The app industry has seen many ups and downs over the last five years.

Subscription apps are not only surviving but thriving in spite of everything, including market fluctuations, privacy changes, and pandemics. When we look back on 2023, it's evident that we're entering a promising growth phase that will be fueled by the tenacity and creativity of these app companies.


Redefining almost every consumer app category, the emergence of generative AI and LLMs has been one of the most exciting developments. While some claim that the era of mobile devices is over, I think AI is ushering in a new era in which mobile devices continue to be the mainstay of everyday technology use.

State of Subscription Apps 2024

We go deeply into what subscription apps are doing well (and not so well) right now in our most recent State of Subscription Apps report.

Examine and obtain the report.


We went much farther than we did the year before, dissecting more data points in more areas to create a report that is so complex that a management consultant would find it appealing. We've examined every aspect of your app, from cost and packaging to conversion and retention, to provide you with the knowledge you need to make wise choices.

This is a sample of what we discovered:

• Within 30 days, 1.7% of downloads become paying subscribers. There is still a significant difference between the top and bottom performers, highlighting room for improvement.
  After a year of release, the top 5% of apps generate 200 times as much revenue as the bottom quartile.

  
  

• Within a year, 12% of subscribers who had canceled return, with even higher rates observed in certain categories.
  Monthly subscriber retention fell by 14%, underscoring the difficulties in maintaining long-term user engagement.
  Although realized LTV in North America is four times higher than the global average, the data also suggests that there are significant opportunities in other markets.