Sensor Tower Releases Mobile App Trends Report

Sensor Tower’s newly released State of Mobile report for 2025 offers an in-depth look at app usage trends, providing valuable insights for marketers and industry professionals. The comprehensive 94-page report analyzes app performance across categories, with a significant focus on social apps, short-form video, and emerging technologies.

The report highlights the enduring popularity of social apps, which continue to dominate both downloads and time spent by users. These platforms remain central to modern communication and play a key role in marketing strategies. In-app purchases within social apps have surged, fueled by integrated shopping features and premium add-ons, signaling growing opportunities for monetization.

Short-form video remains a major growth driver, with platforms like Meta benefiting from their investments in Reels. According to Sensor Tower, U.S. user engagement with Reels on Facebook increased by 17 percentage points throughout 2024, as Meta integrated the feature more deeply into Facebook and Instagram. This focus is expected to expand, leveraging AI-based recommendations to maximize user time.

The report also addresses shifting dynamics in the social media landscape. While X (formerly Twitter) remains a leader in time spent, competitors like Threads are gaining traction, particularly following X’s controversial platform changes. However, overall time spent on the top 10 apps in this category declined by 10% from 2021 to 2024, reflecting a shift toward alternative entertainment such as streaming and short-form video.

Emerging trends in artificial intelligence apps are another focal point, with significant growth in AI-driven content creation tools. As these technologies advance, they are expected to play a larger role in app usage patterns. The full report goes deeper into regional breakdowns and insights separated by category, covering multiple industries within the mobile app space.