Top Subscription Categories by ARPU [With Global Benchmarks]

If you’re building or growing a subscription-based business, one metric you simply can’t ignore is ARPU — Average Revenue Per User. It’s the clearest way to understand where money is being made in the subscription world. But not all categories are created equal. Some pull in premium revenue, while others operate on volume.

1. Video Streaming (e.g., Netflix, Disney+) has a global average ARPU of $11.2/month

Why video streaming is still a top revenue driver

Video streaming has carved out a dominant space in the digital subscription economy. With players like Netflix, Disney+, Hulu, and Max competing globally, the category has matured into a high-consumption, mid-priced service with strong user loyalty. What’s surprising is that even with fierce competition and password-sharing crackdowns, platforms still manage to pull an average of $11.2 per user each month globally.

That tells us two things: one, people are still willing to pay for premium content, and two, brand equity and unique content still drive value. Unlike freemium models, most major platforms require payment upfront or offer only brief trials. Once hooked, users rarely churn—unless content quality drops.

What’s driving this ARPU?

A few key levers contribute:

Tiered pricing: HD, 4K, and family plans drive higher ARPU
Geographic variation: U.S. and Western markets pay more, lifting the global average
Bundling: Partnerships with telcos and hardware vendors increase revenue
Original content: Netflix, for example, spent over $17B on content in one year. That investment pays off in subscriber loyalty

Actionable advice if you’re in this space

If you’re building a video-based product — not necessarily a full-fledged streaming giant — you can still learn a lot from how the leaders price and retain users.

Offer multi-tier pricing, but don’t make the low tier too attractive. Give just enough at the bottom to hook users, but make the mid-tier clearly better value.
Bundle your service. Collaborate with platforms, devices, or other creators. Disney+ often comes in a bundle with Hulu and ESPN. Could your video offering pair with a community, event, or newsletter?
Lean on exclusivity. Your content doesn’t need to be expensive, but it should be unavailable elsewhere. Originality matters more than production value for many niches.
Track binge behavior. Algorithms that understand what gets watched (and for how long) help platforms optimize both pricing and recommendations. Use engagement data to see what’s driving retention, not just signups.
Control churn with smart reactivation nudges. Users will eventually pause or cancel. Build reactivation campaigns based on new seasons, trailers, or changes to plans they previously didn’t want.

If you’re in the e-learning, SaaS, or creator space — any field that uses video — these tactics still apply. Make your top content exclusive, find your price ceiling, and stay relentlessly focused on repeat consumption.

2. Music Streaming (e.g., Spotify, Apple Music) shows an average ARPU of $5.8/month

Why music earns less but retains more

Music is one of the most consumed content types globally, but its ARPU is significantly lower than video. At $5.8/month, music subscriptions don’t rake in as much per user — but the model wins on scale and loyalty. Users often stay subscribed for years, even when they barely use the app. That’s rare loyalty.

The category’s success is built on seamless user experience, device integration (think Spotify on your car stereo), and personalized discovery. But low ARPU also means tighter margins, making it essential to control costs and maximize retention.

What’s shaping this ARPU?

The lower revenue per user stems from:

Global pricing strategy: Spotify and others price differently by country, often extremely low in developing markets
Family and student plans: These bring in more users, but dilute revenue
Bundling with telecoms: A blessing and a curse — it helps acquire users but often at wholesale rates

Lessons you can apply in your product

Make your product frictionless across devices. People pay more when they can use your service everywhere without thinking. That’s part of why Spotify and Apple Music have done so well — they’re native on most phones, smart speakers, and vehicles.
Create retention anchors. Spotify Wrapped is a perfect example. It’s not just a fun year-end campaign; it’s a reason to keep using the app all year. Build your own “Wrapped” equivalent — a usage summary, milestone tracker, or reward system that reinforces loyalty.
Support multiple pricing models. Student plans, family tiers, trials, and bundles all make sense if you can keep churn low. Just be sure you’re clear on your break-even per user.
Focus on algorithms, not just content. Personalization is a big reason people stay subscribed. Think beyond surface-level recommendations. Try to understand when, how, and why users come back.
Monetize through creators if possible. Spotify’s move into podcasting wasn’t just about content. It was a smart way to bring creators in and monetize on the supply side. Think about how you could create tools or platforms that allow your users to bring others in.

The music space is leaner on ARPU but rich in lifetime value. If your business model emphasizes retention, even a low ARPU can still lead to strong margins — as long as you keep costs under control and offer real value daily.

3. Fitness Apps (e.g., Peloton, MyFitnessPal) average an ARPU of $13.4/month

Why fitness apps command a premium

Fitness apps sit in a high-value, emotionally driven market. The average user isn’t just paying for software — they’re investing in health, motivation, and a better version of themselves. That emotional layer makes users more likely to stick around if the product delivers even modest results.

At $13.4/month, this category earns significantly more than music or even most productivity tools. And it’s not just about the workouts. It’s the experience, the coaching, the community, and the accountability built into the product that drives ARPU upward.

What influences this high ARPU?

Several things push this category into premium pricing territory:

Urgency and commitment: People often sign up with specific goals — weight loss, strength, or consistency — making them more open to paying for results
Hybrid models: Many fitness apps pair digital services with physical products (Peloton’s bike or WHOOP’s tracker), increasing perceived value
Recurring challenges: Built-in programs (30-day abs, weekly streaks) add structure, keeping users subscribed

What founders can take away

Build with behavior change in mind. Most fitness apps succeed because they’re rooted in psychology, not just features. Whether you’re in coaching, finance, or another niche — behavior design matters. Think about how your app helps users stick with change.
Incorporate accountability loops. People stay longer when they’re held accountable — either by a coach, a community, or even a notification that says, “Don’t break your streak.” Use that wisely.
Add structure. Templates, programs, and guided flows increase usage. Open-ended apps often lead to decision fatigue. Give users a path and tell them where to start.
Upsell with a mission, not a feature. People don’t pay more for “premium filters” — they pay more when you align with a higher goal. If you can tie your value prop to transformation, you can justify a higher price point.
Keep content fresh but familiar. Most users aren’t looking for constant change. They want reliability with enough freshness to stay engaged. Even rotating a library of existing content in new sequences can make your product feel alive.

