Skip to content
Konstantin Khalyushev
ENRUESPT

Conversion

Download-to-paid (35 days)

Of installs, the share that result in at least one paid subscription within 35 days.

The 35-day window matters: it is chosen to capture a first monthly renewal cycle. A 30-day version of this metric systematically reads lower.

Denominator
installs
Cohort
an install cohort
Time horizon
day 35
Sources
2
Observations
28

Compare your metric

Each source is compared against independently. Nothing here is averaged across sources, and there is no combined industry figure. This runs entirely in your browser. Your figures are never sent anywhere, never stored, and never included in analytics — only which metric you chose is counted.

View the benchmark data

Can these be compared?

Not directly comparable

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

These observations cannot be combined into one figure, so they are shown separately. Different category scope: not broken out vs Health & Fitness. An all-categories figure is not a substitute for the category you are in.

RevenueCat — State of Subscription Apps 2026

Published 2026-03-19 · 26 observations

Sample
Over 115,000 apps using RevenueCat for in-app subscription management, covering more than $16 billion in revenue and more than a billion transactions. Apps must have active subscription revenue and meet a minimum install or revenue threshold.
How it is aggregated
App-level metrics aggregated across apps and reported as medians and quartiles (Q1/P25, median/P50, Q3/P75, P90). Each app is a data point regardless of size.
Measurement period
Target time frame 2025; older data used where a metric needs it (e.g. third annual renewal rates).
Denominator
installs

2%

Median

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

As published
“Globally, median lands at 2.0%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by geography

2.9%

Median

  • Health & Fitness

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

As published
“Health & Fitness median: 2.9% (top quartile above 6.2%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by category

6.2%

Top quartile (P75)

  • Health & Fitness

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

As published
“Health & Fitness median: 2.9% (top quartile above 6.2%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by category

2.6%

Median

  • Business

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

As published
“Business median: 2.6% (top quartile above 5.0%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by category

1.3%

Median

  • Shopping

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

As published
“Shopping median: 1.3%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by category

1%

Median

  • Gaming

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

As published
“Gaming median: 1.0% (lowest; top quartile above 2.3%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by category

2.8%

Median

  • North America

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

As published
“North America median: 2.8% (top quartile above 6.0%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by geography

10.9%

Top decile (P90)

  • North America

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

As published
“Top 10% reach double-digit conversion only in North America (10.9%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by geography

2.4%

Median

  • Asia-Pacific

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

As published
“Asia-Pacific median: 2.4% (top quartile above 5.1%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by geography

0.7%

Median

  • IN/SEA

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

As published
“IN/SEA median: 0.7% (lowest; top quartile above 1.9%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by geography

10.7%

Median

  • Hard paywall

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

Comparability
Hard-paywall apps have a far smaller denominator of engaged installs than freemium apps. The 5x gap is a selection effect as much as a conversion effect, and the report notes one-year retention is nearly identical between the two.
As published
“Hard paywall median: 10.7% (top quartile above 20.0%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid freemium vs. hard paywall

2.1%

Median

  • Freemium

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

As published
“Freemium median: 2.1% (top quartile above 4.5%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid freemium vs. hard paywall

38.7%

Top decile (P90)

  • Hard paywall

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

As published
“Top 10% of hard paywall apps reach 38.7% conversion.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid freemium vs. hard paywall

2.8%

Median

  • High-priced apps

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

As published
“High-priced median: 2.8% (top quartile above 6.1%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by pricepoint

2%

Median

  • Mid-priced apps

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

As published
“Mid-priced median: 2.0% (top quartile above 4.4%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by pricepoint

1.4%

Median

  • Low-priced apps

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

As published
“Low-priced median: 1.4% (top quartile above 3.7%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Day 35 download-to-paid by pricepoint

5%

Top quartile (P75)

  • Business

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

As published
“Business median: 2.6% (top quartile above 5.0%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.63 · Day 35 download-to-paid, by category

2.3%

Top quartile (P75)

  • Gaming

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

As published
“Gaming median: 1.0% (lowest; top quartile above 2.3%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.63 · Day 35 download-to-paid, by category

6%

Top quartile (P75)

  • North America

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

As published
“North America median: 2.8% (top quartile above 6.0%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.64 · Day 35 download-to-paid, by geography

5.1%

Top quartile (P75)

  • Asia-Pacific

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

As published
“Asia-Pacific median: 2.4% (top quartile above 5.1%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.64 · Day 35 download-to-paid, by geography

1.9%

Top quartile (P75)

  • IN/SEA

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

As published
“IN/SEA median: 0.7% (lowest; top quartile above 1.9%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.64 · Day 35 download-to-paid, by geography

20%

Top quartile (P75)

  • Hard paywall

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

As published
“Hard paywall median: 10.7% (top quartile above 20.0%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.65 · Day 35 download-to-paid, freemium vs. hard paywall

4.5%

Top quartile (P75)

