App - Europe

Europe

In 2022, the projected total revenue in the App market in Europe is estimated to reach US$46.79bn.
This projection takes into account the expected annual growth rate (CAGR 2022-2027) of 9.08%, which would result in a projected market volume of US$77.61bn by 2027.
Looking specifically at the different revenue streams within the App market, in-app purchase (IAP) revenue is projected to reach US$13.62bn in 2022, while paid app revenue is expected to reach US$0.74bn in the same year.
Additionally, advertising revenue in the App market is projected to reach US$32.42bn in 2022.
When considering the number of downloads in the App market, it is projected to reach 26.42bn downloads in 2022.
Currently, the average revenue per download is expected to amount to US$1.77.
In a global comparison, it is worth noting that in China generates the highest revenue in the App market, with an estimated revenue of US$162.90bn in 2022.

Key regions: China, United States, Europe, Germany, Asia

Market

Region

Region comparison

Currency

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on revenue from in-app purchases, revenue from the purchase of apps, and revenue from advertising, as well as the number of downloads for each app category.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on a specific rationale for each market segment. As a basis for evaluating markets, we use market data from independent databases and third-party sources, current trends, and reported performance indicators of top market players. In addition, we use relevant key market indicators and data from country-specific associations, such as smartphone users and mobile broadband connections. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP/capita, level of digitization, and consumer attitudes toward apps.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year in case market dynamics change.