Fitness apps succeed when they combine utility with inspiration. If you’re building anything that helps people grow — mentally, physically, or financially — these lessons apply.

4. Productivity Tools (e.g., Notion, Evernote) generate about $7.6/month in ARPU globally

Why productivity is the silent workhorse

Productivity tools don’t often make headlines, but they are essential. People use them daily, sometimes without thinking. And when a tool becomes part of your workflow, switching is hard — which leads to longer retention and stable ARPU.

At $7.6/month, this category may seem modest, but the real value lies in user stickiness. Once embedded into someone’s system — whether they’re a student, a CEO, or a content creator — these tools become indispensable.

What keeps ARPU steady here?

The pricing in this category stays consistent due to:

High utility, low cost: Users perceive high daily value from tools like Notion or Todoist, even at lower price points
Freemium entry points: Many start free, but eventually hit paywalls tied to power usage or collaboration features
Horizontal appeal: These apps serve multiple personas — students, freelancers, teams — without customization

Practical tips if you’re in this or a similar space

Make your product habit-forming. Tools that become daily-use habits stay installed longer. Help users set up workflows or reminders that keep them coming back.
Limit free tier capacity smartly. Many productivity tools offer generous free plans — and that’s okay. Just ensure that heavy users naturally outgrow them and want to upgrade.
Monetize collaboration, not just features. Notion and others charge based on team use. If your product supports teamwork or shared spaces, structure pricing around that.
Educate with content. Notion’s rise wasn’t just about product quality. Their tutorials, templates, and use case guides drove adoption. Teach users how to win with your tool, and they’ll stick longer.
Don’t chase flash. Productivity customers care about reliability and speed more than shiny features. Polish your onboarding and remove friction before adding complexity.

Productivity is one of the best categories for long-term value. If you can get into someone’s routine, even a modest price becomes a recurring reward.

5. Cloud Storage Services (e.g., Dropbox, Google One) have a benchmark ARPU of $9.1/month

Why people still pay for storage

Despite the rise of “free” cloud storage through device bundles and limited accounts, people still pay for more space — and peace of mind. Cloud storage is less about features and more about assurance. Users are paying for safety, accessibility, and control.

With an ARPU of $9.1/month, this category outperforms expectations. That’s partly because the need for storage never goes away — if anything, it grows. Photos, documents, videos — they all accumulate. Once users upgrade, they rarely downgrade.

What helps keep this ARPU strong?

A few key mechanics are at play:

Automatic renewals and inertia: Many users forget they’re paying, but also don’t want to risk losing data
Multi-device access: People pay for convenience — they want the same files on their phone, laptop, tablet, and smart TV
Backup anxiety: Data loss is a real fear, and companies use that effectively in messaging

Strategic lessons for founders and marketers

Sell peace of mind, not just space. Don’t talk about “gigabytes.” Talk about never losing a memory. Messaging matters.
Make cancellation emotionally difficult. Don’t be shady, but understand that users cancel less often when they feel they’re protecting something valuable. Remind them of what’s at stake.
Use just-in-time upgrade prompts. If a user is about to upload a large file or back up a phone, that’s the perfect moment to offer an upgrade. Context sells.
Build cross-device stickiness. Cloud storage becomes essential when it’s used everywhere. If your app has a mobile and web version, sync experiences smoothly. Encourage logins across devices early in the funnel.
Use visual dashboards. Help users see the value they’re getting — storage used, files saved, space reclaimed. That reinforces the product’s worth.

Cloud storage isn’t exciting, but it’s essential. That’s a powerful combination. And if your product is utility-based — whether for files, passwords, or health data — this model is one to learn from.

6. Online Education Platforms (e.g., Coursera, MasterClass) maintain an ARPU around $15.5/month

Why education still commands a premium

People are willing to pay for knowledge — especially if it moves them closer to a goal. Online education platforms sit at a unique intersection of aspiration and practicality. Whether it’s picking up coding, marketing, or creative writing, users pay because they believe the skills will help them earn more, do better, or feel smarter.

An ARPU of $15.5/month shows that even in a saturated market, strong content and clear outcomes drive value. Unlike entertainment subscriptions, people often enter with purpose. The challenge is keeping them engaged long enough to extract lifetime value.

What’s driving this ARPU?

Key revenue boosters include:

Certificate value: Users are more likely to pay if the platform offers official credentials
Professional development budgets: Many learners are reimbursed by employers
Instructor brand pull: Platforms like MasterClass attract users based on instructor fame — which justifies higher pricing

How to apply these lessons to your own subscription product

Anchor pricing to outcomes. Don’t sell “videos” — sell the transformation. Show what happens after users complete the journey.
Offer credibility where possible. Even if you can’t offer accredited certificates, build internal certifications or badges. Recognition matters.
Partner with employers. If you’re in any B2B or B2E space, find ways to be part of corporate development budgets. Offer bulk plans or integrations with learning management systems.
Bundle learning into paths. Users lose interest when the journey feels endless. Organize content into roadmaps or playlists tied to specific skills.
Track progress and reward streaks. Whether it’s a completion badge or a weekly recap email, give users visual cues to feel proud of their progress.

Education ARPU is high because it speaks to upward mobility. If you can connect your offering to growth — personal, professional, or financial — you’ll be able to justify a premium too.

7. News & Digital Publishing Subscriptions (e.g., NYT, The Economist) average $6.7/month

Why the written word still sells

In a world flooded with free content, people still pay for quality journalism. That might seem surprising, but there’s something about trust, insight, and reputation that drives readers to put money behind their media choices.

At $6.7/month, news subscriptions fall in the mid-tier range. But the real strength here is scale. Media brands often rely on converting millions of readers — many of whom start with a $1 trial — into long-term subscribers. It’s a game of trust, attention, and retention.

What’s working in this model?

