In today’s world, ARPU tells us more than just how much each customer is worth. It shows us if the business model is working, how sticky users are, and how much value each industry pulls from its base. In this article, we break down 30 critical ARPU figures across industries and models. Each one has a story. And behind each story are lessons, tactics, and opportunities for founders, marketers, and growth teams.
1. Telecom ARPU (U.S.) – $45/month (2024 average)
The classic benchmark of predictable revenue
Telecom companies have long used ARPU as a core health metric. At $45/month, this figure might look modest compared to SaaS giants. But it’s massive when you consider volume — we’re talking about tens of millions of users.
Why telecom ARPU is steady, but sensitive
Telecom ARPU tends to be relatively flat year over year. But don’t be fooled — even a $1 change can mean millions lost or gained. Carriers constantly bundle services to lift ARPU: think unlimited data, streaming perks, or international calling.
For startups or newer B2B models, the lesson here is packaging. Bundles can lift perceived value. You can raise ARPU without raising base prices — just add “unlimited,” “bonus,” or “premium” versions of existing features.
Tactics inspired by telecom
- Introduce usage-based tiers: people will pay more if they use more.
- Look into loyalty rewards: this raises lifetime value and monthly spend.
- Always monitor churn and ARPU together: if ARPU climbs but churn does too, something’s off.
2. Streaming Services ARPU – $12.50/month (global average across models)
Low price, high volume — and razor-thin margins
Streaming services walk a tightrope. The $12.50/month ARPU is pulled down by massive global user bases where pricing varies widely. U.S. users may pay $15, but users in emerging markets might contribute just $3–5. The blend gives us this global number.
What streaming services can teach SaaS and DTC
Retention is the name of the game. Streaming companies don’t just want signups — they want you hooked. They invest heavily in personalized experiences, binge-worthy content, and cancel-prevention flows. ARPU only matters when users stick around.
If you’re building a subscription business, think like a streamer. What’s your content? What keeps people coming back every day or week? How are you building habits?
How to adapt this model to your business
- Consider regional pricing to widen your user base.
- Invest in onboarding — it’s your “pilot episode.”
- Use user data to personalize experience and upsell flows.
3. SaaS (B2B Mid-Market) ARPU – $2,000/month per customer
The mid-market sweet spot
B2B SaaS companies targeting mid-sized businesses often land in the $2,000/month ARPU zone. These customers are large enough to pay serious money, but small enough to close in weeks instead of months.
Why mid-market SaaS is a strategic goldmine
Here’s the thing — mid-market clients often need a lot of what enterprise customers want, but they don’t have internal teams to build it themselves. That means they’re more willing to pay for done-for-you services, onboarding, and customer success. That’s your lever to grow ARPU.
If you’re in SaaS, and not sure whether to go SMB or enterprise, mid-market may be your fastest route to scale. They churn less than SMBs but don’t require the heavy procurement dance of big enterprise.
Tips to raise ARPU in this segment
- Use add-ons and expansion revenue: sell users on more seats or modules.
- Upsell support tiers: mid-market loves white-glove onboarding.
- Show ROI fast: the faster they see value, the longer they’ll pay premium prices.
4. SaaS (Enterprise) ARPU – $10,000/month per customer
Enterprise: Big money, long cycles
At $10,000/month, enterprise ARPU is in a league of its own. But it doesn’t come easy. Deals here can take 6–18 months, involve legal, compliance, multiple buyers — and ongoing support.
But once you’re in, you’re in. And expansion revenue can be massive. That’s how companies like Salesforce, ServiceNow, and Workday thrive. The trick is to land, then expand.
What early-stage founders miss about enterprise
Many founders think enterprise customers want every feature imaginable. That’s not true. They want security, compliance, integrations — and most of all, predictability. Build trust first. Solve one painful problem. Then scale the account.
This ARPU level isn’t about volume. It’s about deep relationships. One new client can change your entire financial model.
