95% of canceled annual app subscribers never come back, per report

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.

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.”