Paywalls with depth: The most effective models tease enough value to draw curiosity but require payment for deeper insights
Daily rituals: Users build habits around morning briefings or evening reads — that increases stickiness
Voice and perspective: Strong editorial identity builds loyalty. People subscribe for how news is told, not just what’s told

Action steps for other types of businesses

Create daily or weekly touchpoints. Whether it’s a digest, a recap, or a quote-of-the-day, ritual content builds reliance. Think less about going viral and more about becoming essential.
Use metered access wisely. News sites often allow 3–5 free articles before prompting payment. You can replicate that in SaaS or content platforms — let users experience enough to build trust before asking them to commit.
Build brand voice intentionally. The NYT and The Economist have distinct tones. Yours should too. Whether it’s educational, friendly, or irreverent, consistency in voice helps build loyalty.
Segment by interest. News outlets personalize feeds and newsletters by topics. You should too. If you run a content-based subscription, let users choose their “beats” and serve them accordingly.
Create high-value evergreen content. Some users convert not because of daily news, but because of in-depth explainers or investigative features. In your world, that could be case studies, templates, or master guides.

People don’t pay for information — they pay for clarity, perspective, and authority. The same rule applies whether you’re writing newsletters, reports, or even white-labeled content.

8. Dating Apps (e.g., Tinder, Bumble) show an ARPU of $8.3/month globally

Love is a subscription

Dating apps are a fascinating blend of psychology, behavior design, and monetization. Users want fast results, but the platforms are built to stretch out engagement. And that tension, when done ethically, creates a powerful business model.

An ARPU of $8.3/month may not sound huge, but when combined with sheer volume and emotional urgency, it drives serious revenue. These platforms don’t need users to stay forever — they just need to engage deeply for a short, intense period.

What pushes ARPU up?

Time-limited boosts: People pay to be seen faster, get more matches, or stand out
Micro upgrades: Features like Super Likes or profile insights generate small, frequent purchases
Recurring plans: Premium subscriptions offer enhanced filtering and visibility

How to apply this outside the dating world

Make scarcity work for you. Whether it’s time-limited visibility, access to VIP content, or queue priority, scarcity creates urgency — but only if it’s real and fair.
Design for dopamine wisely. People return to dating apps because of unpredictability. Notifications like “Someone liked you” create a hook. If you run a content or community-based product, give users reason to check in frequently.
Offer optional upgrades. Not every user will want to pay monthly. Offer one-off features that feel like small wins — without compromising the free experience.
Focus on profile completion. Dating apps guide users through setting up detailed profiles. That helps with matching but also increases investment. If your platform has user profiles, nudge users to complete them in small steps.
Make users feel seen. Whether it’s recognition, feedback, or visibility, build experiences where users feel noticed. That emotional payoff increases willingness to pay.

Dating apps don’t just sell love — they sell connection and attention. If your product taps into status, exclusivity, or timing, this model has a lot to teach.

9. Gaming Subscriptions (e.g., Xbox Game Pass, PlayStation Plus) yield an average ARPU of $10.6/month

The rise of all-you-can-play

Gaming subscriptions are redefining how players access content. Instead of buying individual titles, users now pay a flat monthly fee for massive libraries. It’s like Netflix for games — and it’s working.

At $10.6/month, the ARPU is solid, especially when you consider the length of user sessions and platform stickiness. Gamers don’t just dabble — they dive deep. And that intensity creates huge opportunities for retention, upsells, and cross-sells.

What makes this model strong?

Content rotation: Platforms cycle new titles in regularly, creating FOMO and urgency
Multiplayer hooks: Many users subscribe to access online features
Exclusive access: Early access, member-only titles, or beta tests add value beyond gameplay

What you can borrow from this model

Keep content libraries alive. If you offer templates, lessons, or any form of content, don’t let them go stale. Rotate, remix, and retire — just like game libraries.
Create community-driven features. Online games thrive on community. Build forums, leaderboards, or events into your subscription, even if your product isn’t gaming.
Use progress tracking. Games show progress bars, achievements, and unlocks. You can too. That kind of visual feedback makes users feel invested.
Offer early access perks. Let paying users try new features or content first. That’s not just about value — it creates a feeling of inclusion.
Consider seasonal content. Games often launch content “seasons” that refresh every few months. That cadence keeps things exciting. If your product roadmap allows, launch updates in similar cycles.

Gamers are loyal, engaged, and willing to spend. Even if your market is totally different, you can apply these tactics to deepen engagement and stretch lifetime value.

10. Meal Kit Services (e.g., HelloFresh, Blue Apron) report one of the highest ARPUs at $43/month

Why food subscriptions win big on revenue

Meal kits combine convenience, habit, and necessity. Everyone eats — and most people want to eat better, faster, or cheaper. That’s why this category boasts one of the highest ARPUs in the subscription space.

At $43/month, users are paying not just for meals but for less decision fatigue, better health, and saved time. The value is tangible — they get a box, with food, at their door. There’s little abstraction.

What drives such strong revenue?

Weekly billing: Many services charge per week, increasing total revenue even if the per-meal cost seems low
Upsells and customizations: Add-ons like desserts, drinks, or premium proteins lift ARPU
Convenience tax: People are willing to pay more when it simplifies their routine

How to build a high-ARPU model like this

Deliver something physical or visible. Even digital products can take a cue here. Can you ship a companion workbook, send a printed certificate, or offer physical perks?
Keep choices simple. Meal kits don’t overwhelm users with 100 options. They offer a few curated choices — which increases satisfaction and reduces churn.
Offer weekly engagement points. Instead of monthly subscriptions, can you build touchpoints every week? That cadence keeps the user relationship active and top-of-mind.
Charge for upgrades — but make them delightful. HelloFresh doesn’t just upsell; it offers better steaks or seasonal dishes. Make your upsells feel like treats, not taxes.
Tie in health, wellness, or simplicity. Users stay because the product makes their life easier or healthier. If your product can own a piece of someone’s weekly routine, you’ll win.

Meal kits win not just because of what’s in the box, but because of what’s not in the user’s day — stress, planning, shopping. If your product replaces chaos with calm, you can earn a high ARPU too.