How to go after enterprise ARPU smartly
- Build a security and compliance roadmap early.
- Expect longer sales cycles, and budget for them.
- Hire salespeople who know how to navigate complex orgs.
5. SaaS (SMB) ARPU – $250/month per customer
Speed and volume: the SMB game
SMBs are everywhere. And they’re fast to decide. That’s why many SaaS companies love them. At $250/month ARPU, you can build a solid revenue engine — if you keep churn low.
Why ARPU in this tier is tricky
Small businesses fail often. Churn is baked into the model. So to make the math work, your onboarding must be instant, your value must be obvious, and your support must scale.
SMB SaaS winners build slick product-led growth flows. Think Slack, Notion, Calendly. Self-serve signups. Instant value. Then nudges to upgrade.
How to grow ARPU with SMB customers
- Bundle features into higher tiers with real value gaps.
- Use lifecycle emails to drive product usage.
- Offer discounts for annual prepay — it smooths cash flow and increases LTV.
6. Mobile Gaming ARPU – $1.50/month (global average)
A tiny number hiding a giant machine
$1.50/month might seem low — but with hundreds of millions of users, mobile gaming is a huge business. The key lies in “whales” — a small percentage of users who spend 10–100x the average.
What you can learn from gaming giants
Mobile games are masters at psychology. Rewards, unlocks, streaks — they all push users toward microtransactions. It’s not random. Every design decision aims to nudge the user one inch closer to spending.
If you’re building freemium or consumer apps, this is your masterclass. ARPU may look small, but the mechanics behind it are world-class.
Lessons to use in other models
- Identify your whales early and tailor messaging to them.
- Use streaks and unlockables to boost repeat engagement.
- Offer small-priced upsells to increase average spend.
7. Fintech (Robo-Advisors) ARPU – $90/year
Managing money at scale, not margin
Robo-advisors operate on volume. At just $90/year in ARPU, the math only works if you have millions of users. Platforms like Betterment and Wealthfront automate everything — portfolio building, rebalancing, even tax-loss harvesting — to stay efficient.
The low ARPU here is a product of minimal human interaction and competitive pricing. Customers aren’t paying for a relationship; they’re paying for passive portfolio growth.
Where the opportunity lies in fintech
To grow ARPU, many robo-advisors introduce premium tiers with human support, retirement planning, or more control. Others expand by adding banking services. The goal is to deepen wallet share without breaking the automation model.
If you’re in fintech, understand this: trust is your product. Once users trust you with $1,000, it’s easier to convince them to trust you with $100,000 — and higher ARPU follows.
Ways to lift ARPU in low-margin finance
- Cross-sell insurance or tax planning services.
- Build upgrade paths for users with more assets.
- Use behavioral nudges to move users into premium tiers.
8. Fintech (Neobanks) ARPU – $30/year
Banking for the masses, not just the wealthy
Neobanks like Chime and Monzo often offer fee-free banking. With ARPU hovering at $30/year, success depends on scaling fast, cutting costs, and finding creative monetization models like interchange fees or credit products.
Neobanks typically don’t charge for accounts — their revenue comes from small slices of transaction fees. So ARPU grows when users swipe more or deposit paychecks.
Turning basic banking into a real business
The key challenge is activation. A user who opens an account but never uses it generates no revenue. But a user who sets up direct deposit, uses the debit card, and eventually borrows from you — now that’s where ARPU climbs.
For startups in adjacent spaces, the lesson is this: free is the hook, but depth is the win.
Smart strategies for lifting ARPU
- Incentivize direct deposit — it boosts transaction frequency.
- Launch simple lending products with strong credit controls.
- Introduce premium tiers with early payday or travel benefits.
9. Ride-sharing ARPU – $35/month per user
Moving people, moving metrics
Ride-sharing companies like Uber and Lyft typically see ARPU of about $35/month. This includes riders who use it weekly and those who open the app once a month.
