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Uncovering the Value: How Much is Calm App Worth?

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  • Post last modified:11 September 2023

The Calm app has quickly become one of the most popular meditation and mindfulness apps on the market. As more people seek ways to alleviate stress and improve mental well-being, the app’s value has continued to rise. In this article, we will explore the various factors that contribute to determining the worth of the Calm app, including its revenue, user base, market position, and strategic partnerships. We will also provide an estimate of the app’s value based on available information.

Key Takeaways:

  • The Calm app is estimated to be worth over $1 billion, and its value is expected to continue to rise.
  • The app offers a wide range of meditation techniques, sleep stories, and relaxation music, catering to the diverse needs of its users.
  • The Calm app has secured partnerships with influential individuals and organizations, further increasing its value.
  • The app’s monetization strategy, which includes a premium subscription model, has proven highly successful, generating substantial revenue for the company.
  • The global mindfulness and meditation market is experiencing significant growth, and the Calm app is well-positioned to capitalize on this trend.

Determining the Worth of the Calm App

To determine the value of the Calm app, we need to examine a few different factors. One of the most significant contributors to the Calm app’s worth is its revenue. As of 2021, the Calm app has an estimated annual revenue of $150 million.

There are a few different ways the Calm app generates revenue, including subscriptions, in-app purchases, and advertising. The subscription model, in particular, has been a significant source of revenue for the app. Calm offers a free version of the app, but users can access additional content and features by upgrading to Calm Premium for $69.99 per year or $14.99 per month.

In addition to subscriptions, in-app purchases also play a role in the Calm app’s revenue. Users can buy individual meditation sessions or bundles of sessions for a one-time fee. While in-app purchases may not bring in as much revenue as subscriptions, they still contribute to the overall value of the app.

Finally, advertising is another way the Calm app generates revenue. Calm partners with brands to offer sponsored content and promotions to its users. While advertising revenue is likely smaller than subscription and in-app purchase revenue, it still adds to the app’s overall worth.

Revenue from Subscriptions

One of the primary sources of revenue for the Calm app is its subscription model. The app offers a subscription-based pricing model, providing access to exclusive content and features for its users. By offering different subscription plans, such as Calm Premium, the app has been able to attract a large user base, contributing significantly to its revenue growth.

Similar to other subscription-based businesses, Calm’s subscription model provides a reliable and recurring source of income. It also allows the company to offer regular updates and new features to its customers, enhancing their overall experience with the app. The subscription model has proven to be a successful strategy for Calm, as it has attracted millions of subscribers worldwide and continues to be a major contributor to its overall revenue.

The Calm Premium subscription provides users access to additional features, such as personalized meditation plans and exclusive music tracks. The premium subscription also allows users to download content for offline use and provides access to exclusive programs and masterclasses. These additional features have been a significant draw for users, contributing to the app’s continued growth in revenue.

Overall, the Calm app’s subscription model has been a key component in its success, providing a stable and predictable stream of income. By offering exclusive content and features, Calm has been able to attract and retain a large user base, contributing significantly to its overall revenue growth. As the trend towards subscription-based models continues to grow, it is likely that businesses will continue to explore innovative ways to generate revenue through subscriptions.

Revenue from In-App Purchases

In addition to its subscription model, the Calm app also generates revenue through in-app purchases. This feature allows users to purchase additional content, such as meditation programs, music, and masterclasses, enhancing their experience and offering a steady income stream for the app’s developers.

The revenue from in-app purchases has been steadily increasing, with Calm reporting significant growth in this area. The app offers a range of non-consumable purchases, such as the ability to unlock all content or remove ads, as well as consumable purchases, like individual meditation sessions or new soundscapes.

Furthermore, the Calm app’s expansion into physical products, such as sleep aids and mindfulness books, has also contributed to its revenue from in-app purchases. These products can be purchased directly within the app, further increasing the app’s revenue streams and enhancing the user experience.

Like with any other app, it’s important for Calm to strike the right balance between providing value to the users and generating revenue. The app’s pricing for in-app purchases is transparent and consistent, with users able to easily view and purchase additional content through the app’s interface.

