How the 11 Most Profitable Apps Make Billions
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July 4, 2025
In just six months of 2025, TikTok earned $8.6 billion. YouTube? $4.2 billion. Some mobile games now clear $1 billion in half a year. While apps are making more money than entire industries, most startups never see profits anywhere close to these numbers.
What separates billion-dollar apps from those that drain budgets and fail? It's not luck. It's the monetization model, user retention, and strategic distribution that make the difference. In 2025, the average app retains just 7% of users after 30 days, CPI on iOS rose to $3.60, and monetizing with ads alone became harder than ever.
At Ptolemay, we've helped founders launch successful, high-growth apps (check our cases), but we've also witnessed startups waste hundreds of thousands on development—only to discover that their monetization strategy didn't match their acquisition costs.
The apps that succeed think about monetization, distribution, and retention from day one, not after launch.
Here's what's working now:
- AI-driven personalization: Boosts ARPU and retention significantly, driving revenue without chasing new users.
- Influencer pre-launch campaigns: Double the user base within 60 days, paying back marketing spend in under 3 months.
- Smart subscription pricing: Moving from monthly to quarterly/annual plans can instantly cut churn by 40%.
We've broken down the most profitable app categories, current monetization trends, and real-world strategies from today's top-performing apps to help you build smarter and avoid costly mistakes.
Want to know exactly how much your app idea will cost and how quickly you can launch?
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The Apps That Are Actually Making Billions
These apps don’t just profit—they own the market. Here’s what sets them apart.
Top-Grossing Apps 2025 (January – June YTD)
Updated • July 2025
Methodology 2025 — All figures are consumer spend on iOS App Store and Google Play unless noted. H1 totals use Sensor Tower Store Intelligence (May 2025 run-rate × 6) and Data.ai Digital Market Index Q2 2025; the June 2025 Android snapshot comes from FoxData Global Mobile Review. The $257 B IAP forecast is from TBRC In-App Purchase Market Report 2025.
You’ve seen the top earners for the first half of 2025, but how do things look right now, specifically on Android? Here's a quick snapshot of the Top-Grossing Android Apps for June 2025:
This monthly Android snapshot complements the YTD ranking, showing who is winning right now on Google Play.
Discover the Top 6 Most Expensive Apps on the App Store – and Why Users Pay Premium.
In-App Purchase Market in 2025
By the end of 2025, users worldwide will spend $257 billion on in-app purchases (IAP). That's a massive jump from previous years, growing at around 23% each year. Games, entertainment, and especially apps using AI-driven premium features are the main growth drivers.
Why the surge? People are now comfortable making small, frequent payments directly inside apps—whether it’s to skip ads, unlock special features, or just personalize their experience. And this trend isn’t limited to established markets like the U.S. or China: new markets across Southeast Asia and Latin America are quickly catching up.
For app developers and entrepreneurs, these numbers highlight one clear fact: if you want sustainable revenue in 2025 and beyond, you’ll need to offer smart, relevant in-app purchases that users actually want.
Data source: TBRC Global Mobile Market Report (2025)
How Do Free Apps Make Money?
Many people searching for “how to earn money online” overlook mobile apps. And yet, some of the most profitable platforms—like TikTok, Candy Crush, or Spotify—make billions without charging users upfront.
One of the biggest misconceptions among startup founders is that a free app only makes money when users eventually buy something. In reality, these apps generate revenue through smart monetization mechanics—not one-time purchases.
At Ptolemay, we’ve worked with startups across industries and seen firsthand which monetization models actually work—and which ones bleed traffic without return.
Let’s break down how to monetize a free app in a way that keeps users engaged while building a reliable, scalable revenue stream.
1. Advertising: Effective, But Only When Done Right
Advertising is the most obvious revenue model, but here’s what many startups overlook:
- Ads only work at scale. If your app has just a few hundred users per day, ad revenue will be minimal. Either focus on growing your user base or consider alternative revenue streams.
- Don’t overdo it. If ads feel intrusive, users will uninstall your app. A couple of well-placed banners are better than excessive pop-ups.
- Native ads perform best. Integrating ads into the user experience—like Instagram’s sponsored posts—yields higher engagement and better revenue.