ARPU is influenced by seasonality, geography, and even weather. Cities with poor public transport often yield higher ARPU. Promotions, loyalty programs, and bundles like Uber One also play a big role.
When price isn’t the only driver
The more a customer depends on the service, the higher their ARPU. That’s why ride-share companies push for deeper habits — rides to work, groceries, airport trips. Convenience beats price when trust is built.
This applies broadly to platform businesses. Your job isn’t to be used once. It’s to be woven into your user’s life.
Ideas to improve user revenue
- Use ride frequency data to offer targeted discounts.
- Bundle services like rides + food delivery.
- Push corporate accounts — they drive higher ARPU.
10. eCommerce Marketplaces ARPU – $300/year
Browsing is free, but purchases drive the engine
For marketplaces like Amazon, Etsy, or eBay, ARPU of $300/year represents a blend of casual and frequent buyers. Power users often spend far more, but many users browse without buying often.
The challenge is keeping buyers coming back. Since products vary by seller, the platform must own the experience — from shipping reliability to payment protection.
More than a shopping cart
Trust and convenience drive repeat purchases. That’s why eCommerce giants focus on 1-click checkout, lightning-fast shipping, and aggressive remarketing.
For newer platforms, building trust and reducing friction are your best ARPU levers.
Key moves to grow marketplace ARPU
- Offer “buy again” prompts and subscription reorders.
- Introduce loyalty perks for repeat buyers.
- Use abandoned cart flows to close sales faster.
11. Subscription Boxes ARPU – $40/month per subscriber
Curated commerce, consistent cash flow
Subscription boxes — whether it’s beauty products, snacks, or clothes — often average $40/month per user. It’s a mix of physical product cost, convenience, and the delight of surprise.
But ARPU is fragile here. A single bad month or box can cause churn. Margins are often tight, so keeping CAC low and LTV high is vital.
Where subscription boxes win and lose
Most boxes succeed by owning a niche and curating expertly. It’s not just what’s in the box — it’s how it’s presented. Personalization boosts perceived value, which helps justify price.
To grow ARPU, the key is increasing lifetime value: upsells, longer-term plans, or add-on purchases can all help.
How to drive more revenue per subscriber
- Use quizzes or preferences to customize boxes.
- Offer themed upgrades or bonus items.
- Push 3-, 6-, or 12-month plans with small discounts.
12. Online Learning Platforms ARPU – $20/month
Learning that fits into life
Online education platforms like Coursera, Skillshare, and MasterClass typically operate around $20/month in ARPU. This includes a wide mix of passive browsers and active learners.
The real ARPU drivers? Engagement and credential value. Courses that promise career impact often justify higher pricing and longer retention.
Teaching more than just content
People don’t pay for videos — they pay for transformation. They want a skill, a job, a raise. The more your platform supports that journey — with tools, communities, and certification — the higher your ARPU goes.
If you’re building a learning product, focus less on content quantity and more on content-to-outcome match.
Ways to raise revenue per learner
- Introduce career tracks or certifications.
- Offer coaching or live sessions at premium tiers.
- Use learning paths that drive repeat visits and longer retention.
13. Digital Advertising Platforms ARPU – $12/month (based on ad spend/user)
Revenue at the intersection of eyeballs and algorithms
Digital ad platforms like Facebook, Instagram, and TikTok earn about $12/month per user globally from ad spend. That number reflects how much advertisers are willing to pay to reach and convert their audiences.
It’s important to remember that this is an average. In the U.S., that ARPU can be over $50/month. In emerging markets, it’s often under $2/month. The blend gives you $12.
Why attention alone isn’t enough
These platforms have perfected the art of monetizing attention — but not just any attention. It’s targeted, behavior-driven, and optimized by AI. They know what you’ll click before you do.
If your business is ad-funded, your ARPU depends on two things: how much users engage, and how valuable that audience is to advertisers. That means user quality matters more than quantity.
