Gaming has been the dominant force driving mobile revenue across Southeast Asia for years. But according to Sensor Tower’s latest findings, the region has entered a new era: one where non-gaming mobile apps are leading the charge in both downloads and spending.

At the TikTok App Summit in Hanoi, Vietnam, David Law, Regional Sales Director at Sensor Tower, shared that 2025 marks a turning point for the region’s mobile ecosystem. “We are currently at an inflexion point where non-gaming apps have overtaken gaming as the traditional, dominant revenue-generating genre on mobile,” he said. “For the first time, users spend 1.2 times more on non-games than on games.”

Law revealed that Southeast Asia’s mobile economy continues to surge. “In the first half of 2025, the region recorded US$9.4 billion of app downloads. That’s 35,000 downloads per minute,” he noted. “On the in-app-purchase side, total revenue reached US$2.6 billion, or roughly US$10,000 spent every minute.”

Combined spending across the App Store and Google Play has hit record highs, underscoring Southeast Asia’s position as a truly mobile-first region. “Most of us here probably have more than one mobile phone,” Law joked. “But it’s not just about access. It’s about how people are using these devices differently now.”

The shift from gaming to non-gaming mobile apps signals changing user habits across social media, entertainment, and finance. Users spend more time and money on platforms that integrate lifestyle, commerce, and content in new ways.

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TikTok anchors the social-commerce ecosystem

Among social and entertainment platforms, TikTok stands out as the undisputed leader. Law presented Sensor Tower data showing a widening gap between TikTok and other top apps regarding monthly active users and time spent.

“In Southeast Asia, users spend roughly 90 to 100 minutes daily on TikTok. That’s the length of a full-length film,” Law said. “It reinforces TikTok’s central role in the region’s digital life.”

TikTok’s strength lies in its ability to merge entertainment with commerce. The app not only captures attention but also converts engagement into spending. “TikTok’s success really lies in its secret recipe. They’ve built a closed-loop ecosystem that turns a massive audience into a vibrant creative economy,” Law explained. “Users actively support creators, and that engagement drives real, measurable revenue.”

Another key growth area for non-gaming mobile apps is finance. Law highlighted how consumer banking apps now lead the finance category across Southeast Asia. “Mobile-first banking is now mainstream,” he said. “Users are managing their savings, transfers, investments, and loans entirely through app-based banking, which has become the default channel for financial services.”

The data shows that digital banking adoption is balanced across gender and age, indicating that app-based finance is bridging long-standing accessibility gaps. “This shift to app-based finance is empowering previously underserved users, especially in rural markets,” Law said.

He noted that users aged 25 to 34 form the bulk of digital-banking engagement, while the 18-to-24 segment rapidly grows in markets such as Thailand and Vietnam. “These young users are shaping their financial habits very early through mobile apps,” he added.

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A case study of BRImo, the digital platform of Indonesia’s Bank Rakyat Indonesia, illustrates this trend. “Sensor Tower’s data shows BRImo’s user base skews younger and male,” Law said. “It confirms that the younger generation is driving digital banking.”

A new chapter for Southeast Asia’s mobile economy

Law concluded his presentation by emphasising that the app economy in Southeast Asia is still booming, even as it transforms. “Non-gaming app spending has overtaken gaming, but that doesn’t mean gaming is over. Together, both categories are setting record highs.”

He added that growth drivers such as social platforms and fintech apps are reshaping digital behaviour. “People are using their mobile phones differently. Apps like TikTok and mobile banking platforms are changing how people live, connect, and transact in real time.”

This evolution highlights Southeast Asia’s unique position as a global leader in mobile app innovation. With more users spending more time and money in non-gaming categories, the region’s app ecosystem is diversifying faster than ever.

As Law said, “The mobile app economy in Southeast Asia is writing a new chapter — one where creativity, commerce, and connectivity are blending into a single experience.”

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Image Credit: TikTok

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