Free planning tool · Sample assumptions, not benchmarks. Scenario numbers stay in this browser until you send a chat.

Try an example:
Compare your app with category benchmarks

Paste an App Store or Google Play URL to suggest a category. The two Adapty reports below use different metrics and periods. A listing does not reveal your revenue, conversion or churn.

Compare plan lengths (select several)

Customer region is your paying audience, not the country in the listing URL. These selections show report comparisons; they do not configure your offers or change the forecast. Add your prices and subscriber mix under “Your subscription offers” in the calculator. The subscriptions-report figure is global, across plans.

12-month revenue per install

State of In-App Subscriptions 2026 · 2025 transactions · Global category median · Gross USD revenue · Mainly App Store data

Choose a specific category to see its revenue-per-install reference.

State of Paywalls: iOS trial → paid · All categories · All regions · All plans

Median
20.4%
Middle 50% of apps
12.7–31.4%
90th percentile
41.6%

Adapty, State of Paywalls 2026, table C · October 2025–September 2026 · Per-app medians. No benchmark here for social-view → download, download → trial/paid, or monthly paid churn. Those remain your assumptions. Annual-plan comparisons change trial conversion only; the forecast still uses a monthly-equivalent revenue model.

Revenue simulator for app makers

Views → MRR

Enter your monthly views, cost and download rate for each content format. See the revenue they bring in each month, when the content pays for itself, and how long each MRR milestone takes.

What these views earn

a month brings in

in month 1

To reach $ MRR by month 12

Does the content pay for itself?

Total contribution so far, month by month: net proceeds minus content cost, added up. Bars below zero mean you haven't earned back what you spent yet.

MRR by content format

Hover or use arrow keys to read a month. Every value is also in the table below.

Month by month

How the math works

  1. Month 0 is the start, before you post. Month 1 is your first 30 days of posting.
  2. Each format's views × its download rate gives that format's downloads.
  3. Downloads × paid conversion gives new paying subscribers. With a free trial, conversion is trial start rate × trial-to-paid rate, and trials that end after the month closes pay the next month.
  4. Paying subscribers carry over: last month's subscribers minus churn, plus this month's new ones.
  5. MRR is paying subscribers × blended monthly revenue per subscriber. Each offer’s full price is normalized to a month and weighted by its share of active subscribers. Net proceeds take off the selected fee. Annual subscriptions are normalized to months; these projections are not a cash-flow forecast.
  6. Content cost is views ÷ 1,000 × cost per 1K views. Contribution after content cost is net proceeds minus content cost; other operating expenses are excluded.
  7. Worth per 1K views is the lifetime net revenue those views bring in: downloads per 1K views × conversion × lifetime value per subscriber. It's also the most you can pay per 1K views and still break even.

What this leaves out

  • The starting download rates are rough guesses, not benchmarks: 0.10% for slideshows, 0.20% for short-form videos, 0.30% for UGC creator videos and 0.60% for long-form YouTube. Use downloads attributed to each format over a matched period. Total App Store downloads divided by social views does not establish attribution.
  • The starting costs per 1K views are guesses too: $1 for slideshows, $2 for your own videos, $4 for UGC creators and $15 for YouTube sponsorships. Use what you actually pay.
  • Views stay the same every month. Organic App Store traffic you'd get without content isn't counted.
  • The active subscriber mix and blended monthly churn stay fixed. Different renewal schedules, plan-specific churn, migrations and changing offer mix are not simulated; long-term numbers can run high.
  • Annual plans are spread evenly by month. Refunds, taxes, payment processing, hosting, AI usage and other operating expenses are not modelled. Trial starts are assumed to be spread evenly over each 30-day month.

Pressure-test the assumptions

Which number should you validate first?

Discuss acquisition with Alex Vech’s AI mentor and subscription economics with Marc Louvion’s AI mentor. The button prepares an editable draft with your scenario. You decide what to send.

Discuss this scenario ↗

A worked example

From content views to subscription revenue.

100,000 views → 1,000 downloads → 100 trials → 30 paying subscribers

Hypothetical inputs: 1% view-to-download, 10% download-to-trial and 30% mature trial-to-paid. At $10 per month, that new group contributes $300 of gross MRR once payments begin, before churn. A 15% fee leaves $255 before other costs. These rates are assumptions, not benchmarks.

What counts as MRR?

MRR expresses recurring subscriptions as a monthly amount. A $60 annual subscription contributes $5 of monthly-equivalent revenue, even when the full $60 is collected upfront. The calculator weights your offers by their share of active subscribers and uses one blended churn rate. It does not model separate renewal cohorts for each offer.

Bring comparable inputs

Use social views as the denominator for view-to-download. An App Store impression rate is a different metric. Match the acquisition period and give trials enough time to finish before estimating paid conversion. Views are exposures, not necessarily unique people.

For a dated cash-recovery question, use Ads → Payback. Check your applicable Apple subscription terms; fee selections are editable scenarios.

Check the assumption before changing the budget