How to raise ARPU on ad-based platforms
- Increase time-on-site with addictive content loops.
- Invest in first-party data to improve ad targeting.
- Attract high-CPM niches (like finance or tech) for better monetization.
14. EdTech SaaS ARPU – $60/month per school license
Learning meets software: a niche with rules
Education software often sells directly to schools, districts, or teachers — with average ARPU around $60/month per license. That might sound small, but when scaled across hundreds of classrooms, it adds up quickly.
The sales cycles are seasonal and often slow, tied to academic calendars and budgets. But once integrated, switching is rare. That means long retention and low churn.
How EdTech wins long-term
Success in this space isn’t just about features. It’s about solving real classroom problems: saving time, improving outcomes, or engaging students better. That’s what keeps schools renewing licenses year after year.
And if your tool becomes embedded in school workflows, teachers will become your best advocates.

Practical ways to lift ARPU in EdTech
- Create modules priced per subject or grade level.
- Build admin dashboards and charge extra for district-wide access.
- Offer training or implementation packages as a revenue booster.
15. Online Fitness ARPU – $15/month
Sweating it out in a digital world
Online fitness platforms like Peloton (app), FitOn, or Centr average about $15/month in ARPU. The model blends recorded workouts, live classes, and sometimes coaching.
The goal is habit formation. The more people work out, the longer they stay. But if they lose momentum, they cancel. That’s why community, streaks, and goal tracking are so important.
Fitness isn’t about content. It’s about accountability.
The best fitness apps don’t just stream workouts. They nudge users. They remind them. They celebrate progress. That’s what keeps ARPU stable — and churn low.
If you’re in this space, remember: you’re not selling exercise. You’re selling transformation. The emotional payoff is everything.
Tactics to grow fitness ARPU
- Add nutrition, coaching, or meditation as premium tiers.
- Introduce challenges with badges or social leaderboards.
- Offer family or multi-user plans for higher value.
16. Food Delivery Apps ARPU – $90/month (high-frequency users)
Convenience with calories
High-frequency users of apps like DoorDash, Uber Eats, or Swiggy can generate $90/month or more in ARPU. But average users contribute far less. That’s why these apps try hard to convert casual users into regulars.
Delivery fees, service fees, and premium subscriptions (like DashPass) make up most of the ARPU. Promotions and discounts are used as levers to build habits.
How to turn one-time eaters into loyal customers
The secret is habit. Lunch at work, dinner on lazy Sundays, late-night cravings — these are triggers that platforms want to own. And once you trust one app, you’re less likely to switch.
If your product is built on frequency, it’s not just about acquisition. It’s about inserting yourself into the user’s routine.
How food apps increase ARPU
- Promote subscriptions for free delivery and priority access.
- Bundle food with groceries or alcohol delivery.
- Use push notifications with dynamic, timely offers.
17. HealthTech (Telemedicine) ARPU – $100/year
Healing through screens
Telemedicine platforms often earn about $100/year per user, depending on the frequency of virtual visits and insurance coverage. The growth of this model surged during the pandemic — and it hasn’t slowed down much.
Unlike traditional healthcare, telemedicine is driven by convenience. No waiting rooms. No travel. Just tap and talk.
Why trust and regulation matter
Health is personal. So to increase ARPU, platforms must be airtight on privacy, security, and reliability. If you’re building in HealthTech, compliance is not optional — it’s your competitive edge.
The real revenue growth comes from layering services — mental health, chronic care, prescriptions — into one platform.
How to increase ARPU in telemedicine
- Offer subscription models for unlimited visits.
- Add specialty services (pediatrics, dermatology, therapy).
- Partner with employers or insurance for bulk contracts.
18. Social Media Platforms ARPU – $10/year (ad-driven model, global avg)
Billions of users, low per-user yield
Social platforms like Twitter (X), Snapchat, and even Threads earn just $10/year per user on average — driven mostly by ad revenue. But with over a billion users, it still adds up.
