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Weekly Subscriptions Surge to Dominate iOS App Revenue, Report Finds
July 14, 2025
Weekly subscription plans have rapidly become a major revenue driver for iOS apps, accounting for 46% of total earnings, according to a new report by app revenue management platform Adapty. The analysis, covering $1.9 billion in revenue across more than 11,000 apps, highlights the growing preference for short-term subscription models over one-time purchases and longer subscription periods.
The report shows that weekly plans grew by 9.5% in the first quarter of 2025, outpacing one-time purchases, which grew by 6.3%. Meanwhile, other paid subscription types such as monthly, yearly, and lifetime plans experienced a decline in growth. Alongside rising popularity, the average prices for weekly subscriptions also increased — by 12.2% in the EU to $8.30 and 12.5% in the U.S. to $8.10.
Big-name app makers like Spotify and Canva have been experimenting with weekly subscription options across multiple markets, reflecting a broader industry trend.
Geographically, the U.S. leads the charge, contributing 48.9% of all in-app purchase revenue, with Europe coming in second at 24.8%. U.S. app installs generate 3 to 4 times more revenue compared to other regions. Weekly plans dominate revenue shares worldwide, making up 60% in Latin America (LATAM) and 53% in the Middle East and Africa (MEA). Europe sees weekly plans as the largest revenue segment but at a smaller share of 38%.
Despite their success, weekly subscriptions present challenges, especially around user retention. According to Appfigures CEO Ariel Michaeli, weekly plans are well-suited for “burst-use” apps like utilities or quick productivity tools, where users seek immediate value but rarely stick around long term. Retention rates drop sharply after the first month, with only a small fraction of users staying subscribed after a year. This rapid churn can quietly undermine marketing return on investment (ROI).
The report also finds that while weekly plans boost lifetime value in productivity and utility apps, longer annual subscriptions drive more value in categories like Health & Fitness and Photo & Video.
Adapty highlights that offering free trials before subscriptions can increase lifetime value significantly, with developers seeing a 64% increase in the U.S. and 58% in Europe.
Looking ahead, Apple faces mounting regulatory pressure in both the U.S. and EU to alter its App Store payment policies. However, Adapty’s CEO Vitaly Davydov believes widespread shifts toward third-party payment systems are unlikely in the short term. He notes that lower conversion rates tend to offset potential gains, and rumors of Apple reducing its commission to 15-20% globally could diminish incentives for developers to move off the App Store’s native payment system.
As weekly subscriptions continue to grow, they reshape how app makers monetize their users, balancing fast revenue growth against the challenge of maintaining long-term engagement.
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