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September 25, 2025
3 types of subscription models
5 examples of subscriptions in mobile apps
Pros and cons of subscription revenue models
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SubscribeThere are many ways to monetize your app, and an approach that utilizes multiple strategies is often the go-to for mobile publishers. Subscription models play a big part in these strategies, and remain one of the top forms of monetization when it comes to building sustainable revenue and fostering long-term engagement.
Mobile subscriptions were first introduced to the app industry by Apple in 2011, with Android following suit shortly after in 2012. The rapid rise of subscription models since their introduction can be attributed to several factors, including their versatility, stable revenue generation, and the ongoing value they deliver to users.
Subscription models can be easily integrated with other forms of mobile app monetization, such as in-app advertising (IAA) or in-app purchases (IAP), making them a great way for publishers to diversify their monetization strategies. In fact, around 35% of apps1 already mix subscriptions with other forms of monetization.
In this article, we’ll take a look at the ins and outs of mobile app subscriptions – from the most commonly used models, to the top industry examples across verticals. Plus, we’ll break down the current pros and cons of implementing subscription models into your app.
*All figures in this article are in USD.
A subscription model is a form of monetization that requires users to pay a recurring fee for access to certain features, content, or services. Payments can occur at different intervals, with monthly and yearly subscriptions being the most popular – although some apps might offer weekly or 6-month subscription periods.
Free trials can be used to generate interest and give users a taste of what they can expect from your app. Much like the subscriptions themselves, trials can last for varying periods, with 3- to 7-day trials being the most common across app categories. Once the trial is up, the full subscription will either be renewed automatically, or users will be prompted to purchase a full subscription plan.
👀 Related reading: From player to patron: An overview of subscription-based mobile game monetization
There are three main types of subscription models, which differ primarily in the kind of content they provide to users. Choosing the right type for your app depends on the structure of your product, the content you deliver, and the behavior of your user base.
Perhaps the most common among subscription models, membership subscriptions allow users to unlock additional features, content, and benefits by paying a recurring subscription fee. Members typically get exclusive access to features that may not be available in free versions of the app, further incentivizing users to subscribe. These types of subscriptions persist in popularity as they can be customized to suit almost any app category.
Example: Amazon Prime gives users access to exclusive features such as free next-day delivery, discounts, and access to Prime Video.
SaaS subscriptions give users full access to a particular software (or software suite) for the duration of their subscription period. This differs from regular software licensing, in which a user can make a one-time payment to get lifetime access.
SaaS services might offer free, limited versions of their software to non-members, but require a subscription to access the full list of features. Members can also gain exclusive access to extra support tools and customization options that free users cannot use.
Example: ExpressVPN lets users access its VPN service through paid subscription tiers, with no free version or trial being available.
Content subscriptions give users access to a full library of content in exchange for their payment. Many content subscription applications today revolve around video streaming – think of platforms like AppleTV+, Prime Video, and Hulu, which let subscribers view their entire library of movies and tv shows.
Educational content libraries also use subscriptions to give users access to a wide variety of academic papers, studies, and books. Apps in this category might partner with schools and universities to offer discounts for students and teachers.
Example: Disney+ subscriptions give users access to a full library of streaming content, letting them watch movies and tv during their subscription period.
There are many ways to price your subscription service, depending on how your app is structured and how your users will interact with it. Consider the following subscription pricing models:
Flat-rate pricing is one of the simplest pricing models, in which the subscription costs a set price for the duration of the billing period. These subscriptions usually offer a single tier that grants full access to the product or service, and might also grant free trials prior to purchase.
Subscriptions with a flat-rate pricing model work well due to their simplicity, even if they lack the versatility of other methods. Because of this, it is important for publishers who wish to use this method to price it right, so that users won’t feel constrained by having only a single option to choose from.
Usage-based subscriptions charge users based on their consumption of the services provided, through metrics like total data consumed or hours used. Users can easily track their consumption to get an idea of how much they will have to pay ahead of time.
This method of subscription pricing is used by many SaaS and cloud service companies, as users are billed based on the amount of storage they use, or the amount of data they process.
This pricing model charges users based on the number of seats/profiles they have on the app. Each user must typically have their own license, and the total cost of the subscription increases with each additional seat.
Many SaaS subscriptions use this model, as seats can be easily added or removed based on individual user needs. This makes it particularly appealing to businesses, as they can customize the number of seats based on the employees who need access to their subscription.
Most subscriptions nowadays offer tiered pricing, in which multiple tiers are available for users to pick from and purchase. These tiers will offer increasingly better features, at an increasingly higher price.
Tiers offer more versatility for users to get exactly what they want out of their favorite apps, at a price they are willing to pay. Not having multiple tiers can even lead to user churn, with 38% of subscribers2 stating that they would not have canceled their subscription if lower-priced tiers were available.
These are only a few of the many subscription pricing models out there – others include freemium or bundle-based pricing. Regardless of the increasing number of options, choosing the right one for your app depends largely on the service you are providing, how many users will need access to it, and how much your users are willing to pay for that access.
👀 Related reading: From models to metrics: A publisher’s guide to mobile game monetization
Many of the most popular apps currently on the market use subscriptions as a form of monetization. From categories like streaming to education, here are some of the top examples of mobile app subscriptions across verticals.
