Adapty

WE PULLED 35 INSIGHTS FROM $3B IN SUBSCRIPTION REVENUE SO YOU DON'T HAVE TO. ENJOY!

WE'RE PUTTING APP LEADERS BEHIND THE WHEEL OF AN F1 CAR. Not metaphorically. On May 19 in Las Vegas, Adapty and FunnelFox are hosting a private evening for founders and growth leaders who are done sitting in conference chairs. We rented out a real F1 racing experience. Because if your job is to scale fast without losing control, you should probably know what that actually feels like. → Private dinner with app growth leaders → Real F1 lap on the track → No slides. No panels. No filler. → Space is limited — approval required Most events explain growth. This one lets you feel it at 200 km/h. If you're a founder or C-level running a mobile app and you want to be in the room, register now before seats close. See you at Grand Prix Plaza, Las Vegas. luma.com/appsrace

WE'LL BE AT AGS NY ON MARCH 26. Come find us at the booth, Adapty and Funnel Fox, same table. If you're building Web2app funnels, we have data you probably haven't seen yet. Our latest Web2App report covers what's actually moving conversion and LTV across the funnel, not theory, real numbers from real campaigns. We'll be there to walk you through the findings in person. If you're attending AGS NY and want to talk growth, subscriptions, or just pick apart the report together, stop by. See you there.

CHECK OUT @muratworks NEW GAME WHERE YOU TRY TO KEEP YOUR APP ALIVE FOR 12 MONTHS. The enemies are real. Low intent users. Churn spikes. Paywalls that bleed conversion. Your health bar doesn't care about your roadmap. It's the most honest product analytics dashboard we've ever shipped, and it has a jump button. Don't die before month 6. sub-run.vercel.app

We're hosting App Leaders Night: Inside 207 during AGS NYC week, together with FunnelFox. 30 hand-picked app founders and growth leaders. One evening, one secret location in Manhattan. 📅 March 25 | 6:30–10:30 PM Crafted cocktails, live jazz, and honest conversations about monetization signals, conversion, retention, and where Web2App is heading in 2026. Limited spots, approval required to attend. Request yours below. luma.com/inside207

We have finally released the push notification for the new version of the Adapty app, and it wasn’t easy. Enjoy!

when you read about yet another 19 y.o. selling their app for millions while you pray to cross $10k MRR

AMSTERDAM APP DEV CON. WRAPPED. Two days. Hundreds of conversations. One very purple booth. The energy at App Dev Con this year was different. Builders are sharper. The questions are getting more specific. Less "how do I monetize" — more "why isn't this converting." We loved every minute of it. Big thanks to everyone who stopped by, played Hit Score Win, and grabbed a prize. You made it worth the flight. See you at the next one. 🟣 Ah, and one more thing; if you haven’t seen our annual report yet, here is the link -> go.adapty.io/adapty-report

POV: you launched an app to compete for this slice of market Top 10% of apps capture 95% of total market revenue. Curious how to join them, and beat them? Check our annual report → go.adapty.io/adapty-report

THE BEST-CONVERTING CATEGORY IS ALSO THE WORST AT KEEPING USERS. Health & Fitness converts trials to paid better than anyone: 35.0%. By renewal 5? 10.1%. The steepest drop we measured. Utilities converts at 25.6% — nearly 10 points lower. But it ends up with the highest Trial LTV premium of any category: +85.1%. The category you'd bet on at Day 0 is the one quietly losing the long game. Get the full report for more details —> go.adapty.io/adapty-report

THE 2026 STATE OF IN-APP SUBSCRIPTIONS IS HERE. We went through the data so you don't have to guess anymore. Some of what we found was expected. Most of it wasn't. Seven findings that will change how you think about your app Get the full report —> go.adapty.io/adapty-report

Two things are happening simultaneously. European developers are pricing up. North American pricing has lagged. The result: users in Germany, France, and the Netherlands are on a completely different willingness-to-pay curve than users in the US. If you're running a single global price, you're leaving money on the table in Europe — and probably overcharging users in markets that aren't Europe or North America. Localized pricing isn't a nice-to-have experiment anymore. The data says it's the default. Check out the report for the full breakdown!

Here's where Europe prices out today vs. North America: → Weekly: $9.38 vs. $7.29 (+29%) → Monthly: $15.25 vs. $10.95 (+39%) → Annual: $46.98 vs. $36.23 (+30%) The monthly gap is the one to watch. It went from a footnote to the widest spread across all plan types — +39% and accelerating.

EUROPEAN USERS ARE PAYING 39% MORE THAN AMERICANS. AND THE GAP IS GROWING. This isn't a rounding difference. It's a structural pricing divergence that tripled on monthly plans since 2023.

Hard paywalls filter at the door. The users who convert through them have already decided. They renew more. They churn less. They compound. This doesn't mean every app should go hard tomorrow. Context matters — category, onboarding depth, content previews. Full breakdown in the report -> go.adapty.io/adapty-report

Hard paywall avg LTV: $42.10. Soft paywall avg LTV: $34.70. A $7.40 gap per subscriber. At scale, that's not a UX decision — it's a revenue strategy. The instinct behind soft paywalls is understandable. Let users experience value before asking them to pay. Reduce friction. Build trust. But what it actually does is select for lower-intent users who needed more convincing.

BEING POLITE WITH YOUR PAYWALL IS COSTING YOU 21%. Soft paywalls feel friendlier. Users can explore first. Less pressure. Better UX. The data doesn't care about any of that.

THE 2026 STATE OF IN-APP SUBSCRIPTIONS IS LIVE. We analyzed 16,000 apps, $3B in subscription revenue, and 500M+ transactions — and built something you can actually use. Not just a PDF you skim and forget. This year’s edition also features expert contributions and perspectives from Steve P. Young, Sven Jürgens, Phil Carter, Hannah Parvaz, Sylvain Gauchet, Vahe Baghdasaryan, Natalia Burakova, and Andrey Shakhtin. Connect your Adapty or RevenueCat data and see exactly where you stand. Filter by your category, your country, your plan type. Every benchmark, made relevant to your app. What’s inside: → 105,000+ paywalls studied → Conversion rates by category & region → Revenue benchmarks across plan types → Interactive filters, not static charts If you're building a subscription app and making pricing or paywall decisions based on gut feel, this is the data you've been missing. go.adapty.io/adapty-report

That’s 37% more than repricing. And it’s not a hard test. No pricing strategist. No month of analysis. Just translated strings and the right markets. A $9.99 English paywall shown to a user in Japan or Mexico adds friction. Remove it, and conversion moves. If your next 3 experiments are price tests, replace one with a locale test. Start with Japan, Mexico, or Turkey. Full breakdown is inside the ’26 report, stay tuned.

Most A/B roadmaps are 80% price experiments. And price tests deliver the lowest LTV uplift we measured: 28.3% CR uplift. 45.5% LTV uplift. Dead last. Localization — translating your paywall and adjusting currency — delivers 62.3% LTV uplift.

YOU’VE BEEN RUNNING THE WRONG EXPERIMENT ALL THIS TIME. We thought about cutting this insight, until we looked at the numbers again: five translations can drive more impact than weeks of pricing optimization.