Early one morning last week a Slack ping lit up my screen: Adapty.io had just released its State of In-App Subscriptions 2025 report. I filed it under “read tonight,” but curiosity won, I topped up my coffee, and dived right in. Page after page, the numbers sparked little connections with the way our users move through Easyapp . Here are the five insights I underlined and the reflections they triggered.
1. The weekly plan is today’s friendly handshake
Nearly half of all subscription purchases now start on a seven-day cycle. People like a low-stakes test drive. At Easyapp we lean into that instinct: everyone can explore every feature for free, and the subscription only starts when they decide to publish their app.
2. Prices are climbing, stories have to climb with them
Average weekly prices have crossed the eight-dollar mark, yet conversion rates stay steady. Price is easier to accept when value is crystal clear. A polished feature list helps, yet a story that solves a real pain point helps more.
3. Free trials still change the game
Plans that add a short trial see a marked lift in one-year revenue. The psychology is simple: reduce risk, showcase value, earn trust. Our “try everything, publish when ready” flow at Easyapp lives right in this sweet spot.
4. Renewals are sharp turns, not straightaways
Weekly subscribers tend to churn inside the first month, while annual subscribers gather at renewal. The job is never done after signup. A product needs to stay fresh, opening new windows of value every month, even every week.
5. Experiment culture compounds results
Apps that run dozens of pricing or paywall tests pull far ahead on revenue. Teams treating data as a compass and testing ideas in the wild keep winning over the long haul.
A few closing thoughts from the Easyapp perspective
When we started Easyapp, the dream was simple: let anyone build and publish an app in hours, no code required. This report reminds me that subscription models are just as alive as the mobile app market itself. Flexibility, an honest value promise, and trial paths that reward curiosity are the keys to lasting relationships with users.
Those are the points that stuck with me. Which part of the report caught your eye? How are you shaping your subscription strategy for 2025? Let’s talk in the comments.
A big thank-you to the team at Adapty for gathering and sharing this rich data.
You can dive into the full report here: https://adapty.io/state-of-in-app-subscriptions/