자동차 OEM 앱 스토어 시장 : 점유율 분석, 업계 동향과 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the automotive OEM app store market size is projected to expand from USD 8.86 billion in 2025 and USD 9.59 billion in 2025 to USD 14.27 billion by 2030, registering a CAGR of 8.27% between 2025 to 2030.

This report is Segmented by Service Type (Map & Navigation and More), Development Type (In-House and Third-party/Outsourced), Vehicle Type (Passenger Cars and More), Operating System Type (Android and IOS), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Automotive OEM App Store Market Trends and Insights

OEM Shift to Software-Defined Vehicles and Recurring Revenue

Electrical architectures are being redefined by manufacturers, with software now viewed as a key profit driver. General Motors' Ultifi platform, which enables over-the-air feature activations, is at the heart of a significant deferred-revenue target set for the near future, underscoring the C-suite's focus on app-driven profits. BMW's iDrive 9 and the upcoming Neue Klasse will exclusively utilize in-house AOSP code. Meanwhile, Mercedes-Benz has mobilized a substantial team of engineers to develop the majority of their software in-house, aiming for notable earnings from digital services in the coming years. By maintaining control over their platforms, these manufacturers are reaping considerably higher gross software margins compared to the minimal margins seen by traditional Tier-1 suppliers. However, this shift has intensified tensions with suppliers, who are now pushing for renegotiated revenue-sharing agreements.

Soaring Connected-Car Penetration

Connected vehicles now ship with always-on modems as standard, creating the baseline infrastructure for Automotive OEM App Store market expansion. The strategic pivot, however, stems from the EU Data Act's obligation to expose live sensor feeds to any authorized developer, compelling brands to compete on user experience instead of data hoarding . Volkswagen Group launched its Application Store across multiple Audi models in 2023 and targets 40 million connected cars by 2030, already curating more than 70 global apps to get ahead of the compliance cut-off. McKinsey research shows 38% of premium-segment buyers are willing to switch marques for richer digital services, compressing differentiation windows . Faster onboarding of third-party apps, therefore, becomes a make-or-break metric as connectivity shifts from an optional feature to a regulatory prerequisite.

Cyber-Security / Privacy Approval Bottlenecks

ISO/SAE 21434 and UNECE WP.29 R155/R156 turned mandatory in 2024, forcing every new or updated app through rigorous threat-analysis, vulnerability assessment, and over-the-air validation drills. TISAX assessments layer on supplier-security proof points, while U.S. procurement contracts increasingly cite the NIST Cybersecurity Framework, creating a de facto floor for compliance. Applying markets' pre-vetted catalogs to shortcut these hurdles, yet independent developers often lack the resources for multi-jurisdiction audits, entrenching big-brand dominance and lengthening launch cycles.

Other drivers and restraints analyzed in the detailed report include:

1. Android Ecosystem Accelerating Third-Party App Availability
2. EU Data Act Opening In-Vehicle Data Access
3. Driver-Distraction Regulatory Ceilings

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Map and Navigation services controlled 43.27% of the Automotive OEM App Store market in 2025, confirming their role as baseline functionality bundled into most infotainment stacks. HERE Technologies' decade-long data supply to 238 million vehicles and its USD 1 billion, 10-year AWS alliance illustrate how live mapping upgrades help sustain recurring fees.

Payment and Purchase apps are the fastest risers, advancing at an 8.29% CAGR through 2031 as OEMs embed checkout flows, fueling a wider shift in the Automotive OEM App Store market toward transaction-fee capture. Entertainment, News, and Productivity categories round out portfolios but remain constrained by distraction limits until hands-free autonomy scales.

Third-party outsourcing captured 68.65% of the Automotive OEM App Store market size in 2025, reflecting efficiencies from turnkey platforms such as FORVIA Appning, Harman Ignite, and Visteon. FORVIA Appning alone powers more than 23 brands and intends to address 20% of connected vehicles by the end of 2025, evidencing platform leverage that smaller OEMs tap to scale catalogs quickly.

