# Which Apps Run The Most Paywall CTA Experiments?

Source: Lazyweb Research
Author: Ali Abouelatta, Lazyweb Research
Published: 2026-07-07
Updated: July 2026
Sample size: n=795
Category: [Named-company experiment teardowns](https://design.lazyweb.com/blog/category/named-company-experiment-teardowns)
Tags: paywall, checkout, monetization, experiments, pricing, ux-patterns
HTML: https://design.lazyweb.com/blog/which-apps-run-the-most-paywall-cta-experiments
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**Answer.** Across 795 detected paywall-CTA experiments spanning 146 companies (July 2026), only 30 companies have 8 or more, and Snapchat leads with 37. [1] Snapchat, Mimo (23), YouTube Music (21), and PlantIn (21) top the list, but the share that actually rewrote the button text varies widely — from 92% at Disney to under 10% at Impulse. [2] These are observed CTA variations, not confirmed A/B tests.

> Of 795 detected paywall-CTA experiments (146 companies, July 2026), Snapchat leads with 37 and only 30 companies reach 8 or more.

## The finding

Across **795 detected paywall-CTA experiments** spanning **146 companies** (July 2026), the volume is highly concentrated: only **30 companies have 8 or more** CTA experiments. [1] Snapchat leads with 37, then Mimo (23), YouTube Music (21), and PlantIn (21). [2]

## The leaderboard

Volume and copy-change behavior diverge — some apps run many CTA experiments but rarely touch the words, others rewrite the text almost every time.

| Company | CTA experiments | CTA text changed |
| --- | --- | --- |
| Snapchat | 37 | 14 [2] |
| Mimo | 23 | 10 [2] |
| YouTube Music | 21 | 17 [2] |
| PlantIn | 21 | 9 [2] |
| Apple Music | 19 | 5 [2] |
| Headway | 19 | 3 [2] |
| Drops | 17 | 7 [2] |
| Memrise | 16 | 12 [2] |
| Replit | 16 | 10 [2] |
| Disney | 12 | 11 [2] |

## How to apply it

Use this leaderboard to calibrate your own CTA-testing cadence against comparable apps, and note the two distinct strategies: high text-churn (YouTube Music 17/21, Memrise 12/16, Disney 11/12) versus offer-first with a stable CTA (Apple Music 5/19, Headway 3/19, Impulse 1/14). [2] Neither is universally better in this dataset — pick based on whether your button copy or your offer is the weaker link. All figures are detected variations, not proven winners. [1]

## Caveats

All figures are observed CTA variations with LLM-inferred rationale, not company-confirmed A/B tests — no lift is measured. [1] Only the 30 companies with 8 or more CTA experiments support these claims; the other 116 have too few to characterize. [1]

## The numbers

| Stat | Computed from |
| --- | --- |
| 795 CTA experiments across 146 companies; 30 have >=8 | paywall_cta_experiments_total (795), paywall_cta_companies (146), paywall_cta_by_company (30 with >=8) |
| Leaderboard: snapchat 37/14, mimo 23/10, youtube-music 21/17, plantin 21/9, apple-music 19/5, headway 19/3, drops 17/7, memrise 16/12, replit 16/10, disney 12/11, impulse 14/1 | paywall_cta_by_company (per-company n_total/n_cta_changed) |

## Methodology

Universe: 795 detected paywall-CTA before/after experiments across 146 companies, July 2026. Extraction: CTA text/offer diffs with LLM-inferred rationale. Caveat: only 30 companies reach the 8-experiment bar; detected variations only, no lift.

## Sources & citations

- [1] Lazyweb Research analysis of 795 paywall CTA experiments (146 companies, ~800-app mobile corpus), July 2026. paywall_cta_experiments; 1 row = 1 experiment; 30 companies have >=8.
- [2] Lazyweb Research analysis of 795 paywall CTA experiments (146 companies), July 2026. Per-company counts of total and cta_changed=TRUE; observed before/after CTA diffs.

## Related questions

- [What Is Snapchat A/B Testing On Its Snapchat+ Paywall?](https://design.lazyweb.com/blog/snapchat-paywall-discount-experiments)
- [What Is YouTube Music A/B Testing On Its Premium Paywall CTA?](https://design.lazyweb.com/blog/youtube-music-paywall-cta-experiments)
- [What Is Apple Music A/B Testing On Its Paywall?](https://design.lazyweb.com/blog/apple-music-paywall-experiments)
- [Which Apps Have Run The Most UI Experiments In 2026?](https://design.lazyweb.com/blog/which-apps-iterated-most-in-2026-experiments)
- [What Has ChatGPT Changed On Its Paywall And Signup This Year?](https://design.lazyweb.com/blog/chatgpt-signup-paywall-experiments-2026)
- [What Has Finch Changed On Its App This Year?](https://design.lazyweb.com/blog/finch-daily-goals-experiments-this-year)
- [What Is Audible A/B Testing On Its Premium Plus Paywall?](https://design.lazyweb.com/blog/audible-paywall-trial-cta-experiments)
- [What Is Disney+ A/B Testing On Its Plan Selection Paywall?](https://design.lazyweb.com/blog/disney-plus-plan-naming-experiments)

## Explore the evidence

- [Billing toggle experiment kit](https://design.lazyweb.com/blog/billing-toggle-experiment-kit?utm_source=lazyweb&utm_medium=research&utm_campaign=billing-toggle-kit)
- [Cal AI annual-plan and trial presentation](https://design.lazyweb.com/blog/cal-ai-paywall-annual-plan-and-trial)
- [Monthly versus annual billing toggles](https://design.lazyweb.com/blog/monthly-vs-annual-billing-toggle-pricing)
- [Billing cadence versus plan tiers](https://design.lazyweb.com/blog/annual-billing-toggle-vs-plan-tiers)
- [Cal AI trial-introduction screens](https://design.lazyweb.com/flow/cal-ai/onboarding-paywall)

## Continue your research

[Connect Lazyweb to your coding agent](https://www.lazyweb.com/mcp-install)