The digital world is changing rapidly, and with it, the approaches companies can use to achieve sustainable profits through mobile applications. App monetisation is at the heart of many business models today, as it demonstrates how applications can not only provide added value but also generate ongoing revenue. However, simply displaying advertisements or demanding one-off payments is no longer sufficient. Instead, it's about developing intelligent, multi-layered strategies that delight users while simultaneously securing profitable revenues. In my coaching sessions and at iROI-Coaching, I support numerous app monetisation projects – and I see how crucial it is to identify and consistently implement the right approaches early on.
Classic and modern ways to app monetisation
Customers often come to me because they’re unsure which models truly work. Proven methods include in-app advertising, one-off purchases, subscriptions, in-app purchases, and partnerships with brands or platforms[2]. Each model has its merits, but success depends on the target audience, the offering, and the long-term vision. It makes particular sense to combine different approaches to unlock multiple revenue streams and thus stabilise app monetisation[2]. For instance, news apps use classic advertising but also offer a premium subscription with ad-free access and exclusive content. E-commerce apps focus on in-app purchases and affiliate commissions, while fitness apps concentrate on subscriptions and personalised additional services.
BEST PRACTICE with one customer (name hidden due to NDA contract) A Berlin-based start-up in the sustainability sector has developed an app that facilitates the exchange of used products. Through a combination of in-app purchases (payment features for quick contact), affiliate marketing (commissions for directing users to sustainable shops), and targeted advertising partnerships with eco-labels, the company is now achieving steadily growing revenues and high user engagement. The focus on smart app monetisation has led to a differentiated revenue model and a strong market position.
Many providers in the gaming sector focus on selling digital goods, so-called consumables like virtual currencies or power-ups, and non-consumables, which remain permanently unlocked, such as new game worlds or appearances. This flexibility makes it possible to specifically target different user types and increase their engagement. Streaming services have also shown how the subscription model works in the mass market: instead of selling individual films, they offer regular access to extensive content, thus creating predictable, recurring revenue.
Personalisation, AI and data protection as drivers of app monetisation
Artificial intelligence and automation are currently revolutionising the entire industry[4]. AI allows user behaviour to be analysed in real time, enabling personalised offers for in-app purchases or tailored advertising[5]. For example: an e-learning app recognises which content a user uses particularly frequently and specifically suggests suitable additional packages for purchase. This increases the likelihood that the user will actually buy, because the offer is relevant and useful. At the same time, customers are paying increasing attention to the protection of their data, as this builds trust and thus increases the acceptance of app monetisation[4]. I observe in coaching sessions that companies that take transparency and data protection seriously achieve better results in the long term.
BEST PRACTICE with one customer (name hidden due to NDA contract) An Austrian education provider adopted a freemium model, where learners receive free video content but pay for certificates and in-depth tasks. The app uses AI to provide recommendations and clearly highlights data protection. After its launch, the number of premium users grew by 72 percent within a year – the combination of transparency, personalised marketing, and a clever pricing model was the key to success.
Omnichannel, sustainability and discovering new target groups
App monetisation works particularly well when it is embedded within a comprehensive marketing strategy. Omnichannel approaches connect online apps, online shops, social media and offline channels into a seamless experience. One example is apps that link in-store shopping with digital coupons and exclusive in-app offers. This creates additional purchase incentives and builds sustainable customer relationships. At the same time, sustainability is gaining momentum: Apps that are operated in a resource-efficient way or whose content motivates users to act sustainably appeal to attractive target groups and sustainably strengthen the brand. iROI Coaching specifically advises companies that want to break new ground here and develop innovative revenue models.
BEST PRACTICE with one customer (name hidden due to NDA contract) Munich-based start-up develops an app for urban mobility that integrates sharing services, public transport tickets, and e-charging points. App monetisation is based on transaction fees, advertising for sustainable products, and collaborations with e-mobility providers. Through local alliances and targeted regional marketing, the user base tripled in a very short time – omnichannel and a clear commitment to sustainability were key.
Niche markets such as the so-called Silver Economy are gaining importance: providers of health apps, digital learning platforms, or social networks for older people are creating tailor-made offers, the revenues of which are mostly secured through subscriptions or partnerships with service providers [6]. This is creating new business areas that have previously received little attention but offer great potential.
Practical tips for successful app monetisation
Many of my clients want concrete recommendations for starting a project. A detailed target group profile is the first step to finding the right revenue model[3]. It's worthwhile to develop a minimum viable product (MVP) early on and test it intensively to examine user needs, willingness to pay, and functionality[3]. Feedback analyses, A/B tests, and ongoing optimisation of key performance indicators (KPIs) such as DAU (Daily Active Users), MAU (Monthly Active Users), or ARPU (Average Revenue per User) are essential for identifying bottlenecks and exploiting opportunities. Localised pricing options ensure that offers are accepted worldwide, and a scalable infrastructure protects against technical debt that can slow down growth[2]. iROI Coaching supports you on this journey with individual consultations, market analyses, and technology partnerships.
Diversification as the key to profitability
In the long term, success is achieved by those who focus on diversification and combine multiple revenue streams. Relying on a single model risks dependencies and lost revenue when market conditions change. Successful apps therefore use hybrid approaches, such as a free entry with advertising for ad relevance, subscriptions for premium content, and in-app purchases for additional features. This makes app monetisation more stable and scalable with user numbers. A well-known fitness app serves as an example, combining free training plans, an ad-free Pro version as a subscription, personalised health coaching as an in-app purchase, and collaborations with sports equipment manufacturers – a complete package that also enables sustainable value creation.
My analysis
App monetisation is not a given, but the result of a clear strategy, technological innovation, and continuous optimisation. Those who know their target audience, intelligently combine various revenue models, and focus on personalisation, data protection, and sustainable impulses create the conditions for sustainable growth. iROI-Coaching supports you in making the right decisions and becoming profitable in the long term. Because app monetisation is much more than advertising – it is the basis for digital value creation and customer loyalty in the digital age.
Further links from the text above:
12 proven app monetisation strategies
Making money with apps: How to succeed with app monetisation
App Marketing Trends 2025
App Monetisation 2025: 10 Business Models
Can you make money with an app? Yes, here's how in 2025!
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