2024 Monetization Structure of Chinese Overseas Apps: IAP Accounts for Over Half

Background

As the global mobile app market matures, the monetization models of Chinese overseas apps are becoming increasingly diversified. Based on public data and reasonable estimates from multiple industry reports (e.g., Sensor Tower, Data.ai), the total revenue of Chinese overseas apps in 2024 has grown steadily, but the contribution of different monetization models has undergone structural changes.

Monetization Model Share Analysis

• In-App Purchases (IAP): 55%, still the core revenue source, especially prominent in mid-to-hardcore games and social entertainment apps.
• Advertising Revenue: 30%, slightly declined from 2023, mainly due to stricter privacy policies (e.g., ATT framework) and increased user willingness to pay.
• Subscription Revenue: 10%, growing rapidly in utility, fitness, and content apps, becoming the second growth curve.
• Others (one-time payments, sponsorships, etc.): 5%, small share but stable.

Trend Interpretation

The dominance of in-app purchases remains solid, but the rise of subscription models is worth noting. While ad monetization’s share has declined, its absolute value is still significant, especially in casual and hyper-casual games. Developers need to dynamically adjust monetization strategies based on app category and target market.

Data Notes

The above data are industry-wide estimates; actual company financial reports or third-party platform data may differ. This analysis is for trend reference only and does not constitute investment advice.