($MN)
• Table 85 South America In-App Purchase Market Outlook, By Auto Renewable Subscription (2022-2030) ($MN)
• Table 86 South America In-App Purchase Market Outlook, By Non-Renewing Subscriptions (2022-2030) ($MN)
• Table 87 South America In-App Purchase Market Outlook, By Other Types (2022-2030) ($MN)
• Table 88 South America In-App Purchase Market Outlook, By Operating System (2022-2030) ($MN)
• Table 89 South America In-App Purchase Market Outlook, By iOS (2022-2030) ($MN)
• Table 90 South America In-App Purchase Market Outlook, By Android (2022-2030) ($MN)
• Table 91 South America In-App Purchase Market Outlook, By Other Operating Systems (2022-2030) ($MN)
• Table 92 South America In-App Purchase Market Outlook, By Application (2022-2030) ($MN)
• Table 93 South America In-App Purchase Market Outlook, By Gaming (2022-2030) ($MN)
• Table 94 South America In-App Purchase Market Outlook, By Entertainment & Media Apps (2022-2030) ($MN)
• Table 95 South America In-App Purchase Market Outlook, By Health & Fitness Apps (2022-2030) ($MN)
• Table 96 South America In-App Purchase Market Outlook, By Education & Learning Apps (2022-2030) ($MN)
• Table 97 South America In-App Purchase Market Outlook, By Productivity Apps (2022-2030) ($MN)
• Table 98 South America In-App Purchase Market Outlook, By E-Commerce Apps (2022-2030) ($MN)
• Table 99 South America In-App Purchase Market Outlook, By Travel & Navigation Apps (2022-2030) ($MN)
• Table 100 South America In-App Purchase Market Outlook, By Other Applications (2022-2030) ($MN)
• Table 101 Middle East & Africa In-App Purchase Market Outlook, By Country (2022-2030) ($MN)
• Table 102 Middle East & Africa In-App Purchase Market Outlook, By Type (2022-2030) ($MN)
• Table 103 Middle East & Africa In-App Purchase Market Outlook, By Consumable (2022-2030) ($MN)
• Table 104 Middle East & Africa In-App Purchase Market Outlook, By Non-consumable (2022-2030) ($MN)
• Table 105 Middle East & Africa In-App Purchase Market Outlook, By Auto Renewable Subscription (2022-2030) ($MN)
• Table 106 Middle East & Africa In-App Purchase Market Outlook, By Non-Renewing Subscriptions (2022-2030) ($MN)
• Table 107 Middle East & Africa In-App Purchase Market Outlook, By Other Types (2022-2030) ($MN)
• Table 108 Middle East & Africa In-App Purchase Market Outlook, By Operating System (2022-2030) ($MN)
• Table 109 Middle East & Africa In-App Purchase Market Outlook, By iOS (2022-2030) ($MN)
• Table 110 Middle East & Africa In-App Purchase Market Outlook, By Android (2022-2030) ($MN)
• Table 111 Middle East & Africa In-App Purchase Market Outlook, By Other Operating Systems (2022-2030) ($MN)
• Table 112 Middle East & Africa In-App Purchase Market Outlook, By Application (2022-2030) ($MN)
• Table 113 Middle East & Africa In-App Purchase Market Outlook, By Gaming (2022-2030) ($MN)
• Table 114 Middle East & Africa In-App Purchase Market Outlook, By Entertainment & Media Apps (2022-2030) ($MN)
• Table 115 Middle East & Africa In-App Purchase Market Outlook, By Health & Fitness Apps (2022-2030) ($MN)
• Table 116 Middle East & Africa In-App Purchase Market Outlook, By Education & Learning Apps (2022-2030) ($MN)
• Table 117 Middle East & Africa In-App Purchase Market Outlook, By Productivity Apps (2022-2030) ($MN)
• Table 118 Middle East & Africa In-App Purchase Market Outlook, By E-Commerce Apps (2022-2030) ($MN)
• Table 119 Middle East & Africa In-App Purchase Market Outlook, By Travel & Navigation Apps (2022-2030) ($MN)
• Table 120 Middle East & Africa In-App Purchase Market Outlook, By Other Applications (2022-2030) ($MN)

According to Stratistics MRC, the Global In-App Purchase Market is accounted for $220.27 billion in 2024 and is expected to reach $506.85 billion by 2030 growing at a CAGR of 14.9% during the forecast period. In-App Purchase (IAP) is a transaction made within a mobile application or digital service, where users buy additional features, content, or services. IAPs can include virtual goods, premium features, subscriptions, or unlock-able content, enhancing the user experience. These purchases are typically processed through app stores like Apple's App Store or Google Play. IAPs are a common revenue model for free-to-play games, mobile apps, and services, allowing developers to monetize their apps without upfront costs for users.

