On the podcast: what the explosion in new apps means for the market, how the top 10% of apps grew 306% while the median barely beat inflation, and why hard paywalls convert 5X better than freemium.

This conversation is focused on RevenueCat’s State of Subscription Apps report.

Head to https://www.revenuecat.com/state-of-subscription-apps to download the report.

Top Takeaways:

📊 The app economy is a sorting machine
The top 10% of apps grew 306% while the median grew just 5.3%, and that gap is only widening as AI raises the ceiling for the best-positioned apps.

💰 Hard paywalls are free money
Hard paywalls convert five times better than freemium (10.7% vs 2.1% download-to-paid by day 35) with nearly identical year-one retention, making the switch a near risk-free revenue unlock for most apps.

⚡ Day zero is your only shot
Whether it's a free trial or a hard paywall, you will never have a user more primed and ready to convert than the moment they finish onboarding. Maximize that window before you lose half of them overnight.

🤖 AI apps sell, but they don't stick
AI-powered apps generate 41% more revenue per customer but people churn 30% faster. This creates a fragile revenue premium that disappears without a genuine data moat or workflow integration.

📈 The App Store is experiencing a supply shock
The number of new subscription apps launching each month has grown 7X since 2022, creating a hyper-competitive environment where distribution, not just features, is the primary barrier to success.

About RevenueCat:

🚀Jacob Eiting, CEO at RevenueCat.

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🚀David Barnard, Growth Advocate at RevenueCat.

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Episode Highlights:
[0:27] Unpacking the key findings from the 2026 State of Subscription Apps Report
[2:52] How “vibe coding” and new AI development tools have dramatically lowered the barrier to building apps
[5:42] The emerging “supply shock” in the app economy as cheaper development leads to a flood of new apps competing for the same users
[20:13] Breaking down the SOSA report methodology and why low-traffic apps were excluded from the dataset
[21:57] Why the report separates AI apps from non-AI apps—and how AI apps tend to generate higher revenue per paying user
[23:15] The explosion of new subscription apps, with launches increasing roughly 7× since 2022
[25:33] Why iOS now accounts for about 77% of new subscription app launches, and what that says about platform economics
[30:19] The “power law” reality of the app economy: the top 10% of apps grew 306%, while the median app barely grew
[39:20] A key finding from the report: hard paywalls convert about five times better than freemium models
[45:42] Trial behavior insights: over half of free-trial cancellations happen on day zero
[47:40] The “billion-dollar leak” on Google Play: a large share of cancellations come from involuntary billing failures
[51:21] The AI app paradox: AI apps generate higher revenue per payer but also churn faster than traditional apps
[54:51] Why longer free trials appear to convert better—and why the data may reflect correlation rather than causation
[1:00:54] How AI agents could change how developers analyze subscription business data

The 2026 State of Subscription Apps Report

Sub Club by RevenueCat

The 2026 State of Subscription Apps Report