Data & insights
ASO Statistics & Benchmarks 2026
Sourced app-market data, search statistics and store requirements to help you plan your next listing update. Each figure includes its date, scope and original source.
Reviewed . The 2026 title is the review year; observations retain their original dates.
Sources and methodologyApp market size in 2025
Completed-year observations and estimates. The reporting year is separate from this page's 2026 review date.
$167B
Spending on in-app purchases and paid apps/games
2025 · Worldwide · iOS and Google Play
Sensor Tower estimate. Excludes advertising and purchases outside these stores.
149B
New app downloads across iOS and Google Play
2025 · Worldwide
Sensor Tower estimate of new downloads; excludes redownloads and third-party Android stores.
2,172,472
Apps on the App Store
2025 · Apple's worldwide report
Apple's reported catalog count, not a live 2026 census or a combined count of both stores.
892.7M
Average weekly App Store visitors
2025 · Worldwide
Rounded from Apple's reported 892,670,823 weekly average. Visitors are not downloads.
App Store search and discovery
Search matters, but visitor behavior, downloads after search and paid-ad conversion are different metrics.
463.6M
Customer accounts searching the App Store each week
2025 · Worldwide weekly average
Rounded from Apple's reported 463,575,966 accounts.
70%
App Store visitors who use search to discover apps
2022 · Worldwide · Apple data
Historical figure cited by Apple Ads. It does not measure the share of installs from organic search.
Almost 65%
App Store downloads that follow a search
2022 · Worldwide · Apple data
Historical figure cited by Apple Ads; the source does not isolate organic downloads.
Keywords and metadata limits
Official field limits help you prepare a valid listing. They do not predict ranking or conversion improvements.
30 characters
App Store app-name maximum
Platform requirement · checked September 2026
Applies to the localized app name.
30 characters
App Store subtitle maximum
Platform requirement · checked September 2026
A separate field from the app name.
100 bytes
App Store keyword-field maximum
Platform requirement · checked September 2026
Unit used in App Store Connect's technical reference; bytes and characters can differ by language.
4,000 characters
App Store description maximum
Platform requirement · checked September 2026
Applies to each localized description.
170 characters
App Store promotional-text maximum
Platform requirement · checked September 2026
Promotional text is separate from the description.
30 characters
Google Play app-name maximum
Platform requirement · checked September 2026
Google's limit applies to the localized app name.
80 characters
Google Play short-description maximum
Platform requirement · checked September 2026
Separate from the full description.
4,000 characters
Google Play full-description maximum
Platform requirement · checked September 2026
Google applies these limits to full-width and half-width characters alike.
Screenshot requirements
Upload limits and example dimensions from the stores. Follow the linked specifications for every device your app supports.
1–10
App Store screenshots per set
Platform requirement · checked September 2026
Sets are organized by supported device size and localization.
Up to 8
Google Play screenshots per supported device type
Platform requirement · checked September 2026
At least two across device types are needed to publish; form-factor requirements also apply.
1320 × 2868 px
One accepted portrait size for Apple's 6.9-inch set
Platform requirement · checked September 2026
1260 × 2736 and 1290 × 2796 are also accepted portrait sizes in this set.
1284 × 2778 px
One accepted portrait size for Apple's 6.5-inch set
Platform requirement · checked September 2026
1242 × 2688 is another accepted portrait size. These are upload-set labels.
How to use conversion benchmarks
Start with your own store report and a comparable peer group. Keep the country, category, traffic source, date range and calculation consistent. A paid-ad tap, a product-page visit and an App Store impression represent different steps in discovery.
App Store: Apple's acquisition conversion rate divides total downloads and pre-orders by unique-device impressions. A download can follow a search result without a product-page visit. Apple: Analytics metric definitions
Google Play: Current store-listing reports use click-through rate: the share of visitors who click Install, Open or Pre-register. Successful acquisitions remain separate in Grow users, Statistics and exports. Check the definition before comparing a current report with an older install-conversion benchmark. Google: Store listing performance
For screenshots or localization, record the change and evaluate the result for that app and market. The sources above do not establish a universal percentage increase in downloads, revenue or retention.
