“In eastern markets Asia Africa the Middle East that the buyer types look different not all users are buying subscriptions and instead they're buying consumable APS... almost half of users are buying consumable APS versus subscriptions and that they're not just buying these consumable APS one time they're buying it over and over again.”

Eastern Markets Prefer Consumables: Nearly Half of Buyers Skip Subscriptions

Google Play's internal data shows that in Asia, Africa, and the Middle East roughly half of paying users prefer consumable in-app purchases over subscriptions — and repeat-buy behaviour means lifetime value tracks close to subscribers. Apps targeting global growth need to rethink the assumption that subscriptions are the only monetization lever.