*pricing is up-to-date as of September 25, 2025
📱 Category: Streaming
💳 Subscription type: Content subscription
📶 Tiers: Standard with ads ($7.99/month), Standard ($17.99/month), Premium ($24.99/month)
🔎 Overview: Netflix is one of the top content streaming platforms in the world, with nearly 95B hours3 worth of content streamed worldwide in the first half of 2025. The streaming service offers three tiers, with each successive tier giving users more features, such as the ability to add extra profiles, stream in higher quality, and remove ads.
📈 The numbers:
📱 Category: Fitness
💳 Subscription type: Membership subscription
📶 Tiers: Individual ($11.99/month or $79.99/year), Student ($39.99/year), Family ($139.99/year), Strava + Runna ($149.99/year)
🔎 Overview: Strava is a popular fitness app that allows users to track workouts, set exercise goals, and participate in fitness challenges. There are four available subscription tiers, all of which are renewed on an annual basis (except for the standard individual plan, which has both monthly and yearly options). Additionally, users can try a 30-day free trial beforehand.
📈 The numbers:
📱 Category: Art/Design
💳 Subscription type: SaaS subscription
📶 Tiers: Canva Pro ($12.99/month or $119.99/year), Canva Teams ($14.99/month or $149.90/year), Canva Enterprise (custom pricing), Education (custom pricing)
🔎 Overview: Canva is a graphic design platform where users can create visual content such as posters, presentations, and website creatives. They offer numerous tiers for individuals, teams, and organizations, each granting users access to a large number of tools, templates, and support capabilities.
📈 The numbers:
📱 Category: Education
💳 Subscription type: Membership subscription
📶 Tiers: Super ($12.99/month or $59.99/year), Super Family ($119.99/year)
🔎 Overview: Popular language-learning app Duolingo offers two subscription tiers, in addition to its free-to-use version. Subscribers of either the Super or Super Family plan can enjoy perks such as additional learning content, unlimited hearts, and no ads. A one-week free trial is also available for users to demo the premium offers available.
📈 The numbers:
📱 Category: Fintech/Crypto
💳 Subscription type: Membership subscription
📶 Tiers: Basic ($4.99/month or $49.99/year), Preferred ($29.99/month or $299.99/year), Premium ($299.99/month)
🔎 Overview: Crypto-trading fintech app Coinbase has three subscription tiers that give users access to features such as having zero trading fees, priority support, and eligibility for members-only sweepstakes. These features aim to make users feel more secure in moving their money, all the while saving with each transfer.
📈 The numbers:
These five app subscriptions are great examples of how publishers can customize their subscription model to best suit the structure of their app and users’ needs. The result? A highly versatile and valuable experience for subscribers.
Like with any form of app monetization, there are pros and cons to implementing subscriptions in your mobile app. Publishers must carefully balance the risk and reward of in-app subscriptions, taking into account their users’ behavior, expectations, and demands.
If implemented properly, the advantages of a subscription revenue model can definitely outweigh the disadvantages. Publishers can benefit from steady revenue, boosts in loyalty and retention, and an improved user experience, so long as they continue to deliver added value, mitigate churn, and stay ahead of the competition.
👀 Related reading: Monetizing your mobile app: The path to profitable in-app advertising
Subscriptions can be priced differently depending on several key factors, such as the value delivered, industry standards, and the length of time you wish to keep users engaged.
With the average consumer willing to spend around $7–20 per month, while already paying an average of $33.58/month20 for all their subscriptions combined, publishers must get it right if they want to gain a share of users’ wallets. Having multiple subscription tiers is a great way to make your offers more accessible to users, as they can choose how much they’re willing to spend based on the value they seek from your app.
The average price for a mobile app subscription can vary depending on the app category, target audience, and value delivered. Take the following table, which illustrates the median monthly and yearly subscription prices across mobile verticals:
*Table data taken from Revenue Cat’s State of Subscription Apps 20251 report
These median prices reflect the nature of each app category and the type of engagement they tend to get. For example, users of Education and Health & Fitness apps are more likely to have long-term goals, meaning that they’ll be willing to invest a bit more considering the amount of time they plan on spending in the app.
When pricing your own in-app subscriptions, it’s important to consider the following:
👀 Related reading: The 2025 Mobile Gaming Loyalty Index
Getting a subscription model right can be tricky, so here are some tips to make sure both you and your users get the most out of your offers:
Subscriptions serve as a great way for publishers to diversify their monetization strategies – but they are only one piece of the puzzle. Successfully monetizing your app and your users requires a lot of moving parts that all work together to drive loyalty and boost lifetime value (LTV).
However, traditional methods of monetization are not the only way forward. As mobile apps across verticals continue to compete for their share of users’ time and spend, new strategies are being introduced. Game-based offers provide mobile publishers an engaging way to monetize their users – both paying and non-paying – all while boosting retention in their apps.
If you’re looking for a loyalty-driven, game-based monetization solution for your app, then check out LoyaltyPlay. Our new gaming reward hub puts the power of play-and-earn directly in your hands.
For mobile game publishers looking to build long-term loyalty, Mistplay’s loyalty platform has got you covered. By partnering with our leading UA and engagement solution, you can unlock the full potential of player loyalty on both Android and iOS. Find out how publishers like PLAYLINKS have boosted their D7 ROAS by 36% with the help of Mistplay – and contact us today to see how you can unlock the power of user loyalty.
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