{
  "document": "2026 Mobile App Growth Benchmark",
  "publisher": "Sharply Labs",
  "type": "industry_brief_public_sources",
  "compiled": "2026-03",
  "disclaimer": "Synthesis of published third-party benchmarks; not proprietary Sharply Labs client cohort data.",
  "market": {
    "global_downloads_2026": { "value": 257000000000, "source": "data.ai State of Mobile 2026" },
    "app_store_revenue_usd": { "value": 171000000000, "source": "Sensor Tower 2025-2026" },
    "app_marketing_spend_2025_usd": { "value": 109000000000, "source": "AppsFlyer State of App Marketing 2025" },
    "ua_spend_2025_usd": { "value": 78000000000, "yoy": 0.13, "source": "AppsFlyer 2025" },
    "remarketing_spend_2025_usd": { "value": 31300000000, "yoy": 0.37, "source": "AppsFlyer 2025" }
  },
  "cpi": {
    "ios_worldwide_avg_usd": { "value": 2.24, "source": "Adjust Global App Trends 2026" },
    "android_worldwide_avg_usd": { "value": 1.12, "source": "Adjust Global App Trends 2026" },
    "ios_europe_avg_usd": { "value": 3.40, "source": "Liftoff 2026" },
    "ios_north_america_by_channel_usd": {
      "tiktok": 2.45,
      "apple_search_ads": 2.88,
      "google_uac": 3.10,
      "meta": 3.85,
      "source": "Liftoff Mobile Ad Creative Index 2026 / AppsFlyer Performance Index"
    },
    "avg_cpa_iap_usd": { "value": 74, "source": "AppsFlyer 2026" }
  },
  "subscription_funnel": {
    "apps_tracked": { "value": 75000, "source": "RevenueCat State of Subscription Apps 2025" },
    "median_trial_start_rate": { "value": 0.062, "source": "RevenueCat 2025" },
    "p90_trial_start_rate": { "value": 0.203, "source": "RevenueCat 2025" },
    "trials_on_day_0_share": { "value": 0.82, "source": "RevenueCat 2025" },
    "trial_to_paid_median": {
      "travel": 0.487,
      "media_entertainment": 0.438,
      "health_fitness": 0.399,
      "source": "RevenueCat 2025"
    },
    "trial_to_paid_by_duration_median": {
      "shorter": 0.268,
      "longer_17_32_days": 0.457,
      "source": "RevenueCat 2025"
    },
    "download_to_paid_median": {
      "hard_paywall": 0.1211,
      "freemium": 0.0218,
      "source": "RevenueCat 2025"
    },
    "install_to_trial_most_categories": { "value": "<0.12", "source": "Adapty 2025" },
    "ltv_lift_with_trial": { "value": "up to +64%", "source": "Adapty State of in-app subscriptions 2025" }
  },
  "retention_ltv": {
    "d1_avg": { "value": 0.253, "source": "Adjust 2026" },
    "d7_avg": { "value": 0.114, "source": "Adjust 2026" },
    "d30_avg": { "value": 0.057, "source": "Adjust 2026" },
    "rpi_d60_median_usd": { "value": 0.31, "source": "RevenueCat 2025" },
    "rpi_d60_health_fitness_usd": { "value": 0.63, "source": "RevenueCat 2025" },
    "weekly_year1_retention": { "value": 0.05, "source": "Adapty 2025" },
    "monthly_d90_retention": { "value": 0.43, "source": "Adapty 2025" },
    "monthly_year1_retention": { "value": 0.17, "source": "Adapty 2025" },
    "weekly_cancel_within_30d": { "value": 0.65, "source": "Adapty 2025" },
    "annual_cancel_first_month": { "value": "~0.30", "source": "RevenueCat 2025" }
  },
  "creative_fatigue_days": {
    "tiktok_peak": { "min": 7, "max": 14, "source": "Admiral Media" },
    "meta_peak": { "min": 10, "max": 21, "source": "Admiral Media" },
    "google_app_campaigns_peak": { "min": 14, "max": 28, "source": "Admiral Media" },
    "apple_search_ads_peak": { "min": 28, "max": 56, "source": "Admiral Media" }
  },
  "notes": {
    "d30_d90_roas": "No single public blended D30/D90 ROAS claimed; use MMP cohort data. Secondary D7 ROAS ranges included in HTML for planning only."
  }
}