Here’s the straight dope on the Unity Asset Store in 2025: it’s still huge and gets real traffic, but dollars are under pressure. Supply keeps growing; demand feels flatter; Unity’s broader “Create Solutions” revenue pool (where Asset Store lives) shrank hard in 2024 and is still down in 2025, though stabilizing after the runtime‑fee fiasco rollback. Competitive marketplaces (Epic’s Fab, improved revenue shares elsewhere) plus generative‑AI DIY workflows are squeezing pricing power. If you list, do it for distribution + lead‑gen, not because you’ll retire off Asset Store royalties.

1. Hard numbers Unity does disclose (segment proxy)

Unity does not break Asset Store revenue out separately; it’s folded into the Create Solutions segment alongside subscriptions, professional services, Wētā FX–related items, etc. You have to read the segment as a proxy.

Create Solutions revenue fell from $859M in FY 2023 to $614M in FY 2024 (‑29% YoY); management notes that excluding a ~$99M one‑time Wētā FX termination item recognized in Q4’23, the decline would have been ~‑19% YoY—still a big drop.

Q1’25 Create Solutions revenue was $150M vs $164M in Q1’24 (‑8% YoY), with the company pointing to weaker professional services and consumption services (the bucket that historically includes things like Asset Store transactions) partially offset by stronger subscriptions. That suggests the post‑reset slide is moderating but not yet reversed.

Takeaway: If Asset Store tracked the “consumption” part that’s under pressure, its cash throughput likely fell mid‑teens to low‑20s percent from 2023 to 2024 and remains soft in early 2025. (Inference from segment commentary; Unity doesn’t isolate Asset Store.)

2. Scale & activity on the store

Independent scrape: ~112K total Unity assets in catalog (as of July 7, 2025); ~8% free / 92% paid; ~52 new assets/day (12‑mo avg); ~3.15M total views in the most recent week; ~22% of paid assets updated in the last 12 months—a good proxy for ongoing maintainer engagement. These figures come from GameDevThings’ crawler‑based Unity Insights.

Unity’s own merchandising copy (Summer Sale & Publisher pages) still advertises “Over 13,000 top‑rated assets,” 85K+ customer ratings, and a 100K+ member support forum, underscoring breadth and community even if the long tail is uneven.

3. Developer base = addressable buyers

Despite 2024’s pricing meltdown, the GDC 2025 State of the Game Industry survey (3K+ devs) found Unity and Unreal each used by 32% of respondents, and Unity adoption “remains steady” post‑controversy. That means the potential buyer pool inside the Unity ecosystem is still large—your TAM didn’t vanish.

Unity formally canceled the proposed Runtime Fee (announced Sept 12, 2024) and moved to a seat‑based subscription model effective Jan 1, 2025, which helped stop the bleeding in sentiment.

4. Pricing pressure & discount signaling

Unity is running aggressive seasonal promos (e.g., Summer Sale 2025: 50% base, flash deals up to 98% off)—heavy discounting is a tell that elasticity is needed to move volume, consistent with a maturing / demand‑constrained marketplace.

Publishers in community threads argue Unity’s flat 30% revenue cut (vs more creator‑friendly splits elsewhere) makes margins thin—especially for low‑volume sellers—pushing many to rely on deep sales to drive uptake.

Longtime buyers complain about asset deprecation, paid major‑version resets, and inconsistent licensing clarity, which erode trust and can damp repeat purchasing. (Multiple dev accounts in an extended r/Unity3D discussion.)

5. Competitive squeeze

Epic’s Fab marketplace (launched Oct 2024) is multi‑engine (explicit Unity compatibility) and offered a temporary 100% revenue share through end‑2024 on Standard‑licensed products, a bold land‑grab that signaled materially better creator economics than Unity’s 30% take.

Epic followed with its “Launch Everywhere with Epic” program (announced Oct 1, 2024) cutting Unreal Engine royalties to 3.5% (down from 5%) if you ship on Epic Games Store at launch, explicitly courting developers disillusioned with Unity’s pricing saga. While not an asset‑marketplace cut per se, it strengthens Epic’s overall creator offer and can influence where sellers concentrate ecosystem energy.

The Godot ecosystem is spinning up a proper Asset Store (beta launched June 26, 2025; ~50 free assets now, paid support planned)—tiny today, but its emergence matters because Unity’s pricing whiplash drove some dev exploration of alternatives.

6. So…how much has the Unity Asset Store really decreased?

Because Unity lumps Asset Store into Create Solutions and mixes in subscriptions & one‑offs (like Wētā), we have to triangulate:

Step A – Segment trend: Create Solutions down ‑29% reported / ~‑19% ex‑Wētā FY24 vs FY23; ‑8% YoY Q1’25.

Step B – Mix shift: Subscriptions in Create grew double‑digits, which means the non‑subscription pieces (services + marketplace commerce) fell more sharply than the segment average. That points to a steeper slide in the bucket where Asset Store lives.

Step C – Market signals: Aggressive discounting, community margin complaints about the 30% cut, and maintenance fatigue suggest downward price pressure and slower net receipts for many publishers.

My directional estimate (informed inference): Gross Asset Store transaction volume (GMV) likely contracted on the order of ~10–20% from 2023 to 2024, with a further low‑single‑digit to mid‑single‑digit decline year‑to‑date 2025 that appears to be stabilizing as Unity’s pricing reset calms developer churn. This range squares with (1) the segment ex‑Wētā decline (~‑19%); (2) growth in subscription dollars tempering the headline drop; and (3) ongoing but moderating weakness called out in 2025 guidance. (Estimate; Unity does not publish standalone Asset Store revenue.)

7. What this means for you (SpriteDX decision time)

List on the Unity Asset Store for discovery; monetize deeper elsewhere. The store’s reach (millions of weekly browses; large Unity install base) is too big to ignore, but the revenue share + pricing climate mean you want to capture users into your own SaaS (web) where you control margin, updates, and cross‑engine destiny.

Lean into “active value” assets. Tools that do work for the dev (generate, rig, animate, integrate) command higher willingness to pay than static art packs in an oversupplied catalog—Unity’s own category emphasis on AI / Generative AI tools in the store’s navigation hints where buyer interest is shifting.

Cross‑list early on Fab once your pipeline exports to Unreal/generic formats; Fab’s promo + friendlier shares make it a useful secondary channel and hedges engine risk.

Message “we maintain it.” Community gripes about abandoned / deprecated assets create an opening: promise LTS compatibility windows and transparent versioning to justify premium tiers.

8. Quick action checklist

Ship a minimal Unity Package that calls your SpriteDX cloud service (for heavy gen/anim jobs) so Unity users discover you via search but your compute runs off‑platform.
Offer a perpetual “basic” pack on Asset Store + in‑tool upsell to a subscription (credits for sprite generations, animation states, Unity prefab export, etc.). Heavy discounting culture means front‑door pricing has to be impulse‑buy low; upsell drives ARR.
Publish transparent support matrix (Unity LTS versions, render pipelines) and update cadence—directly addresses the abandonment pain devs voice.
Plan Fab / multi‑engine export once stable; competitive marketplaces are courting Unity creators with better economics—ride both horses.

Bottom line

The Unity Asset Store in 2025 is big, busy, but financially thinner. Catalog growth outpaces spending; Unity’s own Create segment reset and ongoing revenue softness imply the pie shrank in 2024 and is only cautiously stabilizing. Treat the store as your top‑of‑funnel acquisition channel—not your whole business model—and you’ll be surfing the wave instead of paddling in churn.

Sources:

[Pixel Post] Market Research - Unity Asset Store