Understanding Subscription App Benchmarks

RevenueCat, which tracks nearly $2 billion in subscription app revenue across major platforms such as the App Store, Google Play, Amazon Appstore, and Stripe, aims to share aggregate data publicly to help developers improve their apps and increase revenue. However, the company emphasizes that benchmarks should not be blindly followed, as they can be skewed by different app strategies, user acquisition channels, and subscription mixes. Instead, developers are encouraged to optimize their unique app funnels for long-term success, focusing on sustainable growth rather than achieving high short-term metrics. The analogy of building a "thoroughbred" app, which grows steadily and healthily over time, is favored over a "cheetah" app that seeks rapid but unsustainable gains. RevenueCat also highlights the importance of balancing free and paid features to ensure a positive user experience while maintaining a viable business model, suggesting that developers should consider their specific market context and long-term goals rather than adhering strictly to industry benchmarks.