The latest findings from RevenueCat’s State of Subscription Apps 2026 report reveal significant trends in subscription cancellations and renewals. A striking 35% of annual cancellations occur within the first month, particularly among shopping apps, where nearly half of cancellations take place in this timeframe. Conversely, education apps show a lower early cancellation rate, with only 30% of users opting out in the first month.
According to the report, more than half of trial cancellations occur on the very first day. However, this churn rate drops to below 10% for apps offering 30-day and 14-day trials after the second day. Reactivating users who cancel annual subscriptions proves challenging, with only a 5% reactivation rate, while monthly subscribers return at a rate four times higher.
Once annual subscriptions are renewed, retention rates improve significantly, with an overall renewal rate of 83.4%. This is more than four times the rate for weekly subscriptions and about double that for monthly plans. The probability of continued renewal also increases, from a median range of 23% to 40% for the first annual renewal, escalating to 56% to 70% by the third renewal.