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Konstantin Khalyushev
ENRUESPT

Conversion

Download-to-paid (30 days)

Of downloads, the share that became paying subscribers within 30 days. A shorter window than the 35-day version, so it reads lower.

Reported by the same publisher in an earlier edition using a 30-day rather than 35-day window. Kept separate so the change of window is visible instead of being read as a fall in performance.

Denominator
downloads
Cohort
an install cohort
Time horizon
day 30
Sources
1
Observations
3

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Can these be compared?

Not directly comparable

Only one source in this dataset publishes this metric for this segment. That is a single reading, not a consensus.

These observations cannot be combined into one figure, so they are shown separately. Different statistics: Average vs Bottom quartile (P25). A percentile and a central estimate answer different questions and cannot be differenced.

RevenueCat — State of Subscription Apps 2024

Published 2024-04-01 · 3 observations

Sample
Apps using RevenueCat for in-app subscription management, broken down by pricing, packaging, localisation, conversion and retention.
How it is aggregated
App-level metrics reported as quartiles and medians across the app population.
Measurement period
Primarily 2023, with 2022 comparisons.
Denominator
downloads

1.7%

Average

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Measured on a 30-day window. Later editions use 35 days, which is why this is a separate metric rather than the same series.
Comparability
Not comparable with the 35-day download-to-paid figures in the 2025 and 2026 editions: a shorter window necessarily reads lower.
As published
“1.7% of downloads turned into paying subscribers in their first 30 days, which is slightly up from last report. The difference between lower quartile (.6%) and upper quartile (4.2%) remains striking.”

RevenueCat — State of Subscription Apps 2024Published 2024-04-01Conversion · Download-to-paid

0.6%

Bottom quartile (P25)

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“The difference between lower quartile (.6%) and upper quartile (4.2%) remains striking.”

RevenueCat — State of Subscription Apps 2024Published 2024-04-01Conversion · Download-to-paid

4.2%

Top quartile (P75)

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“The difference between lower quartile (.6%) and upper quartile (4.2%) remains striking.”

RevenueCat — State of Subscription Apps 2024Published 2024-04-01Conversion · Download-to-paid

Pairwise comparability

The verdict below is produced by a fixed set of rules, not a model. It looks at the metric definition, the denominator, the cohort, the statistic, the segment, the dataset and the publication dates, and reports every reason it found.

RevenueCat 2024 1.7%RevenueCat 2024 0.6%

Not directly comparable

These measure different quantities. Differencing them produces a number that means nothing.

  • Different statistics: Average vs Bottom quartile (P25). A percentile and a central estimate answer different questions and cannot be differenced.

RevenueCat 2024 1.7%RevenueCat 2024 4.2%

Not directly comparable

These measure different quantities. Differencing them produces a number that means nothing.

  • Different statistics: Average vs Top quartile (P75). A percentile and a central estimate answer different questions and cannot be differenced.

RevenueCat 2024 0.6%RevenueCat 2024 4.2%

Not directly comparable

These measure different quantities. Differencing them produces a number that means nothing.

  • Different statistics: Bottom quartile (P25) vs Top quartile (P75). A percentile and a central estimate answer different questions and cannot be differenced.

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