The mobile app economy is expanding beyond the categories that have traditionally dominated consumer spending. In 2025, people spent more on non-gaming apps than mobile games for the first time.

Generative AI services and short-form entertainment are also attracting substantial audiences, demonstrating how mobile habits continue to evolve. For advertisers, these developments raise an important question: how should changing patterns of app spending and usage influence mobile advertising decisions? Three trends help explain what is changing and why it matters.

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Non-gaming apps are becoming a bigger part of the mobile economy

According to Sensor Tower's State of Mobile 2026 report, global consumer spending on in-app purchases and paid apps and games reached $167 billion in 2025, an increase of 10.6% year on year across Apple's App Store and Google Play. For the first time, in-app purchase revenue from non-gaming apps exceeded that of mobile games. Non-gaming app revenue grew 21% year on year, supported by categories including generative AI, social media, entertainment and productivity.

The trend continued into 2026. Sensor Tower's Q2 2026 Digital Market Index reported $24.4 billion in non-gaming in-app purchase revenue during the quarter, representing 14.6% year-on-year growth.

Gaming remains a major part of the market. In 2025, mobile gaming in-app purchase revenue approached $82 billion, increasing 1.3% year on year. These figures indicate that spending is expanding across a broader range of app categories rather than simply shifting away from gaming.

Why this matters for advertisers

Growing consumer spending can help identify commercially significant app categories, but it does not reveal how those apps generate revenue. Some rely primarily on subscriptions or purchases, while others offer advertising-supported experiences.

For advertisers, the practical starting point is understanding the business model of an app category and whether relevant advertising inventory is available. Consumer spending is an indicator of commercial activity, not a direct measure of advertising opportunity.

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Generative AI is changing how people use mobile apps

Generative AI has become one of the fastest-developing areas of the mobile economy. According to Sensor Tower's State of Mobile 2026, generative AI apps recorded 3.8 billion downloads in 2025, approximately double the previous year's total. In-app purchase revenue from the category also nearly tripled, exceeding $5 billion.

More recent data shows that commercial growth continued. Sensor Tower's Q2 2026 Digital Market Index reported that global consumer spending on generative AI mobile apps increased 108% year on year during Q2 2026.

The growth reflects increasing demand for mobile AI services supporting tasks such as research, writing, productivity and content creation. However, the way people interact with these apps can differ considerably from gaming or entertainment. Someone opening an AI assistant to complete a specific task may have different expectations from someone using an entertainment app for an extended viewing session.

Why this matters for advertisers

Different app activities create different advertising contexts. When evaluating emerging categories, advertisers need to understand why people use an app and whether available advertising formats are appropriate for that activity.

For generative AI apps, the relevant questions include whether advertising is supported, how it is presented and whether it reaches audiences relevant to the campaign. The category's growth demonstrates increasing commercial significance, but advertising suitability depends on the experience itself.

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Short-drama apps are establishing new viewing habits

Short-drama platforms are changing how audiences consume entertainment on mobile devices. These apps deliver short, episodic stories, typically designed for vertical viewing and frequent mobile sessions.

According to Sensor Tower's 2026 State of Mobile announcement, short-drama app downloads increased 278% year on year in 2025. The category continued growing in 2026. Sensor Tower's State of Short Drama Apps 2026 report found that worldwide downloads exceeded 850 million in Q1 2026, with growth driven particularly by Southeast Asia, Latin America and India.

The report also identified changes in viewing behaviour. By April 2026, average daily time spent in short-drama apps had reached approximately 25 minutes globally, compared with around 35 minutes for over-the-top (OTT) streaming apps. This suggests that the category is developing beyond initial adoption and becoming a more established mobile entertainment format.

Why this matters for advertisers

Unlike download figures, time-spent data provides additional insight into how audiences engage with a category. For entertainment-focused campaigns, understanding viewing behaviour can help advertisers assess whether an app environment is relevant to their audience.

However, engagement figures do not establish advertising effectiveness. Advertisers must still consider audience geography, available formats, the platform's advertising model and the measurement capabilities offered. The important distinction is between an app attracting users and an advertising placement delivering results.

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What these changes mean for advertisers

The growth of non-gaming apps is drawing attention to a wider range of mobile environments that advertisers may wish to evaluate. However, identifying fast-growing categories is only the first step. Three questions can help advertisers make more informed decisions.

1. Does the app reach the intended audience? Look beyond download rankings to consider geographic reach, audience characteristics and whether users align with the campaign's objectives.

2. Is the advertising environment appropriate? Understand how people use the app and whether the available advertising formats fit naturally into the experience.

3. Can campaign outcomes be measured? Assess what information is available about delivery, reach and performance before deciding whether an environment is suitable.

These considerations apply across established gaming environments and emerging non-gaming categories.

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Looking beyond growth statistics

The latest mobile market data shows that consumer spending and engagement are expanding across a wider range of app experiences. Gaming remains significant, while generative AI services, entertainment platforms and other non-gaming categories continue to develop.

For advertisers, the opportunity is not simply to follow whichever category is growing fastest. It is to understand which app environments provide access to relevant audiences, appropriate advertising formats and meaningful measurement. As mobile behaviour evolves, those considerations offer a stronger foundation for advertising decisions than spending or download rankings alone.

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