MUMBAI: When Mukesh Ambani unleashed Reliance Jio onto India like a storm on 5 September 2016, it wasn’t just a telecom revolution—it was the dawn of a digital obsession. Cheap data plans and free calls? Indians grabbed them faster than a free plate of samosas at a wedding. Apps, once exotic creatures of the tech-savvy elite, became everyone’s new best friends, spreading like wildfire across cities, towns, and even the smallest villages.
Fast forward to 2024, and India isn’t just flirting with mobile apps—it’s a full-blown love affair. The country now holds the crown for the highest global app downloads and usage, clocking in a jaw-dropping 1.12 trillion hours glued to screens. But here’s the plot twist: while Indians swipe, scroll, and stream like pros, they aren’t exactly reaching for their wallets. In-app purchases? Still a shy, hesitant nod rather than a full embrace. Turns out, we’re better at clicking than cashing in.
According to Sensor Tower's State of Mobile 2025 report, India recorded 24.3 billion app downloads last year, down slightly from 25.6 billion in 2023. However, the time spent on apps climbed significantly from 991 billion hours in 2023 to 1.12 trillion hours in 2024—a staggering demonstration of just how glued to screens Indians truly are.
Globally, in-app purchases surged 13 per cent year-on-year (YoY) to reach $150 billion, but India fell behind, failing to make the top 20 countries in IAP revenue. For context, the United States led the pack at $52 billion, followed by China at $25 billion.
But India had its bright spots: IAP revenue in the media & entertainment (M&E) category (dating apps, specifically) jumped 25 per cent YoY to $55 million, with Bumble leading the charge. Similarly, IAP revenue in the social media category climbed 29 per cent YoY to $54 million, led by YouTube. The film & TV streaming segment saw the most significant growth, with IAP revenue skyrocketing 86 per cent to $45 million, dominated by Disney+ Hotstar.
Social media and entertainment apps still rule
Social media and entertainment apps continued to dominate user preferences, with Instagram and Jiocinema topping the charts. However, downloads in these categories slipped, with social media app downloads dropping 10 per cent to 1.19 billion and M&E app downloads dipping 8 per cent to 663 million.
Despite this dip in downloads, Youtube and Whatsapp retained their positions as the undisputed leaders in user engagement, cementing their status as essential apps for entertainment and communication.
Generative AI apps steal the spotlight
Generative AI was the showstopper in 2024, with downloads soaring to 177 million—a jaw-dropping leap from 75 million in 2023. Revenue in this category also tripled, reaching $12 million, driven by the success of apps like Chatgpt and Gemini. Clearly, India’s appetite for AI-powered tools has grown, and it shows no signs of slowing.
Gaming hits a speed bump
India’s mobile gaming market, which generated $3.8 billion in revenue in 2024—a 22.6 per cent increase from 2023—has hit a roadblock as downloads fell by 11 per cent year-on-year to 8.5 billion in the same year.
Despite gaming remaining a vital part of India’s app ecosystem, this drop in downloads suggests a possible shift in user behaviour or preferences. This trend raises questions about the sustainability of growth in the mobile gaming sector amidst evolving market dynamics.
With 900 million internet users, India’s mobile app market continues to thrive, even as it grapples with challenges in monetisation. The data tells a compelling story:
1 Total downloads in 2024: 24.3 billion
2 Time spent on apps: 1.12 trillion hours
3 IAP revenue in M&E (dating): $55 million (+25 per cent YoY)
4 IAP revenue in social media: $54 million (+29 per cent YoY)
5 IAP revenue in film & TV streaming: $45 million (+86 per cent YoY)
6 Generative AI app downloads: 177 million (+136 per cent )
As India’s app-hungry users swipe, scroll, and binge their way through the digital universe, one thing is clear: the potential here isn’t just big—it’s mind-bogglingly massive. All that time spent on apps isn’t exactly translating into cash for developers yet. It’s like owning a cricket team full of star players who can’t find the boundary.
The question now is, can 2025 be the year India’s digital ecosystem finally hits a six? With generative AI promising to spice up content and app developers scheming to turn downloads into dollars, the stage is set. The world’s watching, India’s clicking, and app creators are sweating it out like it’s the IPL finals.
Who’ll crack the code to India’s app goldmine? Stay tuned, because this is one game where the ads might just be worth watching.
