- Global economic difficulties and inflation, along with rising promotion costs have led to average annual in-app subscription prices rising 2.3% between 2022 and 2023.
- These price increases have resulted in a 10% drop in monthly subscription retention, with the US still holding the majority share of the market.
- Despite slightly higher churn rates during Q2 2023, combination paywalls and high-priced products enjoy the highest lifetime value (LTV).
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