2025年应用内订阅状况

The most comprehensive report on paywall,pricing, and LTV benchmarks, based Contents 1.Introduction32.Subscription market breakdown63.Subscription price analysis124.Adapty pricing index215.LTV and profitability266.Conversion benchmarks447.Retention and renewals518.Refund trends579.A/B experiments and paywalls64 The in-app purchases market is on track to reach $170B in 2025 “ We've added deep dives on LTV by planand region, paywall experiments,and our new Adapty pricing index to help AI has made building and launching appsfaster than ever. But here's what's gottenharder: turning those apps intosustainable revenue. Whether you're testing onboarding,rethinking your paywall, or figuringout what to charge, this report gives That's the gap we set out to solve.We analyzed$1.9B in revenue across11,000+ appsto see what separatesthe winners from everyone else. Vitaly DavydovCEO, Adapty The opportunity is massive. Here's howto capture it. This report captures those insights. 73Kpaywalls made This report is based on anonymized in-app subscriptionApp Store data from 2024-2025 What we analyzed: Proceedsafter Appleʼs15/30% commission. All App Store categories, with detailedsegmentation for 6 major categories:Education, Utilities, Photo & Video, Health & Subscriptions(newpurchasesand renewals);lifetime Five regions: US, Europe, LATAM(Latin America), APAC (Asia Pacific),and MEA (Middle East and Africa). Scope of apps Apps with active subscription revenue and minimuminstall thresholds. Apps that use Adapty for in-app Subscription market Which regions drive subscription revenue,and how does plan length affect it? Use these insights to focus on strongermarkets and align plans with demand. TheUSremains the largest market for in-app subscriptionsales, holding 48.9% of total ●The USremains the top market, bringing in nearlyhalf of all in-app subscription revenue (48.9%), ●Europeholds second place with 24.8%, a strongbaseline for pricing strategies in mature markets. ●APACis gaining ground, now contributing 10.3%of global subscription revenue. Weeklysubscriptions show the strongest growth. One-time purchases ●Weeklyplans have grownby nearly 10% since 2024,capturing nearly half of allsubscriptions. Users seem to ●One-time purchasesare up 6%,offering an additional pathto revenue beyond ●Annual, monthly, and lifetimesubscriptionshave alldecreased as users move away Subscription plans varyby category, reflectingspecific user habits ●Weeklyplans dominate in categories likeProductivity,Utilities, andPhoto & Video,making up over 50% of revenue in each. ●Annualplans lead inHealth & Fitness(57%)andEducation(28%), where users are more ●Lifestyleapps favor diverse pricing models:“Other” plans lead (42%), withweeklyandmonthlytied at 22% each. Weeklysubscriptionsgenerate the most revenue ●Weeklysubscriptions lead in every region,topping out inLATAM(60%) andMEA(53%). ●Annualsubscriptions hold a stable second ●Europeis the most diversified market,with higher shares ofmonthly(15%)and alternative models likeone-time Downloads are slowing, but revenue keeps growing But here's the thing: Successfuldevelopers don't stop at the initial That shift makes one thing clear:converting as many users as you can ismore important than ever. They use weekly plans as a way to getthe conversion, and then upsell tolonger-term options through smartonboarding and timely prompts. If you're Weekly subscriptions, while controversialfor some, help make that happen. Theyoffer low-commitment, are easier to Ariel Michaeli We see that clearly in categories likeUtilities, Productivity, and Photo & Video,where they now drive the majority of The data backs it up: flexible pricing turnsdownloads into revenue, and short-term Founder & CEO, Appfigures Subscription How do subscription prices vary by regionand category? Weʼve broken down the key pricebenchmarks to help you price smarter Weeklysubscription prices rose across all regions.Europeand theUSsaw the fastest growth ●Europehas the highest weekly priceat $8.3, up 12.2% since last year, ●The USfollows at $8.1 after a 12.5% ●APACandLATAMshowed moremodest growth, both adding about 7% ●MEAreached $7.1, rising 7.6% Weeklysubscription pricesshow the widest spreadinEurope, theUS, andMEA ●Europehas the broadest range, from $3.1to $12.9, suggesting both budget and ●TheUSandMEAhave tighter ranges,but still reach $10 or more at the top end.●APACandLATAMtrend lower overall,with greater variation in the lower tiers,pointing to affordability-driven pricing. Monthlysubscription prices are up everywhere, but the pace ●Europerecorded the largestyear-over-year increase (+9.9%), ●TheUSfollowed with +2% growth,pushing the average to $15.2.●LATAMandAPACslipped slightly,with modest price declines versus Monthlysubscription pricesvary widely across regions ●TheUShas the highest price ceiling, reaching$25 and a median of $13, signaling strongpremium monetization.●Europeshows the broades