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Subscription LTV calculator
Find out what one subscriber is worth after churn and Apple's fee, what a download is worth to you, and how many months an install takes to pay back what you spent on it.
- Monthly and yearly plans
- Apple's 15% after year one
- No signup
What is one subscriber worth?
Enter your price and how long people stay to see lifetime value after Apple's fee, what each download is worth and how fast an install pays back.
- LTV per subscriber
- Value per download
- Payback month
Reading lifetime value.
Pick an honest horizon
Lifetime value keeps growing as long as anyone stays. Counting 24 or 36 months is a sound basis for ad budgets; 60 months assumes your app and prices last that long.
Apple's fee changes over time
On standard terms Apple takes 30% of a subscriber's first paid year and 15% after. In the Small Business Program it is 15% from the start, which raises lifetime value by about a fifth.
Value per download is what ads buy
Ads buy installs, not subscribers. Multiply lifetime value by the share of downloads that pay to get the most an install is worth: your break-even cost per install.
Payback matters as much as LTV
A campaign that breaks even in month 18 ties up cash for a year and a half. Many small teams aim to pay back ad spend within 6 to 12 months.