Numbers · Published 2025-08-25 · 1 min read
Adapty have published a fresh report. What does it mean for UA?
A few observations that often look counterintuitive but match what happens in practice.
1. Half of mobile revenue comes from the US
The first campaign for an app is always the United States. If it does not fly there, what comes next will be harder rather than easier.
2. Subscriptions by category
Photo & Video: annual plans work well — an expensive purchase and fast payback. Utilities: annual plans barely convert, LTV stretches out further and the media buying takes longer to repay.
3. The Subscription Pricing Index
It shows subscription prices as a percentage of the US price.
Mexico: 80% of the US. Intuitively you would expect it to be lower. My own case: I ran an A/B test on Spanish-speaking countries, mostly Mexico, with a price below the US one — it did not work. I kept US pricing.
Turkey: 30%. That stands out sharply. It is worth testing a price three times lower and watching conversion and LTV. The only pity is that Brazil is missing.
4. High prices do not mean low conversion
Adapty say so directly in the report. My own case: I raised the annual subscription in a photo and video app in the US from $30 to $60. The conversion rate barely moved.
The takeaway
If you have known your product well for a long time, all the numbers will look familiar. If you have only just launched, you get good reference points for campaigns and for pricing.
The full report can be downloaded from the link.