Global In App revenue grows to $40B in the first half of 2019

According to Sensor Tower global in app revenue has grown to $40B for the first half of 2019, a 15% increase from the first half of 2018. Google Play actually saw larger growth (19%) compared to the Apple App Store (13%). However Apple continues to lead the way in share of global revenue (64%).

As users continue to spend more money on mobile competition for each dollar is increasing. Defining in app path to purchase and executing on that strategy will be important for advertising for the second half of 2019.