Market Dynamics:

Driver:

Growth of mobile and gaming apps

The growth of mobile and gaming apps became more popular, developers use IAPs as a primary revenue model, offering users the ability to buy virtual goods, subscriptions, or enhanced features. This shift toward premium models allows users to download apps for free but spend money on in-app content, which boosts the overall market. The gaming industry's continuous innovation, with new levels, skins, characters, and power-ups, creates ongoing demand for in-app purchases. Additionally, the rise of social and multiplayer mobile games encourages more spending, as users seek to improve their in-game experience or status.

Restraint:

Consumer resistance to micro-transactions

Many users view micro-transactions as exploitative or frustrating, especially when they feel pressured to make purchases to progress in a game or app. This resistance can result in negative reviews, decreased app ratings, and reduced user retention, ultimately limiting the potential customer base. Furthermore, a lack of transparency or misleading pricing models can lead to a loss of consumer trust. Some consumers prefer to avoid apps with frequent IAPs due to concerns about hidden costs or overspending. As a result, developers may need to rethink their monetization strategies to maintain user satisfaction and drive long-term growth, thereby hampering the growth of the market.

Opportunity:

Increasing adoption in non-gaming apps

The increasing adoption of in-app purchases (IAPs), such as social media, fitness, and productivity apps, are integrating IAPs to offer premium features, subscriptions, or exclusive content. This trend allows app developers to tap into new revenue streams and enhance user experience by offering customization options or enhanced functionality. The rise in subscription-based models, particularly in entertainment, news, and streaming services, is a significant factor contributing to this growth. Moreover, IAPs enable non-gaming apps to engage users for longer periods, improving customer retention and monetization. As consumers increasingly prefer paying for incremental benefits rather than upfront costs, this shift is further fuelling the market's expansion.

Threat:

User fatigue and burnout

User fatigue and burnout had become overwhelmed by constant push notifications or aggressive in-app purchase prompts, they may disengage from apps entirely. This leads to lower user retention rates, which directly impacts revenue generation for developers. Over time, the repetition of purchase requests can cause frustration, prompting users to abandon apps for alternatives that offer a less intrusive experience. Additionally, users experiencing burnout may avoid apps that require constant monetary investment, diminishing the potential market size.

Covid-19 Impact

The COVID-19 pandemic significantly impacted the In-App Purchase (IAP) market, driving a surge in mobile app usage as people turned to digital entertainment, learning, and services during lockdowns. This led to increased in-app spending, particularly in gaming, fitness, and entertainment apps. The shift to online services and virtual experiences boosted subscriptions, premium features, and virtual goods sales. However, the economic uncertainty also affected discretionary spending, leading to varying IAP trends across different consumer segments and regions.

The android segment is expected to be the largest during the forecast period

Over the estimation period, the android segment is likely to capture the largest market share, due to its large user base across diverse global markets. With Android's open-source nature, it supports a wide range of applications, many of which rely on IAPs for monetization, including games, social apps, and utility tools. The Google Play Store offers easy integration of IAP systems, making it accessible for developers to implement revenue-generating features. Furthermore, Android's growing adoption in emerging economies increases the availability and usage of mobile apps, further boosts IAP growth. The ability to target a broad audience through Android devices, coupled with seamless payment integration, contributes significantly to the market's expansion.

The health & fitness apps segment is expected to have the highest CAGR during the forecast period

Over the forecast period, the health & fitness apps segment is predicted to witness the highest growth rate, by offering premium features such as personalized workout plans, nutrition tracking, and access to expert advice. These apps often provide subscription-based services, creating a steady stream of revenue through recurring IAPs. With the growing consumer focus on health and wellness, users are increasingly willing to invest in these apps for enhanced functionality and better outcomes. Additionally, gamification elements, such as rewards and achievements, encourage users to make in-app purchases for added motivation. The widespread adoption of smart devices and wearable tech also supports the continued demand for health and fitness apps, further fuelling market growth.