The ARPU is low because engagement is high, but monetization isn’t always aggressive. And many users are in regions with low ad spend potential.

Building deeper engagement, not just more users
The more time users spend — and the more data you collect — the better the targeting, and the higher the CPM. But the trick is doing this without overwhelming users with ads or ruining the experience.
Growth in ARPU comes not from more users, but from monetizing the right users better.
How platforms can boost social ARPU
- Launch creator monetization tools and take a cut.
- Offer subscriptions for ad-free or premium experiences.
- Introduce tipping, gifting, or token systems to drive microtransactions.
19. B2B Marketplace Platforms ARPU – $1,200/year
Transactions that make platforms thrive
B2B marketplaces connect buyers and sellers of products or services — often in logistics, manufacturing, wholesale, or SaaS procurement. At $1,200/year per user, the ARPU is significantly higher than B2C platforms.
Why? Because transaction sizes are large, recurring, and critical to the buyer’s operations. If you become a key part of their supply chain, they’ll use you frequently and at scale.
Why trust and fulfillment drive B2B ARPU
These buyers aren’t browsing for fun. They come with intent. What they care about is vendor reliability, payment protection, delivery guarantees, and integration with their systems.
So the more your platform supports smooth transactions — financing, tracking, insurance, procurement tools — the higher the ARPU climbs.
Tactics for growing B2B marketplace ARPU
- Offer premium seller profiles or analytics dashboards.
- Add transaction fees, insurance, or credit underwriting.
- Introduce volume-based pricing tiers for high-value buyers.
20. OTT Platforms (Ad-supported) ARPU – $2/month
Streaming at scale, but shallow margins
OTT (Over-the-Top) platforms with ad-supported models — like Pluto TV or YouTube (free) — tend to average just $2/month in ARPU. The revenue comes from pre-roll, mid-roll, or display ads.
The model works by maximizing engagement, not subscriptions. More watch time means more ad impressions. And ad rates depend on content category, geography, and user behavior.
Where growth comes from
Unlike subscription platforms, these OTTs aim for massive reach — then layer monetization later. The biggest lift in ARPU comes from increasing advertiser demand or improving targeting accuracy.
If you’re building a freemium product, this is your blueprint: deliver value upfront, build scale, then monetize attention.
Ways to increase ARPU for ad-supported OTT
- Attract premium advertisers by curating niche content (like finance or fitness).
- Use first-party data to personalize ads.
- Test shorter, skippable ad formats to increase completion rates.
21. OTT Platforms (Subscription-based) ARPU – $14/month
Paying for ad-free entertainment
Netflix, Max, and Disney+ all fall into this bucket — platforms earning an average of $14/month per paying subscriber. Unlike ad-supported OTTs, these rely on recurring payments for content access.
The challenge? Keeping subscribers long-term. Users churn quickly if content runs dry. That’s why platforms invest heavily in originals, exclusives, and localized series.

ARPU depends on stickiness
Retention is everything. The longer users stay, the more revenue they generate. Platforms boost ARPU by bundling services (like Disney+, Hulu, and ESPN+), adding premium tiers (4K, multiple screens), or upselling newer content.
If you sell digital subscriptions, this model is about value over time — not just signups.
Ways to lift ARPU in subscription OTT
- Introduce family or multi-device plans at a premium.
- Offer early access to new content for higher-paying tiers.
- Use viewing history to drive re-engagement campaigns.
22. Gaming Consoles (subscription services) ARPU – $9/month
From hardware to ongoing revenue
Gaming platforms like Xbox Game Pass or PlayStation Plus earn about $9/month per user through subscriptions. These services provide access to games, multiplayer features, cloud saves, and exclusive content.
The ARPU model here isn’t about selling a game once — it’s about getting players to pay monthly for access, perks, and early releases.
What makes gamers stick around?
Value is king. If users feel like they’re getting more than they’re paying for — in terms of games, discounts, or social features — they stay subscribed. That’s why these platforms release new content frequently and offer rotating libraries.
