State of In-App Subscriptions 2026 | Adapty ReportState of in-app subscriptions 2026<br>The only report with sub-category breakdowns for pricing, LTV, conversion, and paywalls – benchmarked against 16,000 apps with $3B in subscription revenue. Filter by category, region, and country.<br>Get your benchmarks<br>Benchmark your app against 16,000 others<br>It looks like you've already filled out this form. You can view the report here or fill out the form again to have the report link resent to your email.<br>To access the web report on this device, please fill out the form below.

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Most subscription reports give you industry averages.<br>This one gives you category-specific data

0K<br>apps

$0B<br>revenue analyzed

10K<br>paywalls compared

What 16,000 apps revealed about subscriptions in 2026<br>Subscription prices vary 4x between countries<br>See how your app rank — from top performers to lowest — across 20+ countries.

Average weekly subscription price

$$5.71 – $6.96

$$$6.99 – $7.65

$$$$7.99 – $8.94

Weekly subscriptions now generate 56% of all app revenue<br>Discover how revenue breaks down by plan type in your category.

90% of trial starts happen on Day 0<br>Determine whether offering trials is good business for your app.

The fastest-growing app markets are Japan, Mexico, and Turkey<br>Discover your next growth market by country and category, using the full report.

8 in 10 new apps, never break $10K,<br>and 90% never reach $100K<br>The top 5% share specific patterns.<br>The data reveals which ones.

Localization tests drive the biggest LTV uplift<br>Get the full A/B test impact rankings across 105,000 paywalls.

Weekly paywalls with trials outperform every other setup

Experiment type and its impact

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Exactly what you need to benchmark your app<br>Market trends<br>Fastest-growing regions where revenue is shifting

State of AI apps<br>How AI apps price, convert, and retain subscribers

Pricing<br>landscape<br>20+<br>sub-categories

50+<br>countries

LTV insights<br>by category, region, and country

Web paywalls<br>How web paywalls compare to in-app paywalls

Paywall rankings<br>105K paywalls analyzed for experiment impact

iOS vs. Android<br>Benchmark breakdown by platform

Conversion benchmarks<br>What drives conversion — and what doesn't

Benchmark your app against 16,000 others<br>Every insight in the report can be filtered by your category, region, and country. Find out where you're ahead, where you're behind, and what the top performers are doing differently.<br>Get your benchmarks

FAQ<br>Which app categories make the most subscription revenue in 2026?

Utilities, Entertainment, and Productivity lead in weekly subscription revenue share — with Utilities at 73.6%. Health & Fitness is the exception: the only category where annual plans dominate (60.6%). For per-subscriber value, Utilities trial users generate the highest LTV at $68.90 over 12 months. Full category breakdowns are in the report.

How much should I charge for a subscription app?

In 2025, global median prices are $7.48/week, $12.99/month, and $38.42/year. But pricing varies dramatically by category and region. European apps charge 29-39% more than North American ones. Higher prices don’t kill conversion: high-tier weekly plans generate 5.2x more revenue per install than low-tier ones. The report breaks down pricing by category, region, and percentile so you can benchmark against your segment.

What's a "good" conversion rate for a subscription app in 2026?

It depends on your plan type. Weekly plans convert 1.7–7.4x better than annual across all price tiers. For trial funnels, the global average is 10.9% install-to-trial and 25.6% trial-to-paid. Health & Fitness leads trial-to-paid at 35.0%, while Entertainment trails at 19.1%. The report includes conversion benchmarks by category, region, plan type, and price tier.

Weekly, monthly, or annual — which subscription plan performs best?

Weekly plans win on conversion and revenue share — they now generate 55.5% of all app revenue, up from 43.3% in 2023. Weekly+trial is the highest-LTV paywall configuration at $49.27 over 12 months. Monthly plans consistently underperform both weekly and annual at every price tier. The exception is Health & Fitness, where annual dominates with 60.6% of revenue. The right answer depends on your category — the report shows exactly where each plan type wins.

How much money does a subscription app make?

The median app earns $492/month, and 59.3% of subscription apps make less than $1,000 total. Only 7.2% cross $100K. The top 10% capture 94.5% of all subscription revenue — and that concentration is increasing. Apps that run experiments earn 40x more than those that don’t. The report covers revenue distribution, concentration by category, and what separates top-performing apps from the rest.

What should I put on my paywall to maximize conversions?

89.4% of trial starts happen on Day 0 — your first-session paywall is your highest-leverage...