Overall, the revenue from in-app purchases is a significant contributor to the value of the Calm app, providing users with additional content and features while creating a sustainable income stream for the app’s developers.

Revenue from Advertising

Advertising is another avenue through which Calm generates revenue. The Calm app offers advertisers the opportunity to reach its substantial user base through targeted advertising. By leveraging user data and insights, Calm can deliver personalized ads that resonate with its audience, resulting in higher engagement and revenue potential.

Similar to other digital platforms, Calm uses programmatic advertising to optimize its ad placements and drive revenue. The platform also utilizes mobile advertising, taking advantage of the ubiquity of smartphones and tablets to reach users on-the-go. Additionally, Calm has partnered with several brands to offer sponsored content and integrated advertising experiences, further enhancing its revenue stream.

While Calm’s revenue from advertising continues to grow, the platform also faces challenges in delivering effective ad experiences to its audience. As users increasingly expect personalized and relevant content, Calm must continue to invest in innovative advertising strategies to capture their attention and drive revenue.

User Base and Market Position

Beyond its revenue, the Calm app’s value is also influenced by its user base and market position. The meditation and mindfulness app boasts over 100 million downloads worldwide and has been consistently ranked as one of the top-grossing health and fitness apps on both the App Store and Google Play.

Calm has a diverse user base that includes individuals of all ages and backgrounds looking for ways to manage stress and improve their mental health. The app’s popularity can be attributed to its user-friendly interface, personalized content, and effective marketing strategies that have helped it appeal to a broad audience.

In terms of market position, Calm has established itself as a leader in the digital wellness industry. It has successfully differentiated itself from competitors by offering a unique platform that combines guided meditations, sleep stories, and other relaxation techniques all in one app. Calm has also partnered with major brands, celebrities, and sports teams to expand its offerings and increase its visibility.

In addition, Calm has been proactive in adapting to changes in the market and consumer preferences. For example, in response to the COVID-19 pandemic, Calm launched a free resource page that offers meditations, sleep stories, and other content specifically designed to address feelings of anxiety and stress.

By leveraging its large and diverse user base, adapting to changing market conditions, and establishing a strong market position, Calm has positioned itself for continued success in the digital wellness industry.

Expansion and Partnerships

Moreover, Calm has successfully expanded its offerings beyond just the app itself. The company has collaborated with various partners to offer its users a range of diverse and complementary products and services. These strategic partnerships have not only allowed Calm to reach new audiences but have also contributed to the company’s overall value.

One example of Calm’s successful partnership is with the fitness company, Xponential Fitness. This collaboration has allowed Calm to integrate its mindfulness practices into Xponential Fitness’ workout classes, creating a unique and holistic fitness experience for users. Through this, Calm was able to expand its reach and attract fitness enthusiasts who are interested in incorporating mindfulness into their workouts.

Calm has also partnered with brands like American Airlines, Marriott, and Uber to offer their services to travelers. The integration of Calm’s relaxing features in these partnerships has not only provided a more enjoyable and calming experience for travelers but has also increased the visibility of the app.

Furthermore, Calm has collaborated with celebrities such as LeBron James and Kate Hudson to produce exclusive content for their users. The addition of such content has helped Calm stay competitive and appeal to a wider user base.

These partnerships have allowed Calm to expand its offerings beyond just the app and provide a more diverse and comprehensive range of services to its users. By leveraging the strengths of its partners, Calm has been able to tap into new markets, increase its user base, and enhance its overall value.

Acquisitions and Investments

In terms of acquisitions and investments, Calm has also made strategic moves to further enhance its value. In 2018, the company acquired the AI-powered meditation app, Sway, to expand its offerings and improve personalization for its users. This acquisition aligns with Calm’s mission to provide accessible and personalized mindfulness solutions to its audience.

Furthermore, Calm has raised a total of $218 million in funding rounds, with its latest in December 2020, valued at $2 billion. This funding has allowed Calm to invest in product development, expand its marketing efforts, and fuel its global growth. Notably, this funding round was led by Durable Capital Partners, a renowned investment firm that focuses on high-growth companies with strong leadership and innovative offerings. This strategic investment by Durable Capital Partners reinforces Calm’s position as a leader in the wellness industry and highlights its potential for long-term value creation.

