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State of in-app subscriptions 2024

Stay ahead on the mobile app market with the latest iOS subscription benchmarks: price changes, LTV, retention, renewals, refund rates, and best-performing paywalls from the top world’s apps.
State of Subscriptions 2024

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What’s a good refund rate?
How much is a yearly subscription in the US?
What’s a good renewal rate?
How many products should I sell on my paywall?
Colorful Paywall
What’s the most popular product combination?
What’s the price 
of my subscription?
What’s a good paywall LTV?
What’s an average install-to-subscriber conversion rate?
What’s a good conversion rate from a free trial?

Learn the essential subscription metrics from a single ebook

LTV analysis

Dive deep into LTV for different subscriptions and regions.

Subscription cheatsheets

View separate slides summarizing core subscription benchmarks for weekly, monthly, and yearly subscriptions.

Paywall analysis

Learn what kinds of paywalls perform the best and find the most profitable product combination.

The biggest, most complete mobile subscription market research

Report 2024Get the report

Let your whole team benefit from our free report

For marketing

Compare yourself with industry benchmarks and tune your subscriptions offers.

For owners

Check your core subscription metrics with the benchmarks and adjust monetization.

For user acquision

Share this free report with everyone on your team

We’ve analyzed $1B in subscription revenue

0M
Transctions
0M
Users
0k
Paywalls
“With new opportunities such as alternative app stores, 3rd-party in-app payments, and blooming web2app, it’s more important than ever to understand the benchmarks of modern subscription apps.
This report provides a comprehensive market overview for the largest economic regions, focusing on LTV and mobile paywalls. More than 50 unique charts, expert insights, and special benchmark cheat sheets will help you optimize your app growth strategy and stay relevant in the ever-changing market.”
Vitaly Davydov
Vitaly Davydov
CEO at Adapty
State of Subscriptions 2024
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FAQ

  • Who is this report for?

    Our research is primarily intended for app developers and publishers willing to find the best app growth strategy and be aware of the current mobile app subscription market situation.

  • How can I access the full report?

    Simply fill in the short form at the top of the page, and we’ll send you the report link to your email.

  • What kind of data is included in the report?

    Our analysis covers data from 55M users, 193M transactions, and 110k paywalls, all tracked by Adapty. To ensure data privacy, we processed the information in batches and added slight randomness to the results.

  • What regions do you cover in the report?

    The report features data on the most popular and profitable economic regions of the mobile app subscription market – the US, EU, LATAM, and APAC.

  • How can I apply the insights from the report to my app?

    The data and insights shared in the report will help you navigate the market more efficiently as well as give you fresh ideas for experiments with your app. Come up with a new pricing strategy based on the pricing benchmarks, run paywall A/B tests with the most profitable product combinations, and rely on expert insights when making your next move.

  • Can I share any data from the report on my socials?

    We encourage it! Feel free to share your opinion or thoughts on the data and insights provided in our report.

  • What if I have additional questions or need further assistance?

    You can always contact us regarding the report via the form on this page. If you want to learn more about Adapty, feel free to book a quick demo and have our experts answer all of your questions.

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