App subscriptions are a considerable share of total in-app purchase revenues on the Apple App Store and Google Play Store. That share of revenue from subscriptions has been growing over the past five years, as more users become comfortable subscribing to apps for longer periods of time.
Subscriptions come in many forms, with most app developers offering them over several time periods. Some apps also offer multiple subscriptions, withholding specific subscription features to higher cost tiers.
Moving a user from free to subscription is the largest, and often most costly, conversion that app marketers try to achieve. On average, less than 0.1 percent of users that actively use a free app convert to a subscription.
Airship’s Lifecycle Benchmark Report: Activation
Elevate your app game! Our Mobile Lifecycle Benchmark Report reveals activation benchmarks, industry insights, and strategies for success.
Download NowThe battle is not over once a user becomes a subscriber however, with plenty of processes designed to retain subscribers over a longer term. Increasing subscription retention is a key metric for app marketers, as more than half of all subscribers are typically gone after the first month.
While subscriptions have been commonplace in some app sectors for years, new sectors are attempting to introduce subscriptions as an alternative to their freemium service. Several food delivery services have launched subscriptions offering no delivery fees and exclusive offers; social apps such as Snapchat and Twitter have launched subscriptions.
We have collected data and statistics on app subscriptions. Read on below to find out more.
Key App Subscription Statistics
- App subscriptions generated $45.6 billion in 2023
- The United States was responsible for more than half of all app subscription revenue
- 96% of app spend on iOS and Google Play came from subscriptions
- App subscription retention was 20% for monthly and 41% for annual subscriptions
- Over a quarter of all subscriptions apps were games in 2023
App Subscription Revenue
App subscription revenue reached $45.6 billion in 2023, a 11.4% increase on the previous year.
App subscription annual revenue 2015 to 2023 ($bn)
iOS App Subscription Revenue
iOS is responsible for the lion’s share of app subscription revenue, generating $34.7 billion in 2023.
iOS app subscription annual revenue 2015 to 2023 ($bn)
Google Play App Subscription Revenue
Google Play has seen its app subscription revenues grow every year, but it is still small compared to iOS.
Google Play app sub annual revenue 2015 to 2023 ($bn)
Average App Subscription Price
Most of the average subscription prices are close to the most popular price point, however, the average price for an annual subscription is much higher than its most popular point.
Average sub price and most popular price point 2023 ($)
App Subscription Distribution
Subscriptions make up a large amount of app spend on both platforms, with non-subscription contributing just 2% to iOS and Google Play.
App spend distribution by platform 2023 (%)
App Subscription Retention
Customers that purchase an annual subscription are twice as likely to stick around for a year than those on a monthly, and 10 times more likely than those on a weekly subscription.
App subscription retention rate 2023 (%)
App Subscription Retention by Category
Health & fitness apps had the highest weekly retention by category, however, utilities had the highest annual retention rate.
App subscription retention rate by category 2023 (%)
Distribution of Subscription Apps by Category
More than a quarter of all subscriptions apps are games, the largest category. Utilities & Productivity and Health & Fitness were the next largest categories.
