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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 cheat sheets

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

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Transactions
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Paywalls
Logo Freeletics
Freeletics
Workouts & Fitness
“Probably the best no-nonsense report on subscriptions I've seen this year.”
Anton Tatarynovich
Anton Tatarynovich
Senior Growth Marketing Manager at Freeletics
Baddle
Babbel
Language Learning
”I'm a believer in competing with yourself, but I'm still a sucker for a benchmark! Adapty's State of In-app Subscriptions 2024 reveals fascinating insights into the subscription apps using their tools, from the increase in weekly subscriptions to LTV by country.”
Sylvain Gauchet
Sylvain Gauchet
Director of Revenue Strategy, US at Babbel
MonkeyTaps
MonkeyTaps
Self-growth
“This report is an invaluable resource for understanding the in-app subscription market. It offers comprehensive insights into key metrics such as iOS subscription LTV, retention, renewals, refund rates, price changes, and the performance of various paywalls. With its detailed benchmarks and analysis, it is essential for anyone looking to optimize their app growth strategy and navigate the dynamic landscape of subscription apps.”
Pavel Mazuelas
Pavel Mazuelas
Growth Product Manager at Monkey Taps
Adapty icon (violet)
Adapty
In-app purchases
“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 and Co-Founder at Adapty & FunnelFox
State of Subscriptions 2024
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