REPORT
Mobile app trends 2025: Japan edition
Adjust and Sensor Tower unpack the latest industry data across Japan’s app economy, covering gaming, finance, entertainment, and comics, complete with expert strategies for growth.
Summary
Japan’s next wave of mobile opportunity
Japan's app market is characterized by strong consumer app spend, rapid adoption of emerging app categories, and a wide range of effective monetization strategies. Success depends on having the right benchmarks, analysis, and actionable insights.
Gain the competitive edge for app growth with:
Rankings of the top apps by downloads and revenue in Japan.
Usage and engagement patterns across gaming, finance, entertainment, and comics.
Install, session, retention, and monetization metrics by category and platform.
A spotlight on short drama and OTT as high-growth formats.
Global data that puts Japan’s numbers in context.
Moving forward with precision in a mature market
“Japan’s app economy in 2025 is marked by diversification and discipline. Finance apps are seeing rapid, sustained growth, entertainment is fragmenting into high-performing verticals like short drama, and even subtle shifts—like rising ATT opt-in rates—signal deeper engagement and user trust. Marketers are adapting with more localized, AI-driven, cross-functional strategies built for performance and resilience. Success in this market means pairing smart execution with privacy-conscious measurement that reveals which channels, creatives, and experiences are truly moving the needle.”
Naoki Sassa
General Manager, Japan, Adjust
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