RevenueCat has released the second installment of its State of Subscription Apps 2026 report with new insights into how likely subscribers are to cancel or renew their subscriptions based on region, subscription plan, and the app’s overall pricing strategy. Here are the details.
95% of canceled annual app subscribers never come back
Last March, RevenueCat omitted the first part In the State of Subscription Apps 2026 report, which provides interesting insights into the sustainability of the Subscription Apps market.
Now the company has published the second part in its report focusing on subscriber retention and the challenge of getting users back after canceling.
According to the report, “more than half of trial cancellations occur on the first day,” with the churn rate dropping sharply below 10% for apps with 30-day and 14-day trials after day 2.
When it comes to the timing of annual subscription cancellations, RevenueCat says that “month 1 accounts for 35% of all annual cancellations,” and shopping programs tend to have the earliest churn: nearly half of annual cancellations occur in the first month.
On the other hand, educational programs have the lowest cancellations in the first month, with 30% occurring in the first 30 days.
Perhaps more importantly, the report shows that winning back users who cancel annual subscriptions is a challenge. RevenueCat says that “annual activation is only 5%”, “monthly subscribers return at a rate of 4x”.
The good news is that annual subscriptions offer the most reliable storage even after users manage to renew. Annual plans renew at a total of 83.4%, which is more than four times the rate of weekly subscriptions and nearly double that of monthly plans.
The report adds that subscribers who renew within the first year are more likely to continue to renew. Renewal rates increase from 23% to 40% for the first annual renewal, from 44% to 64% for the second, and from 56% to 70% for the third.
RevenueCat’s report also looks at other interesting factors, including how reactivations vary by geography and price tier, as well as broader year-over-year retention trends across subscription plans.
To check out the complete Part 2 of RevenueCat’s State of Subscription Apps 2026 report, follow this link.
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