Is localization the next great growth opportunity for subscription apps?

The State of Mobile 2023 report by Data.ai highlights a 2% decline in consumer spending on apps in 2022, largely attributed to a drop in gaming spend due to reduced disposable incomes amid global economic challenges. Despite this, non-gaming app spending, particularly driven by subscription models, has shown resilience as consumers view these subscriptions as essential services, akin to utility bills. The report suggests that significant growth opportunities exist in emerging markets, with countries like Brazil, Mexico, and South Korea experiencing substantial increases in non-gaming app expenditure. The article emphasizes the potential of app localization as a strategic move for developers, particularly in high-growth regions, and recommends using analytics and advertising to test market demand before full localization efforts. The subscription model's resilience and the promising prospects in untapped markets present a new "golden age of app store growth" for those ready to capitalize on these opportunities.