11. Niche Content Subscriptions (e.g., Substack, Patreon) vary but average around $4.9/month per user

Why small audiences still drive real revenue

Niche content doesn’t aim for mass appeal — and that’s its strength. Platforms like Substack and Patreon prove you don’t need a million followers to build a sustainable subscription business. You just need a thousand true fans willing to pay for exclusive, consistent value.

At $4.9/month ARPU, the numbers may seem low. But most of the creators behind these platforms operate solo or with small teams. The margins are often high. And because the content is often deeply personal or tightly focused, churn can be surprisingly low.

What makes this model work?

Personal connection: People subscribe to people, not companies
Behind-the-scenes value: Exclusive posts, early access, and direct communication make subscribers feel part of an inner circle
Recurring support mindset: Many users see their payment not as a transaction, but as a way to support a voice they value

What other businesses can learn from this model

Lean into personality. Even if you’re not a solo creator, your brand can have a voice. Don’t be afraid to show the human side — it builds loyalty.
Reward your superfans. Every product has power users. Give them exclusive content, sneak peeks, or direct feedback loops. That deepens commitment.
Offer content tiers. Even if your primary subscription is mid-priced, consider adding a low-tier fan level. Some revenue is better than none — and it may lead to upsells.
Don’t underestimate depth. A newsletter focused solely on AI in aviation might not appeal to millions, but it could own a high-value niche. Specificity builds trust.
Test content before launching. Substack creators often write free newsletters for months before monetizing. This builds demand. You can replicate this by creating content in public first, then layering on paid value.

Niche doesn’t mean small — it means focused. If your product or brand speaks deeply to a narrow audience, you can build a profitable base even with modest ARPU.

12. Virtual Fitness Subscriptions (e.g., Apple Fitness+, FitOn) show an ARPU of $10.2/month

When sweat meets software

Virtual fitness has evolved from “follow-along videos” to full-featured ecosystems. These platforms combine live classes, real-time tracking, and gamification to replicate — and in some ways improve on — the gym experience at home.

With an ARPU of $10.2/month, virtual fitness lands right in the sweet spot: not cheap, not too premium. That balance makes it appealing to users who want flexibility without long-term gym contracts or in-person pressure.

Why this model continues to grow

Multi-device integration: From phones to smartwatches to TVs, the experience is seamless
Group energy at home: Live leaderboards and challenges make solitary workouts feel social
Data feedback: Calories, heart rate, and streaks keep users engaged through visible progress

How to apply this thinking in your own business

Recreate the feeling of momentum. Virtual fitness works because people see progress — visually and emotionally. Build your product to show change, growth, or mastery over time.
Add a social layer. Apple Fitness+ integrates with friends. Can your product include group goals, shared leaderboards, or public milestones?
Design around streaks. Daily and weekly streaks increase retention. Build soft nudges or reminders that help users maintain their rhythm.
Encourage rituals. People who use fitness apps often do so at the same time each day. Can you build time-based prompts or reminders that fit into their routine?
Remove friction to start. One tap to launch a workout. That’s key. Whatever your onboarding is, simplify it until there are zero blockers.

The power of virtual fitness lies in mixing utility and emotion. If you can make your product feel like a daily commitment rather than an obligation, you’ll tap into the same retention engine.

13. Language Learning Apps (e.g., Duolingo, Babbel) have an ARPU of $6.3/month

Speaking new languages — and charging modestly for it

Language learning sits in a special category. It’s aspirational, but also habit-based. And it’s global. A Spanish speaker in India may be paying far less than a learner in Germany, but both are part of the same ecosystem. That’s why this category has a wide user base but a relatively modest ARPU.

At $6.3/month, language apps succeed by volume and habit. The longer users stay, the more likely they are to pay — especially as lessons get harder, or as users unlock more features.

What makes this pricing model sustainable?

Freemium path: Almost all users start for free, then upgrade for convenience or depth
Gamification hooks: Streaks, XP, and badges keep users emotionally invested
Low churn incentives: Many users return after lapses, especially around life changes or travel plans

Strategic takeaways for other types of apps

Design progressive depth. Let users start simple, then gradually reveal more powerful features. This increases perceived value and encourages upgrades.
Gamify learning or action. You don’t need confetti everywhere, but feedback loops (points, stars, levels) can motivate behavior in any product.
Allow dips in usage. Many Duolingo users go inactive, then return. That’s okay — just make reactivation easy. Send emails that say “Welcome back” instead of “Where were you?”
Sell the dream. Learning Spanish isn’t just about vocabulary — it’s about travel, culture, or relationships. In your product, what’s the larger dream users are chasing?
Localize wisely. If your audience spans multiple regions, price accordingly. Duolingo offers country-specific pricing. You can too — and doing it manually via geolocation or coupon codes works just fine.

Language learning is ultimately about belief — the belief that users can improve. That belief applies to almost every product with transformation at its core.

14. Kids’ Educational Apps (e.g., ABCmouse, Homer) average an ARPU of $8.9/month

When parents are the buyers, but kids are the users

This category is unique because the value chain is split. Parents pay. Kids use. That creates a specific type of product and pricing challenge — but it also leads to incredible loyalty when done right.

At $8.9/month, kids’ education sits above typical media subscriptions but below live tutoring. That middle ground makes it accessible for many families while still leaving room for strong margins.

Why parents continue to pay here

Skill reinforcement: Reading, math, and science help kids succeed in school
Safe screen time: Parents feel better when screen time is educational
Interactive fun: Games make learning feel like play

Tactical lessons for your product

Design for the decision-maker and the user. If your product involves kids, parents, teams, or assistants — speak to both audiences. One pays, the other uses.
Track usage and report it. Parents love seeing “Your child learned 150 new words this week.” Use similar dashboards to show value over time.
Offer trial periods during school transitions. Back-to-school season and holidays are prime signup windows. Tailor offers around those cycles.
Include non-digital extensions. Some apps mail worksheets, printables, or activity kits. This increases ARPU and perceived value. Can your product add offline touchpoints?
Make auto-renew smart. Parents are busy. Help them stay subscribed with gentle reminders and easy pause options — not punishments for forgetting.