In-house coding is accelerating at an 8.31% CAGR as BMW's iDrive 9 and Mercedes-Benz's MB.OS and Toyota's Arene seek data control and 30-50% software margins. The Automotive OEM App Store industry, therefore, faces a dual-track evolution: outsourced breadth for speed, in-house depth for differentiation.

Complete Report Scope:

• By Service Type
  • Map and Navigation
  • In-vehicle Entertainment (podcast, music, audio)
  • News and Magazines
  • Payment and Purchase
  • Business / Productivity
  • Other Service Types (games, dealer locator, etc.)
• By Development Type
  • In-house
  • Third-party / Outsourced
• By Vehicle Type
  • Passenger Cars
  • Light Commercial Vehicles
  • Medium and Heavy Commercial Vehicles
• By Operating System Type
  • Android
  • iOS
• By Geography
  • North America
    • United States
    • Canada
    • Rest of North America
  • South America
    • Brazil
    • Argentina
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Spain
    • Italy
    • Netherlands
    • Russia
    • Rest of Europe
  • Asia-Pacific
    • China
    • India
    • Japan
    • South Korea
    • ASEAN
    • Australia
    • New Zealand
    • Rest of Asia-Pacific
  • Middle East and Africa
    • United Arab Emirates
    • Saudi Arabia
    • Turkey
    • South Africa
    • Nigeria
    • Rest of Middle East and Africa

Geography Analysis

North America retained 38.54% of the Automotive OEM App Store market revenue in 2025, propelled by GM's OnStar, Ford SYNC, and Tesla's vertically integrated model. Yet the region's strict 2-second glance rule curtails high-engagement content, tempering upside relative to less-regulated arenas. Stellantis already embeds AppMarket across roughly 2 million vehicles, showing legacy brands can still scale software in a mature landscape.

Europe's outlook is shaped by the EU Data Act, effective September 2026, which forces real-time data access for external developers. Volkswagen's Application Store already hosts 70-plus apps and targets 40 million connected vehicles by 2030. BMW's iDrive 9 expansion and FORVIA Appning's GDPR-aligned, safety-verified catalog further catalyze developer onboarding, supporting sustained growth in the Automotive OEM App Store market.

Asia-Pacific is on track for the fastest 8.41% CAGR through 2031, driven by Chinese OEMs exporting software-centric cars and India's connected-car rules. BYD's DiLink, Geely's cross-border app, and Toyota's Arene showcase regional innovation that blends 5G, C-V2X, and smart-home convergence. SAIC's July 2025 decision to deploy Appning across MG and IM exports underscores how Chinese brands leverage white-label stores to penetrate Europe, South America, and MEA, expanding the Automotive OEM App Store market's global footprint.

1. Harman International
2. Tesla Inc.
3. General Motors
4. Ford Motor Company
5. CognitiveClouds (Mahalo Digital)
6. Cariad SE
7. BMW Group
8. Toyota Connected Corp.
9. Amazon Web Services
10. Mercedes-Benz Group
11. Google Automotive Services
12. Apple Inc.
13. Stellantis N.V.
14. Faurecia Aptoide Automotive
15. Visteon Corp.
16. Continental AG
17. Robert Bosch GmbH
18. HERE Technologies
19. TomTom International
20. Mapbox Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 Introduction

