Once They Leave, Is It Over?…95% of App Annual Subscribers Who Cancel Don’t Rejoin Within a Year

RevenueCat says only 5% of annual app subscribers who cancel ever reactivate, far below monthly plans.

Churn is concentrated on day one of free trials and in the first month of annual subscriptions, especially for shopping apps.

Once annual plans reach renewal, retention improves sharply, with an overall renewal rate of 83.4%.

The study suggests reducing early churn and keeping users through the first renewal is critical for revenue.