Subscription revenue calculator
Put in your downloads, how many of them pay, your price and how many cancel. See how many subscribers you'll have after a year, what they bring in each month, and what one subscriber is worth.
After a year, about 316 people pay, bringing in $1,341 a month.
- New subscribers a month
- 40
- Each subscriber is worth
- $53.02
- Each download is worth
- $1.06
- Where it levels off
- 500 subscribers
It levels off when as many people cancel each month as start: about 500 subscribers bringing in $2,121 a month.
Apparent works these out from your real numbers, for every app, and says them in plain words. See the live demo.
How it's worked out
Each month the same number of people subscribe: downloads × the share who subscribe. Each renewal, the share you put in cancels; for weekly and yearly plans that's turned into a monthly rate.
Each subscriber is worth the monthly amount you keep divided by the share who cancel each month. A yearly plan counts as a twelfth of its price per month, a weekly one as 52 weeks ÷ 12.
It's a simple model for comparing ideas, like a higher price or a better trial. Real months differ.
Questions
How do I work out the lifetime value of a subscriber?
Roughly: the monthly amount you keep from a subscription divided by the share of subscribers who cancel each month. If you keep $2.40 a month and 5% cancel each month, a subscriber is worth about $48.
What is monthly recurring revenue (MRR)?
What your active subscriptions bring in per month, with yearly plans divided by 12 and weekly plans spread out to a month.
How accurate is this?
It's a simple model: the same number of new subscribers each month and the same share cancelling at every renewal. Real apps change month to month, so use it to compare ideas, like a higher price or a better trial, not as a forecast.