For any business offering access as a service, your model must feel generous without hurting margins.
How to increase ARPU in gaming services
- Add microtransactions within free titles.
- Launch limited-time expansions or event passes.
- Use loyalty programs that reward long-term subscriptions.
23. IoT SaaS (Industrial) ARPU – $500/month
Connecting machines to margins
Industrial IoT (Internet of Things) SaaS platforms — used in sectors like manufacturing, energy, or logistics — typically earn $500/month per customer. That includes device monitoring, predictive maintenance, analytics, and alerts.
The ARPU is strong because the software drives operational savings. If your tool prevents a single outage, it often justifies the entire year’s cost.
Complexity brings pricing power
Unlike consumer IoT, industrial buyers expect customization, dashboards, and integration into existing workflows. That’s why you can charge more — but also why sales cycles are longer.
If you’re building for this space, your pricing should be tied to value delivered, not just features.
Tips to lift ARPU in industrial SaaS
- Charge based on number of sensors or data volume.
- Add analytics or AI modules as paid add-ons.
- Offer SLAs or uptime guarantees for premium pricing.
24. DTC Retail (Subscription model) ARPU – $50/month
Predictable revenue from physical goods
Direct-to-consumer brands that run subscription models — like Dollar Shave Club or HelloFresh — often generate around $50/month per customer. It’s a high enough price to support product, shipping, and margin, but low enough to feel affordable.
The model works because of predictability. You get steady cash flow, and users get consistent product.

What drives stickiness in DTC subscriptions?
Consistency and delight. If the product arrives late, or quality drops, customers churn fast. But if it becomes part of their routine — skincare, meals, vitamins — they’ll stay for years.
DTC subscription brands grow ARPU by introducing upsells (extra product), frequency adjustments, and loyalty perks.
How to grow ARPU in DTC subscriptions
- Offer limited-edition add-ons or upgrades each month.
- Allow customers to customize their box for a small fee.
- Launch member-only items at premium pricing.
25. B2B Cloud Infrastructure ARPU – $8,000/month
Powering the digital economy, one server at a time
Cloud infrastructure platforms like AWS, Google Cloud, and Microsoft Azure typically earn around $8,000/month per business customer — though this varies widely by usage. For startups and small teams, it might be a few hundred. For large enterprises, it can stretch into six figures.
This model scales with usage. More traffic, more storage, more computing power? More revenue. That makes cloud infrastructure one of the most elastic ARPU models in tech.
Why this ARPU is both sticky and scalable
These services are mission-critical. Once a company is up and running on AWS, switching is painful. That’s why churn is low, and upsell potential is high. As customers grow, their cloud bills grow too.
If you’re in B2B SaaS and want to model your pricing after cloud providers, think usage-based billing. It aligns your growth with your customer’s growth.
How to grow ARPU in cloud or B2B usage-based models
- Offer performance-based pricing to high-usage clients.
- Provide volume discounts to increase commitment and retention.
- Introduce higher-performance tiers (e.g., AI compute, GPUs).
26. Cybersecurity SaaS ARPU – $4,000/month
Safety at scale, paid for in peace of mind
Cybersecurity tools — including endpoint protection, network security, or compliance software — tend to have an ARPU of $4,000/month per company. This is especially true in mid-size and enterprise segments.
Why so high? Because breaches are expensive. Companies are willing to pay a premium to prevent reputational damage, downtime, or regulatory fines.
The pricing reflects value, not cost. Most solutions are sold as annual contracts with support baked in.
What makes this ARPU model strong
Once installed, cybersecurity tools are rarely removed. They’re tightly integrated, hard to replace, and constantly updated. That means long-term customers and strong revenue predictability.
If you’re building in B2B, cybersecurity is a great space to emulate for pricing power and retention.
Strategies to grow ARPU in cybersecurity
- Create compliance modules (e.g., SOC 2, GDPR) and price them separately.
