iOS claims 55% of global IAP revenue: report

Android trails slightly behind with just under half the global IAP market share.

Apple’s iOS platform now leads global in-app purchase (IAP) revenue, accounting for 55% of all spending, according to a new report from Moloco. 

Android, whilst still contributing significantly, trails slightly behind with just under half of the global IAP market share.

The findings highlighted a shift in monetisation patterns within the mobile gaming sector, where developers increasingly see stronger returns from iOS users, particularly in key markets like the United States and select high-value Asian regions.

Moloco’s 2025 State of Mobile Gaming report reveals that the top 5% of iOS users in the US now generate 20% of global mobile gaming revenue, despite making up only a fraction of global installs. 

This trend has led to a sharp increase in competition for high-value users, especially on iOS, where ad bid prices for the top 1% of users rose 140% year-on-year in 2024.

The study also pointed to promising opportunities in emerging markets, where acquisition costs remain lower and mobile adoption is growing. In response, the industry’s most successful gaming companies are focusing on three core strategies: re-engagement marketing, creative optimization, and international expansion.