THE EVALUATING MONETIZATION GAPS AND REVENUE POTENTIAL IN HEALTH & FITNESS MOBILE APPS: A BENCHMARK PANEL ANALYSIS

The global mobile application ecosystem has expanded rapidly, creating significant opportunities for the generation of revenue through user engagement and monetization strategies. Particularly, the segment of health & fitness apps has gained remarkable growth in user adoption and digital engagement. However, due to differences in purchasing power, digital adoption, and platform maturity, monetization efficiency varies widely across countries. This study examines the monetization gap and revenue potential with respect to the growth of active users in Health & Fitness mobile applications across five selected countries: India, China, Brazil, the United Kingdom, and the United States.With the help of panel data analysis, the study investigates the relationship between Monthly Active Users (MAU) and app revenue while also comparing the monetization gap between actual revenue and potential revenue, taking the United States as a benchmark for Average Revenue Per User (ARPU). The results suggest a statistically significant positive relationship between active user growth and revenue. However, an incredible monetization gap exists across emerging and developing markets, highlighting untapped revenue potential in countries other than the United States (US). This study enables us to assess the potential unrealised revenue across different markets.However, among the selected countries, a substantial monetization efficiency gap can be seen. Particularly, countries with relatively lower ARPU showed a considerable gap between actual and potential revenue. These findings highlight unexplored monetisation opportunities and recommend that Health & Fitness application providers explore market-specific strategies to improve revenue generation from existing user bases.