Hyper-casual games like Flappy Bird and Helix Jump generate hundreds of thousands of dollars daily from ads, thanks to millions of downloads. If your model relies on advertising, study their approach.
2. In-App Purchases (IAP): Users Will Pay, But Not Immediately
"Let’s sell features inside the app!" sounds great in theory, but here’s the reality:
- Most users won’t pay right away. On average, only 1-3% of users make in-app purchases. The key is engagement first, monetization later.
- Give users a reason to pay. If they can fully enjoy the app without spending money, they won’t pay. Offer exclusive perks (such as rare in-game items) or added convenience (like ad removal).
- Avoid selling "essential" features. If the app is unusable without payment, it’s not a monetization strategy—it’s a paywall. Be upfront about what’s free and what’s premium.
Candy Crush makes millions daily by selling extra moves and boosters. Users don’t have to buy them, but when they’re stuck, they’re willing to pay $1.99 to continue playing.
3. Subscriptions: The Dream Model, But It’s Not for Everyone
Many startups dream of a steady, recurring revenue stream, but in reality:
- The subscription must offer real value. If the only benefit is "no ads," that’s a weak proposition. Premium features should provide a clear advantage over the free version.
- Retention matters more than acquisition. Free trials often convert well, but if users don’t find ongoing value, they’ll cancel. The key is delivering long-term engagement.
- Pricing should match the pain point. Spotify charges $9.99/month to remove ads and improve audio quality—users perceive that as fair. Your app must justify its cost.
Example: Duolingo Plus. The free version works fine, but for $6.99/month, users get unlimited lessons, offline access, and no penalties for mistakes. It’s about convenience, not restriction.
4. Hybrid Models: Combining the Best of Everything
The most profitable apps don’t rely on a single revenue model. They combine multiple monetization strategies:
- Freemium + Ads – Free version with ads, paid version without ads (YouTube, Spotify).
- Ads + In-App Purchases – Users can either watch ads or pay for extra features (mobile games).
- Subscriptions + One-Time Purchases – Some premium features require a single purchase (creative tools like Canva).
YouTube makes billions from ads, but also offers YouTube Premium, which removes ads and provides additional features. Users choose whether to pay with their time (watching ads) or their money (buying a subscription).
Choosing the Right Monetization Strategy
- If your app targets a broad audience → Advertising. Best for social media, entertainment, and casual games.
- If your app solves a real problem → Subscription. Works well for B2B, EdTech, and productivity apps.
- If your app offers a convenience factor → In-App Purchases. Great for gaming, content platforms, and creative tools.
- If you want a stable revenue stream → Hybrid model. The more diversified the monetization strategy, the more resilient your business.
The most profitable apps don’t just generate revenue—they strike the perfect balance between monetization and user experience.
What Type of Apps Make the Most Money? Insights & Trends
If you're building an app, you're not just developing a product—you’re stepping into a business where monetization defines survival. The difference between an app that burns through funding and one that generates sustainable revenue often comes down to choosing the right category and understanding where the money actually flows.
We’ve worked with startups that launched in the wrong niche and struggled, while others rode market trends to profitability. Let’s break down where the real money is and what insights actually matter when planning your app’s financial model.
Fintech – Users Trust Apps with Their Money
Banking, investing, payments—if users trust an app enough to move their money through it, the revenue opportunities are massive. Whether it’s transaction fees, lending, or crypto trading, fintech apps monetize every action.
Users expect to pay fees on fintech platforms, but conversion depends on trust. The onboarding experience and compliance with regulations are just as critical as the app’s core functionality.
Who’s making money: Cash App, Revolut, Robinhood, PayPal
Social Media – The Attention Economy at Scale
No one pays to use social apps, yet they generate billions. The secret is high engagement + targeted ads. The more time users spend scrolling, the more ad impressions an app can sell.
Social apps that succeed today aren’t just platforms—they’re marketplaces. TikTok doesn’t just serve ads; it monetizes content creators, sells virtual gifts, and runs a full-scale e-commerce ecosystem.
Who’s making money: TikTok, Instagram, Facebook, Twitter
E-Commerce & Marketplaces – Transaction-Driven Revenue
Marketplaces don’t sell products, they sell transactions. Every completed order generates a commission, and the most profitable platforms own the entire transaction process, from payments to logistics.
