European cell shoppers spent an estimated $14.8 billion throughout the App Retailer and Google Play throughout 2020, Sensor Tower Store Intelligence information exhibits.
This represented a 31 p.c year-over-year enhance in gross income from 2019, primarily based on person spending for in-app purchases, subscriptions, and premium apps. Such massive progress was accelerated by the COVID-19 pandemic and lockdowns, as Europe turned an epicentre for the outbreak. European spending accounted for 13.3 p.c of world cell app income in 2020, which reached $111 billion.
On this report, we delve deeper into cell non-gaming and gaming app income and obtain figures, and establish which international locations are driving the area’s markets ahead.
European Cell App Income and Downloads
The App Retailer drove nearly all of person spending in Europe, producing $8 billion in gross income in 2020, a Y/Y enhance of greater than 31 p.c. Google Play income, in the meantime, grew 30.8 p.c Y/Y to $6.8 billion.
Total, the App Retailer accounted for 54 p.c of person spending in Europe throughout 2020, with Google Play making up the remaining 46 p.c.
On the subject of downloads, the App Retailer and Google Play accrued a mixed 28.4 billion distinctive installs in 2020, up 17.4 p.c Y/Y.
As is usually the case globally, Google Play drove a higher variety of downloads than the App Retailer, amassing greater than 21 billion installs in Europe in 2020, a rise of 19.2 p.c Y/Y. The App Retailer generated 7.3 billion downloads, rising 12.3 p.c Y/Y.
Google Play accounted for 74 p.c of all downloads, whereas the App Retailer made up 26 p.c.
Europe’s Prime International locations
The European nation that drove probably the most income in 2020 was the UK, producing $2.9 billion in person spending throughout the App Retailer and Google Play, up 33 p.c Y/Y. Germany was shut behind with $2.8 billion, a rise of 33.3 p.c, whereas France ranked No. 3, having accrued $1.7 billion, up 25.8 p.c.
The U.Ok. represented the most important share of App Retailer income in Europe with $1.9 billion, or 23.4 p.c of all person spending on the shop. Germany, in the meantime, ranked No. 1 for Google Play income, producing $1.6 billion, or 22.7 p.c of the full.
The largest generator of downloads was Russia with 6 billion installs in 2020, up 12.8 p.c Y/Y. For comparability, Turkey ranked No. 2 for downloads with 3.9 billion installs for the yr.
Most of Russia’s downloads got here from Google Play, the place it accrued near 4.9 billion installs, or 23.4 p.c of all downloads on the shop in Europe. The U.Ok., in the meantime, led the best way on the App Retailer with 1.4 billion downloads, or 18.5 p.c of the full.
Europe’s Prime Cell Apps
As in 2019, courting platform Tinder was the highest grossing non-gaming app in Europe in 2020, producing $329.5 million in person spending, considerably forward of the No. 2 app Netflix. It must be famous, nonetheless, that Netflix redirects App Retailer customers to its web site for brand new sign-ups, which Sensor Tower doesn’t monitor.
TikTok rose to the No. 1 spot for downloads in 2020, producing near 163 million installs in Europe, up roughly 78 p.c Y/Y. It was adopted by messaging platform WhatsApp at No. 2, and video conferencing instrument Zoom at No. 3. The latter garnered 124.7 million downloads within the area in 2020 as Europeans searched for methods to speak and earn a living from home throughout the COVID-19 pandemic and lockdowns.
European Cell Sport Income and Downloads
Cell video games generated $9.6 billion in Europe in 2020, a rise of 28 p.c Y/Y. In complete, gaming accounted for 64.8 p.c of all cell app income in Europe primarily based on person spending. That’s down from a 66.4 p.c market share in 2019, with classes similar to Leisure and Social Networking rising quicker on the subject of income. Globally, European participant spending in video games accounted for roughly 12 p.c of the worldwide cell video games market.
Whereas on a world stage the App Retailer generated extra recreation income than Google Play, in Europe the other was true. Google Play customers spent $5.4 billion within the area final yr, up 28.6 p.c Y/Y, whereas the App Retailer generated near $4.2 billion from person spending, a rise of 27.3 p.c.
Total, Google Play represented 56.3 p.c of complete gaming income in Europe, whereas the App Retailer accounted for 43.7 p.c.
Germany was a key driver for Google Play video games income, with person spending on the storefront representing $1.3 billion, or 64.2 p.c of all cell recreation income within the nation.
Mixed gaming downloads throughout Europe elevated by 20.2 p.c Y/Y from 10.4 billion in 2019 to 12.5 billion in 2020. Distinctive installs for Google Play elevated 23.2 p.c to greater than 10 billion, whereas App Retailer downloads grew by greater than 9 p.c to 2.4 billion. Total, Google Play accounted for roughly 81 p.c of complete recreation downloads in Europe final yr, whereas the App Retailer made up 19 p.c.
Coin Master from Moon Active continued its meteoric rise in 2020, working its technique to the highest of the pile in Europe as the highest revenue-generating cell recreation with $398.2 million. That was greater than Brawl Stars from Supercell, which accrued near $259 million, and PUBG Mobile from Tencent, which grossed $253.5 million.
The quickest rising title in Europe’s prime 10 grossing rankings was State of Survival from FunPlus, which noticed income develop almost 23 occasions Y/Y to $165 million. It was adopted by Roblox from Roblox Corporation, which noticed a 128 p.c enhance in participant spending on cell Y/Y, and PUBG Cell, which noticed 119.5 p.c income progress.
The yr’s greatest shock hit, the social deduction recreation Among Us from InnerSloth, topped the European recreation downloads chart with 64.7 million downloads in 2020, a 50-times enhance Y/Y. Of the highest 10 most downloaded video games, solely two had been hyper-casual titles.
Early in 2020, Europe quickly turned a hotspot for the COVID-19 pandemic, leading to a sequence of country-wide lockdowns throughout the area. As individuals sheltered at residence to maintain protected, they turned to their mobile phones for entertainment and necessities. App spending elevated by 31 p.c, quicker Y/Y than the worldwide enhance of 30.2 p.c. Maybe unsurprisingly, and aided by the rollout of Disney+ throughout Europe in 2020, the Leisure class was a quick riser, overtaking segments similar to Social Networking and Way of life. Participant spending in video games additionally exploded, growing by 28 p.c Y/Y, greater than the 26 p.c progress the worldwide cell video games market noticed.
It’s unlikely Europe will see such vital progress in income and downloads in 2021, although social restrictions proceed to be enacted in varied international locations. What appears sure, nonetheless, is that buyers have shaped new habits which have seen their cell phones play an more and more central function of their lives, whether or not that’s for taking part in video games, streaming movies, or looking for groceries.
Be aware: The income estimates contained on this report usually are not inclusive of native taxes, in-app promoting, or in-app person spending on cell commerce, e.g., purchases by way of the Amazon app, rides by way of the Lyft app, or meals deliveries by way of the DoorDash app. Refunds are additionally not mirrored within the supplied figures.
Sensor Tower’s Retailer Intelligence platform is an Enterprise stage providing. Involved in studying extra?