Guide · Valuation · 5 min read
How buyers value apps: the multiples and what moves them
What app sellers actually get — profit and revenue multiples from real sales — and the factors that push your price up or down.
The short answer
Most apps sell for a multiple of their yearly profit or revenue. On Flippa, mobile apps sold in the second half of 2024 went for 2.93× profit and 2.52× revenue on average. A 2026 analysis of Flippa data puts the median at 2.9× profit, with the top quarter of apps at 5.4× or more.
Ranges by app type
| App type | Typical multiple | Source |
|---|---|---|
| Subscription apps with strong retention | 3.5–6.0× adjusted earnings | FE International, 2026 |
| Ad-supported and utility apps | 1.8–3.5× adjusted earnings | FE International, 2026 |
| Apps 2+ years old with solid subscriber retention | 3–5× EBITDA as a starting point | RevenueCat, 2025 |
| All mobile apps (median) | 2.9× profit | Flippa data, 2026 |
What moves your multiple
The same 8 factors in the MRRLab scorecard are the ones buyers look at:
- Revenue scale and growth — bigger, growing revenue earns a higher multiple
- Monetization — recurring subscription revenue is valued above ads and one-off sales
- Concentration — revenue from many countries and channels is safer
- High-value markets — users in the US, UK, Western Europe and Japan pay the most
- Track record — older apps with steady history are easier to trust
- Low upkeep — Flippa data shows apps needing under 10 hours a week earn about +0.5×
- Clean ownership — one owner, all accounts in order
- Platform reach — iOS and Android both live
Know your number before anyone else names one
The MRRLab scorecard grades your app on these factors against real benchmarks and gives you an estimated value range — in about 2 minutes.
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