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RESEARCH, ANALYSIS & TRENDS

streaming apps increased by two times on • Gaming apps garnered the highest ATT opt-in
Android. Remarketing is a relatively cost-effective rates at 54%. North American users are 32% more
solution for closing highly valuable subscriptions. likely to opt-in on gaming apps compared to non-
However, due to far less user-level data as a result gaming, but it is non-gaming apps that showed
of Apple’s ATT framework, remarketing on iOS has greater variance, with opt-in rates as low as 36% in
become challenging. This has led to an increase in Eastern Europe and as high as 54% in Latin
remarketing activities on Android. America.

• 2.1% of users who install non-gaming apps that “While app marketers are drawn to adopting a
offer subscriptions go on to subscribe within subscription pricing model because it allows them to
30 days post-installation compared to gaming better predict future income and enjoy a recurring
apps that convert at only 0.2%. In non-gaming revenue stream, in reality, it’s vital to understand that
apps, subscribing to content has become offering a subscription model is a major commitment,”
practically mainstream, whereas in gaming, it’s said Shani Rosenfelder, Head of Content & Mobile
only a very small group of users who spend Insights, AppsFlyer. “Subscription apps thrive when
generously on gaming apps. Securing conversions providing continuous value and content and building
from these players can be extremely valuable for personal relationships with their users. If an app cannot
gaming apps. deliver on its promise to provide continuous value and
content, the subscription model will not work.”
• Subscriptions drive 82% of revenue generated
on average for non-gaming subscription apps, Finally, as usual, keep in mind that only apps that
unlike gaming in which only 36% of revenue regularly offer new quality content will succeed, as
came from subscriptions. When it comes to today's consumers have increasingly high expectations.
subscription revenue, despite a very low share of ◊
payers, 36% of revenue is driven by subscriptions
in gaming apps that offer this pricing model. Non- By MediaBUZZ
gaming content subscriptions are well established
and are usually the primary, if not the only, source
of revenue for non-gaming subscription apps.

September 2022: Mobile Marketing 11