AI搭載アプリは収益化できるが、長期的なユーザー維持に苦戦、新データが示す

With the top app stores flooded with AI apps, developers may think the best bet for turning a profit is to integrate artificial intelligence technology into their own products. However, a new study focused on the subscription app ecosystem across iOS, Android, and web is calling that assumption into question.

RevenueCat, a company that offers subscription management tools used by over 75,000 app developers, said in its 2026 State of Subscription Apps Report that AI integration is not a guarantee of long-term retention. Instead, AI-powered apps struggle to retain subscribers, with people canceling their annual subscriptions — a metric known as churn — 30% faster than non-AI apps, at the median, according to the report.

The report is based on an analysis of the subscription app providers that use RevenueCat’s tools to manage their more than 1 billion in-app transactions, generating more than $11 billion in revenue for developers annually. As one of the more popular tools in this space, its data represents a healthy sample in terms of trend analysis.

Among the many interesting findings, the report noted that most of the apps using the company’s platform are not yet powered by AI. AI-powered apps account for 27.1% of apps across all categories, compared with 72.9% for non-AI apps. Still, it’s a growing category, as roughly one in four apps is now AI-powered.

(To be clear, the AI-powered apps category includes the popular AI chatbots, like ChatGPT and Gemini, as well as any app that markets itself as being AI-powered.)

REvenuecat: AI vs. Non-AI apps by category.Image Credits:RevenueCat

Photo & Video apps have the biggest share (61.4%) of AI-powered apps, while gaming has the smallest share at 6.2%. Travel (12.3%) and Business (19.1%) are also low-AI segments.

The more surprising figures are around AI apps’ ability to retain their paying customers. AI apps underperform on retention at both a monthly and annual level, RevenueCat’s data shows.

Annual retention, a metric focused on the app’s ability to retain subscribers after 12 months, was 21.1% for AI apps, compared with a higher 30.7% for non-AI apps. Monthly, AI apps saw 6.1% retention rates versus 9.5% for non-AIs — a difference of 3.4 percentage points.

The only area where AI led on retention was on the weekly front, where AI apps had 2.5% retention rates compared with 1.7% for non-AI apps. It’s worth noting that weekly subscriptions are not the most popular option for AI apps.

Image Credits:RevenueCat

These metrics could be influenced by the rapidly changing state of AI technology, which could see users hopping between different AI apps more quickly, as they try to find the one that has the most current technology under the hood.

AI vs. non-AI apps by subscription plan type.Image Credits:RevenueCat

As customers experiment with a growing number of AI apps, they’re also more likely to find that some don’t meet their needs. The report notes that AI apps have 20% higher refund rates (4.2% vs. 3.5% at the median) than non-AI apps do.

The upper bound of refund rates for AI apps is also higher (15.6% vs. 12.5%), suggesting there’s “greater volatility in realized revenue and deeper issues in user value, experience, and long-term quality,” the report notes.

Image Credits:RevenueCat

There are some benefits to being in the AI-powered apps cohort, the data indicates.

RevenueCat found that AI apps convert users from trials to paid customers 52% better than non-AI apps (8.5% vs. 5.6% at the median), and AI apps monetize their downloads around 20% better than non-AI apps (2.4% to 2% at the median).

AI apps also generate 39% or higher monthly realized lifetime value (RLTV), a metric that measures the actual net value of an average paying user over time. AI apps’ median on this metric is $18.92 per month, compared with $13.59 for non-AI apps. AI apps also sustain a 41% or higher RLTV on an annual basis, at $30.16 vs. $21.37, also at the median.

The overall takeaway from the report’s findings is that AI can drive strong, early monetization, but these apps are struggling to sustain their value with customers over time.

Sarah has worked as a reporter for TechCrunch since August 2011. She joined the company after having previously spent over three years at ReadWriteWeb. Prior to her work as a reporter, Sarah worked in I.T. across a number of industries, including banking, retail and software.

You can contact or verify outreach from Sarah by emailing sarahp@techcrunch.com or via encrypted message at sarahperez.01 on Signal.

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