Most Americans pay for mobile apps

Key stat: 65% of US adults say they pay for at least one mobile app subscription, increasing to 77% for 18-to-29-year-olds, per a July YouGov survey.

Beyond the chart:

• Netflix is the top streaming app among connected TV (CTV) users (69%), up from 66% in 2024, according to a March LG Ad Solutions survey.
• US mobile genAI app downloads reached 164 million in H1 2025, up from 118 million in H2 2024, per a Sensor Tower survey.

Use this chart: Marketers can use this chart to invest in the mobile spaces where young consumers, in particular, are willing to pay for content and experiences.

Related EMARKETER reports:

Methodology: Data is from an August 2025 YouGov analysis as cited in company blog. Approximately 1,000 US adults ages 18+ were surveyed on July 17, 2025.