> **来源：[研报客](https://pc.yanbaoke.cn)** # Q3 2025 Digital Market Index Summary ## Core Content Overview The Q3 2025 Digital Market Index highlights the continued growth of the mobile app and digital advertising sectors, with a notable shift in revenue and download trends. The report is compiled by Sensor Tower, a trusted provider of market insights for app publishers and advertisers. ## Key Trends in Mobile App Market ### In-App Purchase (IAP) Revenue - **Total IAP Revenue**: $43.2 billion, up 11.3% YoY. - **Non-Games Outperform Games**: Non-game revenue reached $22.3 billion, accounting for 52% of total IAP revenue, driven by over 20% YoY growth. - **Top Revenue Categories**: Media & Entertainment and Generative AI saw significant growth, with Generative AI alone growing sixfold to nearly $1.5 billion. - **Gaming Performance**: Mobile gaming recorded its second-highest quarterly revenue ever, narrowly missing the pandemic peak. Strategy and Puzzle games became the top revenue-generating genres. - **Regional Performance**: The US remained the top market for IAP revenue, with Europe and Latin America also showing strong growth. Brazil had the fastest IAP revenue growth at 29% YoY. - **AI Impact**: ChatGPT climbed from #16 to #2 in IAP revenue rankings, highlighting the rapid ascent of generative AI apps. ### App Downloads - **Total Downloads**: 37.6 billion, up 0.8% YoY. - **Non-Game Growth**: Non-game downloads increased by 5.5% YoY, supported by AI-driven tools and new categories. - **Top Markets**: India saw its best quarter for downloads in over two years, with a 7% YoY increase. Growth also occurred in several African and Asian markets. - **AI and Short Drama Dominance**: AI and Short Drama apps dominated the breakout rankings, with Google Gemini and QuickTV/DramaBox leading the growth in both categories. ## Top Apps and Games in Q3 2025 ### Top Apps by IAP Revenue 1. **TikTok** (Rank 1) 2. **ChatGPT** (Rank 2) 3. **Google One** 4. **YouTube** 5. **Tinder Dating App** ### Top Apps by Downloads 1. **ChatGPT** (Rank 1) 2. **Google Gemini** (Rank 2) 3. **My Talking Tom Friends 2** 4. **Roblox** 5. **Clash Royale** ### Top Games by IAP Revenue 1. **Monopoly GO** 2. **Last Z: Survival** 3. **Kingshot** 4. **Clash Royale** 5. **Umamusume: Pretty Derby** ### Top Games by Downloads 1. **My Talking Tom Friends 2** 2. **Roblox** 3. **Clash Royale** 4. **Tile Explorer** 5. **Royal Kingdom** ## Digital Advertising Market ### US Digital Ad Spend - **Total Ad Spend**: $35.9 billion, up 12.1% YoY. - **Impressions**: 4 trillion, up 8% YoY. - **Growth Drivers**: The US digital ad market showed sustained growth, with impressions surpassing the typical Q4 peak, indicating a potential record-setting Q4. ### Top Advertiser Performance - **Procter & Gamble**: Increased OTT ad spending by 58% QoQ, capitalizing on the back-to-school season. - **Retail Media**: US retail media impressions reached 72.4 billion, with Amazon surpassing all other retailers combined. ### Key Categories in Retail Media - **Personal Care**, **Home & Garden Shopping**, **Food & Beverages**, and **Computers & Consumer Electronics** were the most competitive categories. - **AI and Short Drama**: These categories were the fastest-growing in both app downloads and IAP revenue. ## Summary of Key Insights - The mobile app market continues to grow, with non-game apps outperforming games in both revenue and downloads. - AI and Short Drama apps are driving significant consumer interest and growth. - The US remains the leading market for both IAP revenue and digital ad spend, with strong regional growth in Europe and Latin America. - Digital advertising shows signs of sustained growth, with OTT and retail media leading the way. - The shift in gaming revenue to Strategy and Puzzle genres reflects changing consumer preferences and market dynamics.