Emerging markets showed impressive download and revenue growth, particularly in India, Indonesia, Mexico, Turkey and Vietnam as device penetration soared. In-app purchases (IAPs) as a share of app store revenue continued to grow in 2015 as subscription revenue made incredible gains, thanks to strong demand for video, music and dating apps. Mobile games continue to evolve; in 2015 revenue became less concentrated while average lifecycle shortened year over year — these two developments will have a significant impact on app publishers’ portfolio management strategy. Wearables and TV emerged as key platforms for apps, presenting new opportunities for publishers. This will be a space to watch in the coming years.

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