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

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 buyersMany 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 methodsPricing 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 LTVToo 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:GoogleFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQