The State of In-App Purchase Revenue
In-app purchases remain the dominant revenue model for mobile apps globally. As the market matures, understanding where IAP revenue comes from — and where it is heading — helps app developers make smarter decisions about monetisation, pricing, and growth investment.
Here are the key statistics and trends shaping in-app purchase revenue in 2026.
Global IAP Revenue
Global consumer spending on mobile apps reached $171 billion in 2023, according to data.ai's State of Mobile report. The vast majority of this revenue — approximately 95% — came from in-app purchases rather than paid app downloads.
Both the App Store and Google Play continue to grow, though at different rates. The App Store generates higher revenue per user, while Google Play leads in download volume due to Android's larger global market share.
Revenue by App Category
IAP revenue distribution is heavily skewed toward a few dominant categories:
Gaming accounts for the largest share of IAP revenue globally, representing approximately 60% to 65% of all in-app spending. Mobile games generate revenue through consumable purchases (coins, gems, lives), cosmetic items, season passes, and subscription-based access to premium content.
Entertainment and streaming apps represent the second-largest category, driven by subscription IAPs for services like video streaming, music, and audiobook platforms.
Social and dating apps generate significant IAP revenue through premium subscriptions, virtual gifts, and feature unlocks. Dating apps in particular have high average revenue per paying user.
Fitness, health, and productivity apps are growing their IAP share through subscription models. These categories have seen strong growth as users increasingly accept recurring payments for app-delivered services.
Average Revenue Per User (ARPU)
ARPU varies dramatically by app category and monetisation model:
- Gaming apps: $0.50 to $3.00 monthly ARPU across all users (including non-payers)
- Subscription apps (fitness, productivity): $1.00 to $5.00 monthly ARPU
- Dating apps: $2.00 to $8.00 monthly ARPU
- Finance apps: $1.50 to $6.00 monthly ARPU
These figures include all users, not just paying ones. When you look at average revenue per paying user (ARPPU), the numbers are significantly higher — often 10x to 50x the overall ARPU.
Subscription vs Consumable IAPs
Subscription-based IAPs continue to gain market share relative to one-time consumable purchases. Apple reported that subscription revenue across the App Store ecosystem grew by double-digit percentages annually in recent years.
For non-gaming apps, subscriptions now account for the majority of IAP revenue. The auto-renewable subscription model provides predictable revenue and higher lifetime value per user compared to one-time purchases.
For gaming apps, consumable purchases still dominate, but subscription offerings (battle passes, VIP memberships) are growing as developers seek more predictable revenue streams.
Regional Breakdown
IAP spending patterns differ significantly by region:
- North America has the highest ARPU, driven by strong consumer spending power and high smartphone penetration
- Asia Pacific generates the highest total revenue volume, led by China, Japan, and South Korea where mobile gaming spend is particularly high
- Europe shows steady growth with strong subscription adoption
- Latin America and Africa are the fastest-growing regions by percentage, though from a smaller base
What This Means for Affiliate Programs
The growth of IAP revenue — particularly subscriptions — creates strong economics for affiliate marketing. When a user referred by an affiliate generates recurring subscription revenue, the affiliate commission is funded by a predictable, ongoing revenue stream.
Insert Affiliate tracks IAP conversions from affiliate referrals across all major purchase types: subscriptions, consumable purchases, and one-time unlocks. This lets you measure the true revenue impact of each affiliate partner, not just the installs they drive.
As IAP revenue continues to grow, apps that connect their affiliate programs directly to purchase verification — through integrations with RevenueCat, Adapty, or direct App Store and Google Play connections — will have the most accurate and actionable affiliate performance data.