Success isn’t about the number of products listed; it’s about removing friction. The highest-grossing e-commerce apps invest heavily in seamless checkout flows and hyper-personalization.
Who’s making money: Amazon, Shopify, Shein, eBay
Media & Streaming – The Subscription Empire
Content platforms went from ad-driven to subscription-first. Why? Recurring revenue is predictable, and premium subscriptions lock in long-term user value.
Free tiers must be good enough to attract users but frustrating enough to convert them. Platforms like YouTube and Spotify rely on ads to push users toward paid versions.
Who’s making money: Netflix, Disney+, YouTube Premium, Spotify
Mobile Gaming – Microtransactions Done Right
Gaming dominates global app revenue for one reason: players willingly pay for in-game upgrades. The most profitable games aren’t the ones that sell for $5.99 upfront—they’re the ones that are free but designed for constant spending on cosmetics, power-ups, and season passes.
The biggest in-app spenders aren’t casual players. Mobile games optimize for "whales"—users who spend hundreds or even thousands on in-game purchases. The challenge is keeping them engaged long-term.
Who’s making money: PUBG Mobile, Genshin Impact, Honor of Kings, Candy Crush
If an app isn’t handling transactions, monetizing engagement, or offering a subscription model, profitability is an uphill battle.
Top-Grossing App Categories in 2025: What Changed
In 2025, the app revenue landscape is evolving faster than ever.
AI-powered apps like Character.AI, Replika, and Midjourney Mobile are no longer side projects — they are top-grossing players, monetizing personalization at scale.
Meanwhile, “super apps” are taking over, combining e-commerce, content, payments, and AI under one roof. TikTok Shop, for example, now generates billions not just from ads, but also from direct product sales.
Health-focused apps have also surged, driven by wearable integrations and AI health assistants. Subscription-based wellness platforms are one of the fastest-growing categories globally.
➔ Key trend: Apps that replace manual work, compress multiple services, or personalize deeply are the new revenue kings.
iOS vs. Android: Which Platform Makes More Money?
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When launching an app, the instinct is often to build for both iOS and Android from day one. But here’s what many founders realize too late: platform choice isn’t just about reach—it’s about revenue dynamics. The way users interact with apps, their willingness to pay, and even the ad performance vary significantly between these ecosystems.
We've seen startups that spent months optimizing for Android, only to find that most of their paying users came from iOS. On the other hand, ad-driven businesses often thrive on Android’s sheer volume. So how do you decide where to focus first?
iOS: Higher Revenue Per User, But a Smaller Audience
If you’re building an app that relies on subscriptions, premium features, or in-app purchases, iOS is almost always the stronger bet.
Why iOS converts better:
- iPhone users spend more. Studies consistently show that iOS users spend 2-3x more on apps than Android users.
- Subscription models perform better. Users on iOS are more likely to pay for recurring services, making it ideal for B2B apps, fitness platforms, and premium content.
- Stronger ad performance. Apple’s ecosystem is more restrictive but also reduces fraud and improves advertiser trust, leading to higher CPMs for ad-driven apps.
Duolingo’s CEO revealed a surprising statistic: 60% of Duolingo’s users are on Android, but 60% of its revenue comes from iOS. Despite having a smaller user base, iPhone users spend four times more than their Android counterparts. This trend is common across apps with paid features—Android brings the numbers, but iOS users are more willing to pay.
Best for: Subscription apps, premium in-app purchases, B2B services.
Android: Massive Scale, But Lower ARPU
Android’s strength is in scale. It dominates global market share, especially in emerging markets where price-sensitive users outnumber high-spending ones. If your app relies on high-volume engagement rather than direct user spending, Android is where you’ll find the numbers.
Why Android wins on reach:
- Larger audience = more ad revenue. Since most Android users avoid paying for apps, ad-based models tend to perform better. More users = more impressions = more revenue from advertisers.
- Stronger penetration in emerging markets. If your app is targeting India, Southeast Asia, or Latin America, Android’s dominance is hard to ignore.
- More downloads, but lower spending. Spacetime Studios, the developer of Pocket Legends, found that Android users were 30-50% less profitable than iOS users, despite higher activity levels.