Educational products for children aren’t just selling outcomes — they’re selling peace of mind. If your business helps caretakers feel better about what they’re offering others, you’re in the same emotional category.

15. Audiobook Services (e.g., Audible) generate about $11.8/month in ARPU

Turning listening into learning (or escape)

Audiobooks straddle two worlds — entertainment and education. That dual purpose makes them highly versatile. People listen to unwind, to learn, or to pass time during commutes. And they often subscribe without fully using the service every month — but still feel it’s worth it.

At $11.8/month, the model is stronger than music streaming, in part because users get credits they can “keep” — creating a sense of long-term ownership, even if it’s digital.

Why this model earns more

Credit-based pricing: Users get one book per month, which feels valuable even if they don’t finish it
Catalog diversity: Fiction, non-fiction, memoir, and learning — all in one place
Low competition for attention: Listening is passive — it fits into walks, chores, and drives

What other products can learn

Use credits to increase perceived value. If your app delivers content, consider offering “tokens” or “downloads” that feel like monthly ownership. It can drive ARPU without feeling like a subscription.
Mix genres to expand appeal. Audible combines thrillers, TED talks, and textbooks. If your content is diverse, create clear categories to help users discover new interests.
Design for passive consumption. Not every user wants to “do” something actively. Consider offering content in audio or digest formats.
Create a usage loop. Audible reminds users when they have unused credits — and that drives usage. Send gentle nudges when value is left on the table.
Frame it as enrichment, not escape. People justify purchases when they feel they’re growing. Even if your product is fun, show how it helps users become better.

Audiobooks sell the idea that you’re always learning — even while walking the dog. If your product helps people “get more out of” their existing time, this mindset can lift your ARPU as well.

16. VPN and Security Subscriptions (e.g., NordVPN, ExpressVPN) average $6.5/month in ARPU

Privacy sells — even if users don’t always understand it

VPN and digital security tools have a simple promise: protection. Whether it’s securing personal data, masking IP addresses, or avoiding geo-restrictions, these tools sell peace of mind in a world where digital threats feel constant.

With a global ARPU of $6.5/month, these tools operate in a competitive space but thrive due to the invisible nature of risk. Most users don’t fully understand encryption or tunneling, but they understand the fear of being hacked. That emotional trigger sustains demand.

Why this model continues to earn

Device-wide utility: One subscription covers phones, laptops, tablets — often for the whole household
Annual plans with upfront pricing: Many users pay annually at discounted rates, but monthly ARPU remains strong
Urgency-based marketing: Ads tied to hacking, censorship, or identity theft create immediate response

How you can learn from this space

Sell safety, not features. VPN brands rarely talk about “AES-256 encryption.” They talk about staying safe in a coffee shop. Focus on outcomes, not inputs.
Use time-sensitive hooks. Black Friday, travel season, major news events — these all make people more aware of their vulnerabilities. Time your offers accordingly.
Offer device stacking. If your product can be used across multiple devices or users, frame that value clearly. Users love sharing subscriptions with family.
Make the onboarding reassuring. VPNs often have a “connect” button that instantly works. It builds trust. Don’t overload users with setup. Just get them to safety.
Keep renewal friction low. If people forget they’re using your tool, remind them of what it’s doing in the background. A monthly “We blocked X threats” email is subtle but powerful.

Products in this space win when they remove fear and add confidence. That model applies whether you’re protecting devices, passwords, finances, or even health.

17. Professional Learning Platforms (e.g., LinkedIn Learning) report an ARPU of $18.2/month

Skill-building that’s tied to paychecks

Professional learning platforms don’t just offer education — they offer advancement. Users join to level up in their careers, move into new roles, or keep skills current in a fast-moving world. That’s why they can charge more. This category commands an impressive $18.2/month in ARPU globally.

The content isn’t always flashy, but the value is clear. Whether it’s learning Excel, managing teams, or exploring data science, people pay because they see a connection between learning and earning.

What drives this premium ARPU?

Perceived ROI: Courses feel like an investment with professional return
Corporate subscriptions: Many users access the service through work, which often pays full price
Depth and variety: From beginner to expert, the platforms offer structured growth across domains

Actionable insights for your strategy

Tie your product to career progress. If you can show how using your tool improves someone’s work, salary, or efficiency — you’ve got a high-ARPU path.
Speak to managers. LinkedIn Learning doesn’t just market to learners — it sells to managers who want better teams. Consider building features or reporting dashboards for team leads.
Offer skills certifications. Whether or not you’re accredited, users value badges or certificates that they can showcase. Even lightweight ones matter.
Make the ROI story visible. Use case studies or testimonials that say, “This course helped me get promoted.” That narrative is powerful.
Layer pricing by complexity. Some users just want a 101-level understanding, while others need deep dives. Offer both — and price accordingly.

Professional learning is a lucrative segment because it connects with ambition. If your product makes people better at what they do, don’t be shy about charging for it.

18. Creative Tools (e.g., Canva Pro, Adobe Express) hover around $13.1/month in ARPU

Making creativity accessible — and profitable

Creative tools aren’t just for designers anymore. Platforms like Canva and Adobe Express have made content creation as easy as dragging and dropping. And users are willing to pay — especially when the tool makes them look good at work, on social media, or in business.

At $13.1/month, ARPU in this space reflects both personal and professional use. Small business owners, marketers, students, and solopreneurs all rely on these tools to move fast and look polished.

Why people keep paying

Time savings: Templates reduce the time to create something great
Cross-platform usage: Users bounce between mobile and desktop with ease
Output value: The end product (a pitch deck, an ad, a resume) is often worth more than the subscription

What you can borrow for your product

Design for speed. Canva thrives because users can get a great design out in five minutes. Focus your product on speed to value — not just depth.
Offer templates, not just tools. Give users starting points. Blank slates are intimidating. Starter content or workflows increase usage and reduce churn.
Showcase output. Help users share or display what they’ve made. Whether it’s a graphic, a workflow, or a stat — make it easy to export and post.
Build for teams. Canva Pro makes it easy to collaborate. If your tool can support multiple users, build features like brand kits, shared folders, or comments.
Use search as UX. Most Canva users find what they need through search. If your product has a large library, make discovery fast and intelligent.

