2023年全球移动应用非游戏市场展望报告

⪓杷燰ⲁ䈒榫 2023䇗 (ꪝ崅䡖)䄬㏜㷤僷 S☮e篸ns/o陱rT伺ower 䥊⼔䬠❠2022䇗⪩◇AppStore⽰GooglePlay峗鷺⪓杷ꪝ崅䡖燰ⲁ䈒榫䄬㏜氳岑䈲⮇冫♔⹖2023䇗舘2027䇗⪓杷ꪝ崅䡖燰ⲁ䈒榫䄬㏜㷤僷ն⪭╈ⴎ䦮⪓杷ꪝ崅䡖燰ⲁ䈒榫䷅⪍ ┚┖鰉ꄈ飊ⲡ┘⺱眷㑔䈒榫氳┖鰉ꄈ┚䷅⪍ⲁ䒳⪓杷懷ꠅ㥊╵յ炙◬⽰榟◲ⱱ䈒榫唚⶝ꄆ憠䄬㏜辑朆╚孲⹩朆亡䌋♔⹖榫䢓㷯䓪⽰✳榫䗯⬅璡ն 2|©2022SensorTowerInc.-AllRightsReserved 泘䎓 02-☮篸/陱伺 04-⪓杷ꪝ崅䡖燰ⲁ䈒榫䄬㏜䔅鈾 10-⪓杷㥊╵䈒榫䄬㏜飊ⲡ 16-⪓杷炙◬䈒榫䄬㏜飊ⲡ 22-⪓杷榟◲ⱱ䈒榫䄬㏜飊ⲡ 28-ꄆ憠䰕金 SensorTowerCopyrightReserved20223 ⪓SECTION杷ONE 燰ⲁ䈒榫(ꪝ崅䡖)䄬㏜䔅鈾 ⪓杷ꪝ崅䡖燰ⲁ䈒榫䇗䈲┖鰉ꄈ飊ⲡ 1200☛AppleStoreGooglePlay 900☛ 600☛ 300☛ 0☛      F F F F F ⪓┖杷鰉ꪝꄈ崅꺙䡖埠燰⭴ⲁ朆䈒┖榫帑 2022䇗⪓杷ꪝ崅䡖燰ⲁ䈒榫┖鰉ꄈ╙867☛埠注㵒2021䇗㵸䆋┖帑2%ն⪭╈┖帑╚金全舅GooglePlay䇖⺐縡AppleStore䇖⺐ꪝ崅䡖䈒榫┖鰉ꄈ❤仾⼑朆┕将飊ⲡն 것阞2023䇗⪓杷ꪝ崅䡖䈒榫┖鰉ꄈꄆ亍鲽⪍ ┕ⶍ鵠鷺狰滭900☛埠ն2027䇗⪓杷ꪝ崅䡖䈒榫것孾┖鰉ꄈ㵨飃鲋1100☛埠ն ⪩◇┖鰉ꄈ簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳┖鰉것 ⚽⡬丘䩺┘ⴎ䦮것┖鰉յꄆ㛄┖鰉⽰瑭└亡㱧⶛䄬㏜氳┖鰉ꄈնGooglePlay儔㏇╈㎁㛻ꡯ䋯䷒ն 陱伺2023䇗-2027䇗┖鰉ꄈ╙것孾⡬丘䩺全嶏:SensorTowerら䈙䗯䥊 SensorTowerCopyrightReserved20225 ⪓杷ꪝ崅䡖燰ⲁ䈒榫䇗䈲䷅⪍飊ⲡ 1200☛紇⩕AppleStoreGooglePlay 900☛紇⩕ 600☛紇⩕ 300☛紇⩕ 0☛紇⩕      F F F F F ⪓䷅杷⪍ꪝ☱崅䧏䡖簘䈒䵕榫ⶍ 2018䇗舘☫⪓杷ꪝ崅䡖燰ⲁ䈒榫䷅⪍⼑䧏簘㘍Ꝛ䒳ⲡ2022䇗⪓杷⫂顔䷅⪍鱳⮽478 ☛紇⩕鰏2021䇗㘍Ꝛ鲤14%ն 2023䇗⪓杷ꪝ崅䡖䈒榫䷅⪍것阞滑簘┕将飊ⲡ飃鲋550☛紇⩕ն2027䇗⪓杷ꪝ崅䡖䈒榫것孾䷅⪍㵨狰滭1000☛紇⩕ն ⪩◇䷅⪍簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳IAP것 ⚽⡬丘䩺┘ⴎ䦮䇯⼔⹩朆䷅⪍♔⹖瑭└亡㱧⶛䄬㏜氳䷅⪍ն㏇儔伺漶㚜伺╙⬘䷅沠氳䗯⬅┖院丘䩺㏰╙䷅⪍䔅겜(ⷊ儔䣩ꢝ䇖⺐⮇䡗氳鼨⮇)ն 陱伺2023䇗-2027䇗䷅⪍╙것孾⡬丘䩺全嶏:SensorTowerら䈙䗯䥊 SensorTowerCopyrightReserved20226 顉⪓ⱷ杷⽰┖顔鰉擻ꄈ眷䧏䈒簘榫㘍Ꝛ ꣮浔丘㰅⴬⹩ꪵ氳鲽车☕♜催ⱶ❤顽燰ⲁ䈒榫鲽车篪┕顔擻⽰顉ⱷ留杼ն2018䇗舘2022䇗顉ⱷ䈒榫┖鰉ꄈ☳32☛埠㘍Ꝛ 110%鱳⮽67☛埠것阞☫⺵5䇗┖鰉ꄈ鲽 ┉塠㘍Ꝛն 鲤䇗全♔վAmazonտյվShopeeտ⽰վSHEINտ╙创辑氳顔擻䈒榫┖鰉ꄈ┘亇䬠ⶍ2022䇗┖鰉ꄈ╙59☛埠注奃2018䇗㘍Ꝛ53%2027䇗것孾┖鰉ꄈ㵨飃鲋95☛埠ն ⪓杷ꪝ崅䡖燰ⲁ䈒榫┖鰉ꄈ飊ⲡ-䧝眷⮷⮇䄭 1200☛ 900☛ 600☛ 300☛ ⪭☽亹车 ䷸罬 榟孨亡䌋顔擻 顉ⱷ榟◲ⱱ 炙◬粠簇㥊╵ 拨撴┚鈼겐榟孨㲓榫 ⪩◇┖鰉ꄈ簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳┖鰉것 ⚽⡬丘䩺┘ⴎ䦮것┖鰉յꄆ㛄┖鰉⽰瑭└亡㱧⶛䄬㏜氳┖鰉ꄈնGooglePlay儔㏇╈㎁㛻ꡯ䋯䷒ն 陱伺2023䇗-2027䇗┖鰉ꄈ╙것孾⡬丘䩺全嶏:SensorTowerら䈙䗯䥊 FFFFF SensorTowerCopyrightReserved20227 ⪓䈒杷榫┘䷅⺱⪍眷㏰⮷䧏ꪝ簘崅┕䡖将 2018䇗舘☫㥊╵յ炙◬յ⢹䉔յ䷸罬璡⪓杷┘⺱眷⮷氳ꪝ崅䡖䈒榫䷅⪍㏰䧏簘䵕ⶍն ♔վTikTokտյվYouTubeտ⽰վDisney+տ ╙创辑氳㥊╵䈒榫佭䷅⪍ⶭ奃僄냖氳眷⮷2022䇗顈昦▽鲤25%氳⪓杷ꪝ崅䡖䈒榫䔅䷅ ⪍ն┚塝⺱休㥊╵䈒榫䷅⪍㘍Ꝛⶇ⮇◾浍☳2018䇗氳39☛紇⩕㘍舘2022䇗氳118 ☛紇⩕ն ⪓杷ꪝ崅䡖燰ⲁ䈒榫䷅⪍飊ⲡ-䧝眷⮷⮇䄭 1200☛紇⩕ 900☛紇⩕ 600☛紇⩕ 300☛紇⩕ ⪭☽ ⛮罬 榟孨㲓榫庵槇░盈 ䷸罬 ⢹䉔┚⢹骱榟◲ⱱ 榟孨亡䌋拨撴┚鈼겐炙◬粠簇㥊╵ ⪩◇䷅⪍簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳IAP것 ⚽⡬丘䩺┘ⴎ䦮䇯⼔⹩朆䷅⪍♔⹖瑭└亡㱧⶛䄬㏜氳䷅⪍ն㏇儔伺漶㚜伺╙⬘䷅沠氳䗯⬅┖院丘䩺㏰╙䷅⪍䔅겜(ⷊ儔䣩ꢝ䇖⺐⮇䡗氳鼨⮇)ն 陱伺2023䇗-2027䇗䷅⪍╙것孾⡬丘䩺全嶏:SensorTowerら䈙䗯䥊 0☛紇⩕FFFFF SensorTowerCopyrightReserved20228 ⪓杷ꪝ崅䡖燰ⲁ䈒榫┖鰉ꄈ┚䷅⪍飊ⲡ-䧝䄬㏜⮇䄭 ◘孙 䥽┊紇孙 埫孙 ⴮紇 ꪝ孙 ╈┱ 㛻嬤孙 ┖ 鰉 ꄈ   F % %    % ⴮紇◘孙埫孙 % 䥽┊紇孙 ╈┱ % 㛻嬤孙 ꪝ孙 ䷅ ⪍   F % % % %    % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % ⴮◘紇孙䷅┖⪍鰉僄ꄈ냖僄㛻 ◘孙❤抆佭⪓杷ꪝ崅䡖䈒榫┖鰉ꄈ僄㛻氳䄬 ㏜2022䇗┖鰉ꄈ鶹鲤408☛埠ⶭ⪓杷䔅 ┖鰉ꄈ氳47%ն 㶩䷅⪍縡銨⴮紇ꪝ崅䡖䈒榫䷅⪍鱳⮽193 ☛紇⩕佭䷅⪍僄냖䄬㏜┦♷겜⼑㘍Ꝛ飊ⲡն注奃╯┖◘孙璡⪭㱚㏐⵲ꪝ崅䡖䈒榫 ䷅⪍♷겜㵸䆋┖帑ն ⪩◇䷅⪍┚┖鰉ꄈ簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳IAP것 ⚽⡬丘䩺┘ⴎ䦮䇯⼔⹩朆䷅⪍♔⹖瑭└亡㱧⶛䄬㏜氳䷅⪍ն㏇儔伺漶㚜伺╙⬘䷅沠氳䗯⬅┖院丘䩺㏰╙䷅⪍䔅겜(ⷊ儔䣩ꢝ䇖⺐⮇䡗氳鼨⮇)ն SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳┖鰉것 ⚽⡬丘䩺┘ⴎ䦮것┖鰉յꄆ㛄┖鰉⽰瑭└亡㱧⶛䄬㏜氳┖鰉ꄈնGooglePlay儔㏇╈㎁㛻ꡯ䋯䷒ն 陱伺2023䇗䷅⪍┚┖鰉ꄈ╙것孾⡬丘䩺全嶏:SensorTowerら䈙䗯䥊 SensorTowerCopyrightReserved20229 ⪓杷㥊╵䈒榫䄬㏜飊ⲡ ⪓杷㥊╵䈒榫䇗䈲䷅⪍┚┖鰉ꄈ飊ⲡ ䷅⪍ 150☛紇⩕ 100☛ ┖鰉ꄈ 100☛紇⩕ 75☛ 50☛ 50☛紇⩕ 25☛ 0☛紇⩕F 0☛F 㥊┖╵鰉䈒ꄈ榫꺙䷅埠⪍㵸䧏䆋簘┖┕帑将 2022䇗⪓杷㥊╵䈒榫☱⟊䧏㛢䇗氳㘍Ꝛ飊ⲡ䷅⪍⺱奃䬠ⶍ22%舘118☛紇⩕ն2023䇗것孾䷅⪍㵨簒簘㘍Ꝛ鶹鲤140☛紇 ⩕鱳⮽2018䇗氳鲤3⠙ն 㶩┖鰉ꄈ縡銨2022䇗⪓杷㥊╵䈒榫┖鰉ꄈ╙81☛埠꺙埠⭴朆鲤6%氳┖帑ն것阞2023䇗┖鰉ꄈ㍑蛽舘2019䇗姢䇖ն ⪩◇䷅⪍┚┖鰉ꄈ簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳IAP것 ⚽⡬丘䩺┘ⴎ䦮䇯⼔⹩朆䷅⪍♔⹖瑭└亡㱧⶛䄬㏜氳䷅⪍ն㏇儔伺漶㚜伺╙⬘䷅沠氳䗯⬅┖院丘䩺㏰╙䷅⪍䔅겜(ⷊ儔䣩ꢝ䇖⺐⮇䡗氳鼨⮇)ն SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳┖鰉것 ⚽⡬丘䩺┘ⴎ䦮것┖鰉յꄆ㛄┖鰉⽰瑭└亡㱧⶛䄬㏜氳┖鰉ꄈնGooglePlay儔㏇╈㎁㛻ꡯ䋯䷒ն 陱伺2023䇗䷅⪍┚┖鰉ꄈ╙것孾⡬丘䩺全嶏:SensorTowerら䈙䗯䥊 SensorTowerCopyrightReserved202211 ⪓杷ꪝ崅䡖燰ⲁ䈒榫┖鰉ꄈ┚䷅⪍飊ⲡ-䧝䄬㏜⮇䄭 ◘孙 䥽┊紇孙 埫孙 ⴮紇 ꪝ孙 ╈┱ 㛻嬤孙 ┖ 鰉 ꄈ   