• 1.1 Study Assumptions & Market Definition
• 1.2 Scope of the Study

2 Research Methodology

3 Executive Summary

4 Market Landscape

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 OEM Shift to Software-Defined Vehicles and Recurring Revenue
  • 4.2.2 Soaring Connected-Car Penetration
  • 4.2.3 Android Ecosystem Accelerating Third-Party App Availability
  • 4.2.4 EU Data Act Opening In-Vehicle Data Access
  • 4.2.5 Gen Z Demand for In-Car Digital Commerce and Payments
  • 4.2.6 5G/Edge Apis Enabling Immersive Cockpit Apps
• 4.3 Market Restraints
  • 4.3.1 OS Fragmentation Between Android and iOS
  • 4.3.2 Cyber-Security / Privacy Approval Bottlenecks
  • 4.3.3 OEM-Tier-1 Revenue-Share Conflicts
  • 4.3.4 Driver-Distraction Regulatory Ceilings
• 4.4 Value / Supply-Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces
  • 4.7.1 Threat of New Entrants
  • 4.7.2 Bargaining Power of Suppliers
  • 4.7.3 Bargaining Power of Buyers
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Competitive Rivalry

5 Market Size & Growth Forecasts (Value (USD))

• 5.1 By Service Type
  • 5.1.1 Map and Navigation
  • 5.1.2 In-vehicle Entertainment (podcast, music, audio)
  • 5.1.3 News and Magazines
  • 5.1.4 Payment and Purchase
  • 5.1.5 Business / Productivity
  • 5.1.6 Other Service Types (games, dealer locator, etc.)
• 5.2 By Development Type
  • 5.2.1 In-house
  • 5.2.2 Third-party / Outsourced
• 5.3 By Vehicle Type
  • 5.3.1 Passenger Cars
  • 5.3.2 Light Commercial Vehicles
  • 5.3.3 Medium and Heavy Commercial Vehicles
• 5.4 By Operating System Type
  • 5.4.1 Android
  • 5.4.2 iOS
• 5.5 By Geography
  • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Rest of North America
  • 5.5.2 South America
    • 5.5.2.1 Brazil
    • 5.5.2.2 Argentina
    • 5.5.2.3 Rest of South America
  • 5.5.3 Europe
    • 5.5.3.1 Germany
    • 5.5.3.2 United Kingdom
    • 5.5.3.3 France
    • 5.5.3.4 Spain
    • 5.5.3.5 Italy
    • 5.5.3.6 Netherlands
    • 5.5.3.7 Russia
    • 5.5.3.8 Rest of Europe
  • 5.5.4 Asia-Pacific
    • 5.5.4.1 China
    • 5.5.4.2 India
    • 5.5.4.3 Japan
    • 5.5.4.4 South Korea
    • 5.5.4.5 ASEAN
    • 5.5.4.6 Australia
    • 5.5.4.7 New Zealand
    • 5.5.4.8 Rest of Asia-Pacific
  • 5.5.5 Middle East and Africa
    • 5.5.5.1 United Arab Emirates
    • 5.5.5.2 Saudi Arabia
    • 5.5.5.3 Turkey
    • 5.5.5.4 South Africa
    • 5.5.5.5 Nigeria
    • 5.5.5.6 Rest of Middle East and Africa

6 Competitive Landscape

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as Available, Strategic Information, Market Rank/Share for Key Companies, Products and Services, SWOT Analysis, and Recent Developments)
  • 6.4.1 Harman International
  • 6.4.2 Tesla Inc.
  • 6.4.3 General Motors
  • 6.4.4 Ford Motor Company
  • 6.4.5 CognitiveClouds (Mahalo Digital)
  • 6.4.6 Cariad SE
  • 6.4.7 BMW Group
  • 6.4.8 Toyota Connected Corp.
  • 6.4.9 Amazon Web Services
  • 6.4.10 Mercedes-Benz Group
  • 6.4.11 Google Automotive Services
  • 6.4.12 Apple Inc.
  • 6.4.13 Stellantis N.V.
  • 6.4.14 Faurecia Aptoide Automotive
  • 6.4.15 Visteon Corp.
  • 6.4.16 Continental AG
  • 6.4.17 Robert Bosch GmbH
  • 6.4.18 HERE Technologies
  • 6.4.19 TomTom International
  • 6.4.20 Mapbox Inc.

7 Market Opportunities & Future Outlook

• 7.1 White-space & Unmet-Need Assessment