Creative tools have mass-market appeal. If your product helps users express themselves or build something that looks good, you’re in a category that justifies double-digit ARPU.

19. Digital Magazines (e.g., Readly, Apple News+) yield about $4.2/month per subscriber

Curated reading, still alive and well

Magazines have found new life in digital bundles. Instead of buying individual titles, users now get hundreds of publications in one subscription. It’s convenience meets variety — and while the ARPU is lower than other media types, volume and retention make the model work.

At $4.2/month, the category leans on accessibility. Users don’t mind paying a modest fee if it gives them thoughtful, ad-free reading experiences — especially across devices.

What keeps this category alive

Bundled value: Users feel like they’re getting more than they pay for
Habitual use: Sunday morning reading, daily commutes — it’s ritualized
Cross-generational appeal: Older users appreciate familiar brands in digital form

What you can apply to your business

Bundle content to raise perceived value. If your product includes courses, downloads, or reports — consider grouping them as a “library” and charging a single fee.
Make browsing frictionless. Magazine apps win because they’re easy to navigate. Use carousels, previews, and tags to help users explore more.
Create quiet experiences. Users often open these apps to escape noise. Avoid clutter and create moments of focus — even if your product is digital.
Use subscriptions to resurface forgotten value. Push recommendations based on past reading or interests. This keeps users discovering and reusing.
Don’t underestimate older users. While most tech marketing focuses on younger demographics, many digital magazine users are 40+. If your product can serve this group, tailor the UX and messaging accordingly.

Digital magazines show that bundling can revive even mature content types. If your product curates, simplifies, or packages scattered value into one place, you’ve got a similar opportunity.

20. Pet Subscription Boxes (e.g., BarkBox) average an ARPU of $27.5/month

Because people love their pets — and show it with money

Pet owners treat their pets like family. And family gets gifts. That’s the emotional logic behind pet subscription boxes. Toys, treats, and accessories arrive monthly, delighting both pet and owner.

At $27.5/month, this category boasts a high ARPU thanks to tangible delivery, personalization, and emotional attachment. It’s not a necessity — but it feels like one. That’s a powerful place to be.

What’s working here?

High perceived value per box: Even if contents cost less wholesale, the variety makes it feel premium
Unboxing experience: The joy of opening a box — especially with your dog or cat — increases loyalty
Seasonal theming: Boxes change every month, which keeps things exciting

How to think like a pet subscription brand

Make delivery feel like a gift. If you send physical goods, package them with care. The experience of opening matters more than the item inside.
Tie identity to the product. Pet owners are proud. Personalize boxes by name, breed, or preferences. This increases emotional investment.
Use themes to drive retention. Just like BarkBox has Halloween or summer beach themes, you can theme your updates, releases, or campaigns to create anticipation.
Encourage sharing. Pet owners love posting photos. Create shareable moments — in packaging, in product, or in reward systems.
Create visible excitement. A happy dog with a new toy? That’s a visual win. How can your product create something equally visible and joyful?

Pet subscriptions work because they create emotional moments. If your product can do that — even digitally — you can command higher prices and longer subscriptions.

21. E-book Subscriptions (e.g., Kindle Unlimited) yield about $9.4/month in ARPU

Reading at scale, without buying each book

E-book subscriptions turn casual readers into consistent consumers. Instead of buying books one at a time, users pay monthly to access a rotating library — and that changes behavior. Readers who might buy four books a year now explore dozens without added cost.

At $9.4/month, the ARPU is healthy. It reflects a hybrid model: casual readers who dip in and out, and power users who consume multiple titles each month. With lower production costs than audiobooks and zero physical logistics, this is a strong-margin category.

Why users stay subscribed

Content breadth: Thousands of titles, including exclusives
No purchase guilt: Users try books without worrying if they’ll finish
Device flexibility: Phones, tablets, e-readers — reading fits into any context

Device flexibility: Phones, tablets, e-readers — reading fits into any context

Tactics you can borrow

Reduce commitment anxiety. Just like users try books risk-free, help your users test features or content without pressure. Removing friction creates exploration.
Curate intelligently. Kindle Unlimited offers editor picks, trending genres, and collections. If your content library is large, guide users to the good stuff.
Enable binge behavior. When users finish one item, recommend the next instantly. Reading habits are momentum-based — so are many other behaviors.
Celebrate completions. Small achievements matter. “You finished your 5th book this month” can be motivating. Can you track similar metrics for your users?
Support offline use. Many users read on planes or subways. If your product involves media or tools, consider offline modes to boost retention.

E-book subscriptions don’t feel like subscriptions. That’s the magic. If your product can feel like an open, abundant library — without overwhelming users — your ARPU will reflect that perceived abundance.

22. Women’s Wellness and Period Tracking Apps (e.g., Flo Premium) generate around $5.1/month

Health meets habit in the most personal way

Period tracking and women’s wellness apps serve one of the most engaged user bases in the digital space. These products don’t just track dates — they offer insights, predictions, and empowerment. For many users, they become daily companions.

At $5.1/month, the ARPU is lower than some health apps, but the engagement is often higher. That balance makes these platforms sticky and scalable, especially when paired with thoughtful features and data privacy.

What keeps users engaged?

Predictive insights: Fertility windows, mood forecasts, symptom trends
Privacy-first design: Users trust apps that don’t overshare or overreach
Educational content: Articles, videos, and explanations add value beyond tracking

How to apply these principles

Build trust around data. Women’s health apps succeed because they handle sensitive info carefully. If you work with personal data, show users how you protect it — in plain language.
Add interpretive layers. Don’t just track — explain. Whether it’s health, finance, or productivity, help users see patterns and understand why they matter.
Use daily engagement loops. These apps prompt users to check in for 30 seconds a day. That’s enough to build a habit — and it keeps subscriptions alive.
Design with empathy. The tone, language, and visuals in these apps are calming and supportive. If your product touches sensitive areas, ditch the corporate speak.
Offer milestone content. Many women use these apps during major life changes — pregnancy, postpartum, menopause. Tailor onboarding and offers around those moments.

