[bentocorp]

I would say that currently for mobile, iOS still monetises a lot better than Android.

Once you've developed your brand and own your own distribution channel however, the best strategy seems to be to distribute via the App Store (which in many countries Apple doesn't give you any other choice) but monetise via your own site. Netflix etc do this and seem to not see much downside.

How well it works for smaller or new apps however is debatable.