Best for: Ad-supported apps, global expansion, high-volume user acquisition.
iOS vs. Android: Which App Costs More to Build? A Startup-Friendly Cost Breakdown. Read now
The Smart Approach: Where Should Startups Focus?
Choosing between iOS and Android isn’t a question of “either-or”—it’s about matching your revenue model to the right platform.
- If your app relies on subscriptions or in-app purchases → Prioritize iOS. Higher conversion rates mean more immediate revenue.
- If your model is ad-driven → Android is the long-term bet. The sheer number of users makes up for lower individual spending.
- If you’re building a hybrid model → Optimize iOS for high-value users and Android for traffic. Many top apps monetize iOS users first, then scale their audience on Android.
Startups that understand these platform differences early on avoid costly mistakes and maximize their revenue from day one. The best strategy isn’t just to build for both—it’s to know where the money is actually coming from.
2025 App-Building Programs Compared
Which platform matches your budget, timeline, and growth plan?
*AppGyver is free for companies under $10 M annual revenue; above that, enterprise pricing applies.
How to choose in 60 seconds
- Need investor demo next week? Adalo or Glide — you’ll drag & drop a tappable prototype in hours.
- Pixel-perfect UI with long-term scalability? FlutterFlow: export clean Flutter code and avoid “vendor lock-in”.
- Enterprise security / offline first? AppGyver: robust logic, on-device storage, free until you scale.
- Already sold on Flutter but dread manual builds? Pair vanilla Flutter with Codemagic for one-click CI/CD and automated App Store / Google Play delivery.
- Education or hobby side-project? Kodika’s storyboard approach lets non-developers publish an iOS app without writing Swift.
How Much Can You Earn From an App? Key Success Factors
Wondering how to earn money online without investment?
While most apps require funding to scale, we’ve seen founders bootstrap their way to revenue using no-code tools and clever freemium models. It’s entirely possible to launch a high-earning app on minimal capital—if you understand where the money actually comes from.
But let’s get real: the harsh truth is that most apps don’t make money. Not because they aren’t well-designed or useful, but because their monetization doesn’t scale. A few thousand downloads mean nothing if users churn quickly—or never pay at all.
We’ve seen startups burn six figures on user acquisition, only to discover they were targeting the wrong audience. Others postponed monetization until “after launch”—and ran out of cash before they ever saw revenue.
Meanwhile, the apps that pull in real money? They focus on the right metrics from day one and align their pricing with what users are actually willing to pay for.
So, how much can you earn from an app? It depends on three things:
- how long users stick around,
- how much they spend,
- and how efficiently you acquire them.
How Much Money Can You Make If You Own an App? See Real Numbers and Profit Strategies.
Retention: The Foundation of Any Profitable App
Most users delete an app within 7 days of downloading it. The few apps that break through? They build habits. Retention is what turns a one-time download into a long-term revenue stream.
- The baseline: A strong app keeps at least 25-30% of users after 30 days. The best apps? 50%+ retention.
- Why it matters: If users drop off quickly, ad revenue dries up, and subscription models never take off.
Apps like Duolingo and Tinder use streaks, gamification, and push notifications to keep users hooked. If your app isn’t giving people a reason to come back daily, they won’t.
Revenue Per User: More Important Than Total Downloads
Total users don’t matter if they aren’t spending money. What actually moves the needle is ARPU (average revenue per user).
- Ad-driven apps: Expect $1-2 per active user per month.
- Subscription apps: Can hit $5-20 per user per month.
- Marketplace & fintech apps: Earnings vary but tend to scale with transactions, not just user count.
High-ARPU apps like Netflix segment users by region and adjust pricing accordingly. A one-size-fits-all approach to monetization leaves money on the table.
Lifetime Value (LTV): The Ultimate Profitability Metric
LTV is what separates short-term hype from sustainable revenue. It answers the key question: How much is a user worth over their entire time in the app?
- LTV = ARPU × average user lifespan
- A great LTV: At least 3-5x the cost of acquiring a user (CPI).
Spotify knows that if they get a user into the premium trial, there’s a high chance they’ll stay for years, driving long-term value.
How to Avoid Burning Money on Marketing
Many startups assume that a big ad budget = fast success. The reality? Paid acquisition is a black hole if you don’t know your numbers.
