Adapty Pricing Index: What people really pay for subscriptions worldwide
The first country-level benchmark for subscription pricing, built on $1.9B in analyzed revenue across 11,000 apps
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- Boost revenue: Optimize prices by region without shipping new features
- Find gaps instantly: Compare your current pricing to what successful apps charge
- See real benchmarks: Weekly, monthly, and annual subscription prices in 60+ countries
- Get beyond the numbers: Learn why pricing is more than copying benchmarks
- Spot regional patterns: Find out where regional pricing works and where you need to go country by country
Key insights & opportunities
Europe pays more for weekly plans
European users seem fine paying extra for short-term subscriptions, making weekly plans a strong revenue opportunity there.
Monthly prices vary the most
Monthly subscriptions show the biggest gaps between countries, ranging from 62% higher to 63% cheaper than US.
Latin America isn’t one market
Subscriptions are the most expensive in Argentina and Uruguay and cheaper elsewhere in Latin America. There’s no unified LATAM pricing.
Built on real data from the Adapty platform
0,000+
apps
0M
transactions
$1.0B
tracked revenue
Adapty Pricing Index
Real pricing data from thousands of apps in every market
Weekly subscription pricing index:
$
$$$
Average weekly subscription price, $
FAQ
What is localized pricing?
Localized pricing means setting different subscription prices for different countries or regions. Instead of charging $9.99 everywhere, you might charge £7.99 in the UK, €8.99 in Germany, or ¥43 in China. The idea is to match what people in each country are willing to pay.
What is an example of price localization?
Netflix charges $17.99/month in the US but only $5.62/month in India for a standard plan. Spotify Premium costs $11.99 in the US, €5.99 in Serbia, and 139 rupees (about $1.57) in India. These companies adjust prices based on local incomes and what competing services charge in each market.
What are the best practices for app pricing localization?
Start by checking what similar apps charge in your target countries. Use the Adapty Pricing Index or any other reference to get as much data as you need. Remember that lower prices in some regions can actually increase total revenue if more people subscribe. Monitor how prices affect both new subscriptions and churn rates to find the balance.
How do I adjust regional pricing in the App Store or Google Play?
In App Store Connect, go to your app’s Pricing and Availability section and set a new price for a country or region of your choice. Google Play Console works similarly — you set local prices under the subscription pricing page (Monetize with Play > Products > Subscriptions). Both stores automatically suggest local prices based on exchange rates, taxes, and other factors, but you can (and maybe you should) override these with custom amounts.
How do I calculate the optimal localized price?
Look at three things: local purchasing power, competitor pricing in that market, and your own conversion data. A rough starting point is to either try suggested prices in the store or adjust your US price by any ratio you like using a common index like Big Mac or Netflix. Run A/B tests and track metrics beyond just conversion — watch for changes in retention and lifetime value too.
