# Video added to the paywall: about +80% revenue

- Outcome: Won
- Page type: Paywall (App)
- Elements: Paywall design
- Date shared: 2025-11
- Test run by: [FitnessAI](https://liftarchive.com/practitioners/fitnessai/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.revenuecat.com/blog/growth/video-paywalls/
- Page: https://liftarchive.com/test/fitnessai-video-on-paywall/

FitnessAI added a video to its paywall and reported roughly 80% more revenue. FitnessAI, an AI workout app, shared the result at App Promotion Summit, and it was retold on the RevenueCat blog. FitnessAI still uses a paywall video today.

## Result

**About +80% revenue**

- Revenue: up about 80%. This is the only number shared.
- Lasting change: FitnessAI kept the video on its paywall, which suggests the gain held up.
- Not shared: trial start rate, trial-to-paid, sample size, duration or whether it was a split test.

## Control

The paywall had no video.

## Variant

A video was added to the paywall. An earlier RevenueCat article describes it as a short, silent demo of the app in use.

## Why it likely won (our reading)

- Video shows what the app does faster than text or screenshots, which matters on a screen people decide on in seconds.
- Seeing the app work can lower the risk of starting a trial or paying.
- Motion draws the eye on an otherwise static screen, so more users may look at the offer before closing it.

## Caveats

The result was shared at a conference and retold, and the test design was not stated. An earlier RevenueCat article says the video was added together with a move of the paywall before onboarding, so the lift may not come from the video alone.

## How to run this test

- Hypothesis: If we add a short product video to the paywall, then revenue per paywall view will rise because users understand the app's value faster.
- Primary metric: Revenue per paywall view
- Guardrail: Trial-to-paid conversion
- Guardrail: Paywall load time
- Guardrail: Refund rate
- Who should test it: Apps whose value is easy to show visually, like fitness, photo, video or design apps. It may help less for apps whose value is hard to show in a few seconds, or where a heavy video slows the paywall on weak connections.

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Credit: FitnessAI ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/fitnessai-video-on-paywall/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.