“Consumer application in-app purchases finally passed games. A decade ago it was like six to one the other way, so it's been a really big and meaningful shift.”

Consumer app IAP finally passed games after a decade of 6:1 the other way

After a decade where games out-earned consumer apps roughly 6:1, non-game consumer IAP has now overtaken games. The shift is broad — it's not just AI driving it. Categories like social, utilities, and movies/TV all posted billion-dollar gains in the latest year.