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Konstantin Khalyushev
ENRUESPT

Conversion

Download-to-trial (30 days)

Of installs, the share that start a free trial within 30 days. Trial-using apps only.

Restricted to trial-using apps and bounded at 30 days. A figure computed over all apps, or with no time bound, is a different population.

Denominator
installs
Cohort
an install cohort
Time horizon
day 30
Sources
2
Observations
20

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.

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

RevenueCat — State of Subscription Apps 2026

Published 2026-03-19 · 17 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

9.1%

Median

  • Business

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

As published
“Business median: 9.1%, top quartile above 16.2%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by category

16.2%

Top quartile (P75)

  • Business

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

As published
“Business median: 9.1%, top quartile above 16.2%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by category

6.9%

Median

  • Health & Fitness

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

As published
“Other high performers include: Health & Fitness (6.9%), Education (6.5%), and Utilities (6.5%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by category

6.5%

Median

  • Education

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

As published
“Other high performers include: Health & Fitness (6.9%), Education (6.5%), and Utilities (6.5%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by category

6.5%

Median

  • Utilities

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

As published
“Other high performers include: Health & Fitness (6.9%), Education (6.5%), and Utilities (6.5%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by category

4%

Median

  • Media & Entertainment

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

As published
“Media & Entertainment (4.0%) and Travel (4.1%) show lower median conversion than Gaming (4.4%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by category

4.1%

Median

  • Travel

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

As published
“Media & Entertainment (4.0%) and Travel (4.1%) show lower median conversion than Gaming (4.4%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by category

4.4%

Median

  • Gaming

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

As published
“Media & Entertainment (4.0%) and Travel (4.1%) show lower median conversion than Gaming (4.4%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by category

7.1%

Median

  • North America

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

As published
“North America median: 7.1% (top quartile above 15.0%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by geography

15%

Top quartile (P75)

  • North America

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

As published
“North America median: 7.1% (top quartile above 15.0%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by geography

5.7%

Median

  • Asia-Pacific

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

As published
“Asia-Pacific median: 5.7% (top quartile above 13.5%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by geography

5%

Median

  • Western Europe

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

As published
“Western Europe median: 5.0%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by geography

3%–3.7%

Median

  • IN/SEA, Latin America, MEA, Rest of world

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

Comparability
Reported as a band covering four regions rather than a value per region, so it cannot be attributed to any single market.
As published
“All other geographies (IN/SEA, LATAM, MEA, and ROW) median between 3.0-3.7%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Conversion · Download-to-trial by geography

13.5%

Top quartile (P75)

  • Asia-Pacific

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

As published
“Asia-Pacific median: 5.7% (top quartile above 13.5%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.52 · Download-to-trial, by geography

16.5%

Top quartile (P75)

  • High-priced apps

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

As published
“High-priced median: 8.9% (top quartile above 16.5%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.54 · Download-to-trial, by pricepoint

11.6%

Top quartile (P75)

  • Mid-priced apps

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

As published
“Mid-priced median: 5.4% (top quartile above 11.6%)”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.54 · Download-to-trial, by pricepoint

10.3%

Top quartile (P75)

  • Low-priced apps

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

As published
“Low-priced median: 4.4% (top quartile above 10.3%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19p.54 · Download-to-trial, by pricepoint

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
installs

6.9%

Median

  • Business

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

As published
“Health & Fitness and Business lead with median rates of 6.7% and 6.9%, respectively, compared to lower rates in Gaming (2.9%) and Media & Entertainment (3.9%)”

RevenueCat — State of Subscription Apps 2024Published 2024-04-01Conversion · Trial start rates by category

6.7%

Median

  • Health & Fitness

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

As published
“Health & Fitness and Business lead with median rates of 6.7% and 6.9%, respectively”

RevenueCat — State of Subscription Apps 2024Published 2024-04-01Conversion · Trial start rates by category

2.9%

Median

  • Gaming

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

As published
“compared to lower rates in Gaming (2.9%) and Media & Entertainment (3.9%)”

RevenueCat — State of Subscription Apps 2024Published 2024-04-01Conversion · Trial start rates by category

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 9.1%RevenueCat 2024 6.9%

Roughly comparable

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

  • Published 2 years apart (2026 vs 2024). The market moved in between, and so may the method.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2024: quartiles and medians across apps.

RevenueCat 2026 16.2%RevenueCat 2024 6.9%

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 9.1%RevenueCat 2024 6.7%

Roughly comparable

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

  • Different category scope: Business vs Health & Fitness. An all-categories figure is not a substitute for the category you are in.
  • Published 2 years apart (2026 vs 2024). The market moved in between, and so may the method.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2024: quartiles and medians across apps.

RevenueCat 2026 9.1%RevenueCat 2026 16.2%

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 9.1%RevenueCat 2024 2.9%

Roughly comparable

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

  • Different category scope: Business vs Gaming. An all-categories figure is not a substitute for the category you are in.
  • Published 2 years apart (2026 vs 2024). The market moved in between, and so may the method.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2024: quartiles and medians across apps.

RevenueCat 2026 6.9%RevenueCat 2024 6.9%

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 Business. An all-categories figure is not a substitute for the category you are in.
  • Published 2 years apart (2026 vs 2024). The market moved in between, and so may the method.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2024: quartiles and medians across apps.

RevenueCat 2026 6.9%RevenueCat 2024 2.9%

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 Gaming. An all-categories figure is not a substitute for the category you are in.
  • Published 2 years apart (2026 vs 2024). The market moved in between, and so may the method.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2024: quartiles and medians across apps.

RevenueCat 2026 6.5%RevenueCat 2024 6.9%

Roughly comparable

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

  • Different category scope: Education vs Business. An all-categories figure is not a substitute for the category you are in.
  • Published 2 years apart (2026 vs 2024). The market moved in between, and so may the method.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2024: quartiles and medians across apps.
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 2024

    2024-04-01

    • 6.9%MedianBusiness
    • 6.7%MedianHealth & Fitness
    • 2.9%MedianGaming

  2. Edition 2026

    2026-03-19

    • 9.1%MedianBusiness
    • 16.2%Top quartile (P75)Business
    • 6.9%MedianHealth & Fitness
    • 6.5%MedianEducation
    • 6.5%MedianUtilities
    • 4%MedianMedia & Entertainment
    • 4.1%MedianTravel
    • 4.4%MedianGaming
    • 7.1%MedianNorth America
    • 15%Top quartile (P75)North America
    • 5.7%MedianAsia-Pacific
    • 5%MedianWestern Europe
    • 3%–3.7%MedianIN/SEA, Latin America, MEA, Rest of world
    • 13.5%Top quartile (P75)Asia-Pacific
    • 16.5%Top quartile (P75)High-priced apps
    • 11.6%Top quartile (P75)Mid-priced apps
    • 10.3%Top quartile (P75)Low-priced apps

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