Calm has also partnered with several brands, including American Express, BMW, and Kaiser Permanente, to create co-branded content and promotions. These partnerships allow Calm to expand its reach and tap into new customer segments while providing its partners with a unique value proposition. For instance, its partnership with American Express provides cardholders with a complimentary premium subscription to Calm, emphasizing the mutual benefits of such collaborations.


Calm’s strategic acquisitions, investments, and partnerships have been integral to its success, enabling the company to expand its offerings, diversify its revenue streams, and enhance its market position. With a proven track record of providing valuable and innovative solutions for mindfulness, Calm’s value is set to continue to increase as it explores new opportunities for growth and expansion.

Estimating the Value of the Calm App

In conclusion, the Calm app is a highly valued platform in the meditation and mindfulness industry. When estimating its value, we must consider its financial success, positive impact on mental health, and partnerships and collaborations.

Financially, the Calm app has proven successful, generating over $150 million in annual revenue in 2020. The app offers both a free version and a premium subscription with additional content, indicating the perceived value of the app by users willing to pay for premium access.

Additionally, the Calm app provides users with tools to manage stress and anxiety, ultimately contributing to improved mental health. The app’s guided meditations, sleep stories, and other relaxation techniques have been shown to have numerous benefits and are a valuable resource for users seeking a better sense of well-being.

Moreover, the Calm app’s partnerships and collaborations further enhance its value. Collaborations with celebrities like LeBron James increase the app’s visibility and appeal to a broader audience, while integrations with other platforms and devices expand its reach and convenience for users.

Overall, the Calm app’s impressive revenue generation, ability to promote relaxation and mindfulness, and strategic collaborations make it a highly valuable resource for users seeking a better sense of mental well-being. While exact valuation is challenging to determine, the app’s success and popularity suggest that its worth is significant in the meditation and mindfulness industry.


In conclusion, the Calm app is a highly sought-after asset in the industry. Through a detailed analysis of its revenue streams, user base, market position, strategic partnerships, and acquisitions, we can see the immense value it offers. The app’s subscription model and in-app purchases contribute significantly to its revenue generation, while advertising partnerships with top brands further enhance its value. Additionally, Calm’s expansion into new offerings and investments in the company have a positive impact on its overall worth.

While exact valuation of the Calm app is difficult to estimate, based on available information, it is clear that it holds significant value within the industry. The app has become a leading player in the meditation and mindfulness space, boasting a substantial and growing user base.

Overall, the Calm app’s value lies not only in its revenue generation but also in its ability to positively impact people’s lives by promoting mindfulness, relaxation, and mental wellness. Its impact on the mental health industry cannot be understated, and its value extends beyond just financial gain.

As such, the Calm app is poised to continue to be a leader in the wellness industry and contribute to the betterment of people’s lives.


Q: How much revenue did the Calm app generate in 2020?

A: The Calm app generated an estimated $90 million in revenue in 2020.

Q: What is the subscription fee for Calm Premium?

A: The annual subscription fee for Calm Premium is $69.99.

Q: How does the Calm app generate revenue through in-app purchases?

A: Users can purchase additional content, such as guided meditations or music tracks, through the app.

Q: Does the Calm app include advertisements?

A: Yes, the free version of the Calm app includes advertisements to support the app’s revenue.

Q: How many downloads does the Calm app have?

A: The Calm app has over 100 million downloads worldwide.

Q: How has the Calm app expanded its offerings beyond the app itself?

A: The Calm app has partnered with major companies and organizations to bring mindfulness and meditation to a wider audience. For example, it collaborated with Marriott Hotels to offer in-room meditation sessions.

Q: How much funding did Calm raise in 2018?

A: Calm raised $88 million in a funding round led by TPG Growth in 2018.

Q: What is the estimated worth of the Calm app?

A: While an exact figure is challenging to determine, the Calm app is estimated to be worth billions of dollars based on its strong financial performance and market position.