# Hard Vs Soft Paywall: Which Do Health & Fitness Apps Use?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=435
Tags: paywall, monetization, retention, mobile, ux-patterns
HTML: https://www.lazyweb.com/research/hard-vs-soft-paywall-which-do-health-and-fitness-apps-use
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**Answer.** In Health & Fitness, 119 of 435 paywall screens (27.4%) show a visible exit — almost exactly the 26.2% corpus average [1][2]. Exits break down to 80 X/close, 21 text-link, and 18 restore-only; 316 screens are hard [1]. The cut covers 38 companies and 435 screens [1].

> 27.4% of Health & Fitness paywall screens (119 of 435) show a visible exit — near the corpus average, Lazyweb Research, July 2026.

## The finding

Across 435 Health & Fitness paywall screens from 38 companies, 119 (27.4%) have a visible exit — essentially the all-corpus rate of 26.2% [1][2]. This vertical is neither notably soft (like Education at 43.5%) nor notably hard (like Photo & Video at 18.8%); it sits at the middle of the pack [1].

## Breakdown

| Exit type | Screens |
|---|---|
| Visible X / close | 80 |
| 'Maybe later' text link | 21 |
| Restore-only | 18 |
| No visible exit (hard) | 316 |

Total 435 screens, 38 companies; 119 soft (27.4%) [1]. The X is again the dominant exit, and restore-only is relatively prominent here (18 screens) [1].

## How to apply it and caveats

Health & Fitness gives you the cleanest 'default' benchmark — build to roughly one-in-four soft and you match the vertical norm [1]. If you go harder, know that Photo & Video is the only spec vertical that hard-gates more [1]. Caveats: 38 companies is the largest company sample of the four verticals but still modest; figures are lower bounds and what-shipped, not lift [1].

## The numbers

| Stat | Computed from |
| --- | --- |
| 119 of 435 H&F screens (27.4%); X 80, text 21, restore 18, hard 316; 38 companies | exit_share_health_fitness |
| corpus average 26.2% | screens_with_any_visible_exit: 710/2,708 |

## Methodology

Health & Fitness cut is 435 screens across 38 companies from the exit taxonomy. Lower-bound, what-shipped prevalence. July 2026.

## Sources & citations

- [1] Lazyweb Research analysis of 435 Health & Fitness paywall screens (mobile app corpus, 38 companies), July 2026. Exit taxonomy filtered to Health & Fitness; extraction-based lower bounds.
- [2] Lazyweb Research analysis of 2,708 paywall screens (mobile app corpus), July 2026. All-corpus visible-exit rate for comparison.

## Related questions

- [Which App Category Has The Hardest Paywalls?](https://www.lazyweb.com/research/which-app-category-has-the-hardest-paywalls)
- [Hard Vs Soft Paywall: Which Do Education Apps Use?](https://www.lazyweb.com/research/hard-vs-soft-paywall-which-do-education-apps-use)
- [Hard Vs Soft Paywall: Which Do Photo & Video Apps Use?](https://www.lazyweb.com/research/hard-vs-soft-paywall-which-do-photo-and-video-apps-use)