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Konstantin Khalyushev
ENRUESPT

Churn and refunds

Reactivation within 12 months

Of subscribers who churned, the share who came back within a year.

Denominator
churned subscribers
Cohort
a subscription cohort
Time horizon
12 months
Sources
1
Observations
5

Compare your metric

Each source is compared against independently. Nothing here is averaged across sources, and there is no combined industry figure. This runs entirely in your browser. Your figures are never sent anywhere, never stored, and never included in analytics — only which metric you chose is counted.

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Can these be compared?

Roughly comparable

Only one source in this dataset publishes this metric for this segment. That is a single reading, not a consensus.

These observations cannot be combined into one figure, so they are shown separately. Different billing periods: monthly vs weekly.

RevenueCat — State of Subscription Apps 2026

Published 2026-03-19 · 5 observations

Sample
Over 115,000 apps using RevenueCat for in-app subscription management, covering more than $16 billion in revenue and more than a billion transactions. Apps must have active subscription revenue and meet a minimum install or revenue threshold.
How it is aggregated
App-level metrics aggregated across apps and reported as medians and quartiles (Q1/P25, median/P50, Q3/P75, P90). Each app is a data point regardless of size.
Measurement period
Target time frame 2025; older data used where a metric needs it (e.g. third annual renewal rates).
Denominator
churned subscribers

6%–36%

Median

  • Monthly

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Monthly reactivation: 6–36% by category.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Reactivation · Reactivation rate within 1 year by app category

3%–16%

Median

  • Weekly

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Weekly reactivation: 3–16% by category.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Reactivation · Reactivation rate within 1 year by app category

3%–8%

Median

  • Annual

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Annual reactivation: 3–8% by category.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Reactivation · Reactivation rate within 1 year by app category

36%

Median

  • Productivity
  • Monthly

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Productivity's 36% monthly reactivation is exceptional; SaaS 'come back when needed' behavior.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Reactivation · Reactivation rate within 1 year by app category

18%–24%

Median

  • Monthly
  • All geographies

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Monthly: 18–24% across geographies.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Reactivation · Reactivation rate within 1 year by geography

Pairwise comparability

The verdict below is produced by a fixed set of rules, not a model. It looks at the metric definition, the denominator, the cohort, the statistic, the segment, the dataset and the publication dates, and reports every reason it found.

RevenueCat 2026 6%–36%RevenueCat 2026 3%–16%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different billing periods: monthly vs weekly.

RevenueCat 2026 6%–36%RevenueCat 2026 3%–8%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different billing periods: monthly vs annual.

RevenueCat 2026 6%–36%RevenueCat 2026 36%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Productivity. An all-categories figure is not a substitute for the category you are in.

RevenueCat 2026 6%–36%RevenueCat 2026 18%–24%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different sub-segments: not broken out vs all geographies.

RevenueCat 2026 3%–16%RevenueCat 2026 3%–8%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different billing periods: weekly vs annual.

RevenueCat 2026 3%–16%RevenueCat 2026 36%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Productivity. An all-categories figure is not a substitute for the category you are in.
  • Different billing periods: weekly vs monthly.

RevenueCat 2026 3%–16%RevenueCat 2026 18%–24%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different billing periods: weekly vs monthly.
  • Different sub-segments: not broken out vs all geographies.

RevenueCat 2026 3%–8%RevenueCat 2026 36%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Productivity. An all-categories figure is not a substitute for the category you are in.
  • Different billing periods: annual vs monthly.

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