In addition to in-app purchases in mobile games, subscription revenue for non-gaming apps has also significantly increased consumer spending in the mobile market in 2019, up from $120 billion worldwide last year, according to App Annie’s latest report. Now, new data from app intelligence firm Sensor Tower shows that subscription app revenue in the U.S. grew 21 percent last year, from $3.8 billion from the previous 100 subscription apps to more than $4.6 billion in 2019.
Subscription revenue from these apps accounts for 19 percent of the $24 billion spent by U.S. consumers on the Apple App Store and Google Play in 2019.
Tinder is the best-selling standalone app for 2019, thanks to Tinder’s regular monthly subscriptions, such as Tinder Gold for $14.99 and Tinder Plus is $9.99 a month, and Tinder also makes 10 percent of the money users pay in the top 100 apps by 2019.
Breaking down consumer subscription spending in the App Store in the United States, the report found that users spent $3.6 billion on the top 100 subscription apps in 2019, up 16 percent from $3.1 billion in 2018. YouTube is the number one subscription app in the u.S., followed by Tinder. In 2019, YouTube has reached a $1 billion milestone with in-app payments, including its promotion of the ad-free YouTube Premium. But Tinder came in third on Google Play, behind Pandora and Google One, the cloud storage across Google platforms.
Sensor Tower points out that Google One’s rise to the top of the charts in 2019 is also the biggest change in the past few years, with dating and entertainment apps typically at the top of the list.
On Google Play in the U.S., users spent more than $1.1 billion on the top 100 subscription apps on the platform in 2019, up 42 percent from $775 million in 2018.
By contrast, the App Store still leads the way in consumer spending at $3.6 billion, compared with $1.1 billion for Google Play.
Top-tier apps attract most consumer spending, but subscription models also benefit those that are lower-ranked. For example, the top 10 subscription apps grew by 10% in 2019, but the number 11th to 100 in the same period grew by 35%.
This trend is expected to continue in 2020 and beyond.