2025年应用内订阅状况

The most comprehensive report on paywall,pricing, and LTV benchmarks, basedon $1.9B in analyzed revenue. adapty.io 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 The 2025 market is booming.In-apppurchases are projected to hit $170B.AI has made building and launching appsfaster than ever. But here's what's gottenharder: turning those apps intosustainable revenue.“ We've added deep dives on LTV by planand region, paywall experiments,and our new Adapty pricing index to helpyou spot trends before they becomeobvious. Whether you're testing onboarding,rethinking your paywall, or figuringout what to charge, this report givesyou the answers. 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. Follow us: From first dollar to millions,Adapty powers growthfor11,000+ apps $1.9Btracked revenue 73Kpaywalls made 99.99%historical SLA 215Mtransactions 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 &Fitness, Lifestyle, Productivity. Subscriptions(newpurchasesand renewals);lifetimepurchasesincludedwhere applicable. 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-appsubscription management. Subscription marketbreakdown Which regions drive subscription revenue,and how does plan length affect it? Use these insights to focus on strongermarkets and align plans with demand. 💡This is the only section that includes one-time purchases.Weʼve added them here to reflect their growing market shareand highlight recent shifts in pricing strategies. TheUSremains the largestmarket for in-app subscriptionsales, holding 48.9% of totalrevenue ●The USremains the top market, bringing in nearlyhalf of all in-app subscription revenue (48.9%),far ahead of any other region. ●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 purchasesare rising quickly, while long-term plans decline ●Weeklyplans have grownby nearly 10% since 2024,capturing nearly half of allsubscriptions. Users seem toprefer the flexibilityof short-term plans. ●One-time purchasesare up 6%,offering an additional pathto revenue beyondsubscriptions. ●Annual, monthly, and lifetimesubscriptionshave alldecreased as users move awayfrom long-term commitments. 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 morelikely to commit to long-term results.●Lifestyleapps favor diverse pricing models:“Other” plans lead (42%), withweeklyandmonthlytied at 22% each. Weeklysubscriptionsgenerate the most revenuein nearly every region ●Weeklysubscriptions lead in every region,topping out inLATAM(60%) andMEA(53%). ●Annualsubscriptions hold a stable secondplace, with little regional variation. ●Europeis the most diversified market,with higher shares ofmonthly(15%)and alternative models likeone-timepurchases(8%) andotherplans (6%). Downloads are slowing, but revenue keeps growing “Appfigures data shows that downloadsare slowing, but revenue keeps growing.That shift makes one thing clear:converting as many users as you can ismore important than ever. But here's the thing: Successfuldevelopers don't stop at the initialconversion. They use weekly plans as a way to getthe conversion, and then upsell tolonger-term options through smartonboarding and timely prompts. If you'reonly offering monthly or annual plans,you're leaving conversions (and revenue)on the table. Weekly subscriptions, while controversialfor some, help make that happen. Theyoffer low-commitment, are easier tojustify, and convert better. Ariel Michaeli Founder & CEO, Appfigures We see that clearly in categories likeUtilities, Productivity, and Photo & Video,where they now drive the majority ofrevenue. The data backs it up: flexible pricing turnsdownloads into revenue, and short-termplans are a great way to get you foot inthe door. Subscriptionprice analysis How do subscription prices vary by reg