← Back to home
Case Study

iOS video subscription app: +68% subscriptions and +69% revenue in 12 months

IndustryMobile app: video creation (iOS)
ModelSubscription
ChannelsASA · Meta · TikTok · Google
Duration12 months
Summary

Our client is an iOS video creation and teleprompter app with a subscription model. We took ownership of their iOS user acquisition across Apple Search Ads, Meta, TikTok and Google. Over 12 months, new subscriptions grew 68% and revenue grew 69% year over year, with a steady upward trend rather than spikes.

Client name withheld under NDA.

+68%
YoY subscriptions
+69%
YoY revenue
12
Months of steady growth
4
Channels managed (ASA, Meta, TikTok, Google)
At a glance
IndustryMobile app: video creation (iOS)
ModelSubscription
ObjectiveSubscription growth and revenue scaling
ChannelsApple Search Ads, Meta, TikTok, Google
MarketsMultiple, including the US, Brazil, France, Spanish-speaking Latin America, Italy and Turkey
Results+68% YoY subscriptions · +69% YoY revenue · 12 months of steady growth
Strategy

The Challenge & What We Did

The Challenge

  • A crowded category — video creation apps compete hard for the same users, and acquisition costs were rising
  • Fragmented performance — results varied widely across channels and markets, making it hard to know where to put the next euro
  • No scalable system — growth needed a repeatable way to find, test and scale what worked, not one-off wins

What We Did

  • Took full ownership of iOS UA strategy — one owner for channel mix, budgets and priorities across all four channels, so decisions were made on the whole picture
  • Restructured accounts to stabilise learning — cleaner campaign structures so algorithms could exit the learning phase faster and keep performance stable as budgets moved
  • Scaled the strongest markets and cut what wasn't working — market-by-market analysis to put budget where subscriptions were cheapest
  • Ran continuous creative testing — weekly creative testing on Meta across multiple markets and languages, adapting winning concepts by language rather than rebuilding from scratch
Results

12 Months of Steady Growth

+68% YoY Subscriptions

New subscriptions grew 68% year over year across 12 months — a steady upward trend, not a spike.

+69% YoY Revenue

Revenue (proceeds) grew 69% year over year in parallel with subscription growth.

One Owner Across Channels

A single point of accountability for channel mix, budgets and priorities — not separate vendors each optimising their own piece.

Revenue as the North Star

Campaigns optimised for subscriptions and revenue, not installs. Budget decisions tied to payback, not impressions.

A Creative System

Winning concepts adapted by language across multiple markets, so the testing pipeline never ran dry.

Controlled Scaling

Growth from disciplined iOS-focused acquisition and continuous creative iteration, not a single winning campaign.

Growth came from disciplined iOS-focused acquisition, continuous creative iteration and controlled scaling, not from a single winning campaign.
Learnings

What Made the Difference

One owner across channels

Not separate vendors each optimising their own piece. Channel decisions were made on the whole picture — budget moved where payback was best, regardless of channel. Learn more about our approach to subscription product growth.

Revenue as the north star, not installs

Campaigns were structured and optimised for subscriptions and revenue from day one. Platform data, SKAN and MMP attribution were documented clearly so budget decisions rested on the same numbers. See how scaling paid acquisition after PMF works in practice.

A creative system that kept producing new winners

Winning concepts were adapted by language rather than rebuilt from scratch for each market, keeping the testing pipeline full across iOS UA channels.

Work with us

Growing a subscription product?
Let's talk.

We build paid acquisition systems built for scale — one senior team across strategy, media and creative.

Book a Call →