How to 2X Your App Retention With This Overlooked Ingredient

Aug 26, 2025

In this conversation, Lauren Puffpath, Co-Founder & COO of Feed.fm, dives into the transformative power of music in app retention. She reveals that integrating the right music can boost user engagement and retention rates significantly—up to 2.5x. The discussion highlights real-world examples like American Eagle and explores how music enhances experiences across various app categories, including fitness and wellness. Additionally, Lauren addresses the challenges of music licensing and shares practical tips for affordable integration, making a compelling case for music as a key ingredient to app success.

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INSIGHT

Music Is An Overlooked Retention Lever

Music is an overlooked retention lever because licensing and integration historically blocked adoption.
When integrated seamlessly, music increases session time and ongoing usage for apps.

INSIGHT

Music Drives Stronger D90 Retention

Users who listen to in-app music show significantly better long-term retention.
Feed.fm observed a 1.7X lift in D90 retention for users engaging with integrated music.

ANECDOTE

Music Works Across Many App Verticals

Feed.fm powers music across verticals like fitness, social, gaming, and wellness to boost engagement.
In social/UGC, 85% of people say the right music makes them watch short-form content end-to-end.

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Want to instantly double your app retention? 🎵

In this episode, we interviewed with Lauren Puffpath, Co-Founder & COO of Feed.fm, to uncover one of the most overlooked ingredients in app success: music integration.

Most indie founders and app developers focus on onboarding, UI, or push notifications—but adding the right music can dramatically boost engagement, retention, and even revenue.

You’ll discover:

✅ How music impacts user behavior & session length

✅ Real-world data: 1.7x–2.5x lift in D90 retention with music

✅ Why music works across verticals (fitness, wellness, social, gaming, retail, sleep apps & more)

✅ The hidden challenges of licensing—and how Feed.fm solves them

✅ Practical tips to integrate music into your app without huge costs

Whether you’re building a fitness app, meditation app, game, or e-commerce experience, this conversation will give you a proven strategy to keep users coming back and paying.

Connect with Lauren: https://www.linkedin.com/in/laurenpufpaf/

📌 Work with us: https://appmasters.com

📌 Join the App Masters Academy for advanced strategies: https://appmasters.com/academy

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