How to Unlock Revenue Growth on Google Play — Tammy Taw, Google

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Mar 11, 2025

Tammy Taw, a Product & Business Growth Consultant at Google Play, shares her expertise in optimizing app monetization. She discusses how diversifying revenue beyond subscriptions can attract new buyers, especially in emerging markets where users favor one-time purchases. Tammy highlights the impact of localized pricing and alternative payment methods on boosting conversions. Furthermore, she emphasizes the importance of optimizing purchase flows to reduce friction and increase lifetime value by leveraging user behavior signals for tailored offers.

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ADVICE

Optimize Subscriptions First

Optimize your subscription business first before diversifying revenue streams.
Once subscription growth plateaus, explore consumable in-app purchases to reach new user segments, especially in emerging markets.

INSIGHT

Emerging Market Preferences

Users in emerging markets, particularly in Asia, Africa, and the Middle East, often prefer consumable IAPs over subscriptions.
This is especially prevalent in app categories like social, dating, and entertainment.

ANECDOTE

Consumable IAP Examples

Social apps let users gift or tip creators, and dating apps offer boosts or virtual gifts as consumable IAPs.
These examples illustrate successful implementation of this model.

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This episode is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report.

On the podcast: diversifying revenue beyond subscriptions, what Google Play’s data reveals about buyer behavior, and why lower price points can actually increase total revenue.

📈Expand beyond subscriptions to capture new buyers
Many users in emerging markets prefer one-time purchases over subscriptions, especially in categories like social, dating, and entertainment. Introducing consumable IAPs (e.g., class packs in fitness apps or AI-generated content credits) can increase buyer volume without cannibalizing existing subscriptions.

🌍Use localized pricing and alternative payment methods
Pricing that works in the U.S. or Europe may be too high in emerging markets, where prices are 40% lower on average. Google Play data shows that adapting to local purchasing power - with regional pricing, installment payments, and alternative payment methods - can boost conversions and overall revenue.

⚡Optimize purchase flows to reduce friction and increase LTV
Too many pricing options can overwhelm users and delay decisions. Instead, introduce the right offer at the right moment based on user behavior signals. Google Play’s benchmarking tools and Play Console analytics help developers fine-tune pricing, offers, and subscription models for higher conversions and long-term retention.

About Tammy Taw:

📱 Product & Business Growth Consultant on the Google Play team, specializing in helping app developers optimize monetization and diversify revenue streams.

📊 Tammy specializes in analyzing buyer behavior and guiding app developers in optimizing subscriptions, in-app purchases, and hybrid models for sustainable growth.

💡 "No one solution fits all users—you need revenue diversification strategies. Once you’ve saturated your subscription model, it’s time to explore consumables and one-time purchases to reach new buyer segments."

👋 Connect with Tammy on LinkedIn!

Resources:

Google

David Barnard - @drbarnard
Jacob Eiting - @jeiting
RevenueCat - @RevenueCat
SubClub - @SubClubHQ