1. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Subscription apps fundamentals,
challenges & opportunities
@thomasbcn

2. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Source: Gadget360
Apple services’ growth driver
“Subscription model is a better way to go.
Subscription pricing is a better model,
the one where the customers are comfortable with.”
☺ the “only” way to lower the store fee down to 15% (after 12m)

3. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Source: AppAnnie, SensorTower , Appsflyer
Subscriptions : 96% of non-gaming store revenue
“In 2019, the share of apps measuring
subscriptions rose by nearly another 2x, with
a 150% increase in subscription revenue”

4. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Youtube & Tinder the biggest subs apps
Source: SensorTower
Note: Netflix, Spotify, others don’t charge in-app anymore

5. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Source: Nate Weiner
Retention
Subscriptions align user & developer interests
Provide continuous value to keep your subscribers alive

6. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Retention
Mechanics & tactics vary a lot by subcategories
• Content
• Motivation
• Utilities

7. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Retention
Segment by subscription status & re-engage your users accordingly
Free users ≠ Trialists ≠ Paying users
What experience do you provide to non-subscribers?

8. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Trials, refunds, renewals: Subscriptions funnels are complex
Warning: Benchmarks are scarce and mostly unreliable:
metrics vary vastly across duration, pricepoints, trial period, countries, OS, channels
Source: RevenueCat
Activation & Monetization

9. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Source: Eric Seufert
Monetization
LTV & payback models differ from ads & IAP
How valid are your models post Covid-19?

10. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Monetization
Iterate on your paywall (and how/when users reach it)
Source: Michal Langmajer

11. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Monetization
“Aggressive in-app communications might have a negative effect on your user retention,
even though it slightly increases the conversion to trial”, Michal Langmajer
Source: Michal Langmajer

12. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Source: Jakub Chour/Phiture
Monetization
Warning: pricing tests & personalization also raise data complexity

13. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Source: subclub.app revenue.cat
Monetization data
Store data is messy. So is building your own
“I wrote my own sub receipt
verification code server API things and
it slowly fails to handle more and
more subscribers, it was hell.
I discovered RevenueCat and we
immediately made hot switch”,
CoachGuitar CTO

14. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Source: Appfollow
Acquisition
Organic/ASO challenges
• Limited virality
• Free users retention
• Bad reviews…

15. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Source: Singular, SubClub.app
Acquisition
Paid UA challenges
• Communicate carefully
• Early data can be misleading
• VO rarely a good fit

16. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020
Next : ask me anything
@thomasbcn