The State of App Marketing for Subscription Apps

Out Now! The State of App Marketing for Subscription Apps

By Scott Reyburn | June 14, 2022

Everything old is new again. Once associated with industries including magazines, newspapers, and cable TV, the subscription business model has become a staple of the mobile app industry. One study, published by app intelligence company Sensor Tower in February 2022, found that 90 of the top 100 highest-grossing apps in the U.S. in Q4 2021 offered a subscription service.

The move to subscriptions clearly translates to big business. The same study found that revenue from the top 100 non-game subscription apps globally hit $18.3 billion in 2021, up from $13 billion in 2020. Non-game apps aren’t the only ones getting in on the subscription boom. Mobile games are too. Nearly 60% of the top 20% of mobile games by revenue in the U.S. today offer a subscription plan, according to data from GameRefinery, a Liftoff company.

The State of App Marketing for Subscription Apps by Liftoff and AppsFlyer unpacks the app subscription economy across gaming and non-gaming app categories including education, entertainment (streaming), health & fitness, lifestyle, photography, productivity, social, and utilities. We take an in-depth look at subscription app install and revenue data by platform, region, and app category.

Finally, Mobile Heroes in the subscription app space shared with us their frontline strategies, with a particular focus on how to improve app stickiness, optimize subscription pricing, and design impactful ad creative. Download your free copy of the report now!


Read the report in English, Chinese, German, Japanese, or Korean.

Report highlights include:

  • Subscription app install, non-organic install, and revenue data
  • Trends across platforms, regions, and categories
  • Unique SKAdNetwork and ATT insights
  • Key lessons from Mobile Heroes managing subscription apps