Just released! Mobile app trends 2025: Japan edition

Japan’s app economy is anchored in high-value users who engage and spend consistently, making it one of the most competitive but rewarding mobile markets globally. To continue growing or break into this space, marketers need a clear and consistent strategy, best-in-class attribution and measurement, and granular data for impactful campaign optimization and budgeting decisions.

This is exactly why Adjust and Sensor Tower have partnered once again to bring you Mobile app trends 2025: Japan edition. This report delivers the latest and most important performance data, expert analysis, and actionable insights, designed to power your strategy and enable smarter decisions and better outcomes across acquisition, engagement, and measurement.

• Japan’s top-performing apps by downloads and consumer spend
• Performance metrics across gaming, finance, entertainment, and comics—including installs, sessions, retention, and monetization
• An overview of emerging content formats like short drama and OTT

• Gaming app installs rose 3% YoY in H1 2025, with the card and casino subgenres leading growth, up 27% and 138% respectively.
• Finance apps saw a 50% increase in installs and a 22% lift in sessions.
• Entertainment installs surged 14% YoY, with video streaming apps averaging 55.55 minutes per session.
• Japan recorded 1.55 sessions per user on day 0 for comic apps, surpassing global (1.52) and U.S. (1.3) averages.
• ATT opt-in rates in Japan climbed to 21.4%, with gaming apps leading at 31%.

Make confident moves in Japan’s mature app market. Download the Mobile app trends 2025: Japan edition today.