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EMARKETER

Most Americans pay for mobile apps

Article by Emmy Liederman  |  Sep 29, 2025
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Most Americans pay for mobile apps
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Topics
Mobile Apps
Mobile Games
Generation Z
United States
Most Americans Have at Least One Paid Mobile App Subscription
E-Mail ChartDownload

Key stat: 65% of US adults say they pay for at least one mobile app subscription, increasing to 77% for 18-to-29-year-olds, per a July YouGov survey.

Beyond the chart:

  • Netflix is the top streaming app among connected TV (CTV) users (69%), up from 66% in 2024, according to a March LG Ad Solutions survey.
  • US mobile genAI app downloads reached 164 million in H1 2025, up from 118 million in H2 2024, per a Sensor Tower survey.

Use this chart: Marketers can use this chart to invest in the mobile spaces where young consumers, in particular, are willing to pay for content and experiences.

Related EMARKETER reports:

Methodology: Data is from an August 2025 YouGov analysis as cited in company blog. Approximately 1,000 US adults ages 18+ were surveyed on July 17, 2025.

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