The Wrong Approach: Spending Big Without a Retention Plan
If your CPI (cost per install) is $5, but your ARPU is only $2, you’re losing money. 90% of new users never convert—unless your onboarding strategy is rock solid.
Apps like Cash App and Dropbox hacked their way to viral growth using referral incentives instead of paid ads. Instead of throwing money at Facebook and Google, they built network-driven growth loops.
Use Paid Ads for Retargeting, Not Just Acquisition
Retargeting campaigns cost 2-3x less than acquiring new users. Bringing back an inactive user is cheaper than finding a new one.
Spotify runs aggressive retargeting for inactive users with “3 months for $0.99” deals. The logic? Getting users back in the habit increases long-term conversion to full-price subscriptions.
Test Monetization Early—Don’t Wait Until "Later"
The best apps experiment with pricing early to see what users are willing to pay for. Subscription models should test free vs. paid feature sets from day one.
Tinder introduced Tinder Plus early, proving users were willing to pay for premium features like unlimited swipes.
What’s the Smartest Revenue Strategy in 2025?
The mobile app economy is shifting. What worked five years ago doesn’t guarantee success today. Here’s what’s changing:
Ad-Only Models Are Struggling
Privacy changes (like Apple’s ATT updates) have made ad tracking less effective, driving lower CPMs. Apps that depend solely on ads are losing revenue, forcing many to add subscriptions or in-app purchases. YouTube pushed YouTube Premium hard as ad-blockers cut into ad revenue. Subscription diversification is key.
AI-Driven Personalization Boosts Revenue
Apps that use AI for personalized recommendations keep users engaged longer. The more tailored the experience, the more users spend. Duolingo’s AI adjusts lesson difficulty based on user behavior, making learning addictive—and keeping users subscribed longer.
Super Apps & Ecosystem Monetization Are the Future
Super apps like WeChat, Grab, and TikTok Shop are blending social, payments, and e-commerce to extract maximum LTV. TikTok Shop is moving TikTok beyond just ads—it now generates billions through integrated e-commerce.
Quick Guide: How to Build a Money-Making App
Everyone knows about ads and subscriptions. But in 2025, top apps are using AI-powered pay-per-use, micro-communities, or even token-gated content to boost revenue. Before you build, compare your idea to these hot models:
The secret: mix one high-LTV feature with viral distribution (referral, UGC) from the start. Full step-by-step playbook: How to Build a Money-Making App in 2025 →
How to Assess Your Chances of Success
The dream is to hit millions in revenue fast, but let’s talk real numbers.
- The average app makes between $1,000 and $10,000 in its first year.
- Only 1% of apps ever hit $1 million in annual revenue.
- The top 100 grossing apps generate at least $10 million per month.
For context, TikTok lost billions before it became profitable, and even apps like Uber needed years of funding before turning a profit. The key lesson? Most startups overestimate short-term revenue and underestimate long-term scaling challenges.
Why Most Apps Struggle to Monetize Early
Many startups assume that growth comes first, monetization later. This is a huge risk because:
- Funding doesn’t last forever. Relying on VC money while delaying revenue puts startups under pressure to pivot fast.
- Not all users are equal. Attracting millions of free users means nothing if they won’t convert.
- Retention matters more than acquisition. A small, paying audience is more valuable than a large, disengaged one.
How to Set Realistic Revenue Goals
- If your app is ad-driven, expect around $1-2 per user per month.
- If subscription-based, a well-optimized model can bring in $5-15 per user per month.
- Marketplace or fintech apps need volume—but LTV can be 10-100x higher.
The best apps validate monetization early, even if it means slower user growth.
How to Reduce the Risk of Failure
Even the best ideas fail without execution. The apps that succeed are the ones that adapt, iterate, and optimize monetization as they grow.
1. Pivot Early If Monetization Isn’t Working
Many apps start with one idea but shift based on user behavior.
- Slack started as a gaming tool before pivoting into business messaging.
- Instagram originally focused on check-ins before doubling down on photos.
- TikTok evolved from a lip-syncing app into a global entertainment platform.
If your users engage with something unexpected, shift your model to match it.
2. Test Monetization Before Scaling
Too many startups think, “We’ll figure out revenue later.” That’s a mistake.
