Why subscription apps shouldn't overlook Android users

Ashley Black is a mobile growth consultant at Candid Consulting. Here, she breaks down why subscription apps that focus heavily on iOS are missing massive revenue opportunities on Android, and how to optimize for Android users.

The Android Opportunity

Many subscription apps prioritize iOS development and monetization, treating Android as an afterthought. This is a mistake. Android represents 70%+ of global smartphone users, and many of them are high-value potential customers.

While iOS users may have higher average spending power in some developed markets, Android has enormous reach and a growing base of high-intent users. For apps looking for growth, Android is one of the biggest opportunities available.

Google Play Advantages

Google Play has several advantages over the iOS App Store:

More discovery options: App collections, curated lists, and recommendations are more visible on Google Play than on the iOS App Store
Search prominence: If your app ranks well for relevant keywords, Google Play search can drive significant organic traffic
Featured placement: Google actively features apps in categories, which can drive massive volume spikes
Less saturated: While competitive, Google Play is less saturated than iOS App Store for many categories

Search and Play Store Traffic

Google Play search is a powerful channel. If you optimize your app store listing for relevant keywords, you can attract high-intent users for free.

Key optimization areas:

App title: Include your primary keyword (e.g., "Meditation App" or "Focus Timer")
Short description: Write for the search algorithm and users. Include benefits and keywords naturally.
Full description: Expand on your value prop. Include secondary keywords and address common questions.
Screenshots: Show the top benefits, not just UI. Use text overlays to reinforce your value prop.

Different Subscription Strategy for Android

Android users are often more price-sensitive than iOS users. They're willing to try freemium apps and may take longer to convert to paid, but once they do, they're often highly engaged and loyal.

Strategy adjustments for Android:

More generous free tier: Give Android users more features for free. They're more likely to try before buying.
Lower initial price point: Android users may respond better to $3.99/month than $9.99/month. A lower price with higher conversion can be more profitable.
Longer free trial: A 7-day or 14-day free trial performs better on Android than a 3-day trial.
Flexible pricing: Test different prices by geography. Android users in developing markets are very price-sensitive.

Testing Different Pricing Structures

Use Android as a testing ground for pricing experiments that might be risky on iOS.

For example, test a "freemium lite" model (free app with paid premium features) on Android first. If it works, consider applying it to iOS. Test lower price points on Android to see if volume uplift offsets the lower price.

Android's larger user base and lower competition in some categories make it ideal for testing new monetization strategies.

Measurement Benefits of Android

One underrated advantage of Android: better attribution and measurement. Google Play Services and Firebase provide more detailed user-level data than iOS (due to iOS privacy restrictions).

This means you can:

More accurately measure CAC and ROAS for Android users
Better understand cohort retention and LTV
More precisely target ads to high-value user segments
Optimize pricing and offers with better data

Text Assets Optimization

Google Play emphasizes text more than iOS App Store does. Your app title, descriptions, and keyword tags are critical for search visibility.

Best practices:

Use your primary keyword in the app title
Write descriptions in clear, benefit-focused language
Include long-tail keywords naturally (don't keyword-stuff)
Address common objections or questions in your description
Use formatting (line breaks, bullet points) for readability

Custom Store Listings

Google Play allows custom store listings—different versions of your app listing optimized for different countries, languages, or audiences.

Use this feature to:

Localize your messaging for different countries
A/B test different value propositions
Highlight region-specific benefits
Adjust screenshots and descriptions for local preferences

ROAS Bidding for Android

As mentioned in our previous article, Google's value-based bidding (ROAS) is powerful for Android. Android users have better attribution and more granular event data, making ROAS optimization particularly effective.

For Android paid UA, prioritize ROAS bidding (optimizing for long-term revenue) over CPI bidding (optimizing for installs). This drives more sustainable growth.

The Bottom Line

Android isn't just a platform for secondary users or lower-quality installs. It's a massive, growing market with different user behavior patterns and enormous revenue potential.

Apps that treat Android seriously—with optimized store listings, tested pricing strategies, and dedicated UA campaigns—often find that Android matches or exceeds iOS revenue within a year.

If you're currently iOS-focused, Android should be your next growth frontier.

Learn More

For best results on Google Play, focus on Google.com search visibility and optimization. However, this guide on value-based bidding can help you optimize your paid UA strategy.

How Subscription Apps Can Use Value-Based Bidding in Google Ads here. You can also hear more about Android optimization on the Price Power Podcast here.