Welcome back to Let’s Chat—Iterable’s deep dive on marketing’s biggest shifts. This week, we’re digging into consumer and lifestyle apps: from meditation to meal kits, fitness to finance, these apps are shaping daily habits—but struggling to hold attention.

This is a massive market, where downloads are plentiful but long‑term engagement is elusive. The global mobile app market is projected to reach $756 billion by 2025, with lifestyle and health apps leading the charge. Yet on average, 95% of app users churn by Day 30.

So what separates the apps we delete from the ones we use every day? It comes down to engagement. More specifically: predictive, personalized, habit-forming engagement.

Let’s break down how leading brands are solving for silent churn—and how you can too.