Region with largest share:

Over the forecast period, the Asia Pacific region is anticipated to hold the largest market share due to the increased smartphone penetration and high mobile internet usage across countries like China, India, and Japan. With a large, tech-savvy population, consumers in the region are rapidly adopting mobile apps in sectors like gaming, entertainment, health, and education, driving significant revenue through IAPs. Additionally, a growing middle class with disposable income and changing consumer behaviours are contributing to the market's expansion.

Region with highest CAGR:

During the forecast period, the North America region is anticipated to register the highest CAGR, owing to pay for premium digital experiences. North American users are particularly active in spending on mobile games, entertainment, and lifestyle apps, which make up a significant portion of IAP revenue. The market is further supported by the strong presence of major tech companies like Apple, Google, and Amazon, providing seamless platforms for in-app transactions. The region's advanced infrastructure and access to cutting-edge mobile technologies make it a key market for developers and businesses seeking to monetize apps through IAPs. Additionally, the increasing popularity of subscription-based services in entertainment, fitness, and productivity apps has expanded the scope for in-app purchases in the North American market.

Key players in the market

Some of the key players profiled in the In-App Purchase Market include Apple Inc., Google LLC, Amazon.com, Inc., Tencent Holdings Ltd., Epic Games, Inc., Microsoft Corporation, Electronic Arts Inc., Activision Blizzard, Inc., Roblox Corporation, Zynga Inc., Unity Technologies, Niantic, Inc., Baidu, Inc., Supercell Oy, ByteDance Ltd., Snap Inc., Glu Mobile Inc., Square Enix Holdings Co., Ltd. and BIGO Technology.

Key Developments:

In October 2024, Google LLC has been actively expanding its involvement in the in-app purchase market through strategic partnerships and product developments with Vodafone, where they extended their partnership to include AI-powered services and enhanced TV experiences. This collaboration leverages Google's Gemini models and Google Cloud to improve Vodafone's services, offering new AI-based features.

In April 2024, Microsoft announced a $1.5 billion investment in G42, an AI technology firm based in Abu Dhabi. The partnership will focus on advancing AI technologies in key regions such as the UAE, Central Asia, and Africa, with a strong emphasis on cloud services and secure AI deployment.

In January 2024, Microsoft entered into a decade-long partnership with Vodafone, valued at $1.5 billion, to enhance digital services and customer experiences across Europe and Africa. This collaboration also includes leveraging Microsoft's AI and cloud platforms, which could boost in-app purchase capabilities through enhanced customer personalization and transaction services.

Types Covered:

• Consumable
• Non-consumable
• Auto Renewable Subscription
• Non-Renewing Subscriptions
• Other Types

Operating Systems Covered:

• iOS
• Android
• Other Operating Systems

Applications Covered:

• Gaming
• Entertainment & Media Apps
• Health & Fitness Apps
• Education & Learning Apps
• Productivity Apps
• E-Commerce Apps
• Travel & Navigation Apps
• Other Applications

Regions Covered:

• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • Italy
  • France
  • Spain
  • Rest of Europe
• Asia Pacific
  • Japan
  • China
  • India
  • Australia
  • New Zealand
  • South Korea
  • Rest of Asia Pacific
• South America
  • Argentina
  • Brazil
  • Chile
  • Rest of South America
• Middle East & Africa
  • Saudi Arabia
  • UAE
  • Qatar
  • South Africa
  • Rest of Middle East & Africa

What our report offers:

• Market share assessments for the regional and country-level segments
• Strategic recommendations for the new entrants
• Covers Market data for the years 2022, 2023, 2024, 2026, and 2030
• Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
• Strategic recommendations in key business segments based on the market estimations
• Competitive landscaping mapping the key common trends
• Company profiling with detailed strategies, financials, and recent developments
• Supply chain trends mapping the latest technological advancements

Free Customization Offerings:

All the customers of this report will be entitled to receive one of the following free customization options:

