Windows Store: Top Markets

A reader earlier today asked if the overall growth of the global count of apps while US English stayed at a lower count generally meant that non-English markets were growing well. The answer is yes – in fact I pointed out that the locale with the second largest app count is the Chinese/China locale, at 3,456 – which interestingly has a much higher app count than any other Chinese markets (Chinese/Singapore: 3,104, Hong Kong: 3099, or Taiwan: 2953) – indicating that – in this case – app developers aren’t blanketing apps across locales that may not be appropriate for them.

In general, I’m still seeing some app developers squeeze apps that aren’t locale appropriate outside of the locale where they do belong – but in general, I think this is getting better.

I thought I’d take a quick moment to examine the commenter’s idea of which locales were at the top of the charts. So here we go – the top 10 Windows Store locales (actually 5, since there are multiple ties):

Rank Locale Number of apps
1 US English (en-us) 3,660
2 China/Chinese (zh-cn) 3,456
3 (tie) Mexico/Spanish (es-mx) 3,384
3 (tie) Japan/Japanese (ja-jp) 3,384
4 (tie) Basque (eu-es) 3,378
4 (tie) Catalan (ca-es) 3,378
4 (tie) Galician (gl-es) 3,378
4 (tie) Spain/Spanish (es-es) 3,378
5 (tie) UK/English (cy-gb) 3,289
5 (tie) UK/Welsh (cy-gb) 3,289

Interesting notes – all of the *-es locales are tied other than Mexico. This likely means that apps are being offered across all of the locales even when they may not really be localized. Same in the two UK locales listed – I sincerely doubt (m)any apps have been properly localized to Welsh.

I also thought it was strange that by the time I hit 10, I hadn’t run into the German (de-de) locale. Amusingly, it was next, with 3,252 apps.

Disclaimer: These counts were tabulated using information available last night, and do not include desktop applications. As a result, when you perform a search from your Windows 8 (or Window RT, if you have one) device, the count will be higher than the above. That’s expected. I never include desktop applications in my counts, and only retrieve my dataset once per day.


  1. Wow, this is really interesting. So, I’m assuming that some of these apps have versions in multiple regions, but no region has a version of every app in the store, correct?

  2. You just broke my brain (kidding).

    I believe that is correct, that no app is available in every region, globally (it could be, but I haven’t examined it in detail, and I doubt it is the case from anecdotal examination).

  3. It makes most sense to release your App in every market where it makes sense: English is widely spoken over the world and spanish – Mexico and spanish -Spain are very similar, same for English-USA and English-UK.
    Every Basque, Catalan and Galician can speak Spanish-Spain too.

  4. Generally true, though sort of nullifies the value of having locales to begin with if devs “cross-post”.

  5. I don’t think so. It means that if you localize an App to spanish I can use it in my mother tongue but to if you don’t I can probably use if I can understand english. What I’m not sure is if I can easily override the locale of an App in the store: Even though there is a spanish localized version I want to download the english one ( What I usually do 🙂 ).
    For most application localization is just translation of the text. In some others it also means “locality”, listing restaurants in Spain for example… but in many cases the App can understand locality by using the device GPS coords.
    PS: Also, you have to consider people traveling or living abroad. It would be a pity if you couldn’t download a great Restaurant Finder for Spain when you go there for tourism, wouldn’t it?

  6. Like I said, in general I’d agree. You can filter out results “not in your language” in the store in the cases of apps that have been cross posted.

    FWIW, Surface RT – and likely other Windows RT devices – do not have GPS. But your point is correct, as locality could be determined in other ways, just to a less accurate degree.

  7. Yes, I’m aware of Surface’s lack of GPS, it was to simplify. AFAIK the Sensor API offers less accurate location using other methods , from tower triangulation to IP adress…
    Anyway, we’re talking about Windows Store apps, used by the full Windows 8 in desktops and laptops too 🙂

  8. hey, can we have the overall app count chart; the same format as last week?
    Also, how are you gathering this data? right now I did not see any API to query this.

  9. If I have some time tomorrow I may try to do that – I’ve been tight on time this week, sorry! Otherwise it’ll be in next week’s report, which will include this last week as well. I’m working to get a pretty comprehensive report out ahead for GA.

  10. Also, regarding how the data is gathered – you’re quite right, there is no API. That said, all the data is out there on the Web – I’ve just assembled it into usable info using a process I’ve built over the last 3 months. I’ll share how I do it before too long.

  11. Thanks Wes, great blog BTW 🙂

  12. Thanks much. It’s a work in progress – and with family, work and a book, I don’t have as much time for it as I’d like. But it’s getting there. 🙂

  13. What’s the number of Canada? It seems to be about 300 from my poke around the store. Basically it’s useless and leaves me wondering if its worth updating here in Canada.

  14. It may feel that bad, but it isn’t. If you’re running the Release Preview, it will be a severely constrained list. You need to wait for next week, or try it with the trial edition from As of yesterday (same data set as above), the English Canadian and French Canadian stores both had 3,202 apps.

  15. That makes me feel better. I’m using the release preview right now. We are used to being left behind here in Canada.

  16. Not as bad as Latin American/ Caribbean regions.. Its worst for us.

  17. Actually, the lowest locales right now (assuming you’re not running Release Preview) are still all of the Arabic locales, which have been the lowest since I started tabulating.