Adapty's 2025 State of In-App Subscriptions report presents analysis on trends, pricing benchmarks, and growth strategies within the app economy. Findings are based on over $1.9 billion in revenue and more than 215 million transactions across 11,000+ apps. The report identifies the U.S. as the leader in subscription revenue, with weekly subscriptions displaying significant growth. Strategies for developers, marketers, and product leaders are outlined, focusing on optimizing onboarding, paywall design, and pricing. LATAM and MEA are highlighted as emerging markets with evolving subscription models.
We're providing deep dives into lifetime value (LTV) by plan and region, paywall experimentation, and a new Adapty Pricing Index. Whether you're optimizing onboarding, rethinking your paywall, or fine-tuning pricing, this report equips you to seize the market opportunity.
The in-app subscription market is surging, projected to reach $170 billion in 2025. While AI has accelerated the development and launch of mobile apps, turning downloads into durable revenue streams remains a challenge.
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