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Weekly subscriptions dominate iOS app revenue, report finds

A report by Adapty reveals that weekly subscriptions now contribute 46% of iOS app revenue, growing by 9.5% this year, while traditional plans lag behind. The U.S. leads app purchases, and the rise in weekly plans may affect user retention negatively. Despite regulatory pressures on Apple's App Store model, a major shift to alternative payment methods is not imminent.

Key points

  • Weekly subscriptions account for 46% of iOS app revenue.
  • Growth of weekly subscriptions increased by 9.5% compared to 6.3% for one-time purchases.
  • Average prices for weekly plans have risen 12.2% in the EU and 12.5% in the U.S.
  • The U.S. contributes 48.9% of in-app purchases, with Europe at 24.8%.
  • Weekly plans generate 60% of revenue in LATAM, 53% in MEA, and 38% in Europe.
  • User retention drops significantly after 30 days, with only single-digit retention after a year.
  • Higher value seen in weekly subscriptions in productivity but annual plans are preferable in health categories.
  • Offering trials before subscriptions can lead to a 64% and 58% increase in lifetime value in the U.S. and Europe.

Why it matters

  • The increasing trend toward subscription models reflects a larger shift in the app economy.
  • In 2025, IT trends continue to emphasize recurring revenue models as software becomes more integrated into everyday life.
  • Regulatory changes in the App Store model may influence subscription strategies, aligning with trends in direct payment models.

The dominance of weekly subscriptions in iOS app revenue signals a transformative period for app monetization, emphasizing short-term gains while facing challenges in user retention and navigating regulatory landscapes.