State of in-app subscriptions 2025

The most comprehensive report on mobile subscription growth, based on $1.9B in revenue from 11,000+ apps. Learn how to price, monetize, and scale faster in 2025.
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Includes the exclusive Adapty Pricing Index, insights you won’t find anywhere else.

11,000+ apps’ data, distilled into growth moves you can copy today

$1.9B
subscription revenue
$1.7B
users
73K
real-world paywalls

Designed to make every decision easier and faster

Adapty pricing index

See where revenue comes from by region and plan to prioritize what converts best.
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Created with Raphaël 2.1.0
Weekly subscription pricing index:$
$$$

Subscription market breakdown

Compare revenue share across regions and plan types to prioritize what converts where.
Subscription revenue share by region
US48.9%Europe24.8%APAC10.3%MEA6.6%NorthAmerica5.0%LATAM4.5%

Conversion benchmarks

Spot funnel drop-offs by plan, price, and trial — and fix what’s slowing users down.
Conversion funnel in the US by renewal stage
100%100%80%80%60%60%40%40%20%20%0%0%15%28%50%75%81%84%86%5%Install → TrialInstall → TrialTrial → PaidTrial → PaidPaid → 1st renewalPaid → 1st renewal1st → 2nd renewal1st → 2nd renewal2nd → 3rd renewal2nd → 3rd renewal3rd → 4th renewal3rd → 4th renewal4th → 5th renewal4th → 5th renewalPaid → RefundPaid → Refund

LTV & profitability

Find the most profitable plans by region, price, and trial to monetize smarter.
12-month customer LTV by subscription duration and category
$60$60$50$50$40$40$30$30$20$20$10$10$0$0$43.7$43.6$30.1$24.8$53.2$58.4$36.1$40.9$42.8$31.9$48.8$45.1$45.8$46.1$39.9$42.4$54.8$54.3EducationEducationHealth & FitnessHealth & FitnessLifestyleLifestylePhoto & VideoPhoto & VideoProductivityProductivityUtilitiesUtilities
Weekly
Monthly
Annual

Retention and renewals

Explore how trials and plan types impact retention — and focus on what drives renewals.
User retention over time by subscription type
100% 100% 80% 80% 60% 60% 40% 40% 20% 20% 0% 0% 100%99.28%99.2%99.2%99.19%99.17%26.85%100%55.77%45.35%43.21%28.95%21.98%16.65%100%35.25%23.73%19.48%11.34%7.71%5.17%0 days0 days30 days30 days60 days60 days90 days90 days180 days180 days270 days270 days380 days380 days
Annual
Monthly
Weekly

Refund trends

Break down refund rates by price and plan to reduce churn before it spikes.
Refund rates by price tier
4%4%3%3%2%2%1%1%0%0%2.92%3.24%2.94%Low-pricedLow-pricedMid-pricedMid-pricedHigh-pricedHigh-priced

A/B experiments and paywalls

Discover which paywalls convert best, what drives uplift, and how testing impacts revenue at scale.

Three-plan paywalls (weekly, monthly, yearly) deliver the highest LTV.

Simple weekly plans with short trials convert best.

Annual + weekly combos create a clear upgrade path.

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Your next growth decision starts with better data

For teams making pricing, paywall, and monetization decisions today.
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