See what works for 78,000 paywalls.Find what works
for yours.
Get paywall benchmarks from 30,000+ apps, discover what drives conversions, and find your next winning test.
adapty.io/state-of-paywalls-2026
The data behind better paywall decisions
78,000+paywalls analyzed
30,000+apps benchmarked
100+charts and insights
What you get
See what high-converting paywalls look like
From layouts and CTAs to pricing displays and trial messaging, explore the design patterns behind real paywalls and find ideas for your next test.
Getting started
Get the insights. Put them to work
Explore the report or use Claude to turn data into your next paywall test.
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Browse benchmarks, trends, and paywall designs.
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Your next winning paywall starts with better data
83%mention the trial on the CTA button
62%show exactly two plans
68%say "cancel anytime"
48%use a feature checklist
67%pre-select the annual plan
Frequently asked questions
What is State of Paywalls 2026?
State of Paywalls 2026 is Adapty’s annual benchmark report on how subscription app paywalls convert. It covers 78,000+ paywalls from 30,000+ App Store apps across 5 regions and 8 categories, using data from October 2025 to September 2026. Chapters cover conversion, pricing, paywall design, placement, and A/B testing.
What is a good paywall conversion rate for subscription apps?
The median US app converts 2.75% of paywall viewers to paid within 30 days, according to Adapty’s State of Paywalls 2026. The median in Europe is 1.38%. The top 10% of apps start at 3.30% in MEA and reach 5.71% in Europe, above the typical US app in every region.
What is the average trial-to-paid conversion rate?
US apps convert a median 26.2% of free trials to paid, and MEA apps convert 15.1%. Health & Fitness converts the most trials in every region, from 19.8% in MEA to 33.3% in the US. The regional gap is much smaller after the trial starts than before it.
How much do subscription apps charge?
The typical subscription app charges $6.99 per week, $9.99 per month, or $39.99 per year. Europe is the most expensive region, at $8.06 per week and $40.88 per year. Annual prices drop outside the US, while weekly prices stay close to $6.99 everywhere.
Do weekly or annual subscriptions bring more revenue?
Weekly plans bring 62% of subscription app revenue, compared with 21% for annual and 12% for monthly plans. Category changes the mix: Health & Fitness earns 62% of its revenue from annual plans, and Utilities earns 90% from weekly plans.
How long should a free trial be?
Most trials are short: 79% of trial starts last 1–3 days. In Adapty’s data, 3-day trials perform better on weekly plans, and 7-day trials perform better on monthly and annual plans. Longer trials also see fewer cancellations on the first day.
When should a subscription app show the paywall?
Show it during onboarding. Onboarding paywalls convert 0.85% of views to paid, compared with 0.23% for paywalls shown later, and 93% of first purchases happen on the day of install. Later paywalls still bring 38% of subscription revenue, so apps need both.
Is a hard paywall better than a soft paywall?
It depends on what you sell. In the same app, a hard paywall with no close button starts 48% more trials but gets 33% fewer direct purchases. With trials and purchases combined, hard paywalls perform better in 57% of apps. Only 11% of apps use one.
What should I A/B test first on my paywall?
Test the offer before the design. 62% of localization tests, 60% of trial tests, and 59% of plan duration tests increased LTV in Adapty’s data. Visual and copy changes increased LTV in only 35% of tests.
Do top subscription apps personalize their paywalls?
Yes, more than the rest. Among mid-size apps, 69% of the top 10% by revenue per view personalize their paywalls, compared with 42% of other apps. Most apps split only by country (61%) or platform (43%). Just 15% use user attributes, and 6% use acquisition source.
How do I use State of Paywalls 2026 in Claude?
Add the State of Paywalls 2026 skill to Claude and describe your app: category, main region, prices, and conversion rates. Claude compares your numbers with the report’s benchmarks for your segment and suggests which paywall test to run next.
Where does the State of Paywalls data come from?
The report uses aggregated, anonymized App Store data from apps on Adapty, from October 2025 to September 2026. Adapty calculates benchmarks app by app, so large apps don’t skew results, and shows a benchmark only when at least 20 apps qualify. The paywall design chapter analyzes 100 iOS paywalls from Mobbin.
