App subscription conversion rates 2024-2025, by funnel and app category

Published by
Jessica Clement
,
Jul 29, 2025

From 2024 to 2025, free trials showed consistently higher conversion rates into paid subscriptions across app categories in comparison to other types of funnels, such as direct purchases. In health and fitness apps, free trial to paid subscription had a conversion rate of

*****
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, while installation to trial had a much lower conversion rate of
************
. The funnel of direct paywalls after installation performed the best with photo and video app among all app categories, but still at lower conversion rates than the other funnels. 

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Mobile app subscription conversion rate from 2024 to 2025, by funnel and app category

CharacteristicInstall to TrialTrial to PaidInstall to Paid (without a trial)
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- - - -
- - - -
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Showing entries 1 to 6 (6 entries in total)
Statistic: Mobile app subscription conversion rate from 2024 to 2025, by funnel and app category

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Release date

July 2025

Region

Worldwide

Survey time period

2024 to 2025

Special properties

Apple App Store only, proceeds after Apple's 15% / 30% commission

Supplementary notes

The information is based on anonymized in-app subscription data from the App Store.

The source analyzed 1.9 billion U.S. dollars in revenue across more than 11,000 apps. 

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