When your product becomes part of someone’s physical or emotional rhythm, you earn more than revenue — you earn loyalty. Use that wisely.

23. Mental Health Apps (e.g., Headspace, Calm) show an ARPU of $10.7/month globally

Wellness that fits in your pocket

Mental health apps fill a vital gap between traditional therapy and doing nothing at all. They give users tools for meditation, breathing, sleep, and focus — often in short sessions that fit any lifestyle. With rising awareness and lower stigma around mental health, these apps are only growing.

At $10.7/month ARPU, the pricing reflects the perceived seriousness of the category. People are paying for calm, clarity, and emotional regulation — and they’re willing to invest when the product delivers.

What makes this model effective

Daily session design: Most apps encourage small, repeatable habits
Audio-first UX: Users often listen while walking, resting, or working
Emotional alignment: The app experience mirrors the outcome it promises — peaceful, gentle, supportive

Strategic insights you can adapt

Make your product feel like a friend. Headspace’s tone is soft and reassuring. Can your brand feel less like software and more like a helpful companion?
Guide users without overwhelming them. Too many options create paralysis. Offer 2–3 clear paths at a time, especially for new users.
Design your home screen around the user’s mood. Whether calm, stressed, curious, or tired — let users choose how they’re feeling and serve tailored experiences.
Use rituals, not reminders. Mental health apps frame usage as “checking in,” not completing a task. Reframe notifications to feel like support, not pressure.
Create “feel better fast” moments. Some users just want to calm down in 60 seconds. If your product solves urgent pain, offer a shortcut experience.

Mental wellness subscriptions thrive because they remove friction from self-care. If your product helps users feel better — even briefly — you’re building a high-impact, high-retention business.

24. Stock & Investing Tools (e.g., Seeking Alpha, Morningstar Premium) reach ARPUs of $22.9/month

Money matters — and people pay to manage it better

Investors don’t just want tools. They want insights, clarity, and an edge. That’s why stock analysis platforms command one of the highest ARPUs in the consumer subscription space. At $22.9/month, these tools justify premium pricing by speaking directly to users’ wallets.

The stakes are high — users rely on these platforms to make decisions that impact their finances, retirements, and livelihoods. That seriousness drives both willingness to pay and expectations around value.

What drives this ARPU?

Deep research libraries: Exclusive reports and breakdowns add significant perceived value
Model portfolios: Users follow curated investment strategies
Alerts and timing: Notifications about earnings, ratings, or shifts create urgency and action

How to build a similar model

Offer analysis, not just access. Data is everywhere. Interpretation is scarce. Help users understand what the data means, not just show them more numbers.
Price based on outcomes. If your product helps users earn, save, or decide better — you can charge more. Focus your pricing on perceived ROI.
Build for trust and repeat use. Investors check their tools daily or weekly. Make your product part of a rhythm — not a research binge.
Use expert voices. Morningstar and Seeking Alpha feature analyst commentary. Even if you can’t hire pros, bring in curated experts or community insights.
Segment users by sophistication. Beginners need education. Pros want raw data. Serve both without confusing either.

Finance is one of the few categories where users expect to pay more — because they hope to earn more in return. If you can tie your product to better financial decisions, ARPU can climb fast.

25. Business SaaS Subscriptions (e.g., Zoom Pro, Calendly) yield around $14.6/month per user

Simple tools that power entire workflows

Business tools that solve one problem — cleanly and dependably — have massive potential. Zoom and Calendly don’t do everything, but what they do, they do well. That’s why they’re often first on the expense sheet for small businesses, solopreneurs, and even enterprise teams.

With an ARPU of $14.6/month, these tools charge a fair, sustainable price for serious utility. Users may log in once a day or once a week, but the need doesn’t go away — which keeps churn low.

Why these tools win

Clear value in daily workflows: Schedule meetings, host calls, get things done — without friction
Scalable pricing: Solo plans start small, but team plans add up fast
High switching costs: Once integrated into habits or calendars, replacement feels risky

What to take from this model

Do one thing exceptionally well. Zoom didn’t become Zoom by adding features — it won on call stability and simplicity. Nail your core value.
Build for scale, but sell for today. Offer solo plans that grow into team usage. Price low enough to remove hesitation, high enough to sustain.
Integrate where users live. Zoom integrates with Google, Microsoft, Slack. Calendly plugs into email and calendars. Find where your users already spend time — and meet them there.
Charge for reliability. Even if your product feels “simple,” users will pay if it works every time. Trust is worth more than complexity.
Create lightweight upgrades. Going from free to Pro shouldn’t feel overwhelming. Unlocking just one killer feature is often enough.

Business SaaS isn’t about bells and whistles. It’s about utility, trust, and time saved. If your product earns a spot in someone’s daily flow, you’ve earned your ARPU.

26. Subscription Box Services (e.g., FabFitFun) average an ARPU of $31.4/month

Surprise, delight — and serious revenue

Subscription box services are built on anticipation. You never quite know what’s coming, but that’s the fun. Whether it’s wellness products, makeup, home goods, or fashion accessories, these curated boxes deliver novelty, discovery, and indulgence in one package.

At $31.4/month, this category commands premium ARPU by bundling products worth far more than what users pay. The perceived deal — “I’m getting $150 worth of goods for $30” — fuels retention and referrals.

What drives this ARPU

Perceived value over cost: Products often retail for much higher than the box price
Surprise factor: Curation and mystery make each delivery feel like a gift
Limited-edition items: Exclusive or early access creates urgency

How to translate these tactics into your business

Add mystery to your offering. Even in software or content, introducing something “new each month” can build anticipation. Rotate features, spotlight content, or offer monthly perks.
Create a value anchor. FabFitFun shows the total retail value of each box. Do the same with your product. “This toolkit would cost $400 if bought separately.”
Use seasonal themes. Curate content or features around seasons or events. People love things that feel current and relevant.
Make the box feel personal. FabFitFun uses quizzes to tailor boxes. If you can personalize your product even slightly, users will feel more attached.
Encourage unboxing moments. Whether physical or digital, create moments users want to share. Think of how your product feels when it’s “opened.”

