Robust Growth in Weekly Plans
Weekly subscriptions have emerged as a formidable revenue driver for iOS apps, now contributing 46% to the bottom line, according to a comprehensive report by Adapty. Analyzing $1.9 billion in revenue across more than 11,000 apps, the study reveals that weekly plans have grown by 9.5% this year, outpacing one-time purchases which increased by 6.3% in the first quarter. In contrast, other subscription models such as monthly, annual, and lifetime saw slower growth rates.
Rising Price Points and Market Differentiation
Adapty’s report also highlights an upward trend in pricing for weekly subscriptions. In key markets like the EU and the United States, average weekly subscription prices have risen to $8.3 and $8.1, representing increases of 12.2% and 12.5% respectively. While app innovators like Spotify and Canva test these models across various regions, monthly and annual plans continue to exhibit mixed growth patterns.
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Regional Performance and Revenue Impact
The United States leads the charge with 48.9% of total in-app purchases, while Europe follows with 24.8%. U.S. installs generate three to four times more revenue than those in other regions, underscoring the market’s premium nature. In certain geographies, weekly subscription plans dominate revenue contributions, generating 60% in LATAM, 53% in the MEA region, and 38% across Europe.
User Retention Versus Immediate Gains
Despite their success, the accelerated growth of weekly plans introduces a challenge: user retention. Weekly subscriptions excel in categories oriented towards burst usage, such as utilities and quick productivity tools, where users pay for immediate benefits but seldom maintain long-term engagement. As noted by Ariel Michaeli, CEO of Appfigures, retention declines sharply after 30 days, with only single-digit percentages remaining after one year, inevitably eroding long-term marketing ROI.
Category-Specific Subscription Trends
The report further dissects performance based on app category. Weekly subscriptions have proven valuable for productivity and utility apps, whereas annual plans deliver stronger value in segments such as Health & Fitness and Photo & Video. Additionally, developers who incorporate trial periods prior to subscription see marked improvements in lifetime value, with increases of 64% in the U.S. and 58% in European markets.
Regulatory Pressure and Future Outlook
Amidst these dynamics, Apple faces mounting regulatory pressure to modify its App Store revenue model following rulings in both the U.S. and the EU. However, according to Vitaly Davydov, CEO of Adapty, a significant shift toward third-party payments has yet to materialize. Even with discussions around potentially lowering Apple’s commission to 15-20% globally, the current drop in conversion rates makes transitioning less appealing for developers.
Overall, while weekly subscriptions continue to reshape the monetization landscape for iOS apps, sustained growth will depend on striking the right balance between capturing immediate revenue and fostering long-term customer loyalty.
