Consumer Obsession With Adult Coloring Books Is Creating a Revenue Boom on the App Store

The popularity of adult coloring books has exploded in recent years, and not only are consumers buying more physical coloring books, but they are also spending more in mobile coloring book apps. According to Sensor Tower Store Intelligence data, the top 10 grossing adult coloring book apps from Q1 2016 on the U.S. App Store grew their combined revenue by 64 percent year-over-year last quarter, doubling the 32 percent revenue growth of all iOS apps during the same period. Since the beginning of 2016, the 10 leading apps have generated more than $21 million in combined gross revenue.

The chart below illustrates the quarterly revenue growth for the top grossing adult coloring book apps. As a cohort, their combined revenue grew quarter-over-quarter from $3.3 million in Q1 2016 to $5.4 million in Q1 2017.

Clear Revenue Winners Stand Out

A deeper analysis of these apps reveals a handful of clear winners that stand out in terms of monetization.

As highlighted in the chart above, Colorfy—one of the longest-standing apps in the adult coloring book segment—led by a substantial margin. Not only did Colorfy earn approximately $11.4 million in gross revenue between Q1 2016 and Q1 2017, but it also more than doubled the revenue of its closest competitor Recolor, which grossed about $5.5 million during the same period.

As adult coloring apps have flourished, major brands, such as Disney—which launched its own Color by Disney app this January—have sought to capitalize on their popularity. As established apps continue to dominate revenue, the ability of new players to establish a foothold in the space will be an area of intense interest.