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How to Unlock Revenue Growth on Google Play — Tammy Taw, Google
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.
16:20
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Quick takeaways
- Diversifying revenue by incorporating consumable in-app purchases can effectively attract users in emerging markets who prefer one-time payments over subscriptions.
- Implementing localized pricing and optimizing purchase flows can significantly boost conversion rates and overall revenue for app developers on Google Play.
Deep dives
Diversifying Revenue Streams
App developers are encouraged to implement revenue diversification strategies beyond subscriptions, particularly in emerging markets. Research shows that a significant portion of users in regions such as Asia, Africa, and the Middle East prefer purchasing consumable in-app purchases (IAPs) instead of subscribing to ongoing services. For instance, categories like comics, dating, social, and tools have shown higher spending on consumable features, indicating a successful shift towards this business model. This trend suggests that developers should consider alternative monetization methods, especially when their user base is less inclined to commit to recurring subscription fees.
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