F % % %    % ◘孙⴮紇埫孙╈┱䥽┊紇孙 % 㛻嬤孙 ꪝ孙   F % ䷅ ⪍ % % % % % % % % % % % % % % % % %  % % % % % % % % % % % % % % % % % % % % % % % ⴮◘紇孙㥊┖╵鰉䈒ꄈ榫┚䷅䷅⪍⪍ⶍ┖냖꡹ ◘孙佭⪓杷㥊╵䈒榫䷅⪍⽰┖鰉ꄈ僄냖氳䄬 ㏜⛙2022䇗┖鰉ꄈ⽰䷅⪍㏰⼑┖꡹飊ⲡն ⴮紇䄬㏜㥊╵䈒榫䷅⪍♷겜僗䢦ⶍ냖2022䇗鶹鲤43☛紇⩕鰏┕䇗㘍Ꝛ28%ն것阞2023䇗⴮紇㥊╵䈒榫䷅⪍狰滭50☛紇⩕ն ⪩◇䷅⪍┚┖鰉ꄈ簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳IAP것 ⚽⡬丘䩺┘ⴎ䦮䇯⼔⹩朆䷅⪍♔⹖瑭└亡㱧⶛䄬㏜氳䷅⪍ն㏇儔伺漶㚜伺╙⬘䷅沠氳䗯⬅┖院丘䩺㏰╙䷅⪍䔅겜(ⷊ儔䣩ꢝ䇖⺐⮇䡗氳鼨⮇)ն SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳┖鰉것 ⚽⡬丘䩺┘ⴎ䦮것┖鰉յꄆ㛄┖鰉⽰瑭└亡㱧⶛䄬㏜氳┖鰉ꄈնGooglePlay儔㏇╈㎁㛻ꡯ䋯䷒ն 陱伺2023䇗䷅⪍┚┖鰉ꄈ╙것孾⡬丘䩺全嶏:SensorTowerら䈙䗯䥊 SensorTowerCopyrightReserved202212 鈼겐䈒榫䡗╚孲飊ⲡ 2022䇗⪓杷㥊╵䈒榫⻔ꛖ唚Top⹖㘍Ꝛ曎 㜍鼨䈒榫䷅⪍┕将 鈼겐䈒榫☱ⶭ䩺㥊╵䈒榫㜍鼨䄬㏜2022䇗 ⪓杷㥊╵䈒榫⻔ꛖ唚⯥10⺳╈鈼겐眷䈒榫ⶭ䩺7䅫ն 2022䇗վTikTokտ❤仾⟊䧏䍠Ⲏ氳㘍Ꝛⲡ㜍䷅⪍⺱奃┕将鲤60%鶹鲤35☛紇⩕佭瑭◅⺳վYouTubeտ氳2.4⠙նվDisney+տ 䇗⪓杷⻹ꄌ飃12☛紇⩕վHBOMaxտ ䷅⪍㘍Ꝛ50%ն ⛤㷉唚⶝瑭6յ7⽰9⺳氳╈㎁䈒榫վ脍阬鈼겐տյվ撕㜦荔տ⽰վQQꮠ╵տ侁炐⭴┘㳋䒭鈼氳⪓杷沜⮵耇ⱱն 丘䩺全嶏:SensorTowerら䈙䗯䥊 TikTokYouTubeDisney+مشؤُHBOMax脍阬鈼겐撕㜦荔LINEُ٤؝ QQꮠ╵Netix 2022䇗⪓杷㥊╵䈒榫槖ꛖ唚Top 0☛紇⩕20☛紇⩕40☛紇⩕ 2022䇗䷅⪍⺱奃㘍Ꝛ曎 % % 24% -6% % -%%%%% -8% 13% 14% SensorTowerCopyrightReserved202213 վվTSitkaTroMkaտk趈er纭տ┖懷鰉䈲⫦䵕⫠ⶍ 2022䇗⪓杷㥊╵䈒┖鰉唚Top⹖㘍Ꝛ曎 վTikTokտ鳀簘5䇗牔㷉⪓杷㥊╵䈒榫┖鰉唚 ⫦⫠2022䇗┖鰉ꄈ鱳⮽7.3☛埠┚2021䇗䧏䇖ն孲㨦⛮ꮠ╵䈒榫վSpotifyտ䇗⪓杷┖鰉ꄈ㘍Ꝛ31%狰滭3☛埠⛤⮜唚⶝瑭2⺳ն 伫☷┒簟㏇