NEW! 2017 Mobile Subscription Apps Report

By Morgan Friberg | August 15, 2017

Since the summer of 2016 when both Apple and Google offered subscription models on their app stores, there’s been a boost to the health and longevity of the entire App Economy. App market data provider App Annie reports “in-app subscription revenue from non-game apps, particularly within the media streaming, news and dating categories, is rapidly increasing,” and forecasts revenue for non-game apps to reach $33.8 billion in 2021.


The rise of subscription apps has benefited app users and developers alike. App users get quality apps due to regularly released new features, a value which they are willing to pay for – again and again. The benefit for app developers is a steady and predictable cash flow allowing for more accurate forecasting and budgeting.

Marketers of subscription apps require intelligence and insights to make tough choices about their apps. What is the proper price range? How long is “too” long to wait for a conversion? When is the “window of opportunity” to reach and engage users wide open? These are some the key questions addressed in the 2017 Mobile Subscription Apps Report.

As the first-ever report to lift the lid on trends and activities impacting user acquisition and engagement in this burgeoning app category, the 2017 Mobile Subscription Apps Report draws from Liftoff internal data from June 1, 2016 through June 1, 2017. This data spans over 1+ billion ad impressions (1,051,355,179 to be exact) across 14,015,738 clicks and 520,792 app installs.

Specifically, the report tracks the cost and conversion rates around the key event for subscription apps, namely the subscription. It also breaks new ground, highlighting the ideal price range and appropriate contexts that can turn a user into a loyal subscriber. Finally, the report breaks down data by platform (iOS and Android), user demographics (gender) and app category (must-have utilities vs. nice-to-have dating apps).

Watch our on-demand webinar Subscription Apps: Trends and Tips for Successful Marketing where we covered insights from this report and learned subscription app marketing tips from James Peng, Head of Mobile & Social Acquisition of Match Group.