  • Freemium

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

As published
“Freemium median: 2.1% (top quartile above 4.5%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.65 · Day 35 download-to-paid, freemium vs. hard paywall

6.1%

Top quartile (P75)

  • High-priced apps

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

As published
“High-priced median: 2.8% (top quartile above 6.1%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.67 · Day 35 download-to-paid, by pricepoint

4.4%

Top quartile (P75)

  • Mid-priced apps

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

As published
“Mid-priced median: 2.0% (top quartile above 4.4%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.67 · Day 35 download-to-paid, by pricepoint

3.7%

Top quartile (P75)

  • Low-priced apps

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

As published
“Low-priced median: 1.4% (top quartile above 3.7%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.67 · Day 35 download-to-paid, by pricepoint

RevenueCat — State of Subscription Apps 2025

Published 2025-04-01 · 2 observations

Sample
Apps using RevenueCat for in-app subscription management, segmented by category, platform, region, price point and engagement strategy.
How it is aggregated
App-level metrics reported as bottom quartile, median, upper quartile and top 10% of app performance.
Measurement period
Primarily 2024.
Denominator
installs

12.11%

Median

  • Hard paywall

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

Comparability
The 2026 edition reports 10.7% for the same cut. Both are medians from the same publisher, so this pair is a genuine year-on-year comparison.
As published
“we see 12.11% median conversion versus just 2.18% for freemium”

RevenueCat — State of Subscription Apps 2025Published 2025-04-01Conversion · Download-to-paying by access method

2.18%

Median

  • Freemium

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

As published
“we see 12.11% median conversion versus just 2.18% for freemium”

RevenueCat — State of Subscription Apps 2025Published 2025-04-01Conversion · Download-to-paying by access method

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 2026 2%RevenueCat 2025 12.11%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different access models: not stated vs hard paywall. Freemium and hard-paywall populations differ in intent before any product difference.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2025: quartiles and medians across apps.

RevenueCat 2026 6.2%RevenueCat 2025 12.11%

Not directly comparable

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

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

RevenueCat 2026 2%RevenueCat 2025 2.18%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different access models: not stated vs freemium. Freemium and hard-paywall populations differ in intent before any product difference.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2025: quartiles and medians across apps.

RevenueCat 2026 10.9%RevenueCat 2025 12.11%

Not directly comparable

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

  • Different statistics: Top decile (P90) vs Median. A percentile and a central estimate answer different questions and cannot be differenced.

RevenueCat 2026 2.9%RevenueCat 2025 12.11%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: Health & Fitness vs not broken out. An all-categories figure is not a substitute for the category you are in.
  • Different access models: not stated vs hard paywall. Freemium and hard-paywall populations differ in intent before any product difference.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2025: quartiles and medians across apps.

RevenueCat 2026 2%RevenueCat 2026 6.2%

Not directly comparable

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

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

RevenueCat 2026 2.9%RevenueCat 2025 2.18%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: Health & Fitness vs not broken out. An all-categories figure is not a substitute for the category you are in.
  • Different access models: not stated vs freemium. Freemium and hard-paywall populations differ in intent before any product difference.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2025: quartiles and medians across apps.

RevenueCat 2026 2%RevenueCat 2026 10.9%

Not directly comparable

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

  • Different statistics: Median vs Top decile (P90). A percentile and a central estimate answer different questions and cannot be differenced.
Editions over time

Each edition of a report is stored separately, and older observations are never overwritten. A series is only shown as a trend when the underlying method held still.

RevenueCat — State of Subscription Apps

  1. Edition 2025

    2025-04-01

    • 12.11%Median
    • 2.18%Median

  2. Edition 2026

    2026-03-19

    • 2%Median
    • 2.9%MedianHealth & Fitness
    • 6.2%Top quartile (P75)Health & Fitness
    • 2.6%MedianBusiness
    • 1.3%MedianShopping
    • 1%MedianGaming
    • 2.8%MedianNorth America
    • 10.9%Top decile (P90)North America
    • 2.4%MedianAsia-Pacific
    • 0.7%MedianIN/SEA
    • 10.7%Median
    • 2.1%Median
    • 38.7%Top decile (P90)
    • 2.8%MedianHigh-priced apps
    • 2%MedianMid-priced apps
    • 1.4%MedianLow-priced apps
    • 5%Top quartile (P75)Business
    • 2.3%Top quartile (P75)Gaming
    • 6%Top quartile (P75)North America
    • 5.1%Top quartile (P75)Asia-Pacific
    • 1.9%Top quartile (P75)IN/SEA
    • 20%Top quartile (P75)
    • 4.5%Top quartile (P75)
    • 6.1%Top quartile (P75)High-priced apps
    • 4.4%Top quartile (P75)Mid-priced apps
    • 3.7%Top quartile (P75)Low-priced apps

Related metrics

  • 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.

  • Trial-to-paid conversion

    Of free trials started, the share that convert into a paid subscription.

ConversionCompare your productMethodology and sourcesAll benchmarks