- Add threat intelligence dashboards for higher-tier accounts.
- Offer 24/7 SOC monitoring as an enterprise add-on.
27. Marketing Automation SaaS ARPU – $1,500/month
Turning leads into loyal customers
Marketing automation platforms — like HubSpot, Marketo, or ActiveCampaign — generate about $1,500/month per customer in ARPU. This includes access to email marketing, CRM, analytics, and sometimes content tools.
Businesses rely on these platforms to grow. They drive leads, automate follow-ups, and keep deals moving. That makes them sticky and high-value — especially when they replace multiple tools.

Why ARPU is built on feature expansion
As businesses grow, they need more contacts, more users, and deeper automation. That’s where ARPU grows — from scaling usage, not just flat fees.
If your product touches sales or marketing teams, usage-based pricing is your best friend.
Tactics for increasing marketing SaaS ARPU
- Price based on number of leads, emails, or contacts.
- Create integrations with CRMs or CMS platforms and charge for access.
- Offer strategic services (e.g., campaign building) as high-margin upsells.
28. Music Streaming Services ARPU – $4.80/month (global avg)
Volume over value, but consistent cash
Spotify, Apple Music, and YouTube Music average about $4.80/month per user globally. That includes a mix of paying subscribers and ad-supported users.
The challenge here is profitability. Licensing costs, royalties, and global pricing pressure make margins tight. Yet the model is resilient — users tend to stay subscribed once hooked.
How this model survives on razor-thin margins
Streaming platforms invest in personalization, discovery, and playlists to keep users engaged daily. That keeps churn low and ARPU predictable. In some markets, family or student plans help scale usage while keeping per-user revenue strong.
For content businesses, this is a reminder: daily habit matters more than just signup.
How music platforms increase ARPU
- Encourage users to upgrade to lossless or high-res tiers.
- Offer exclusive content (like podcasts or early album drops).
- Promote group plans to convert more free users.
29. VPN Services ARPU – $6/month
Privacy and protection at a small price
Virtual Private Network (VPN) providers typically earn around $6/month per user. It’s a simple utility — fast, secure internet access with anonymity. But it’s often sold in bulk (e.g., annual or multi-year plans), which boosts cash flow.
ARPU is relatively low, but the user base is global and motivated. Many subscribe during travel, censorship crackdowns, or when seeking secure public Wi-Fi.
Why simplicity wins here
Users want easy setup, fast speeds, and no logging. The brands that deliver this keep customers for years. And upsells can include features like anti-malware, ad-blocking, or access to geo-restricted streaming.
For low-cost tools, this model shows that trust and ease-of-use can drive strong user revenue.
Ideas to lift ARPU in VPNs or utilities
- Offer add-ons like secure cloud storage or dark web monitoring.
- Price plans by number of devices or speed tiers.
- Promote affiliate programs to incentivize referrals.
30. Productivity Software (B2C) ARPU – $8/month
Tools for better living and working
Consumer productivity apps — such as note-taking tools, calendars, to-do apps, or focus trackers — average around $8/month in ARPU. Think Notion, Evernote, Todoist, or Forest.
Most start free, then charge for advanced features: syncing, team sharing, storage, or priority support. The key is making your app part of the user’s daily flow.
Habits are the moat
These apps stick when users feel more organized, less overwhelmed, and in control. If your product becomes part of someone’s morning or evening routine, churn drops dramatically.
ARPU grows when the product saves time, simplifies life, or improves outcomes.

Smart ways to grow ARPU in B2C tools
- Introduce work-life split features with premium unlocks.
- Offer yearly pricing with personal branding (like custom themes).
- Add collaboration or family sharing as tiered upgrades.
Conclusion
Across all these models — from telecom to streaming, from B2B SaaS to consumer tools — ARPU tells the story of value. Not just how much you charge, but how much value each user actually delivers back to your business.