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This analysis of Ovum’s App Download and Revenue Forecasts: 2015–20 looks at the growth dynamics of the mobile apps market: where growth will be concentrated over the next five years and the underlying factors shaping the market.


  • Global mobile app revenue will more than double over the next five years, to reach $79bn in 2020. Revenue growth will outpace the increase in downloads, which will almost double to reach 378 billion installs in 2020.
  • Downloads will see a marked slowdown in mature smartphone markets as they approach saturation and as user acquisition costs escalate, placing a greater emphasis on download quality rather than quantity.
  • The growth in global average revenue per download will tail off by the end of the forecast period, as late adopters and emerging markets become ever greater contributors to the global pie.

Features and Benefits

  • Learn about where app downloads and revenue growth will be concentrated over the next five years.
  • Learn about the underlying factors that are shaping the apps market now and going forward.

Key questions answered

  • Where will app downloads and revenue growth be concentrated over the next five years?
  • What are the underlying factors shaping the apps market now and going forward?

Table of contents


  • In brief
  • Ovum view
  • Definitions
  • Recommendations

Growth dynamics

  • Downloads vs. revenue
  • Maturing market

Geographic dynamics

  • Regional distribution
  • Developed vs. emerging markets
  • China’s dominance
  • Country rankings


  • Methodology
  • Further reading
  • Authors

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