Tech
Europe’s 2025 App Market Shows Divide Between Downloads and Revenue
Europe’s app market in 2025 reveals a clear gap between what users download and what generates the most revenue. While utility, shopping, and AI apps lead in downloads, entertainment, subscription, and dating apps dominate earnings.
According to estimates from AppFigures shared with Euronews Next, the most downloaded app in the EU last year was ChatGPT, with just over 64 million downloads. It was followed by shopping platform Temu with nearly 44 million. Downloads for other top apps drop to around 27 million, including Threads (27.3 million), TikTok (26.8 million), CapCut (25.5 million), and Google Gemini (25.2 million). Rounding out the top ten were WhatsApp Messenger, Revolut, Vinted, and Lidl Plus, each exceeding 22 million downloads.
Productivity apps emerged as a major category, driven largely by artificial intelligence. ChatGPT and Google Gemini signal AI tools moving from niche use to mainstream adoption, as Europeans increasingly rely on AI for work, study, and personal tasks. Shopping apps also featured prominently, with Temu, SHEIN, Vinted, Lidl Plus, and Klarna ranking high. Photo and video apps reflect the rising importance of content creation for social media and small businesses.
Despite dominating downloads, these apps do not always generate the highest revenue. AppFigures data show that TikTok earned an estimated €740 million in Europe, making it the top-grossing app, even though it ranked fourth in downloads. ChatGPT followed with €448 million, demonstrating that AI subscriptions are converting users into paying customers.
Dating apps also ranked high by revenue despite not appearing among the top downloads. Tinder generated €429 million, while Bumble and Badoo recorded €125 million and €81 million, respectively. Streaming services such as Disney+ (€351 million), Amazon Prime Video (€323 million), Google One (€283 million), and YouTube (€243 million) highlight the continued strength of subscription-based digital content.
“The drivers behind spending in top-earning EU apps show a more diverse mix than several years ago, when most spending outside of mobile games went to entertainment and dating apps, such as Disney+, Spotify, Tinder, and Hulu,” Randy Nelson, head of market insights at AppFigures, told Euronews Next.
App rankings also vary significantly by country. In the UK, domestic finance and government services are popular, with GOV.UK ID Check and HMRC among the most downloaded apps. Local retail and finance platforms such as Monzo and Tesco also rank highly. In Turkey, state-backed digital services like e-Devlet Kapısı and e-Nabız, alongside local e-commerce platforms Trendyol and sahibinden, dominate downloads, reflecting a preference for national platforms over cross-border alternatives.
Revenue estimates focus on in-app spending, including subscriptions and digital content, and do not account for physical goods or services. These figures also exclude the roughly 30 percent platform fee taken by Apple and Google, meaning actual developer earnings are lower than the reported totals.
The data underline the evolving European app market, where popularity does not always translate into revenue, and local preferences shape user behaviour in individual countries.
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