1、Mobile app trends 2025:Japan editionREPORTApp performance benchmarks and insights With insights from:2Mobile app trends 2025:Japan edition ContentsIntroduction.3Steady shifts&smart growth define Japans 2025 app market.3Japans ATT rates increase across most app categories.5An overview of the Japanese

2、 app market.6Methodology.7Key takeaways.8Part 1:Gaming.11Install and session trends.14Finding and keeping users.19Part 2:Finance.21Install and session trends.24Finding and keeping users.29Part 3:Entertainment.31The rise of short drama and OTT apps in Japan.32Short drama apps:snackable stories,seriou

3、s revenue.33OTT platforms:localization,bundling,and CTV crossover.34Install and session trends.37Finding and keeping users.40Part 4:Comics.42Install and session trends.44Finding and keeping users.473Mobile app trends 2025:Japan edition INTRODUCTION Steady shifts and smart growth define Japans app ma

4、rket in 2025Japan remains one of the worlds most valuable app markets in 2025,where user behavior,technology adoption,and monetization strategies continue to evolve in sync.The ecosystem is maturing steadily,supported by near-universal smartphone use,194 million mobile connections(157%of the populat

5、ion),and increasing time spent in-app across both gaming and non-gaming verticals.In 2024,Japan retained its position as the third-largest market for consumer app spend,reaching$16.5 billion.While gaming remains a cornerstone of the market,momentum is shifting.In addition to the enormous mobile game

6、s market,growth is increasingly driven by finance,entertainment,and comicsreflecting evolving user interests and structural changes in how apps are discovered,used,and monetized.Short drama apps are gaining traction with mobile-native storytelling,while OTT platforms are expanding rapidly,powered by