• Company Profiling
  • Comprehensive profiling of additional market players (up to 3)
  • SWOT Analysis of key players (up to 3)
• Regional Segmentation
  • Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
• Competitive Benchmarking
  • Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances

Table of Contents

1 Executive Summary

2 Preface

• 2.1 Abstract
• 2.2 Stake Holders
• 2.3 Research Scope
• 2.4 Research Methodology
  • 2.4.1 Data Mining
  • 2.4.2 Data Analysis
  • 2.4.3 Data Validation
  • 2.4.4 Research Approach
• 2.5 Research Sources
  • 2.5.1 Primary Research Sources
  • 2.5.2 Secondary Research Sources
  • 2.5.3 Assumptions

3 Market Trend Analysis

• 3.1 Introduction
• 3.2 Drivers
• 3.3 Restraints
• 3.4 Opportunities
• 3.5 Threats
• 3.6 Application Analysis
• 3.7 Emerging Markets
• 3.8 Impact of Covid-19

4 Porters Five Force Analysis

• 4.1 Bargaining power of suppliers
• 4.2 Bargaining power of buyers
• 4.3 Threat of substitutes
• 4.4 Threat of new entrants
• 4.5 Competitive rivalry

5 Global In-App Purchase Market, By Type

• 5.1 Introduction
• 5.2 Consumable
• 5.3 Non-consumable
• 5.4 Auto Renewable Subscription
• 5.5 Non-Renewing Subscriptions
• 5.6 Other Types

6 Global In-App Purchase Market, By Operating System

• 6.1 Introduction
• 6.2 iOS
• 6.3 Android
• 6.4 Other Operating Systems

7 Global In-App Purchase Market, By Application

• 7.1 Introduction
• 7.2 Gaming
• 7.3 Entertainment & Media Apps
• 7.4 Health & Fitness Apps
• 7.5 Education & Learning Apps
• 7.6 Productivity Apps
• 7.7 E-Commerce Apps
• 7.8 Travel & Navigation Apps
• 7.9 Other Applications

8 Global In-App Purchase Market, By Geography

• 8.1 Introduction
• 8.2 North America
  • 8.2.1 US
  • 8.2.2 Canada
  • 8.2.3 Mexico
• 8.3 Europe
  • 8.3.1 Germany
  • 8.3.2 UK
  • 8.3.3 Italy
  • 8.3.4 France
  • 8.3.5 Spain
  • 8.3.6 Rest of Europe
• 8.4 Asia Pacific
  • 8.4.1 Japan
  • 8.4.2 China
  • 8.4.3 India
  • 8.4.4 Australia
  • 8.4.5 New Zealand
  • 8.4.6 South Korea
  • 8.4.7 Rest of Asia Pacific
• 8.5 South America
  • 8.5.1 Argentina
  • 8.5.2 Brazil
  • 8.5.3 Chile
  • 8.5.4 Rest of South America
• 8.6 Middle East & Africa
  • 8.6.1 Saudi Arabia
  • 8.6.2 UAE
  • 8.6.3 Qatar
  • 8.6.4 South Africa
  • 8.6.5 Rest of Middle East & Africa

9 Key Developments

• 9.1 Agreements, Partnerships, Collaborations and Joint Ventures
• 9.2 Acquisitions & Mergers
• 9.3 New Product Launch
• 9.4 Expansions
• 9.5 Other Key Strategies

10 Company Profiling

• 10.1 Apple Inc.
• 10.2 Google LLC
• 10.3 Amazon.com, Inc.
• 10.4 Tencent Holdings Ltd.
• 10.5 Epic Games, Inc.
• 10.6 Microsoft Corporation
• 10.7 Electronic Arts Inc.
• 10.8 Activision Blizzard, Inc.
• 10.9 Roblox Corporation
• 10.10 Zynga Inc.
• 10.11 Unity Technologies
• 10.12 Niantic, Inc.
• 10.13 Baidu, Inc.
• 10.14 Supercell Oy
• 10.15 ByteDance Ltd.
• 10.16 Snap Inc.
• 10.17 Glu Mobile Inc.
• 10.18 Square Enix Holdings Co., Ltd.
• 10.19 BIGO Technology