In-App Purchase Market Trends 2027: What Developers Need to Know for Market Success

According to a recent report published by Allied Market Research, titled, "In-App Purchase Market by Operating System, Type and App Category: Opportunity Analysis and Industry Forecast, 2020-2027," the global in-app purchase market size was valued at $76.43 billion in 2019 and is projected to reach $340.76 billion by 2027, growing at a CAGR of 19.8% from 2020 to 2027.

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In-app purchase (IAP) refers to the buying of goods or services from within a mobile application. This concept is common in mobile apps, especially games and productivity tools, where users can purchase additional features, content, subscriptions, or virtual goods directly from the app. These purchases are facilitated through digital payment methods linked to the user's account, such as credit cards, mobile payment systems, or app store credits. In-App Purchases are a significant revenue stream for app developers and publishers, offering a convenient way for users to enhance their app experience or access premium content.

The most prevalent forms of in-app purchase applications are found in gaming, video streaming, and music streaming. Developers are focusing on three primary types of in-app purchases: consumable, non-consumable, and subscription-based. Among these, subscriptions generate the highest revenue for developers. In-app purchases offer several advantages, including app monetization, new marketing avenues, and increased sales across various channels.

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The market is driven by the growing number of smartphone users worldwide and advancements in smartphone technology. Additionally, promotional strategies like loyalty programs, coupled with increased data usage and internet accessibility, contribute to market growth. However, challenges such as digital illiteracy, limited digital infrastructure, and enterprise uncertainty in app development impede market expansion.

Nevertheless, opportunities for market growth abound, driven by the introduction of new games, ongoing technological innovation, and increased spending on digital advertising.

Based on operating system, the global in-app purchase market was led by the iOS segment in 2019 and is projected to maintain its dominance during the forecast period. Growing iOS users in developed countries such as the U.S., Canada and Japan and upsurge in purchase of mobile application from the app stores is expected to provide growth opportunities for the market. However, the other segment is expected to grow at the highest rate during the forecast period, owing to companies such as Blackberry, and Microsoft launching new versions of the operating system to maintain its customer base and gain a competitive advantage in the in-app purchase market.

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Based on type, the subscription segment accounted for the highest market share, contributing to nearly three-fifths of the global In-app purchase market in 2019, and is expected to maintain its dominant share by 2027. This is owing to various advantages such as flexibility in terms of billing & payment, conversion of fixed cost into variable cost, ease of distribution, and reliability & consistency revenue stream. However, the non-consumable segment is anticipated to grow at the highest CAGR of 22.7% during the forecast period. The non-consumable application provides the ability to the user to remove the advertising which is pooping while the user is using the app. This factor drives the growth of the segment.

Region-wise, the global in-app purchase market was dominated by Asia-Pacific in 2019 and is expected to grow at the highest rate during the forecast period. The major factors that drive the market in this region include rising in-app purchase customers in China and India and surge in adoption of subscription based mobile application in the Asian countries.

In the ever-evolving landscape of app development, in-app purchases (IAPs) continue to play a pivotal role in revenue generation for developers. Market trends indicate a significant surge in the adoption of freemium models, where apps are offered for free with optional in-app purchases for premium features, content, or virtual goods. This approach not only attracts a larger user base but also capitalizes on microtransactions, driving substantial revenue streams.

Moreover, subscription-based models have gained traction, offering users access to exclusive content or services for a recurring fee. With the rise of subscription fatigue, developers are increasingly focusing on providing compelling value propositions to retain subscribers. Additionally, the gamification of in-app purchases, through limited-time offers, rewards, and loyalty programs, continues to engage users and foster monetization. As the app ecosystem evolves, developers must remain agile, adapting strategies to align with changing consumer preferences and market dynamics to maximize revenue potential.

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Impact of Covid-19 on In-App Purchase Market:

• The ongoing COVID-19 crisis disrupts numerous industries but also fosters high digital transformation adoption.

• In-app purchase services emerge as crucial amid the pandemic, fueled by widespread lockdowns since 2020.

• Global addiction to gaming and entertainment apps surges due to lockdowns, creating profitable prospects.

• Key market players capitalize on the trend by launching new apps with in-app purchase features to boost customer engagement and market presence.

Leading players of the market:

• Netflix Inc
• Rakuten Inc.
• Sony Corporation
• Spotify Technology S.A.
• Tencent Holding Limited
• Tinder
• Apple Inc
• Disney
• Google LLC.
• King Limited

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