Europe’s 2025 app market shows a downloads-revenue gap

The mobile app market of Europe in 2025 revealed a distinct divergence between popularity and revenue. AI-driven productivity apps, such as ChatGPT and Google Gemini, dominated downloads, alongside shopping platforms including Temu, SHEIN, and Vinted.

While installs highlight user preferences, active use and monetisation patterns tell a very different story instead of merely reflecting popularity.

Downloads for the top apps show ChatGPT leading with over 64 million, followed by Temu with nearly 44 million. Other widely downloaded apps included Threads, TikTok, CapCut, WhatsApp, Revolut and Lidl Plus.

The prevalence of AI and shopping apps underscores the shift of tools from professional use to everyday tasks, as Europeans increasingly rely on digital services for work, study and leisure.

Revenue patterns diverge sharply from download rankings. TikTok generated €740 million, followed by ChatGPT at €448 million and Tinder at €429 million. Subscription-based and premium-feature apps, including Disney+, Amazon Prime, Google One and YouTube, also rank highly.

In-app spending, rather than download numbers, drives earnings, revealing the importance of monetisation strategies beyond pure popularity.

Regional trends emphasise local priorities. The UK favours domestic finance and public service apps such as Monzo, Tesco, GOV.UK ID Check and HMRC, while Turkey shows strong use of national government, telecom and e-commerce apps, including e-Devlet Kapısı, Turkcell and Trendyol.

These variations highlight how app consumption reflects cultural preferences and the role of domestic services in digital life.

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