App developers are abandoning one-size-fits-all pricing models as subscription fatigue drives the need for more sophisticated monetization strategies that account for regional differences and user psychology.
Speaking at App Promotion Summit London 2025, Jens-Fabian Goetzmann from RevenueCat presented data showing that 28% of users cancel seven-day trials within the first hour, with 60% churning within 36 hours. This early abandonment pattern has forced developers to rethink traditional subscription approaches in favor of multi-tiered systems that better match diverse user willingness to pay.
Regional purchasing patterns drive localization
RevenueCat’s analysis of global markets reveals stark differences in user behavior. North American users predominantly favor subscriptions, while East Asian markets show strong preference for one-off purchases and consumables. This has prompted apps to tailor not just pricing to local purchasing power, but entire payment models to regional preferences.
The company’s data from thousands of apps shows that 28% of users cancel seven-day trials within the first hour, with 60% churning within 36 hours. This early cancellation pattern has driven developers toward psychological pricing tactics that anchor digital purchases within higher-value mental categories.
Ten revenue growth ideas for 2025
Source: App Promotion Summit
Strategies for 2025
In the course of his presentation, Jens outlined specific strategies product owners might want to consider leveraging to boost app revenue.
He and his team recommend implementing multiple subscription tiers alongside consumable purchases to capture different customer segments, following Tinder’s three-tier model. Developers should localize pricing to reflect purchasing power and adapt payment models to regional preferences, with trials and consumables varying by market.
They also recommend utilizing Apple’s Advanced Commerce API to enable dynamic pricing and custom bundles previously impossible under standard App Store constraints.
RevenueCat also advocates psychological pricing tactics including mental accounting manipulation, aka positioning app purchases within higher-value categories like vacation expenses rather than digital goods. They also recommend leveraging effort investment through extensive onboarding or achievement systems to increase perceived value.
Jens advocates adopting gaming industry live operations for non-gaming apps, e.g. using time-limited content and seasonal events to maintain engagement. He also stressed the importance of using Apple’s consumption data features to combat refund rates, citing a 36% reduction case study.
Finally, he and his team recommend redesigning cancellation flows to offer alternatives like pauses and discounts, while implementing targeted win-back campaigns using personalized messaging.
Beyond traditional metrics
The strategies reflect an industry maturation beyond simple subscription conversion optimization. As acquisition costs rise and user behavior fragments across regions, successful apps increasingly rely on retention-focused approaches that account for psychological pricing principles and market-specific preferences.
