Entertainment
Entertainment is now split between watching and interactive downtime, so keywords balance viewing language with subscriptions, live content, and casual games.
The most meaningful shift in Entertainment is the clear dominance of “AI”, because it now works as a universal value signal across the category: better recommendations, smarter editing/creation tools, and automation that reduces effort.
Core viewing behaviors remain strong. Keywords like “TV,” “watch,” and “video” confirm that on-demand consumption still plays a central role, while the rise of the word “live” shows increased interest in real-time content such as streams, events, and interactive broadcasts.
“Subscription” remains a top keyword because paid models are now standard in Entertainment apps. Its frequent pairing with “content” shows that apps are under pressure to explain what users get for their money, exclusive shows, regular updates, live access, or added features, rather than assuming people will pay just to unlock the app.
Finally, the presence of “game,” “play,” and “sudoku” highlights the blurring line between Entertainment and casual gaming. Puzzle and casual games are now positioned as part of everyday entertainment, alongside video and streaming experiences.
Food & Drink
Food & Drink discovery is dominated by quick intent (order now) and routine intent (meal/recipes), so metadata competes on speed, choice clarity, and daily usefulness.
In 2025, “food” and “order” remain dominant in Food & Drink metadata, reinforcing fast decision-making as a core use case. However, the rise of “meal” points to a shift toward more structured choices. Meal planning, prepared meals, and routine-based eating are gaining importance, bridging delivery and home cooking.
The strong visibility of “recipes,” “cooking,” and “ingredients” reinforces that expectation: users want help deciding what to cook, what to buy, and how to make it.
Meanwhile, “delivery” remains critical but reads more like part of a bigger ecosystem now; users compare “cook vs. order” before committing, so keywords like “menu” and “restaurant” stay important. That’s also why apps like OpenTable rank highly. They’re helping users choose a restaurant and plan the meal out.
“Pizza” continues to appear as a high-intent keyword, acting as a shortcut for fast, familiar food, even as its dominance declines.
Overall, the 2025 keyword landscape reflects a shift toward flexibility and daily relevance. Apps that clearly communicate their role in this decision flow, planning, cooking, or ordering, are better positioned to stand out in a crowded category.
Business
Business apps increasingly position around “work from anywhere,” where metadata emphasizes access, time-saving, and document-heavy workflows rather than corporate buzzwords.
“Business” remains the main category signal, but its close pairing with “time” and “access” shows what changed in 2025. Speed and availability became the core message. Top apps increasingly present themselves as tools you can use anytime, anywhere.
In the US App Store’s Business charts going into 2026, this “always-on access” framing is clear. Microsoft Teams leads with simple actions -call, chat, collaborate- and repeatedly emphasizes access to messages, files, and shared documents on the go. Access is positioned as the main value, not a supporting feature.
The rise of “AI” marks the second major shift. In 2025 metadata, AI is no longer described as an advanced bonus. It’s used as shorthand for automation: summaries, smarter workflows, and faster decisions with less manual work. At the same time, keywords like “management,” “data,” and “track” point to a steady need for visibility and control, especially in remote and hybrid work.
Finally, the presence of “PDF” and “documents” shows how document-heavy mobile work has become. Business apps now position themselves as places to edit, share, and manage everyday files, not just communicate.
Overall, the 2025 Business keyword mix reflects a clear shift toward always-accessible, AI-supported, document-driven workflows. The apps that perform best are the ones that communicate time savings, automation, and seamless access quickly and clearly.
