GoKawiilRevenueCat has published part two of its State of Subscription Apps 2026 report, with new insights into how likely users are to cancel or renew their subscriptions, based on region, subscription plan, and the app’s overall pricing strategy. Here are the details.
Last March, RevenueCat released part one of its State of Subscription Apps 2026 report, offering interesting insights into the sustainability of the subscription app market.
Now, the company has published part two of its report, which focuses on subscriber retention and the challenge of winning users back after they cancel.
According to the report, “more than half of trial cancellations now happen on the first day,” with the churn rate dramatically dropping below 10% for apps with 30-day and 14-day trials after Day 2.
Source: State of Subscription Apps 2026
When it comes to the timing of annual subscription cancellations, RevenueCat says that “Month 1 accounts for 35% of all annual cancellations overall,” with shopping apps standing out with the earliest churn: around half of annual cancellations happen in the first month.
Cancellation timeline for annual subscriptions. Source: State of Subscription Apps 2026
On the flip side, education apps have the lowest first-month cancellations, with 30% happening in the first 30 days.
Perhaps more importantly, the report shows that winning back users who cancel annual subscriptions is a tough task. RevenueCat says that “annual reactivation sits at just 5%,” while “monthly subscribers come back at 4× the rate.”
Reactivation rate within 1 year by app category. Source: State of Subscription Apps 2026
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