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Stateof
Subscription
Apps2025
RevenueCat’sannualoverviewofin-appsubscription
performancebenchmarks,basedontheworld’s
largestsubscriptionappdataset.
Tableof02ExecutiveSummary
Contents03FoundersLetter
04Methodology
08Conversion
33Monetization
49Revenue
68RetentionReactivation
97Acquisition
104ComparingGooglePlaytheAppStore
118ComparingNativeCrossplatformDevelopment
126WebBillingforSubscriptionApps
136BreakingOutAIApps
146CategoryBreakouts
EXECUTIVESUMMARY
$0.63+35%+30%
AIappsprintmoney-butonlyiftheystandout–Subscriptionsaren’tenoughanymore–35%ofappsChurnhitshardandfast–Nearly30%ofannual
MostAIappsseerevenueperinstallabove$0.63nowmixsubscriptionswithconsumablesorlifetimesubscriptionsarecanceledinthefirstmonth.Ifyou
after60days,matchingonlyHealthandFitnesspurchases.Gaming(61.7%)andSocialLifestyledon’twinthembackover,attheendofthatfirstyear,
($0.63),atdoubletheoverallmedianof$0.31.ButAI(39.4%)areleadingthecharge.they’regone.Retentionstartsondayone.
alonewon’tdrivesuccess,differentiationdoes.
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