State of In-App Subscriptions by Adapty

What it does

A regular overview of the IAP market with expert insights. Increase your app revenue by learning the latest benchmarks on subscription LTV, retention, renewals, refund rates, price changes, and the best-performing paywalls.

Utilities, Entertainment, and Productivity lead in weekly subscription revenue share — with Utilities at 73.6%. Health & Fitness is the exception: the only category where annual plans dominate (60.6%). For per-subscriber value, Utilities trial users generate the highest LTV at $68.90 over 12 months. Full category breakdowns are in the report. In 2025, global median prices are $7.48/week, $12.99/month, and $38.42/year. But pricing varies dramatically by category and region. European apps charge 29-39% more than North American ones. Higher prices don’t kill conversion: high-tier weekly plans generate 5.2x more revenue per install than low-tier ones. The report breaks down pricing by category,…from adapty.io

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