Web paywalls on iOS, one year in: What the data says about app-to-web in 2026
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Industry insights10 min read
In-app subscription benchmarks for Entertainment apps
Entertainment apps average $0.59 install LTV and 19.1% trial-to-paid conversion — the lowest of any category. Here's what the data says about pricing, trials, and Android.
Victoria Kharlan
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Industry insights11 min read
In-app subscription benchmarks for Productivity apps
Productivity apps leads all categories at $46.97 average LTV — but direct buyers outperform trial users by $7.82. 2026 benchmarks for pricing, conversion, and retention from $3B in subscription revenue.
Victoria Kharlan
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Industry insights14 min read
In-app subscription benchmarks for Health & Fitness apps
Health & Fitness apps leads all categories with $1.21 install LTV. 2026 benchmarks on pricing, trials, conversion, and plan mix — based on $3B in subscription revenue.
Victoria Kharlan
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Industry insights10 min read
Why your churn rate looks different depending on what you're measuring
Your churn rate changes based on plan type, trial vs. direct, and category. Data from 16,000+ apps shows how to read each dimension correctly.
Victoria Kharlan
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Industry insights12 min read
Weekly vs. monthly vs. annual: which plan type should you offer?
Weekly subscription plans now generate 55.5% of all app revenue. But the right subscription plan type depends on your category. Data from 16,000+ apps.
Victoria Kharlan
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Industry insights8 min read
What makes a subscription app successful in 2026?
95% of subscription revenue goes to the top 10% of apps. Data from 16,000+ apps reveals the 3 myths holding most subscription apps back in 2026.
Victoria Kharlan
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Industry insights8 min read
The trial vs. direct question: what $3B in revenue says
Trials lift LTV in Utilities and Health & Fitness. In Productivity, direct buyers are worth 16% more. Data from $3B in subscription revenue across 16,000+ apps.
Victoria Kharlan
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Industry insights10 min read
How much does a subscription app make?
58% of new subscription apps earn under $1K/year. Here's what the full revenue distribution looks like — by category, platform, and app type. Based on $3B in real data.
Victoria Kharlan
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Industry insights9 min read
94.5% of subscription revenue goes to 10% of apps. What the other 90% should do about it
The top 10% of apps capture 94.5% of all subscription revenue — up from 92.7% in 2023. Here's what the data says and what to do about it.
Victoria Kharlan
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Industry insights9 min read
Which app markets are growing fastest in 2026?
Japan, Mexico, and Turkey are the fastest-growing app markets in 2026. Full regional breakdown based on $3B in subscription revenue data.
Victoria Kharlan
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Industry insights16 min read
What does a high-performing paywall look like in 2026?
Data from 16,000+ apps reveals what separates high-converting paywalls from the rest — plan type, trial setup, pricing, placement, and what to test first.
Victoria Kharlan
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Industry insights14 min read
State of in-app subscriptions 2026: Key findings on app monetization
Weekly plans now drive 55% of app revenue. Trials hurt LTV in 4 out of 8 categories. Here's what SOIS 2026 data from thousands of apps actually tells you.
Victoria Kharlan
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