- Offer a paid feature early—even if only 1% of users convert, you’ll get critical data.
- Run small paid ad tests—if acquisition costs are too high, it’s a red flag.
- Track retention metrics over time—monetization works best when engagement is high.
If you wait too long to test revenue, you might find out too late that users won’t pay.
3. Balance Free & Paid Features Intelligently
The best apps make spending feel optional but desirable.
- Duolingo: Free learning with premium perks (offline mode, no ads).
- Tinder: Basic features are free, but paid upgrades enhance the experience.
- Spotify: Free users get ads, but premium removes them and adds more value.
A paywall that comes too early kills growth. A paywall that comes too late kills revenue.
2025 Monetization Models: What Works Now
Most Profitable Apps: FAQ
How do free apps make money if they don’t charge users?
Ads, in-app purchases, subscriptions and affiliate deals. TikTok blends skippable ads with virtual gifts; Candy Crush converts a tiny share of players into high-value spenders through boosters.
Which app monetization model is the most profitable in 2025?
Hybrid. Apps that mix ads, IAP and subscriptions (YouTube, Honor of Kings) top Sensor Tower revenue charts because they monetise every segment of the user base.
What’s the average ARPU for top apps?
Subscription services (Spotify, Duolingo Plus) land $5–10 per active user each month; ad-only social apps hover at $1–3; hit mobile games with heavy IAP can exceed $15.
Can a startup really make millions with a mobile app?
Yes—if product-market fit, retention and paid conversion align. Duolingo scaled from side project to $250 M annual run-rate once its freemium funnel and plus-tier clicked.
What’s the biggest mistake when monetising an app?
Monetising too early. Paywalls or intrusive ads before the core loop is sticky push users out. Winning apps lock in engagement first, then layer optional spending.
Which types of apps make the most money?
Social (TikTok), fintech (Cash App), marketplaces (Amazon) and gaming titles (Honor of Kings) dominate global revenue rankings because they combine scale with repeat transactions.
Are gaming apps the most profitable category?
By gross revenue—yes. In 2024 mobile games delivered ~60 % of global app spend; top titles such as PUBG Mobile and Monopoly Go! top $100 M per month from IAP.
Do subscription apps earn more than ad-supported ones?
Subs offer steadier cash-flow, but ad models scale faster on large audiences. The most resilient products (YouTube, Duolingo) run both.
What are the fastest-growing app markets in 2025?
India, Southeast Asia and LatAm. Cheap Android devices, UPI-style payments and low data costs fuel double-digit install and revenue growth.
Are fintech apps really that profitable?
Yes. Cash App passed $3 B in fee income by charging for instant transfers, crypto trades and card boosts—proving trusted payment rails monetise every transaction.
How much does an average “successful” app make each month?
Figures vary wildly: solid SaaS or wellness apps can clear $50 K; top-10 games like Clash of Clans surpass $30 M. Engagement and ARPU, not downloads, set the ceiling.
Should I launch on iOS or Android first?
If you sell subs or IAP, start with iOS (higher spend per user). For ad-driven scale or emerging-market focus, Android wins on volume.
What’s the smartest monetisation model for AI apps in 2025?
Tiered subscriptions with usage-based overage. Character.AI and Jasper gate advanced features while selling extra tokens, balancing hobbyists and power users.
How do super-apps make money beyond ads?
TikTok Shop and Grab layer e-commerce, payments and delivery on top of content, turning engagement into GMV and clipping a fee from every transaction.
Can you earn money online by building a mobile app?
Absolutely. Indie titles, finance tools and niche utilities have all crossed seven figures by combining freemium hooks with paid upsells—proof that even small teams can profit with the right model and retention.
Conclusion: Build the Most Profitable Apps with Smart Planning
For startup founders, true success lies in preparing your app’s roadmap well before launch. Our experience shows that integrating marketing and development strategies early on can make all the difference—a case in point being an influencer who doubled his audience by engaging them two months ahead of launch.
By using our AI-powered estimation tool, you gain a clear, expert analysis of your project’s budget, timeline, features, design approach, tech stack, team composition, and compliance needs. This informed perspective will empower you to build a profitable app with confidence and clarity.
Ready to set the foundation for your next big success? Try it now at estimation.ptolemay.com
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