Sources and methodology
This is a reference compilation, not an AppDrift experiment. Market figures are attributed to their publishers; platform limits come from official documentation. Rounded values are identified on their cards. Missing comparable data is omitted rather than treated as zero. Sources were checked on September 11, 2026; store requirements can change.
- Sensor Tower: State of Mobile 2026
Published January 2026; reports full-year 2025 estimates for iOS and Google Play. Store spending covers in-app purchases and paid apps/games, excluding advertising and purchases outside those stores. Third-party Android stores are outside this scope.
- Sensor Tower: 2025 new downloads
Sensor Tower's May 12, 2026 release identifies 149 billion new downloads in 2025 and attributes the figure to State of Mobile. The report's store coverage is iOS and Google Play.
- Apple: 2025 App Store Transparency Report
Apple's worldwide 2025 report. App counts, weekly visitors and weekly searching customer accounts are different measures; none is a count of organic installs.
- Apple Ads: App Store discovery
The discovery percentages cite Apple data, worldwide, 2022 (source footnote 2). They are historical search figures, not a 2026 measurement or an organic-only attribution split.
- Apple: App information
App Store Connect app-name and subtitle limits; documentation checked September 11, 2026.
- Apple: Platform version information
App Store Connect's technical field reference specifies 100 bytes for keywords. Apple's separate product-page marketing guide says characters; we use the technical reference's unit. Documentation checked September 11, 2026.
- Google: Create and set up your app
Google Play app-name and description limits; documentation checked September 11, 2026.
- Apple: Upload app previews and screenshots
Screenshot sets are associated with a supported device size and localization; documentation checked September 11, 2026.
- Apple: Screenshot specifications
Upload-set names can differ from physical display sizes. The examples on this page are accepted portrait sizes, not the only permitted dimensions. Documentation checked September 11, 2026.
- Google: Add preview assets
Up to eight screenshots per supported device type. At least two across device types are required to publish; additional form-factor requirements apply. Documentation checked September 11, 2026.
- Apple: Analytics metric definitions
Current acquisition conversion rate uses total downloads and pre-orders divided by unique-device impressions. Documentation checked September 11, 2026.
- Google: Store listing performance
Current listing reports use button clicks and click-through rate. Completed acquisitions remain available separately in Grow users, Statistics and exports. Documentation checked September 11, 2026.
Frequently asked questions
How many apps are in the App Store and Google Play?
Apple's 2025 transparency report lists 2,172,472 App Store apps. We have not verified a comparable Google Play catalog count for the same period, so we do not publish a combined total. Store inventories change over time.
What percentage of app downloads come from search?
Apple cites worldwide 2022 data showing that almost 65% of App Store downloads happen after a search. Its separate 70% figure describes visitors who use search to discover apps. Neither establishes an organic-only download share, and neither should be treated as a Google Play statistic.
What is a good app store conversion rate?
Choose a comparison with the same platform, country, category, traffic source, period and metric definition. Apple's acquisition conversion rate divides downloads and pre-orders by unique-device impressions. Google's current listing reports measure button-click intent through CTR; completed acquisitions are reported separately. These metrics cannot be compared as if they both measured page visits turning into installs.
Does localizing an app guarantee more downloads?
There is no verified universal download lift or language count established by the sources on this page. Choose markets using your app's demand and performance data, review the translated listing, and measure each market separately. A result from one app or an online-shopping survey is not an app-wide benchmark.
Are organic installs free?
An organic install has no directly attributed ad charge, but ASO still uses staff time, research, creative work and tools. Include those costs when evaluating acquisition efficiency. This page does not claim a universal cost per install or guaranteed return on ASO.
How many screenshots can I upload?
Apple accepts one to ten screenshots in each screenshot set. Google Play accepts up to eight per supported device type and requires at least two across device types to publish. Additional device requirements apply. Neither upload limit establishes a guaranteed conversion lift.
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