If your product brings users delight, variety, and value — even digitally — you can emulate the box model and drive a strong ARPU.

27. Health & Wellness Supplements Subscription (e.g., Ritual, Care/of) average $28.1/month in ARPU

Selling better health through consistency

Supplement subscriptions sit at the intersection of health, habit, and belief. People don’t just buy vitamins — they buy the idea of long-term improvement. That mindset powers a $28.1/month ARPU, reflecting the premium users place on personalized wellness.

With a daily-use product, companies like Ritual and Care/of gain not just monthly revenue but also daily presence. The more visible the product is in users’ lives, the harder it is to cancel.

What contributes to this ARPU?

Personalization: Custom packs based on quiz results or goals
Science-backed marketing: Detailed explanations build credibility
Refill automation: Users rarely run out, and rarely think about cancelling

How to apply this thinking

Build around habit loops. Supplements work because they’re daily. Tie your product to small daily actions — check-ins, progress logs, or even visual trackers.
Use personalization to justify price. Even slight customizations — like putting a user’s name on something — makes it feel more premium.
Design elegant physical or digital packaging. Unboxing a supplement pack or opening a clean interface both communicate quality.
Educate without overwhelming. Use digestible, trustworthy content to explain how your product helps. Avoid jargon. Stick to “here’s how this benefits you today.”
Automate success. Help users stay on track without thinking. Smart reminders, auto-refills, or nudges that say “You’re on day 10!” work wonders.

When a product supports self-care and fits into a routine, it earns long-term value. Make it easy to continue and hard to forget.

28. Online Therapy Platforms (e.g., BetterHelp) report ARPUs near $70/month

High-impact, high-trust, and high price point

Online therapy isn’t a casual purchase. Users are investing in their mental health with real expectations — and often with urgency. That’s why platforms like BetterHelp can command one of the highest ARPUs in the subscription world: around $70/month.

Users aren’t paying for access — they’re paying for transformation. That transformation is personal, private, and valuable — which makes pricing less about features and more about outcomes.

What supports this premium ARPU?

One-on-one care: Direct access to licensed therapists
Flexible sessions: Messaging, video, or audio options
Discretion and accessibility: Therapy from home removes stigma and barriers

What other products can take away

Sell outcomes, not features. BetterHelp doesn’t focus on “message a therapist.” It focuses on “feel better, think clearer.” What does your product change?
Justify premium with access. One-on-one support, coaching, or even direct Slack access can raise your product’s perceived value.
Offer flexible support channels. Some users want chat. Others prefer video. If your product involves communication, allow users to choose how.
Build a privacy-first brand. Therapy only works if users feel safe. In any sensitive category — finance, health, relationships — lead with protection.
Include a human element. Even digital tools can include a personal touch: concierge onboarding, live webinars, or coach responses.

Premium ARPU comes from premium value. If your product changes how people feel, think, or live — you’re in a position to charge more.

29. Digital Comic Book Subscriptions (e.g., Marvel Unlimited) average $4.5/month

Stories, nostalgia, and low-friction fun

Digital comics serve a passionate, loyal audience. These users don’t just want content — they want worlds, characters, and escape. The pricing reflects that: at $4.5/month, it’s intentionally affordable to reach a broad base of fans.

What makes this category work isn’t just the content — it’s the bingeability, the nostalgia, and the endless backlog of stories that users want to explore.

What supports this ARPU?

Large back catalogues: Decades of content, all in one place
Easy mobile reading: Panels designed for smartphones and tablets
New releases with delay: New comics often hit the app after 3–6 months, driving both FOMO and loyalty

What you can apply to your own product

Make your backlog bingeable. If you’ve created lots of content — courses, blog posts, templates — repackage them into series, arcs, or collections.
Support nostalgia. Highlight “throwback” content, best-ofs, or anniversaries. It taps into user emotion and boosts retention.
Optimize for casual use. Comics apps open fast, load fast, and let users read in minutes. Design your product for quick wins — even if the core value is deep.
Stagger new content releases. Don’t drop everything at once. Use strategic delays to increase anticipation and engagement.
Celebrate fandom. Comic readers love characters. If your product has icons, community figures, or champions — spotlight them.

If your audience is passionate, curious, and loyal, even a low ARPU can scale into serious success. Build for delight, and the revenue will follow.

30. AI Writing & Productivity Tools (e.g., Grammarly Premium, Jasper) average an ARPU of $17.3/month

Automation that actually delivers value

AI writing tools are more than novelties. For many users — students, professionals, marketers — they’re time-savers, quality boosters, and digital assistants. That blend of utility and power justifies an ARPU of $17.3/month, especially when outputs are tied to real-world results like better emails or more engaging content.

As the tools get smarter, users are more likely to stick around — especially if the platform adapts to their style or workflow over time.

What makes users pay and stay

Clear value in daily tasks: Emails, essays, posts, reports — the tool supports real work
Speed and improvement: Users get more done, with better results
Custom recommendations: AI adapts to tone, audience, and structure

Strategic lessons for your own offering

Solve a painful, recurring task. Grammarly helps users avoid embarrassment. Jasper helps with blank-page fear. What’s the “ugh” moment your product removes?
Let users choose their depth. Some want one-click suggestions. Others want full control. Let users toggle between guidance and autonomy.
Track and share improvements. Grammarly shows “Your writing clarity improved 23% this week.” Metrics like these reinforce value and retention.
Offer team-level features. AI writing isn’t just for individuals. Teams need brand tone, approvals, and collaboration. If you serve both, you double your market.
Avoid overwhelming users. AI can feel like magic — or confusion. Keep the UI clean and the steps clear.

AI writing tools win when they make people feel smart, fast, and confident. That’s a recipe for strong retention and strong ARPU.

Conclusion

Subscription businesses come in many forms — from video streaming and digital wellness, to niche newsletters and AI-powered writing assistants. But no matter the category, one metric holds steady as a universal signal of performance: ARPU.